projects
As a strategist, I bring a unique blend of brand, digital, and cultural strategy experience to help brands increase relevance with their audience and achieve business outcomes through brand building, creative campaigns, and channel strategy. My client experience spans entertainment, non-profit, CPG, food, B2B, and tech, including NBC, United Nations Global Compact, Unilever, Taco Bell, PayPal, Under Armour, HPE, and Xbox.
In my role, I have had the fortunate opportunity to tackle questions like these:
How do we make our restaurant leaders as diverse as the people who work and
eat there?
How do we convince physically active people that the worst thing you can do for your performance is skip recovery?
How do you insert a brand with a mission around freedom of movement into the conversation around youth activism and racial justice?
How do we shift caregivers seeing the act of demanding help as an individual sign of weakness into a radical act of care?
How do we show athletes that a ​well-trained mind is their most powerful competitive asset?
How do you inspire a generation who faced a year of missed milestones to care enough about a brand's social purpose?
Brand Trust Playbook
Focus Group Facilitation • Data Synthesis
Note: Playbook is internal, but link to full Brand Trust Report is accessible via above attachment.
I supported Edelman's latest Brands Amidst Crisis Trust Special Report, providing texture to our quantitative survey by helping facilitate online focus groups across the U.S., U.K., and India, identify key themes, and provide supporting quotes to enhance our datapoints.
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In tandem with the quantitative research, I partnered with three colleagues across the network to field, synthesize, and translate global focus group findings to tell a succinct story about brand trust. As the “unofficial strategy task force,” we also developed a playbook to serve as an internal discussion guide for our colleagues to think more like a strategist. Does your brand have a plan to not only credibly address societal commitments but also achieve them? Knowing that consumers expect brands to have more influence over government, who are your advocates and partners in assuaging consumer fears?
I have also worked on IP and mock pitches, which include the following:
COVID x Gen Z
Focus Group Facilitation • Insight Development • Trend Forecasting
Gen Z was primed to be the generation that impressed the world with their pragmatic idealism, diversity, and digital fluency. Facing a crisis on the brink of adulthood, Gen Z will forever be marked by COVID-19, impacting not only their own demeanor, but expectations of brands and policymakers.
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Last May, through a combination of virtual focus groups with Gen Z staff, review of research reports and news stories, we outlined how Gen Z has and will grapple with the impact of COVID-19 –from education and work, to mental and physical health, to purchasing and voting behavior.
Mock Pitch: Fresh Prince Revival
Creative Brief • Idea Development • Audience Research • Social Listening • Cultural Insights
With news of the Fresh Prince revival set to air on Peacock, I created a mock pitch, coming up with ideas to successfully launch the show as a must-see TV event.
From brief ideation and creative presentation, I identified how we could create a moment in time around a timeless classic, leveraging potential partnerships, experiential activations, and social media activations.
Intersection Environmentalism
Cultural Insights • Quantitative Research
As co-lead of my office's Green Team, we have evolved our office-wide communications amidst COVID to focus on sustainability topics with client and consumer imperatives, including intersectional environmentalism. The global pandemic accentuated four interconnected crises: health, economic, racial, and climate. Our POV addressed how issues of environmentalism and racism intersect, and what our role as a communications agency is to promote environmental justice for everyone.
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We have also developed similar digests on the Biden administration's climate agenda, corporate greenwashing, and net-zero movement.
