EXPERIENCE

Head of Creative Strategy October 2021 - present
YouTube, San Bruno, CA

Group Creative Strategy Lead December 2018 - October 2021
Google Brand Studio, San Francisco, CA


Creative Strategist  2018 - December 2018
ASG on site at Google, San Francisco, CA.

Google Brand Studio

Deputy Director Brand Strategy  2016 - 2018
Goodby Silverstein & Partners, San Francisco, CA.

Xfinity Mobile, Stubhub, The Tipping Point Community, Specialized

  • Challenged the Goliaths of the wireless industry by creating and launching a new kind of network.

  • Encouraged people to get out and do more via Stubhub rather than stay in and Netflix and chill.

  • Shocked super rich San Francisco city dwellers as to what it's like to be living on the Poverty Line.

  • Demonstrated that pedaling is better for kids with ADHD than just pills.


Group Brand Strategy Director  2015 - 2016
Goodby Silverstein & Partners, San Francisco, CA.

eBay, Marmot, Stubhub

  • Reframed eBay’s billion-item inventory to be something that people should be excited by rather than overwhelmed by.

  • Attempted to convince millions of Americans that the outdoors isn’t anything to be afraid of or something you need to be an expert to enjoy.

 
Brand Strategy Director  2013 – 2015
Goodby Silverstein & Partners, San Francisco, CA.

Comcast, Xfinity, eBay

  • Developed first ever partnership between Xfinity and Airbnb to give binge watchers their dream places to binge during the 2nd ever Xfinity Watchathon.

  • Developed global positioning and consumer campaign to redefine eBay’s ‘yard sale’ image.

 
Senior Brand Strategist   2012 - 2013
                                                                 
Goodby Silverstein & Partners, San Francisco, CA.

Comcast, Xfinity

  • Identified key barriers stopping Satellite customers from considering Comcast by addressing a fundamental gap in Comcast’s research methodologies.

  • Worked to counter aggressive AT&T U-verse expansion plans by positioning them as an old age entertainment provider.

 
Senior Brand Strategist   2011 - 2012                                                                   
kbs+, New York, NY.

BMW, The Vanguard Group,

  • Developed strategic positioning to ensure and enhance BMW’s luxury status in the face of an ever-expanding product portfolio, resulting in kbs+ becoming the agency of record for BMW N.A.

  • Worked with The Vanguard Group to time-shift the emotions of future financial success to today.


Brand Strategist  2010 - 2011                                                                           
kbs+, New York, NY.

BMW, The Vanguard Group, Giorgio Armani, Steak ‘n Shake

  • Collaborated with BMW to pioneer a social experiment to shape the future of mobility with the launch of ActiveE, the first BMW Electric Vehicle.

  • Identified inherent over-protective parenting behaviors as a launching pad for BMW N.A.’s Don’t Text And Drive PSA campaign.

  • Worked with The Vanguard Group to create real-life experiments using movie theaters and coffee trucks to demonstrate the benefits of their virtual financial services business model.

 Strategic Planner  2008 - 2010                                                                              
Lorél Marketing Group, King of Prussia, PA.

Maaco, Staples, Rita’s Water Ice

  • Provided consumer insights, industry trends and competitive analysis to clients and internal stakeholders.

  • Performed internal educational ‘lunch and learn’ training seminars to inspire and educate employees.

EDUCATION & HONOURS

2015 - Omnicom University Senior Management Program – Undergraduate                                                                      
2011 - AAAA “Pick of the Litter” Winner for work on BMW ActiveE  2011                               
2011 - kbs+ “Miles from Ordinary” Award Winner                                                                    
2010 - Account Planning Boot Camp, Miami Ad School, Miami Beach, FL                           
2008 - Institute of Advanced Advertising Studies, Program Graduate                                  
2004 - Bachelor of Science with Honors, Business Management                                                       
2003 - Shell STEP Programme Regional Winner for work on Ageism in Advertising