strategy expereince

Selected Works. Contact me to learn more about my thinking.

DSC09428_cropped.png

NON-PROFIT

Principal Demands 

UNITED STATE OF WOMEN

Crafting a rallying cry that gives racial & gender equity the support it deserves. 

 

Partnered with the Group Strategy Director to help The United State of Women develop a brand purpose that would galvanize support for their fight for women and girls. Was in charge of bringing relevant cultural context into our digital campaign that puts pressure on education officials to address and fix gendered racial bias in schools. FUN FACT: I was the official PR photographer. 

Screen+Shot+2019-03-31+at+3.57.06+PM-1.p

TECH

Man of Delivery 

UBER EATS

Launching Uber Eats's first national brand campaign during March Madness. 

 

Worked with the C-Suite and New Business Directors to help win Uber Eat's North American business. From pitch to campaign launch, I was the March Madness and target audience expert. Helped creatives teams develop nuanced, foodie culture ads for six local markets across the United States.

lanaPoster-4.webp

TECH

Welcome To

Our World 

NETFLIX

Reminding the world

of the influence that Asian storytellers have on culture today. 

 

Served as the lead cultural strategist to help Netflix launch their AAPI Heritage Month (and beyond) initiative that aims to celebrate the power of Asian-American stories. Gathered insights that lead to our strategic territories and our campaign's creative attitude. Worked with comms and creative teams to ensure we weren't stealing the spotlight or coming off as all-knowing. 

portal.jpg

TECH

Mother's Day

PORTAL BY FACEBOOK

Helping Facebook transform Mother's Day into a Super Bowl moment.

Was the lead strategist for the  brand positioning and creative testing research. Worked with the C-Suite to create the creative brief, global comms plan, product rollout strategy. With the help of the real-life moms of famous faces like Serena Williams, Neil Patrick Harris, The Rock, Snoop Dogg, and Jonah Hill, we helped Facebook's first hardware product step into pop culture.

unlabeled.jpg

CPG

Unlabeled 

DIET COKE

Guiding Diet Coke as they build an inclusive initiative that connects with Millennials & Gen-Z.

Strategist on Diet Coke's grassroots, social responsibility initiative, Unlabeled. Working side-by-side Diet Coke's C-Suite, internal teams, and partner agencies to develop meaningful brand acts that encourage communities to embrace their full selves. Helping Diet Coke be smart with their time, energy, and money by leading the ideation, testing, and development stages.