EXPERIENCE
Tonal / SVP Executive Creative Director / Los Angeles, CA / 2021 - 2022
· Led the creation and development of Tonal’s internal creative, strategy, production, and project management departments from organizational design to effective development of fully integrated brand, performance, experiential marketing campaigns, and retail store design.
· Devised the total redesign and cross-functional rollout of the Tonal brand including strategic creative strategy, editorial voice, and visual identity.
· Oversaw the creation of the fully integrated Strength Made Me Superbowl campaign starring Serena Williams, & gold-medalists Simone Manuel & Brianna Huckaby.
· Implemented multiple cross-functional strategic business initiatives including a complete reimagining of the customer experience from order to installation.
Amazon / Global Group Creative Director / Los Angeles, CA / 2016 - 2021
· Managed ~1B in global mass advertising for Amazon’s Prime and Alexa brands as well as The Climate Pledge across 20 international marketplaces.
· Guided both internal creative teams and external agencies in the development of brand strategy, positioning, and highly effective campaign work for Amazon Prime Day, Amazon Echo, Fire TV, Amazon Music, entertainment integrations, and emerging devices & services.
· Exceeded year over year efficiency goals in 2020 for Alexa & Prime mass advertising by +40%.
· Created the Cannes Lion winning A Voice is All You Need Campaign, aligning all of Amazon’s Alexa-enabled devices and services marketing under one strategic positioning and unified marketing campaign which shifted positive perceptions and intent to buy +20%.
· Crafted the global repositioning of Prime with the Prime Changes Everything campaign – The first globally-unified strategic positioning across all retail, entertainment and sales events in the brand’s history which included Prime member benefits, Prime Video & the 2020 & 2021 Global Prime Day Events.
· Established the award-winning content series Under a Rock with Tig Notaro & Couchland, Fire TV’s first long-form digital content series and social program garnering millions of views of over 300 individual assets.
Viacom / Vice President Creative Director / New York, NY / 2012 - 2016
· Managed the 20 person Logo TV On-Air Promo and MTV Co-Branded Marketing departments in the development of cross-channel promotional campaigns.
· Responsible for the creation, production, and execution of branding/image campaigns, integrated marketing campaigns, on-air packaging, upfronts & show launches, network identity, and unique branded content for Emmy winning shows and specials like Rupaul’s Drag Race, Jersey Shore, Awkward, Teen Wolf, Cucumber/Banana, The MTV Video Music Awards, & Trailblazer Honors
· Generated a 47% ratings increase across key demos during the highest-rated and most social years in Logo TV history.
· Produced the award-winning rebranding of Logo TV’s visual and editorial identity across all channels.
· Created the MTV Snackable Promo Library, a collection of turn-key creative concepts for Viacom advertising partners, resulting in millions of dollars in additional revenue.
Draft FCB / Associate Creative Director / New York, NY / 2011 – 2012
CLIENTS: The United States Office of National Drug Control Policy, Oreo, Velveeta, Beiersdorf International & Jamaica Tourism.
· Launched Unwasted Weekend, a teen anti-drug program comprised of weekly challenges consisting of multiple media partnerships, social activations, celebrity endorsements, user-generated content and promotional contests and events.
· Oversaw the redesign and launch of abovetheinfluence.com and ONDCP’s social presence resulting in a 300% increase in web traffic and followers of Above The Influence’s social pages.
Arnold Worldwide / Art Director / Boston, MA / 2007 – 2011
CLIENTS: Progressive Insurance, Panasonic, Fidelity investments, New Balance, Volvo International, Southern Comfort, Jack Daniel’s Tennessee Whiskey and Citizen’s Bank.
· Launched the Flo the Progressive Girl Facebook page that has garnered over 5 million fans.
JWT / Art Director / New York, NY / 2005 – 2007
CLIENTS: Smirnoff Vodka, Unilever, Stride Gum, Diamond Trading Company, HSBC Bank, Schick, Rolex and Domino’s pizza.
· Successfully won the new business pitch to launch Stride Gum globally, the most successful new product launch in Cadbury Adams’ history.
· Developed a national Anti-Meth campaign for Partnership for a Drug-Free America which led to a measurable change in the using-behavior of addicts across America.
BOARD MEMBERSHIP
Foundation for the AIDS Monument / Los Angeles, CA / 2020 - Present
Non Profit focused on public education through honoring and preserving the memory of those effected by the AIDS epidemic.
· Founding member of the Stories, Marketing & Tech committee responsible for all community outreach.
· Managed the creation and design of the foundation’s official website and online archive.
· Spearheaded the foundation’s social media presence and ongoing education and outreach content
AWARDS & HONORS
Cannes Lions – Amazon Alexa A Voice Is All You Need Film, Amazon Fire TV Can Your TV Do That? Campaign
D&AD Awards - Amazon Alexa, Amazon Music
The One Show – Amazon Alexa, Partnership for a Drug Free America
TikTok Culture Driving List - Amazon Alexa
The British Arrows - Amazon Alexa
BDA/Promax – Logo Redesign, Logo’s 30 Isn’t a Drag Marathon, Rupaul’s Drag Race, Trailblazer Honors
Communication Arts Awards Annual - Partnership for a Drug Free America
The Effie Awards - Stride Gum & Progressive Insurance
Entertainment Weekly - Ad Icon of the Century - Flo the Progressive Girl
The Addy’s - Amazon Channels
Creativity Media and Interactive Awards – Bing , United States FDA & GEICO Insurance
EDUCATION
B.S. in Advertising / University of Texas / 2004 / Austin, TX