Portfolio
Photo credit: Strategy Red
ADV
Role: Co-founder and Head of Marketing.
Project Challenge: Crowdsource needed cash to commercialize the brand's newest launches — sleek, engineered racquet gear bags.
Impact: Raised over 16 to 35X above goal across two campaigns. Selected as 'Projects We Love' by Kickstarter, reached the top 2% of raises on the platform and gained over 1500 super fans. More, here and here.
Skills used: Positioning, leadership, crowdfunding, fundraising, PR, partnerships, paid media, agency management.
Photo credit: Jonathan Borba
Anja Health
Role: Marketing consultant.
Project Challenge: Effectively connect with practitioners after IRL events, empowering them to enhance the support they offer expectant mothers. Also, better understand target vs. existing persona.
Impact: Enhanced brand affinity through email and blog communication. Provided guidance on the content and scheduling of email campaigns, informed by user feedback research and insights from secondary sources. Analyzed intake surveys to identify crucial traits of our current persona and offered GTM recommendations to better reach our target.
Skills used: Email marketing/CRM, user research, and SEO.
Photo credit: Ryutaro Tsukata
CityPT
Role: Marketing consultant.
Project Challenge: Strengthen the team’s sustainable, reoccurring business model and value prop.
Impact: Conducted market analysis to offer insights into direct and adjacent category competitors, including their value propositions, key go-to-market channels, and points of differentiation. Identified successful business cases as examples to guide strategic updates.
Skills used: Business strategy and market analysis.
Photo credit: Tabitha Turner
Chameleon Coffee
Role: Brand marketing leader.
Project Challenge: Accelerate awareness and revenue while maintaining the brand's core essence.
Impact: Achieved over 40% brand revenue growth in less than 2 years, mainly driven by owning the strategy and execution of new product launches and expanding the distribution of core items. Stayed true to the brand’s sustainable and clean ethos, mainly selling our products in glass and leading initiatives to broaden and hasten the adoption of recycled packaging options, like recycled plastic.
Skills used: Concept testing and development, brand health research, competitive research, go-to-market and sales enablement.
Photo credit: Alex Haney
Sprite
Role: Brand marketing leader.
Project Challenge: Re-engage our most dedicated consumer group, who (despite being the most loyal across 20+ brands in the company’s portfolio) was starting to lose their emotional connection to the brand.
Impact: Rolled out a new master brand campaign, "Thirst for Yours," which successfully enhanced key long-term brand health indicators, notably purchase intention. The campaign was brought to life across a mix of digital and physical assets, including OOH (billboards), TV, podcasts, music playlists, social media, and more.
Skills used: Brand strategy, qualitative and quantitative user research, cross-functional collaboration, go-to-market planning/commercialization, integrated and omni-channel marketing.
Photo credit: Amazing ATL based photographer that took a picture of my son’s feet
HR Benefits
Role: Curious employee (part of a selected group of <30 members that presented to the Coca-Cola leadership team monthly).
Project Challenge: Provide a path for sustaining the company’s employee retention, especially for future generations.
Impact: Made the case (and succeeded) in revising the company’s corporate paid parental leave policy. This included an increase in maternity leave benefits and the introduction of paternity leave, highlighting the anticipated changes in the company's workforce over the next decade (using secondary data and employee surveys). Emphasized the alignment of this decision to the cohort’s core values and how this delivered more value among other HR benefits considerations.
Skills used: Leadership, cross-functional collaboration, and internal advocacy.