Summary

I'm an award winning integrated strategist and producer. I write brand, digital, channel, consumer journey, cultural and social media strategy for innovative, large-scale, cross-platform campaigns for global brands such as Apple, The Recording Academy (GRAMMYs), Intel, Hyundai and Netflix. I work alongside creatives to craft the big idea for a campaign or a brand, ensuring all executions ladder up to a deeper, satisfying fan experience. 

Jobs

FREELANCE | LA | December 2016 – Present

  • Strategy Director | Digital | Cultural Strategist
  • Clients: Agencies, Production Companies
  • Industries: Gaming, Original Series Launches, Technology, Entertainment, Mobile Phones
  • Recent Projects: PlayStation, CMT, Alcatel, Netflix

GREENLIGHT | LA | January 2015 – December 2016

  • Head of Social Media Strategy & Production
  • Cross-platform branded content strategy and development, social media, channel, influencer and digital strategy, deeply integrated with creative.
  • Focus: Intel, Ultimate Ears, Illy Coffee, Under Armour, Hyundai

TBWA\MEDIA ARTS LAB | LA | August 2013 - January 2015

  • Senior Digital Producer
  • Produced large scale 360 campaigns, deeply integrated with strategists to develop cross-platform extensions.
  • Focus: Apple

GARAGE MEDIA | Venice, CA | January 2002 - August 2013

  • Strategy Director
  • Cross-platform story-telling, social media strategy, closely integrated with creative & production teams.
  • Focus: Entertainment, celebrities, technology, small-business, automotive

DIRECTV | LA | January 2001 - January 2002

  • Senior Project Manager
  • Managed creative, production and brand teams to execute print campaigns.
  • Focus: Regional

DEUTSCH LA | Playa Vista, CA | January 2000 - January 2001

  • Account Executive
  • Brand planning, client management; TV, OOH, print and interactive campaign development
  • Focus: Mitsubishi Motors

MERISEL | El Segundo, CA | January 1997 - January 2000

  • Senior Project Manager
  • Worked directly with brand managers and production teams to manage the creative process from discovery through to delivery
  • Focus: IBM, HP, Sun Microsystems, Compaq

 

Speaking Engagements

USC | LA | October 2016 – Present

Guest Lecturer – New Media Studies and Transmedia Marketing 

New York Film Academy | LA | August 2016 – Present

Guest Lecturer – New Media Studies and Transmedia Marketing

Stan Lee’s LA Comicon (Comikaze) | Los Angeles, CA | October 2016

Panelist: Transmedia Selling/Telling the Story

Digital Hollywood | Los Angeles, CA | May 2016

Panelist: Visionary Transmedia; VR - Gaming - Sci-Fi - Music Video - Horror - Space – The Multi-Level Experience

 

Projects+ Freelance

NETFLIX, 2017
Lead Strategist
•    Researched, wrote and presented the integrated campaign launch strategy for Part II of NETFLIX’s Original Series The Get Down.

COUNTRY MUSIC TELEVISION (CMT), 2017
Lead Strategist
•    Researched and wrote the integrated campaign launch strategy for Part II of CMT’s Original Series Still the King.

ALCATEL, 2017
Lead Strategist
•    Researched and wrote the global, integrated brand strategy for the Alcatel’s new brand platform and the launch strategy for 3 of their new mobile phones.

PLAYSTATION, 2017
Lead Strategist
•    Researched and wrote the competitive marketing strategy for On PlayStation, their latest employee education program.

INTEL/LADY GAGA/GRAMMYs Experience 2016 – The Making of the Lady Gaga/Bowie Performance | Strategist, EP, Creative Director for Social Media

Strategic, creative and production lead for social media content leading up to, during and after the 2016 GRAMMYs.

  • (1) Gold Cannes Lion, (1) Cannes Lion Shortlist, (3) Entertainment Lion Shortlist
  • (1) Bronze Clio, (2) Gold Clio Music, (2) Silver Clio Music,  (1) Shortlist Clio Music
  • Over 83 million social impressions
  • More than 10 billion media impressions globally
  • Top social share of voice among promoted brands

DESTINATION UNKNOWN – The Imagine dragons/Hyundai secret show | Director of Digital Production and Social Media Strategy

Strategic, creative and production lead for the social media content leading up to, during (live) and after.

  • 67.5 million followers reached
  • 42 million social media impressions
  • 243 media impressions

30 YEARS OF MAC SEPTEMBER | Senior Digital Producer | 2013 - February 2014

Strategist and EP overseeing integration of video, art and digital production.

  • 2 One Show Award for Design and UX
  • Organic trending on Twitter the morning of Mac’s birthday
  • Over 4K mentions per hour for the first 7 days after launch
  • Over 3500 different articles written and shared

MEINEKE.COM REBRAND | Executive Producer | June 2013 - September 2013

  • Rebranded, produced and launched national Meineke.com site

WORLDWIDE MOBILE APP | Content Strategist | December 2012 - March 2013

  • Created information architecture, original copy and editorial tone for mobile app

FLYAWAY HOME | Content Strategist | 2010 - 2011

  • Content strategy resulted in highest audience turn out for the location

WYRDCON | Director of Integrated Marketing | 2010 - 2011

  • Increased sales by 3.75% over 2010 and increased conference attendance by 20%

DR. WENDY WALSH | Content Strategist | 2010 - 2011

  • Led redesign of website and defined social media strategy

 

Preparation

  • UNIVERSITY COLLEGE DUBLIN | Dublin, Ireland | Master of Arts, with honors | 1996
  • LOYOLA MARYMOUNT UNIVERSITY | Los Angeles CA | Bachelor of Arts and valedictorian | 1994

 

Awards

THE LADY GAGA DAVID BOWIE TRIBUTE EXPERIENCE - Intel/GRAMMYs

  • 2016 GOLD Cannes Lion - Digital and Interactive Design, Installations and Events
  • 2016 Cannes Lion SHORTLIST - Use of Brand or Product Integration into a Programme or Platform
  • 2016 Entertainment Lions SHORTLIST - Excellence in Partnerships Between a Content Producer and a Brand/Product/Talent
  • 2016 Entertainment Lions SHORTLIST - Innovation in Talent Entertainment
  • 2016 Entertainment Lions SHORTLIST - New Technology Brand Experience
  • 2016 Clio - BRONZE - Innovation2016 Clio Music - GOLD - Innovation
  • 2016 Clio Music - GOLD - Partnerships2016 Clio Music - SILVER - Design
  • 2016 Clio Music - SILVER - Integrated Campaign
  • 2016 Clio Music - SHORTLIST - Events/Experiential

30 YEARS OF MAC - Apple

  • 2014 One Show Gold Pencil  - Interactive User Experience Design / Web Design Craft
  • 2014 One Show Sliver Pencil - Interactive User Experience Design / Web User Experience