My portfolio isn’t updated nearly enough, but you can view some of the publicly available case studies in it here.

  • Netflix

  • Molson Coors

  • General Mills

  • Molson Coors

  • Chive

  • McDonald's

Chive

Consulting Client | DTC Pots & Planters

Background:

Chive was designing pots and planters for 16 years and sold in 6,000 stores when it decided to launch a DTC channel in the U.S., Canada, and the U.K.

I worked alongside the founder who wanted a consumer-friendly brand that reflected the uniqueness of his designs.

My Role:

  • Brand Strategy

  • Target Strategy

  • Go-To-Market Plan

Chive Before Brand Strategy:

Chive After Brand Strategy:

New Positioning: Fashion for Plants

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Netflix Narcos

Work while at Alma DDB Agency | Streaming

Objective:

Generate and sustain interest in Netflix’s Narcos Season 2 for existing followers and target new audiences through earned media and entertaining content.

Insight:

While conducting research and social listening from Season 1, we found a lot of viewers jokingly discuss how they would be fluent in Spanish by the end of the show. We also know, culturally, that ‘bad words’ are the most fun to learn.

Idea:

Learn Spanish with Narcos. In keeping with the edgy tone of the show and what audiences want, we only taught profanity and slang words.

My Role:

  • Social listening and insights mining

  • Led creative strategy

  • Led social media strategy

  • Oversaw community management, tone & manner 

  • Oversaw campaign effectiveness & measurement

Campaign Results:

  • 51,791,043 organic impressions

  • 13.3 million views

  • 1,088,661 engagements

  • 6 million post interactions

  • 10 Cannes Lions

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WerkShoppe

Consulting Client for King Marketing | DTC Puzzles

Background:

WerkShoppe is a founder-led DTC brand where artistic collaborations with emerging and established artists are turned into creative products.

To launch the brand, they came to King Marketing for its growth strategy expertise with fast-growing DTC brands.

My role:

  • Brand and Go-to-Market Strategy

  • Target Strategy

  • Channel & Content Strategy

  • Creative Strategy

  • Social & Email Guidance

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Cinnamon Toast Crunch

Work while at Alma DDB Agency | CPG

Objective:

Bring the in-the-bowl, multi-sensorial experience of eating Cinnamon Toast Crunch out-of-the-bowl, to get Latweenos (Latino tweens) to live the IRL experiences they crave.

Campaign:

Transported Latweenos into an unexpected, mind-blowing universe where Cinnamon Toast Crunch made awesome moments even more awesome. We used GIFs, memes, stickers, interactive stories, and more.

Campaign Results:

Sales numbers are confidential but we did have to pause media because they sold out of product.

My Role:

  • Led content and channel strategy

  • Collaborated on the fully integrated media plan with media partners

  • Oversaw the development of the social media playbook

  • Oversaw the editorial calendar, digital/social creative concepts

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Sol Beer |

Molson Coors

Work white at Alma DDB Agency | Beer

Objective:

Launch Sol beer in the U.S.

Campaign:

Fully integrated; broadcast, Spotify, owned social channels launch, paid social: Instagram, Facebook, Snapchat; YouTube Director’s Mix, OLV, Programmatic, Search, Site launch.

Campaign Results:

  • Became the fastest growing Mexican beer import

  • FB & IG: 152 million impressions; Snapchat: 30 million impressions

  • National Snapchat filter generated 243 million impressions

  • Brand recall saw a +6.5 point lift

  • Won plenty of awards, including a Silver Effie

My Role:

  • Collaborated on the brand and target positioning for launch

  • Led the comms strategy: channel, content, creative, journey

  • Influenced media buy and measurement plan

  • Creative strategy and oversaw asset development

  • Oversaw the social media playbook