SUMMARY

A passionate leader with 15-years of global marketing experience architecting and executing compelling partnerships that connect brands to people. Entrusted as a growth driver, I lead teams in the development of high-impact, integrated experiences built on the pulse of culture. Delivering on a full suite of brand management services across industry verticals, my multidisciplinary expertise in strategy, creative, production, media, and analytics has led to innovative, award-winning work that drives brand growth. I live and breathe storytelling -- it’s the most powerful expression of what unites us all as humans. My integrated work is a reflection of this, always infusing human-first experiences that ensure cultural competency, brand relevance, and consumer authenticity.  ​

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Strategic Thinker • Creative Storyteller • Brand Builder • Collaborative Leader • Efficiency Driver • Results Agility • Multidisciplinary Knowledge

 

WORK EXPERIENCE

Hero Media | Associate Vice President, Branded Content & Strategic Partnerships | Remote | January 2024 - Present​

• Lead the partnerships strategy, managing a team of direct reports + cross-functional partners in the strategic development and creative execution for a portfolio of 25+ partnerships, inclusive of branded content programs and immersive brand experiences. 

• Responsible for the development and execution of domestic & international creative partnerships, spearheading the orchestration of marketing strategies, creative resourcing, content production, and the successful output of high-profile programs & activations. Enhanced Hero Media’s experiential presence at Cannes Lions, leading a cross-functional team of over 15 agency personnel and external partners to deliver multi-bespoke brand experiences for 500+ guests. Resulted in a 4X onsite programming impact increase and a 5X partnership pipeline increase from previous years.  

• Identified as a business development resource, serving as a primary point of contact with key brand decision makers for client procurement, relationships management, sales strategies generation, presentation development, and conducting sales negotiations for high-profile brand partnerships. Strategic selling techniques have resulted in $2MM+ in programming revenue.  

• Spearheaded Hero Media’s Cannes event communications planning, including social media strategy, content development, calendar management, and posting. Created consistent and engaging brand presence across all platforms, resulting in a 300+% increase in social engagement.

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Hero Collective | Associate Vice President, Branded Content & Strategic Partnerships | Remote | August 2021 - December 2023​

Clients: General Motors

• Developed culturally and emotionally resonant partnership programs, creating impactful strategies and meaningful media-based/consumer-first branded content. Responsible for the refinement of external partnership, leveraging data and insights that informed strategic approaches, drove measurable impact, and achieved core business objectives.

• Oversaw a team of multicultural planning and content practitioners, leading the creative ideation, strategic development, and production implementation of branded content programs that maximized media investments and drove over $750k in multiyear, up-sell partnerships.

• Responsible for Client management, negotiating vendor deals, and planning & executing consumer-connected deliverables within formulated budgets & timelines that exceeded business objectives. Multiple projects produced statistically significant 20+ score lifts in all brand attributes, higher than Nielsen’s overall norms.  

• Defined and developed key media-led content processes and communications for General Motors’ Diverse-Owned upfront operations, overseeing a variety of marketplace outreach to maintain quality relationships and partnerships with media publishers & production vendors. Efforts directly contributed to General Motors making strides within Black-owned media support, receiving more than 2% of GM’s ad budget in 2021, 4% in 2022, and impact towards their goal of 8% by 2025.

• Proven thought-leadership in the form of: informed industry POV presentations, creative briefs, reporting performance summaries, and other key relevant consumer trend reports, insights, and entertainment solutions catered to meet our Client’s marketing needs.​

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FCB | Director of Engagement Planning | Chicago, Illinois | November 2020 - August 2021

Clients: Abbvie, Allergan, Groupon

• Led multi-brand communication plans, applying strategic rigor to the creative development process that guided big ideas into integrated, human-first experiences for both in-market products and first-to-market brand launches.

• Served as a key bridge between creative solutions and tactical executions, developing consumer journeys, communication plans, messaging frameworks, tactical briefs, and ecosystems that ensured consumer connection to the right message at the right time.

• Liaised interagency teams in translating the creative and messaging into effective, consumer-first media channels. 

• Served as a key member on new business initiatives, developing and pitching ideas & channel recommendations that resulted in global agency wins.​

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Spark Foundry | Associate Director of Content | Chicago, Illinois | May 2017 - November 2020

Clients: Bel Brands, Daisy Brand, Crate & Barrel, Great Wolf Resorts, KFC, New York Life, Novo Nordisk​​

• Fostered the growth and development of six (6) team members across multiple brands, overseeing the creation, production and deployment of high-quality content narratives that drive brand affinity, production efficiencies and delivery against client KPI goals.

• Cross-channel expertise, spearheading content strategy, ideation and development across multi-media types, resulting in industry-recognized accolades including a Gold Promax, Silver Clio and Telly award for Best Branded Entertainment and Content.

• Oversaw strategic content road-mapping, media negotiations and tactical planning, equipping the team to seamlessly execute the day-to-day campaign work.

• Drove relationship building and cross-disciplinary collaboration with key stakeholders including internal investment teams, external client brand leads, media vendors, and pan-agency partners. 

• Cultivated strong Client relationships, yielding demand for the Content Practice within existing lines of business:

  • Agency growth driver, contributing to a business expansion of previously media-only responsibilities to comms planning additions. Resulted in a more robust SOW, 2x additional FTE assignments and a personal content/comms-hybrid promoted position. 

  • Thought-leadership re-established the agency's global model for content's strategic role within larger communication plans.

• Co-developed the agency's first-of-its kind Cultural Fluency Taskforce, launching a quarterly speaker series highlighting the impact of inclusive marketing on business growth. Programming resulted in 300+ attendees and recognized by executive leadership as a ​key pillar to on-going planning.​

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​Leo Burnett | Producer | Chicago, Illinois | June 2011 - May 2017

Clients: Allstate, ComEd, Delta Faucet, DeVry, Esurance, Fifth Third, Firestone, Hallmark, Kellogg’s, McDonald’s, Pfizer, Purina, WhiteWave

• Producer of content needs both domestically and internationally, through all stages of the production process including: scheduling, budgeting, 

  vendor search & selection, bidding & negotiation, pre-production preparation, post management and asset release.

• Managed all production logistics pertaining to the inception of McDonald's social media rebrand. Within the first three months of its launch, engagement rates were recorded as high as 10.62% (organic) with a strong consumer reach of 3.8MM (paid). 

• Produced DeVry University’s brand re-launch, “Different On Purpose,” an integrated campaign comprised of television/web-based content, radio, digital and OOH. Budget totaled $1.5 million.

• Served as lead Producer for various multi-agency content productions for McDonald's, managing all production logistics across four partner agencies. Specifically, the “Real People/Real Reaction” production resulted in one of McDonald's most successful product launches in company history.

• Developed an internal process for producing, managing and tracking all Allstate national and local radio encompassing 3,000+ spots. System continues to be leveraged within the organization, helping streamline a previously disorganized structure, creating a more manageable platform.

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DraftFCB | Associate Producer | Chicago, Illinois | June 2010 - June 2011

Clients: Kmart, MillerCoors, Motorola, Nestlé, Qwest, SC Johnson, USPS

• Producer of all Miller Lite national radio from inception to delivery.

• Effectively managed all post production work for two national Coors Light television spots.

• Planned, coordinated & executed animatics, boardomatics, sizzle and award entry videos; budgets ranged from $5K - $60K.

• Responsible for updating and maintaining DraftFCB’s production department intranet, accessible to over 200+ employees.

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Kaleidoscope Digital | Associate Project Manager | Detroit, Michigan | January 2010 - June 2010

Clients: General Motors, Sprint

• Managed the creative development and deployment of multiple e-mail blasts from inception to delivery; worked closely with 

  clients and cross-departmental resources to ensure superior quality and on time execution of deliverables.

• Project Manager and content developer for multiple website platforms running simultaneously; budgets ranged from $8K - $50K.

• Supported content development of local and national website platforms for Buick, Cadillac, Chevy and GMC.

• Initiated the development and distribution of video tutorials designed to help beginners learn content management systems driving team efficiency, leveraging technology vs. employee trainers.

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Campbell-Ewald | Associate Content Producer | Warren, Michigan | June 2009 - January 2010

Clients: General Motors, OnStar, US Navy, USPS, UMHS

• Produced navy.com’s, “Behind the Ribbons” monthly video webcasts. Responsible for overseeing the shoot & editorial process, 

  scheduling/managing the production flow and initiating/maintaining consistent communication between all teams, both internal and external.

• Produced animatics for Onstar & United States Postal Service from inception through delivery; used for client concept pitching, response measurement testing and director treatment inspiration.

• Produced and co-directed radio for University of Michigan Health System.​