I worked with Apple on several large efforts.

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Background

Customer testimonials had regularly been produced by Sage campaign owners worldwide, but were done inconsistently from region to region. Plus, the quality of these videos were not worthy of a global brand. The Sage brand team worked to improve these testimonials by establishing brand standards to storytelling and production quality. A library of customer videos was created to serve as exemplary examples of these standards, and a process was formulated to produce the same high-quality videos within an efficient production budget.

Contributions

Working with in-house creative teams across 3 regions, I coordinated more than 10 customer testimonial shoots in the U.K., France, U.S., Canada, and South Africa — all part of the effort to build our customer library. I was integral to every phase of the process: selecting and interviewing customers, sourcing and training vendors, preparing shoot plans, providing creative input on set and in post, and coordinating final delivery of assets. I also helped to define the updated Sage video ecosystem to standardize the categories of customer videos.

Background

Sage — a global B2B company of accounting, financial, and ERP technology serving 3 million customers — faced a challenge of low brand equity in key regions due to the nature of its worldwide growth through acquisition. To promote brand consistency under a unifying identity, the newly formed brand team at Sage developed, deployed, and advocated a new “Business Builder” brand strategy. Critical branding documents that detailed the new brand positioning, brand voice, and design identity were produced in this effort.

Contributions

Supporting the executive creative director (ECD), I became a key figure in the development, launch, and upkeep of the Sage brand strategy and identity. In collaboration with an agency partner, I managed the creation — and contributed content — to a guidelines document and a brand story piece that articulated the new brand positioning. To advocate the brand, I crafted numerous presentations and trained Sage colleagues and agencies from all across the world. I also helped define the brand approach to creative elements, such as photography and video.

Background

The Sage Brand Campaign Platform defi ned the creative approach for all Sage awareness and high-level demand campaigns worldwide. The concept features Sage customers, celebrating their entrepreneurial ambitions and heroic actions they take by running their businesses. The platform was wrapped into a tidy toolkit of guidebooks, templates, and content — and distributed it to campaign managers worldwide.

Contributions

I managed the development of this creative platform from concept to execution. As the daily client contact for our agency partner, I coordinated reviews with key stakeholders, facilitated feedback to the agency, and contributed ideas that shaped the creative. I led an in-house brand team to produce deliverables for the platform toolkit and also crafted the content for the toolkit guidebooks and ad examples. In addition, I trained campaign managers and agencies on the application of the platform into their programs.

Background

The first major activations of the brand campaign platform was a pair of multi-million dollar awareness campaigns in the U.S. and the U.K. The campaign scope included regional TV, radio, print, out-of-home, and London Underground station takeovers. The initiative between cross-functional teams and the agency partner resulted in a rise of awareness and website traffic, in addition to the excitement of marketing leaders across the organization.

Contributions

I worked with a small creative team to put together the core print, digital, and radio executions used for the campaign — and supported the ECD in providing creative feedback and approvals on deliverables produced by an external agency. I also helped manage the development of the campaign brand anthem TV spot, working with the ECD and an external agency on the script, storyboard, casting, wardrobe, shoot locations, music, and final video.

Background

This online commercial for Sage was created to celebrate business owners who make the holidays special for others by making their own personal sacrifices to do so. The spot, which was posted online in several languages, received 5 million views worldwide with just a small online spend. Sage colleagues worldwide also rallied around the spot, as it was the first big Christmas production in the company’s 30-year history.

Contributions

I helped manage the external agency to complete the major production shoot from concept to delivery, in a matter of 7 weeks. Working with the ECD and the agency, I helped drive budget and concept approvals; script and storyboard development; selection of director, casting, location, wardrobe, and set design; music search; and post-production video work. I also collaborated with a cross-functional team to localize, distribute, and socialize the video to Sage colleagues worldwide.

Background

The success of the Sage brand is reliant on the stories of real customers told through photography, video, and interviews. To further generate customer stories at a higher volume, an initiative was taken to formalize and standardize the customer reference process associated with customer shoots. Templates and documents were created to guide each step of the process, from customer recruitment to customer presentations.

Contributions

I guided this program in collaboration with the brand advocacy manager. I also designed and wrote copy for numerous documents — a customer program overview to support customer recruitment, a template for presenting to a customer the outputs from a photo and video shoot, and an internal marketing reference guide to provide background information on the customers that participated in shoots.

Background

The World of Healing social campaign highlighted various healing traditions found in cultures around the globe. The initiative laddered up to Dignity Health’s Hello humankindness brand platform of healing through human connection. Designed to create engaging content through social, this campaign won a Webby award for its uniqueness in the health care category.

Contributions

The project was in a state of disarray at the time I joined the effort. I helped organize processes, mitigated internal spin, and guided the campaign to an on-schedule launch. I helped shape the healing stories to ensure they were on brand, and worked with a social strategist to develop a deployment strategy for the campaign.

Background

Marriott Resorts Hawaii utilized an ongoing direct response campaign consisting of display and search to promote special rates or offers. The continual optimization efforts resulted in high ROI percentages. Booking functionality was added to the Marriott region’s Facebook page to support a small Facebook ad placement.

Contributions

Working in tandem with my media strategist and analyst, I frequently formulated recommendations to optimize banner creative, landing pages, and reporting. Among the ideas sold through include A/B landing page and banner tests, website heat map integration, and dynamic banner content — such as dynamically populated hotel reviews.

Background

The Spirit of Aloha Tour in 2009 was a successful cross-country promotional tour supporting Marriott’s Hawaii resorts. The public relations effort was complemented with a social initiative to drive awareness: the Tweet Yourself to Hawaii Sweepstakes. This campaign was innovative for its time as it leveraged Twitter and Facebook APIs to accept entries and automate posts, which enabled the campaign to spread virally.

Contributions

I co-developed the sweepstakes program from conception of the idea to the formulation of the sweepstakes rules. I also outlined the user fl ow from the entry process to the Twitter and Facebook posts. Upon the launch of the campaign, I managed both the sweepstakes website and Spirit of Aloha blog.

Background

In 2009, MarriottHawaii.com went through a major redesign with three major objectives: 1) integrate a content management system, 2) implement a booking interface, and 3) develop a more contemporary brand look. The site featured information on the various islands in Hawaii, details of the Marriott resorts in the region, and promotional offers.

Contributions

I led every aspect of the site development (user experience, design, development, QA) and managed the project to an on-time site launch. I also was involved with the post-launch management of the site: I created new landing pages, provided copy, and implemented image updates. I also sold through optimization ideas, such as placing the booking widget above the fold.

Background

This identity development initiative launched a new Turner health-and-wellness content brand, upwave. The work included the development of a new brand logo, brand voice, on-air graphic elements, mnemonics, and supporting guidelines. The new identity positioned upwave as an honest, clever, and surprisingly entertaining brand in the crowded health and wellness category.

Contributions

Overseeing the project from brief to delivery, I served as the primary client contact and worked closely with the creative, strategy, and project management leads on the assignment. I contributed to the content in the brand design and voice guideline documents, and also managed the vendor in developing on-air graphic elements and mnemonics.