Portfolio
CITIBANK
Citi needed a new type of card. One that people would feel good about using. To create a new kind of card, I led a product innovation project that included market analysis, ideation, copywriting and customer research. The result? A card designed to help people better manage their money.
THE NORTH FACE
What do you get when you combine the best salesperson with thousands of data points? The smartest, most personable shopping experience ever. AKA The North Face chatbot, powered by IBM Watson (an early prototype of what we can see AI do today). I was instrumental in concepting and messaging for the groundbreaking conversational commerce app. In addition to significant press and customer acclaim, the app increased product views.
AQUA ASTON
Booking a trip to paradise isn’t always easy. Where do you go? What do you do once you are there? I defined the overall digital and content strategy that evolved the Aqua Aston site from a hotel booking experience to a travel planning destination. The shift resulted in increased direct bookings as well as more repeat bookings.
CLOROX
Litter, water filters and natural skin care products have more in common than one might think. They all need to engage and retain their customers. I served as the strategic lead across Brita, Fresh Step and Burt’s Bees digital experiences to drive successful results like increased direct sales, loyalty and consumer sentiment.
7 years before Instacart went public, I lead the initial concepting sessions on how to reimagine shopping for essentials. This work leveraged my grocery research report for Wells Fargo Equity. The 2 year pilot was successful in dense locations but did not scale for operational reasons.
TOMS
As Toms evolved its brand and shifted to community giving instead of one for one, I lead the content strategy effort that promoted “doing good, looking good and feeling good” for purpose-driven commerce that stays on trend.
MICROSOFT
Influencers are a key part of driving sales, but they do better when the commerce happens where the customers are. Take Gavin Mathieu x Microsoft. With the help of my strategic and technical consultation on Microsoft’s first TikTok shop, Gavin Mathieu’s Hardwear capsule collection sold 75% of inventory in the first 2 weeks.
GERBER
Parents and caregivers listen to people like them – not big companies. Leaning into that human element was core to the strategy that I led for the Gerber x Walmart live shopping event. The livestream featured influencer Dani Austin and promoted Gerber’s solid food starter kits. Fusing influence, education and commerce, the effort saw significant sales lift across channels and acquired new customers.