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THE KNOW x OWN, 2019
Desiring to deepen brand relevance with Black Millennial Moms, a collaboration with content integration lead, led to creating a new publisher relationship. Developed an insights driven content strategy centered around strong consumer narratives and featured product assortment. Campaign drove positive brand favorability metrics and generated ROAS that exceeded brand norms.
RUN & DONE, 2018
Working to increase store traffic, the strategic insights of simplicity, ease and reliability were centering themes of the comms framework. Consulted media and creative strategy on how to bring insights to life, while accounting for audience nuances. This led to an energetic and culturally relevant campaign that increased online/offline store visits, conversion and brand sentiment.
BACK TO SCHOOL, 2017
Developed qualitative research, that uncovered the motives and needs behind millennial parents back to school preperation. Built comms approach and consulted with creative strategists on concepts to drive awareness of brand product benefits that supported guest needs. Campaign led to increase in value perception and incremental sales of key merchandise.
Providing the consumer insight that diversity within the beauty space was going unnoticed for Hispanic women, the campaign set out to build awareness and consideration of the retailer's cosmetic assortment. Campaign exceeded benchmarks by generating above norms, brand affinity and social buzz.
SUAVE PROFESSIONALS FOR NATURALS, 2019
Conducted primary research around consumer mindset and product needs, to better ground creative and media strategy. Created comms framework and media strategy focused on driving awareness, product trial and cultural relevance for new haircare line. Campaign delivered 1.5x above the business goal, QoQ positive sales lift and led to expanded product distribution.
QUEEN & SLIM, 2019
LUKE CAGE, 2016
Looking to drive box office attendance with niche & mass audiences, developed a two prong data driven audience strategy for media and marketing efforts. Implemented measurement plan to capture audience responsiveness to trailer and monitored social sentiment for messaging and media optimization. Film had a five-day domestic gross of $16 million, finishing fourth at the box office.
Series launch, hoped to leverage existing Marvel fandom to draw in new viewers to the Season 1 premiere. Consulted media and comms teams on developing strategy aligning with core segments points of interests. Provided recommendations on how to engage target audience by aligning partner enoviroments with relevant cultural touch points. Show renewed for additional season.
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