XX Artists /Monks
My time at XX/Monks was a unique opportunity to sit in a department leadership role with the strategy team.
In addition to driving creative, social, and brand strategy on key accounts & pitches, I developed and guided a seven-person team of subject-matter experts, improving ideation quality and overall client satisfaction. Beyond our client-facing work, I implemented new processes to drive operational efficiency (+15%), promote cross-functional collaboration, improve workplace satisfaction, and foster team and individual growth.
Google Gemini (Social)
Google has been the leader in tech for 25+ years, but the November 2022 release of ChatGPT and the breakneck progression of artificial intelligence has forever changed the game. With OpenAI leading the AI/tech space, Google desired quick action and a path to regain leadership through Gemini.
To drive product awareness and adoption while furthering brand perception, love and equity, we developed a launch plan for bespoke Gemini social channels on Discord and X (Twitter). Since launch these channels have experienced an average of 15-20% community growth and 10-15% growth in positive engagements, month-over-month.
Google Year in Search / Most Searched 2023 (Social)
2023 marked a major milestone for Year in Search, as it also lined up with Google’s 25th anniversary. The challenge— how do you celebrate a tech brand’s silver anniversary and the “Most Searched” moments and individuals of all time, while still driving innovation messaging and relevance with Gen Z?
The solution was a robust social approach anchored around internet culture & “stans” (fandoms), and quick-turn reactive that truly engaged Google’s social community. The brand film drove the highest Year in Search viewership numbers to date, but the true standouts were the reactive posts, which drove the highest overall engagement with minimal lift.
YouTube Artist Breakthrough Moments
YouTube Music is among the top music streaming platforms globally. In addition to a vast library, the broader YouTube platform’s video-based nature allows for natural integration of music videos, live performances, and other musician and fandom-related content. Enter Artist Breakthrough Moments.
To celebrate releases from Gen Z-relevant artists like Karol G, Tyla, and Olivia Rodrigo, YouTube partnered with the musicians and content creators for robust campaigns that tapped into the latest social trends, sparked new viral challenges, and engaged fans to celebrate loudly and creatively. These campaigns proved to consistently live amongst YouTube’s most positively engaged social content.