Work Examples
Lead development of a global 360 campaign that included Social, Experiential, PR, influencer and OOH marketing across 10+ countries.
Lead Account Director on the award-winning Fisher-Price and John Legend partnership, encompassing a multifaceted campaign featuring a series of strategic initiatives designed to maximize engagement, promote both the brand and John Legend's debut children's album, and underscore the role of music in developmental play - ultimately driving sales of Fisher Price products
Lead an integrated campaign across paid media, social, influencer and PR to promote the revolutionary redesign of Hot Wheel’s iconic track system.
In support of our growing adult collector and auto enthusiast consumers, I lead the development of the content and growth strategy for net-new TikTok and Auto-Enthusiast-focused YouTube channels, in partnership with YouTube and social creatives.
Co-authored the brand foundation, brand purpose, and DNA for a refreshed approach to Thomas & Friends - the beloved Tank Engine with an 80-year legacy of bringing train-focused play and lessons to kids around the world.
Barbie celebrated International Women’s Day by honoring over half a dozen women worldwide who are leaders in STEM with one-of-a-kind role model dolls made in their likeness.
Led marketing for Barbie’s largest NFT Collection in partnership with Boss Beauties.
Led marketing from campaign conception to execution to promote and drive ticket sales to all Disney x CAMP-themed experiences. which included social media, paid media, out of home, influencers and AR tactics.
Developed and executed a mutli-platform marketing campaign to drive awareness and ticket sales for The Paw Patrol™ Experience: Only at CAMP, in Dallas and subsequent locations. Created by CAMP, the experts in all things family fun, kids of all ages will be able to live out their rescue team dreams through themed environments, games, and activities celebrating their favorite group of adventurous canines.
Worked with CAMP, a family experience company, to market and drive ticket sales for their tentpole themed event Cosmic Camp launching within their flagship store in New York . Utilized digital media, out of home, influencer, and experiential tactics to drive revenue for the business.
I authored a LinkedIn Post-Series defining and discussing Omni Entertainment Franchises, rolling out parent companies/categories for the top grossing Franchises in the world today.
Once defining “Omni Entertainment Franchise”, I set to make it a mainstream term but creating interactive data visualization series and sharing it across social media as a way to highlight and analyze the top intellectual properties making the biggest businesses booms.
Spearheaded the cross-company global celebration of the courage and kindness of our Disney Princesses and Frozen queens - Anna and Elsa.
Created and collaborated on the repositioning of the Disney Princess franchise with a focus on the adventures found within all of their stories.
“My Favorite Princess Story” - Partnered with Disney Channel to develop series of kid-targeted shorts reintroducing the beloved stories to kids of all ages.
“My Side of the Story” - Partnered with Disney Channel to develop series of kid-targeted shorts reintroducing the beloved stories to kids of all ages.
“Princesses…They’re Just Like Us” - Partnered with Disney Channel to develop series of kid-targeted shorts reintroducing the beloved stories to kids of all ages.
Managed distribution planning of celebratory video spot honoring the 30th Anniversary of The Little Mermaid. Fans everywhere are celebrating the fact that Ariel’s been part of our world for 30 years. How will you shell-abrate The Little Mermaid’s 30th anniversary?
Consulting Producer & Partnership Supervisor for special to celebrate the 50th anniversary of the most popular -- and disruptive -- toy in the world, Hot Wheels. Produced by BobCat Studios and distributed on History Channel in the US and subsidiaries globally.
In anticipation of the launch/re-branding of a Hot Wheels play-set line, I developed a content strategy anchored in the intuitive storytelling nature of the toy. In partnership with the Mattel Content Development team, we crafted a narrative foundation for Hot Wheels and then teamed up with Fullscreen to produce this fun stop-motion series. In addition, Fullscreen developed a year-long program with my strategy at its core for all Hot Wheels YouTube content.
In support of our licensed partnerships with brands like Warner Bros (DC Superheroes)., WWE, Universal (Jurassic World), Microsoft (Minecraft) we launched a themed channel on YouTube. The goals were to fuel fandom for popular brands, showcase toy and inspire imaginative play, and build credibility as a curated content destination for action brand toy collectors and fans. I spearheaded the strategy and overall “brand positioning” for the channel launch and growth. The Mattel Action! Channel's lofty purpose is to inspire the heroes of tomorrow through Action, Adventure, and Imagination at Play.
To launch this adorable new fashion doll line celebrating the unbreakable bonds of friendship, I developed a content strategy to tease, introduce, amplify and sustain the narrative foundation created by the Content Development team. Utilizing Short Form content paired with a long-form special that aired on Nickelodeon, the brand took off and is thriving., especially in the EUROMEA region. A full season of animated content will launch in 2018 on YouTube and with select partners around the world.
Pivoting from our traditional broadcast or straight to DVD model, we decided to go back to Monster High's roots and launch fresh content on YouTube. In partnership with YouTube Kids, Monster High Ghoul Squad aired exclusively on the platform. A long-form holiday-themed special premiered on Nickelodeon and was then available immediately on YouTube as a 4-part series connected with a common narrative.
As the head of Sales Development and Trade Marketing, my role was to developing innovative B2B marketing programs to entice media buyers and planners to invest advertising dollars with Disney Interactive. This campaign leveraged the strength of Oh My Disney's humorous and light-hearted format and married it to a targeted message aimed at our media agency partners.
At our second annual Digital Newfront, I spearheaded the event planning and messgaing by aligning with the theme “The Art of Storytelling”. The venue was wrapped in rarely-seen concept art and sketches from Disney classics as well as original digital products (such as apps and video series). We also had food and beverages on hand from recipes found throughout our sites as well as Disney artists live sketching characters for attendees to take home.