👩🏻‍💻 Work Experience

Senior Strategist, Brand + UX

Instrument*, NYC – (July 2022 - present)*

Client: Epic Games + Meta

Byte*, NYC – (Feb. 2021 - Aug. 2021)*

Client: Spotify (Product, Social, CRM, Brand)

Partnered with Spotify’s product, brand, and social teams in conjunction with Byte internal creative teams on product launch campaigns
Leveraged competitive analysis findings to develop a clear positioning statement and digital strategies as a part of a larger go-to-market campaign
Applied insights from past campaign analytics to inform 2021 tactical plan focused on product education programming mapped against user journeys and marketing goals
Led development of marketing toolkit for global partners and oversaw the digital production of 80+ paid and organic assets for Spotify’s latest ‘Only You’ brand campaign
Liaised between internal and external stakeholders to facilitate projects from start to completion
Managed client relations and project finances on a day-to-day basis

Case*, NYC – (Apr. 2019 - Jan. 2021)*

Clients: e.l.f. Beauty, Keys Soulcare, eos, Goody, KAO, Shiseido, and new beauty brands

Crafted brand and social strategies that aligns client’s value proposition with compelling customer insights
Provided actionable recommendations for clients to launch product, cultivate community, and drive customers to commerce on social
Analyzed and evaluated qualitative and quantitative company, consumer, and market research
Collaborated with cross-functional teams to develop creative brand marketing activations and content across paid and owned channels
Managed timelines, tasks, and resourcing for branding, content production, and web design projects from planning to execution
Helped concept e.l.f.’s viral, #eyeslipsface, TikTok challenge that garnered over 6 billion views and named as “the most influential campaign on TikTok” by Adweek

Weber Shandwick*, NYC – (Aug. 2017 - Mar. 2019)*

Clients: GSK, Nespresso, Verizon, Nestlé, Fisher-Price, Nexxus, New Business

Developed creative briefs and user journeys to guide digital, social, and PR campaign deliverables
Mastered analytics/research tools to uncover insights across the category, brand, competition, culture, and audience, ultimately to craft a business strategy
Partnered with internal departments and third-party vendors to facilitate campaign development

Carrot - formerly VICE’s digital agency*, NYC – (Jun. 2017 - Aug. 2017)*

University of Florida

University of Florida