While an iconic brand with a strong legacy, Duracell struggles with category commoditization, distinction from competitors, and maintaining equity with the young consumers that represent the future of the brand. In my role as the Brand Marketing Director, I addressed these challenges head on via human-centric and purpose-driven marketing TV, digital, and social campaigns and in-person activations. I was not only able to reverse the trending decline, but successfully grow brand equity and distinction through key, insight-based gateways such as relevancy and trust.

As one of the most influential brands in modern times, Google’s mission is to organize the world’s information in a way that is universally useful and accessible. As a creative lead for Google’s Brand Studio team I developed cross-functional partnerships to reset the brand’s social storytelling practices. Leading multiple teams of copywriters, designers, and filmmakers, I created human-centric stories that connected with our audience, showcasing how Google technology can help move the world forward. The result, a robust body of consistent, engaging content that helped Google earn the award of Brand of the Year (2022).

The best brands on social add value to the community that follows them. The content is human, emotional, and engaging. Co-leading a specialized team, I was able to reshape the vision of the brand’s most visible channel, @Nike. The result of this 2-year transformation was a body of 100+ athlete films; reflecting the 365 vision and voice of the brand (Just Do It), creating connections from athlete to athlete, and inspiring people to unlock their potential to be their best. All this while more than doubling the social community to over 100 million community members.

Without mainstream media support, skateboarding has developed into a culture where information and influence are spread via content, created from within the community. For Nike skateboarding (SB), the challenge was to respect the past while creating the future of the sport and culture. By developing a social and digital focused media strategy and producing authentic content, I enabled the brand to connect with both the core and broader skateboarding audiences. This work helped Nike SB reclaim the title of #1 skateboarding brand according to brand strength monitors.