Recent Work
I have worked on several auto brands including Ford, Toyota, and Volvo, and my experience includes extensive hands-on strategic planning, implementation and campaign management across social, influencer, SEO, SEM, native advertising, analytics, consumer experience, and engagement.
AUTO INDUSTRY
I have worked on several auto brands including Ford, Toyota, and Volvo, and my experience includes extensive hands-on strategic planning, implementation and campaign management across social, influencer, SEO, SEM, native advertising, analytics, consumer experience, and engagement. For a recent auto campaign, I increased conversion rates coming from search and social by 11.47%, which included an 8.57% increase in the quality of the traffic. I also increased the overall quality of the dealership audience by 11.77% and increased the traffic that entered and went directly to their vehicle pages by 24.04%. This resulted in 19.8% higher click-through rates and an average 20% decrease in overall advertising costs, and a 40% decrease in spending on CPC (cost-per-click) advertising.
SHARK-NINJA
I developed the strategic plan for brand identification and then a holiday campaign for SharkNinja. In addition to the planning, I oversaw the outreach and implementation, which included identifying, securing, managing, and measuring 200 influencers (macro, mid-tier, and micro), who worked across 7 different product lines. Together with my team, we placed over 300 posts across Instagram, IG stories, Facebook, Twitter, Pinterest, YouTube, and personal blogs. These included 73 different calls to action (i.e., swipe to purchase, link to purchase, write a review), 22 pieces of long-form content (blogs, feature articles, videos, Instagram stories). The final campaign produced 8.2M impressions, the majority of the views we drove were across social.
COTY = WELLA
Coty brands have been a client for the past three years, One of the campaigns we have worked on since the beginning of our relationship is a “Passionista” effort I help to develop together with their PR agency. We identified and secured 64 influential consumers, which in this case were influential stylists, who are at the top of the haircare industry, After identifying true brand enthusiasts for Coty’s Wella brand we worked with them to use and talk about the brand. We were so effective at identifying enthusiasts that all of the content was unpaid. The group made 2,046 posts on Instagram over a one-year period. We were able to get in front of their 680,000 followers on Instagram multiple times to generate 4.2 MM active impressions, which successfully increased awareness for the brand among the hard-to-reach stylist community who in-turn passed their affinity for the Wella brand/product on to their consumers, who their end-users. We successfully drove millions of new product trials, tremendous goodwill in-salons, and across social media, which drove in-salon (point-of-sale) conversions.
PANTENE
Coty brands have been a client for the past three years, One of the campaigns we have worked on since the beginning of our relationship is a “Passionista” effort I help to develop together with their PR agency. We identified and secured 64 influential consumers, which in this case were influential stylists, who are at the top of the haircare industry, After identifying true brand enthusiasts for Coty’s Wella brand we worked with them to use and talk about the brand. We were so effective at identifying enthusiasts that all of the content was unpaid. The group made 2,046 posts on Instagram over a one-year period. We were able to get in front of their 680,000 followers on Instagram multiple times to generate 4.2 MM active impressions, which successfully increased awareness for the brand among the hard-to-reach stylist community who in-turn passed their affinity for the Wella brand/product on to their consumers, who their end-users. We successfully drove millions of new product trials, tremendous goodwill in-salons, and across social media, which drove in-salon (point-of-sale) conversions.
P&G's Secret
We have been working with P&G brands since October of 2014, developing strategies, and leading ideations, and then conducting Influencer discovery, negotiations, and campaign management, measurement, and optimization. For a recent Secret campaign, we discovered and secured 54 influencers (macro, mid-tier, and micro) with a cumulative following across platforms of 20.6M. I led my team to work with them and create/place 307 total posts of their content across Instagram, IG stories, Facebook, Twitter, Pinterest, YouTube, personal blogs and the brand’s assets. Along with each influencer featuring the swipe to purchase option, local retail tie-ins were initiated based on each influencer’s location. We worked with Walgreen, Target, and CVS to provide each influencer with trackable retail links, which enabled them to bring their most engaged followers directly from their social pages to their local retailer for purchase. These were so successful the program was expanded, and we used the influencer content with the trackable links for social ads that were pushed out to look-a-likes of the original audience and Secret’s broii target audience. We used the existing custom user-generated content from our social influencers to deliver high virality native social content and advertising with the highest propensity of being shared.
JIBO
Coty brands have been a client for the past three years, One of the campaigns we have worked on since the beginning of our relationship is a “Passionista” effort I help to develop together with their PR agency. We identified and secured 64 influential consumers, which in this case were influential stylists, who are at the top of the haircare industry, After identifying true brand enthusiasts for Coty’s Wella brand we worked with them to use and talk about the brand. We were so effective at identifying enthusiasts that all of the content was unpaid. The group made 2,046 posts on Instagram over a one-year period. We were able to get in front of their 680,000 followers on Instagram multiple times to generate 4.2 MM active impressions, which successfully increased awareness for the brand among the hard-to-reach stylist community who in-turn passed their affinity for the Wella brand/product on to their consumers, who their end-users. We successfully drove millions of new product trials, tremendous goodwill in-salons, and across social media, which drove in-salon (point-of-sale) conversions.
