Transformation by strategy
A sneak peak into my work
AT&T: Cricket Wireless
"People who come to Cricket stay with Cricket"
Prepaid phone services are typically implicated as slow, outdated, and unreliable. With competitors gaining popularity & ramping up spending YoY, it was difficult for Cricket to stand out. But after learning that Cricket users are highly satisfied & loyal to the service, we launched a brand testimonial campaign to break those negative stereotypes. Through analyzing MTA/LTA data, honing into audience targeting, and curating a full funnel media plan, we launched one of AT&T's most successful campaigns.
Motorola
"Joyride"
After researching that Motorola's target shopper isn't like the everyday tech adopter, we positioned the Motorola 5G Razr to be a fashion statement accessory. We crafted a comms strategy that showcased Motorola as a brand going against the tech status quo, and released a short fashion film titled, Joyride.
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Uber & Uber Eats
"Get vaxed" & "Tonight I'll be Eating"
Elevated Uber's advertising to be a user-first experience, rooted in reimagining the delivery and ride share space for the current generation. Through partnerships with several national TV channels, digital partners and the U.S government, Uber isn't just a "take out" vehicle anymore, but a tech company that can deliver anything.
American Express
Card Services & Perks
Re-branded the imaging behind cards and services to be less intimidating and more friendly to the everyday millennial. Rooted in partnerships that resonate with younger audiences, we announced several premium cardmember benefits with Uber, Doordash, Calm app, Equinox, and Variis. As well as, user experiences with different Amex cards and Amex airport lounges.
Atlantic Records
Developing Artists
Created a marketing plan for emerging artist Pink Sweat$ and his new album, Pink Planet. The execution included publicity outlet targets, streaming data, virtual pop-up shop locations and merchandise design.
