SOCIAL MEDIA INTELLIGENCE & STRATEGY

Over a decade of experience using data and intelligence to unlock opportunities for brands, leading Insights and Strategy teams at social-first agencies such as VaynerMedia and We Are Social and helped to build the social media practice at Grey New York. 

Currently, I'm consulting for the Global Insights team at Reddit, providing custom research to their priority clients to inform media opportunites and creative campagin ideas.

Background:

With increasing competition from artisanal hot sauce brands, Franks wanted to find a new way to stay top of mind with Gen Z.

My role:

Through primary research and digital audience profiling tools, I dug into interests and affinities of the Gen Z audience we needed to connect with. Uncovered that the target audience over-indexed in gaming but also was more predisposed to take risk and identify with Frank's mantra of 'Franking things up!"

Execution & Outcome:

Created a Fortnite experience that was distinctly Franks. While falling into lava is typically a negative, for the first time, we encouraged players to lose and embrace a delicious 'game over.'

Franks saw +10% increase in YoY sales

2024 Silver Effie award winner

2023 Bronze Cannes Lion winner

Background:

A victim of its own success (and one of the most iconic marketing taglines of all time), Vegas has become synonymous with debauchery. Las Vegas wanted to show sophisticated travelers that there’s more to to the city than just drinking, partying and gambling.

My role:

Led the design and implementation of data-driven social strategy and robust measurement plan based on audience research, cultural trends and visitor data

Partnering with creative leads and media agency, developed targeted messaging approach that spoke to unique needs of underrepresented Vegas travelers.

Execution & Outcome:

In first year of campaign, social channels saw a +36% increase in awareness (Dec 2021 to Dec 2022).

Background:

In 2019, the most popular and accomplished NASCAR driver, Dale Jr, retired, leaving a crop of young, new (and relatively unknown) drivers as the face of the sport.

Our task was to increase NASCAR brand health by building awareness and affinity for current drivers through an integrated Driver Star Power strategy, which grows and leverages the personal brands of drivers through social and digital content. 

My role:

Conducted comprehensive stakeholder research, interviewing NASCAR C-Suite, Team Owners, Drivers (including Dale Earnhardt Jr, Kyle Busch, Chase Elliott, Ryan Blaney and Fans (on location at the racetrack and exploring their conversations on social media) to inform whitespace opportunity.

Execution & Outcome:

Created a integrated content series through both corporate NASCAR social properties and Driver personal social accounts (anchored around Ryan Blaney) to raise profiles of new generation of the sport.

Background:

Tyson wanted to better understand the B2B consumer to inform how they could better add value to their lives.

My role:

Conducted ~45 IDI's with various types of Foodservice owners and operators across the US probing their motivations for starting a business, their ordering process, where they get advice, etc.

Conducted segmentation to identify 4 macro cohorts that represented different operator mindsets and developed a refined brand positioning that shifted from selling products at the best price to demonstrating trust and authority that operators were desperately missing.

Execution & Outcome:

Delivered a comprehensive digital/social playbook and creative guidelines that enabled Tyson to resonate with evolved operator needs post-COVID.