senior STRATEGIST, wolff olins

Brand Experience: United Airlines, Logitech, Coppel

May 2023 - Present

Brand Strategist | August 2021 - April 2023

STRATEGIST, arc worldwide

Brand Experience: GSK

December 2020 - July 2021

  • Facilitate creative development of national shopper marketing programs for GlaxoSmithKline’s consumer healthcare brands at key retailers by presenting strategic intelligence about the shopper target, their path to purchase, and growth opportunity

  • Develop creative briefs by conducting primary and secondary research, uncovering the shopper resistance, and creating a shopper marketing strategy to overcome this resistance

  • Detect emerging trends in health and wellness and analyze shifts in shopper behavior to inform brief development and quarterly POVs of the current personal healthcare landscape

  • Support junior strategists and graduate interns in learning the nuances of shopper marketing strategy, empowered through an inquisitive mindset and research skills to fuel the creative process

STRATEGIST, MEDIA KITCHEN

Brand Experience: The Vanguard Group, PINK, AERIN, Adero

Strategist | August 2019 - December 2020

  • Uncovered thoughtful media usage and audience insights to support my client’s goal of shifting brand perception, developed go-to-market executional strategies, and provided investment recommendations of up to $10M per channel to effectively reach and influence the desired target

  • Implemented strategies on engaging platform touchpoints such as OTT, podcasts and streaming audio to effectively deliver brand messaging along the customer journey and consistently optimized toward attention and lift of key brand metrics

  • Devised campaign setup and enacted real-time adjustments across paid search, social, and programmatic campaigns to optimize performance and achieve efficiency, making reallocation recommendations of up to $500,000 when necessary

  • Assembled a client-facing, bi-weekly reporting memo to showcase recent tactical highlights, channel optimizations, and overall brand metric/attribute measures in achieving branding campaign goals

  • Assisted in onboarding junior team members to client billing and measurement processes, and delegated routine tasks to build accountability

Associate Strategist | September 2018 - August 2019

  • Analyzed research from Simmons and comScore to support the development of target audience profiles, strategy frameworks, channel role and spend allocation plans, and tactical recommendations

  • Cooperated with publishers to ensure the maintenance of high-quality, viewable media buys as specified in insertion orders and guarantee overall campaign success based on primary and secondary KPIs across traditional and digital channels

  • Circulated an insightful newsletter of industry trades on a monthly basis to understand potential effects to our clients' business, enabling the internal team to proactively adapt to upcoming trends

DIGITAL MARKETING FREELANCE ASSISTANT, MACAULAY HONORS COLLEGE

August 2018 - January 2019

  • Designed posters, social media posts, and other marketing materials using Adobe InDesign to publicize industry-specific networking events and career fairs for current students seeking internships or jobs

  • Assisted the office of Career Development in defining its brand foundations and strategic approach to effectively reach students

  • Evaluated the school's current digital presence and proposed creative solutions to best engage students and employers alike

STRATEGIC PLANNING INTERN, MINDSHARE

June 2018 - August 2018 | Brand Experience: American Express International

  • Reviewed financial reporting deliverables from local market teams to ensure accuracy and timeliness of delivery to the central client

  • Supported team members in assembling decks of market deep dives that evaluate past campaign effectiveness and the current media landscape

  • Explored trade press sites to keep the team informed of upcoming opportunities across platforms on a bi-weekly basis

  • Collaborated with a team of interns to make a tactical media plan for Seventh Generation's feminine care line to win the Battle of the Interns summer project competition

STRATEGY INTERN, WOLF & WILHELMINE

January 2018 - May 2018 | Brand Experience: The Jordan Brand

  • Consolidated primary and secondary sources of data on the client’s business into "Get Smart" documents to brief the team about specific details before diving deeper

  • Investigated local nuances of basketball, hip-hop, and streetwear cultures, and then assembled five extensive market overview reports prior to in-field work

  • Identified revealing quotes from in-field interview transcripts, arranged by similar themes, and composed thought-provoking insights to elicit new strategies of action

ACCOUNT SERVICES INTERN, RAUXA

September 2017 - December 2017 | Brand Experience: Verizon Fios

  • Responded to client requests for project status updates and the quantitative performance of past campaigns

  • Tracked schedules and budgets to ensure that requirements and project deliverables were clearly communicated, understood, and executed upon

  • Organized project documentation like briefs and workstreams, and then distributed this information to internal resources as needed

JUNIOR BRAND COORDINATOR, BOLD WORLDWIDE

January 2017 - May 2017

  • Assisted the CEO to connect with his entrepreneurial, sports enthusiast following base by creating design templates for social media campaigns, contributing to a 52.5% increase in the CEO's Instagram following over a 5-month period

  • Optimized and scheduled BOLD's blog posts through HubSpot by using SEO techniques for maximum reach of the target audience

  • Conducted weekly status reports of the CEO's personal brand to recommend improvements for underperforming strategies

EDUCATION

MACAULAY HONORS COLLEGE AT BARUCH COLLEGE (CUNY), NEW YORK

Zicklin School of Business: Bachelor of Business Administration in  Marketing Management Interdisciplinary Minor with Honors in New York City Studies
Graduated June 2018, Summa Cum Laude

STUDY ABROAD: ARCADIA UNIVERSITY, AUSTRALIA

The College of Global Studies - The Power of Australian Summer: Integrating Sport, Culture and Society
January 2018

LEADERSHIP & ACTIVITIES

advisory board member, we are next

  • Develop and organize the first-ever Brand Ambassador program to raise awareness and increase engagement of We Are Next on college campuses by setting up the program framework and mentoring participants

STEAM COMMITTEE CO-LEAD, MACAULAY CAREER DEVELOPMENT COUNCIL

  • Provide expertise and guidance in developing a strategic plan for career development initiatives at the school that will increase career opportunities for Macaulay students

  • Advise on developing and fostering relationships with hiring organizations to expand the Career Development Council’s recruitment efforts

CO-FOUNDER, MACAULAY HEALTH INITIATIVE

  • Coordinated monthly sports events to build a health and fitness cross-campus community with more than 20 members in attendance each week

  • Conducted Qualtric surveys to discover the wellness needs of students

VICE PRESIDENT OF MARKETING, MACAULAY BUSINESS CLUB

  • Designed posters and other marketing materials using Adobe Illustrator to market networking events and info-sessions for members and non-members alike

  • Hosted internal professional development workshops for more than 15 members

SKILLS & AWARDS

  • Microsoft: Word, PowerPoint, and Excel

  • Adobe: Illustrator and InDesign

  • Content: WordPress, MailChimp, Hubspot

  • Research: eMarketer, EzTAB, WARC, comScore, Simmons, Helixa, Pathmatics, Nielsen Ad Intel

  • Media: Google AdWords, Facebook Ads Manager, The Trade Desk, Google Campaign Manager, Pinterest Ads, Twitter Ads

  • Other: Keynote

  • MAIP 2018 Fellowship Finalist

  • Macaulay Scholar Full Merit Scholarship

  • Dialysis Clinic, Inc. Scholarship

  • Three Village Retirees Community Service/Leadership Scholarship

  • Irving Hart Citizenship Incentive Award

  • Suffolk ASSET Scholarship

  • 2021 ADCOLOR FUTURE