👇🏻👇🏻👇🏻 See a few of my favorite projects below 👇🏻👇🏻👇🏻
Tempo
Tempo’s mission is to make fitness work for everyone, no matter your goal, experience or economic position. That meant starting with the launch of the industry’s first affordable connected gym across all marketing channels (TV, FB, IG, TikTok, YouTube, Influencer, Direct Mail, In Store).
Job one for our in-house agency was to launch the new Tempo Move across all marketing channels using all in-house production 🚀🚀🚀.
The Results: Beat our sales goals before Black Friday. 📦🎉
Tempo is not just a product that needs to be explained, but a lifestyle that needs to be lusted for. So to help build that swag, story and trust, we leaned into influencers that shared our passion for a better path to better them to help bring that story to life.
The Results: 3x CVR improvement 🚀🚀🚀
Our .com and landing pages needed to not only differentiate Tempo as the category defining lifestyle it truly is, but needed to be a fine tuned conversion machine as well. That’s why we took on a huge overhaul of all of our owned surfaces.
The Results: 3x CVR improvement in LP performance alone 💪
As part of our web overhaul, we crafted a new “how it works” film to simply introduce new customers to how and why Tempo is the best exercise experience for them.
Under the amazing leadership of Elena Costello, lifecycle has become a driving force at Tempo across our Nurture, Abandon Cart, Onboarding, Retention and Referral journeys. Here are a few samples from the ENORMOUSLY delicious flow.
Nothing beats getting to experience an amazing product. So we launched physical pop-up stores around the country that brought the brand to life and allowed potential customers to experience the power of Tempo. Not able to make it? Not a problem. We also launched a live store online that allowed you to interact and ask ALL of your questions with a real life person with real life machine.
Tally
My mission at Tally was to build the brand across all marketing channels that could scale our vision of making credit cards fair and accessible for everyone. That mission started with a full brand refresh (logo, colors, type, TOV, website, CRM templates…) before turning on and testing into all paid growth channels (FB, IG, TikTok, Snap, OTT, Audio…).
Our first job as an in-house agency was to remake the visual design system of one of the fastest growing Fintech companies in the world. A system that shrugged off the typical coldness of a finance company and embraced the humanity of our space and problem.
The Results: 34% improvement in the Cost Per Account on the new website alone 🚀🚀🚀
I had the challenge of introducing a new product/behavior into mass culture through Tally’s first ever TV campaign. We also needed to do it quickly and cost effectively. So we shot 4 spots in 1 day that explored a range of tones and value props and were able to hit our CAC goals in our first round of testing.
The Results: ROAS similar to Facebook in our first test. 🤯🎉
To launch and scale our product we also needed to massively scale paid social. And the trick to massively scaling paid marketing is to test & learn as many different messages and formats as possible to find what really resonates with your different customers. And that’s exactly what we did at Tally, turning on FB, IG, TikTok, Snap, YouTube and Reddit using a mix of UGC and branded content.
The Results: 8 new channels unlocked. 66% increase in FB ROAS while scaling. 🎉
As part of our channel exploration, we discovered “skit” style and UGC style content resonated with users, allowing us to both hit our CAC goals while also building our brand narrative. These also became an amazing place for us to test messaging/tone in a cost effective, low risk way that gave us the confidence to keep investing in TV.
As we scaled paid, we also found audio to be a strong performance channel that also allowed us to tell more of a story. Here are a few of our top ads.
Shutterfly
Like a lot of 25 year old tech companies, Shutterfly was on a year-over-year coast to being forgotten with no new customer growth and falling core sales. Myself and a new leadership team stepped onboard to help change the trajectory of this beloved brand by reimagining it as a modern product and performance marketing company to get it growing and relevant again. Exciting right?!
To reach a new audience and reestablish our relevance, we first needed to reimagine our visual design system. A new system that elevated our look & feel, put our amazing products front & center and embraced the mobile first nature of audiences today.
With previous TV campaigns only pulling in a $.5 ROAS, Shutterfly had not run television ads in several years, leaving a growing number American’s unaware of our great products. So we rolled up our sleeves and shot a new series of Brand Performance spots to prove that we could both make TV work for us as a conversion channel and remind the country that saving your memories with Shutterfly mattered.
The Results: 7x ROAS improvement in our first test, leading to an always on tv strategy (and we shot it all without an agency for 4x lower cost) 🤯🎉
Shutterfly had given up on their paid social channels because they could not get them to work efficiently. Positive that there was a HUGE opportunity there, we restarted the program, leaning into UGC and Creator film content to bring our product to life for both new and existing customers. And the results across FB, IG, TikTok, Snap, YouTube and Pinterest surprised even us!
Meta Results: 5x improvement in ROAS while 5xing the platform spend 🎉
YouTube Results: Able to turn on and scale the channel at a $2.5 ROAS 🚀
TikTok Results: 7x improvement in ROAS 🤯
From its bright orange cover, to the promotional keep cards, to the lifestyle imagery that brought our top products to life - we tested into a holiday catalogue that truly stood out at the mailbox. Concepted and shot completely in-house at our amazing little studio, this beautiful printed piece kicked off our transformational Q4 in 2022.
Email is one of our top traffic drivers and needed a refreshed design system that not only made it more beautiful, but also empowered data personalization at scale.
Better.com
Better’s mission is to make home ownership accessible to everyone, but the company had become known for all of the wrong reasons. So led by the amazingly talented Meg Gallagher and Michael Rosenau, we began to tell the real story of Better - that of every customer that found their home with us.
With interest rates on the raise, we needed to FOCUS on driving growth for the first time in the company’s history.
The Results: 2x improvement in CPA in the first 30 days 🚀
StubHub
My mission at StubHub is to build out the internal brand and performance agency at the world's largest ticket marketplace. Our goal is to continue to grow the business by differentiating ourselves in a growingly commoditized landscape. We did this by leaning into dynamic 1:1 marketing on the performance side and launching our first upper funnel campaign in 3 years on the brand side.
Our first job as an in-house agency was to remake the visual design system of the 18th largest e-commerce company in the world. A system that put our customer at the heart of everything we did, that was flexible enough to last and that was built with performance marketing in mind. Check-Check-Check.
The Results: 2% increase in ROAS. Happy CMO, CPO, CTO and CEO. 🎉
With the goal of increasing ROAS across all of our performance channels, I have had the challenge of leading our team from a static ad system to a dynamic, 1:1 ad system (thanks Smartly) that delivers the right ad to the right person at the right time.
The Results: 3.4x increase in CTR, 2.5x increase in ROAS. 🎉
I had the challenge and joy of leading the creative strategy, concepting, pitching and creation of the first brand campaign in 3 years for the world’s largest ticket platform. It involves singing and dancing.
As the company who brings experiences to fans that are normally out of reach - that gives access to places that you thought were sold out or closed to you - StubHub wanted to bring the world one that makes history: the first woman being drafted into the NFL.
Nothing amazing is ever built without an amazing team and that is exactly what we put together at StubHub. I sourced, hired and onboarded 12 new members of the creative team in my first 2 months so we could get to making a new StubHub brand together!
Uber
I had the great opportunity to be Uber’s first Head of Brand, leading teams in both the Brand and Growth Marketing divisions to begin telling the human story that truly makes Uber great, the story of each of our amazing drivers. We delivered these stories across every medium – Digital, TV, Print, Radio, Social, Uber.com and PR. All of this to continue accelerating consumer acquisition at the world's fastest growing company while also ensuring the life time value of our customers, drivers and brand.
Uber is so much more than a terrific app. The real magic of Uber is the amazing drivers. And as Head of Brand, it was their stories that I wanted to be Uber's story. Their face would become our face. Their passions would become our passions. So we started by launching Uber's first ever RFP and national television campaign that celebrated our driven drivers.
After putting our drivers front and center in our first ever TV campaign, we launched Uber.com/driver-stories, a place where we could tell the inspiring stories behind the true heroes of Uber, our drivers.
In order for our amazing drivers to become the face of Uber, we completely replaced our old photography style (black and whites of chauffeurs), with a new, modern look that put our drivers where they belonged - in the spotlight.
Samsung
As a founding partner of Leo Burnett's Los Angeles office, I had the great honor of leading Samsung Mobile as the Global Creative Director. Our mission was to build an ad agency from scratch and launch Samsung’s amazing smart phones (Galaxy, Note and Gear) with equally amazing integrated campaigns.
High end accessories were a very important revenue driver for Samsung. So we set out to make the most technological device in the world also the most fashionable.
Sometimes we can get lost in all of the tech and forget the human problem it was made to solve. So for the global launch of the Note4, we wanted to reintroduce people to WHY we make the most technologically advanced devices in the world. Because it is not just a phone, it’s a map when you need it, a flashlight in the dark or a camera that’s always with you.
The Results: Highest Purchase Intent Score (our key KPI) in Samsung’s history. 🎉
To help support one of the highest price tags of any phone to date, we established a new, upscale photography style to complement the phone's hand stitched, leather body and stand out from the competition.
To continue pushing our devices into pop culture, not just stores, we launched a series of co-branded music videos with some of the best up and coming talent like Lorde and The Chicharones.
To launch Samsung’s new wireless sharing technology at CES, we decided there was no better way to show off its capabilities than to demo it live. So we built a “Video DJ” booth that allowed us to live edit a single film by simply sharing the content from 26 individual devices with the stages main screen. What could go wrong right?
Here's the fully edited version that was live DJed at CES.
Remember how your mom used to tell you never to wash colors and whites together? Well, with the new Samsung EcoBubble, it turns out she is a damn liar.
If mom was wrong about the whites, what else had she gotten wrong? We decided to find out (and engage our Facebook audience) through a mythbuster style, digital short film series to test common momism.
Coca-Cola
As Global Creative Head of Coke Zero at Ogilvy, I had the privilege of helping to grow global market share and cultural brand equity for Coke Zero by tapping into globally relevant social influencer networks that could cowrite authentic brand stories along side our team.
For the global launch of Coke Zero, we built an authentic, social influencer based campaign by asking the social network to tell us what they dreamed of making possible in their lives and then let the collective pick which dream they wanted to become a reality. Below is a case study of the first project.
Salt
After a fatal shooting of a young man just steps from my home, I co-founded Salt, the world’s first non-lethal gun. We set out to disrupt the traditional firearm market by helping parents stop a home intruder without having to risk their child’s life in case of an accident.
With no access to key marketing channels because of weapons restrictions (no Google, no Facebook, etc.), we leveraged the power of social influencers to grow our company through short form content tailored for each influencer’s engaged audience.
The Results: A sustained 9:1 ROAS and successful acquisition of the company. 🎉
To both launch our new product and begin building a loyal social following that we could carry long after the first few months of our company, we launched Salt on IndieGoGo.
Here are some of our launch films.
Salt Launch Film from SALT on Vimeo.
Salt Round Test from SALT on Vimeo.
Because of our inability to use Facebook or Google paid ads, we built off the momentum of our launch by leveraging Facebook social influencers with 500k+ followers. Sharable, mobile friendly content with conversational fish lines led to over 51 million views and 4x sales growth.
Here are two examples of our influencers films - 1 short, 1 long.
All of that social growth led to huge coverage in some of the biggest tech blogs - all for free.
We took everything we have learned from building social content and leveraged it into our website. Short, sharable films, lifestyle photography and rich blog content kept sales conversion increasing month over month.
Lifestyle photography was a huge departure for the category and really connected with our audience.
Nissan
As an Art Director for Nissan at TBWA, I got my first opportunity to lead the marketing launch of a new product, the Nissan Juke. This was Nissan’s first small crossover, designed to bring new energy to their stale urban sales. So we decided to take our own advice and wake up a sleeping city with the Juke’s uniquely youthful energy.
After the tv commercial, we gave people the power to light up their own city.
The Juke's infecious energy kept transforming the urban eneverioment even in our print.
Tassimo
Our team was tasked with pushing the European coffee maker’s pod brewer off the shelf and into pop culture. So we took a page from popular entertainment properties of the time like Seinfeld and Friends, the truth that great stuff comes out when friends get together around great coffee. Instead of delivering the concept through an expensive tv campaign, we created a social media based reality show following the lives of four women – each representing the company’s four, high converting personas.
The Tassimo Show: Trailer
The real, fake lives of four animated woman, discussing their day to day over their favorite coffee.
Interactive Episodes
A clip from Episode 1 where the viewer was able to actually interact with our fake reality stars on social media as Emma searched for her new love. We actually picked one of the fan's and animated him into the series.
The Tassimo Show Commercials
The individual episodes were cut down into spots and run when they were most culturally impactful.
