Experience

Wieden + Kennedy:

• Led strategy on Best Burger— introduced a new and improved McDonald’s burger across its 10:1 portfolio by bringing back one of the brand’s most iconic characters, Hamburglar

• Led strategy for Artist Residency with Kerwin Frost, creating Adult Happy Meals with 6 collectibles re-imagined and designed by streetwear artist. All done to recreate the childlike feeling of joy for adults

• Led strategy for Grandma McFlurry — recreating the memory of going to McDonald’s with your grandma. With a butterscotch flavored treat and a campaign built around the aesthetic and nostalgia of going to McDonald’s with your loved one, the campaign both tapped into a deep brand truth and tapped into culture with gen Z’s fascination with “Grandma Era”

• Led strategy for: McDonald’s Crispy Chicken Sandwich’s second campaign, Value Menu, Ronald McDonald House Charities, McDonald’s Coffee, McDonald’s Fountain Drinks/Summer Beverages,

• Went on a road trip from New Orleans to New Mexico talking to strangers about McDonald’s in order to unlock universal insights and memories, moments and rituals fans have with the brand

• Other: Organized and synthesized qual research for McDonald’s loyalty program, McDonald’s Canada

• MS, M, MR,

• Lead strategist on McValue - brief, guide creative dev, etc

• The Grinch Meal in Canada - big cultural success (https://lbbonline.com/news/the-grinch-serves-up-a-mysterious-meal-at-mcdonalds-canada)

• Launched Big Arch in Canada - global cmo, etc

Ogilvy:

• Led strategy on a new product launch for a software marketplace for developers. Uncovered universal insights across seven audience segments, identified role the product could play in a developer’s daily life, identified theme of integration as theme of strategic way-in, and developed consumer journey map

• Strategic inputs: Audience interviews, client workshop, creative brief, consumer journey

Madwell:

• Led strategy for Success Academy’s first focused digital campaign which aimed to reach a new pool of teachers. Helped position the teaching role as a step in a career vs. a lifelong career decision. The strategy was around ‘Getting More than you Give’ and the creative campaign was built on two key insights: many students think teaching must be forever and that the role wouldn’t teach them skills they could apply beyond the industry

• Worked on campaign for Root Insurance - a car insurance company that hadn’t yet found their voice in the industry. Led qualitative research to understand the role insurance and protection played in people’s lives

• Additional experience: Full comms/UX audit for Success Academy, brand architecture for ZingZang

Mass Appeal:

• Led strategy for Rally Rd. - a finance platform for buying and selling shares in collectible assets. Found market positioning statement around ‘knowing what love is worth’, crafted a mission and vision, uncovered insights across 4 C’s, and offered creative ways-in for how to attract new users

AKQA:

• First helped establish Verizon’s point of view on privacy and then developed a redesign of their online privacy policy. My role included: stakeholder interviews to learn of gaps and opportunities, category audit to understand best-in-class privacy policy across categories, established design principles to steer iA, writer and designer to guide new user experience

• Led brand and creative strategy for an IBM podcast. When the world didn’t need another podcast - especially one from a big org like this - we had to understand the landscape of podcasts and find an interesting white space for IBM. My most enjoyable part was coming up with 6 strategic ways in for creative teams - one titled ‘Small People, Big Problems’

TBWA:

• Analyzed Hilton’s legacy of positioning, strategy, and audience research documents to identify gaps and opportunities for how Hilton should play in the busy category of travel. Output: designed a research plan to uncover business and audience insights for the company, and identified strategic directions they could take (eg. one on their rewards program around ‘the more you stay, the more you get’)

AnalogFolk:

• Led strategy on Guardian insurance - designing and executing comprehensive qualitative research plan to uncover the role insurance played in people’s lives. That, conducting stakeholder interviews and doing a category audit, led to a creative brief for how to revamp the online experience

Wolf & Wilhelmine:

• Worked on Chan Zuckerberg Initiative - helping them reset and understand the perceptions, problems and worries parents and teachers had across the country when it came to education. Workbooks had been distributed to parents and teachers to fill out, and my role on the team was to help distill answers and feedback into pointed recommendations for improving the system

BBDO:

• Clients included: FedEx, Foot Locker, Starbucks, American Family Insurance, International Rescue Committee

• Led brand strategy for a FedEx campaign that positioned the company as nimble enough to help small businesses. Also, many people thought FedEx was just a shipper, so worked on a campaign that showed how FedEx did more than folks thought - both before and after shipping the box (eg. inventory, logistics)

• Led brand strategy on a stunt/activation FedEx did for Mother’s Day to encourage people to send a gift home via FedEx Office

• Helped Starbucks position two products together - an at-home bottled drink and a smaller on-the-go bottled drink

• Helped American Family Insurance get to their ‘4 C’s’ and encouraged people to see the product as proactive and not reactive

• Won 1 Silver Effie for Mountain Dew

Appendix

Brand strategy includes:

- defining the business problem we can solve with creativity 

- finding the right role the brand can play in the category and in culture

- seeking clarity in who the right audience is and how the brand could be interesting to them

- telling a thoughtful, simple narrative to help inspire creative ideas 

- understanding what makes a good story and crafting it into a deck 

- anticipating and analyzing the effectiveness of creative work