A Marketing Professional, Photographer and Consultant.
My Work
A highlight reel with a few of my favorite accomplishments.
​
Separate from the below, some of my key clientele have included TRESemme, Sazerac, General Mills, JBL, Geico, Tillamook, DoorDash, and Cash App.
01
.png)
Reese's Super Bowl 2024: Branded Content + Influence
The Ask: In November 2023, Hershey came to Paramount asking to partner with Influencers and CBS Sports to ramp up excitement for their new Reese's Caramel campaign that they were debuting at the 2024 Super Bowl.
The Solution: As the marketing lead, I spearheaded the marketing strategy, handled the $500,000 budget, and pulled together a proposal that included CBS Sports Branded Content across CBS Sports TikTok and Instagram, and two NFL Players — Isaac Rochell and AJ Dillon — as Influence Talent posting across their TikTok and Instagram channels.
​
Hershey liked our ideas so much that they actually increased their budget from $500,000 to $1.45M.
A few key takeaways:
-
Overall, influencer content delivered a 20.80% video view rate across platforms (vs. 13.71% - 19.87% overall benchmark) & a 1.53% video completion rate (vs. 0.68% - 0.99% overall benchmark)
-
AJ Dillon’s IG Story delivered a 0.18% website CTR (vs. 0.07% - 0.12% platform benchmark)
-
AJ Dillon’s TikTok video delivered a 25.54% video view rate (vs. 13.92% - 20.27% platform benchmark(
-
Isaac Rochell’s IG Reel delivered a 2.67% click engagement rate (vs. 0.84% - 1.28% platform benchmark)
02
MARS VidCon
2024 Influence
MARS Candy came back to work with Paramount for the third year in a row. MARS activates annually at VidCon, and 2024 included a "Laundromat Vortex" activation with eight MARS brands — Skittles, Snickers, Starburst, Orbit Gum, 5Gum, Extra Gum, TWIX, and M&Ms.
​
The Ask: Paramount casts Featured Creators at VidCon to capture content at the activation and host the TWIX Prom.
The Solution:
-
2x Featured Creators — The Merrell Twins and Jorge Soto — to post at the Laundromat Vortex. The Merrell Twins also hosted the TWIX Prom later on in the VidCon weekend.
.png)
03
O, The Oprah Magazine: Oprah's Favorite Things Event 2019
A large part of my role at O, The Oprah Magazine included managing O's brand ambassadors, the O Mag Insiders. These Insiders had a combined average of 96,000 social followers.
The Ask: Partner O Mag Insiders with sponsors of Oprah's Favorite Things to promote their products and the infamous December magazine.
The Solution: During the Oprah's Favorite Things Event, I would choose 20 Insiders to attend the event. It was my job to pair these influentials with our six OFT sponsors, ensuring they're posting at least two Instagram Stories and one in-feed post. We created eye-catching information cards given out to each Insider, complete with brand language and social handles to use for promotion.
03
Theory Outlet + Data Axle
At Theory, one aspect of my role is new customer retention. We partnered with the data marketing company Data Axle.
​
The Ask: We were to come up with three emails to send out to 500,000 potential new customers within Data Axle's database. These people receiving the email matched the audience segments we were looking for, i.e. likely to purchase luxury fashion, a higher household income, living within close proximity to one of our stores.
The Solution: While working alongside the Vice President of Global Marketing, I came up with the branding and creative for these three emails and created a special welcome offer to entice recipients to make a purchase. Total revenue earned within two weeks was $84,000 with an average open rate of 0.20% (twice the normal open rate of Data Axle emails).
02
O, The Oprah Magazine
+ Talbots
O, The Oprah Magazine and Talbots partnership had been going on for five successful years when I entered the magazine. This partnership would have a center-page spread in the magazine once a year that included Oprah and a guest of honor. In 2019, the guest of honor was Maria Shriver.
​
The Ask: Choose O Mag Insiders who embody the Talbots and Oprah brand to post about this partnership while wearing the new collection.
The Solution: I chose five Insiders of various backgrounds to post about this partnership on social media. I gained approval of these influencers from Talbots, shared clothing sizing, and approved posts and captions of the Insiders before posting.
Results garnered over 2 million impressions on Instagram and Facebook, as well as 10 million people who purchased the magazine.
04
Greater Than One:
Rebranding Efforts
While I was at Greater Than One, the company went through a rebranding. The Senior Leadership at the company were putting together a task force of passionate employees who wanted to assist in this creation.
​
The Ask: Any and all ideas on how the company should be rebranded.
The Solution: I put together a proposal and pitched social media and company culture ideas to one of our Senior Partners at the company, and she invited me to join the Company Rebranding Team. Through this, I was able to work with upper management, the social team, the media team, and the creative team to come up with a comprehensive and well-thought out launch.
I planned social calendars, team outings to increase morale, and joined meetings to discuss branding.
