EVENT STRATEGY & PRODUCTION

AUGUST 2023 - PRESENT

Los Angeles, CA

CLIENTS: Lunatic Femme, Hello Cake

· Developed and executed Lunatic Femme’s brand launch in the LA market by curating a full-sensory fashion/art event in DTLA. Lunatic Femme’s high-end lingerie took center stage with a runway show and music performance by Colby Kline, alongside mini-experiences for guests including Hello Cake “Playstation”, rolling bar featuring Barbari & Pure Beauty, stick-and-poke tattoos by Indigo Tiger, craft cocktails by KuduOwl, rooftop Armagnac tastings and art gallery. Led location scouting, vendor sourcing & contracts, partner relationships, branded material production, guest list management & VIP outreach.

· Partnering closely with Hello Cake leadership team and Marketing leads to develop the brand’s 2024 event strategy - identifying key tentpole moments to activate the brand in order to drive awareness among target demographics and increase sales of priority SKU’s.

· Creating roadmap to leverage Hello Cake’s consumer-facing events as content creation opportunities through influencer and brand partnerships to extend the in-person experience to a broader audience across social platforms.

FREELANCE EVENT DIRECTOR

MAY 2021 - PRESENT

Los Angeles, CA

· Responsible for planning, sourcing and on-site management of event F&B and décor including catering/restaurant selection, menu development, florals, furniture, lighting, entertainment, custom branded elements, and gifting.

· Lead client communication in pre-production phase; building production timelines, managing budgets, coordinating asset deliverables, and developing run-of-show for on-site team.

· Managed on-site execution of multiple international events at luxury resort properties – overseeing guest transportation/arrivals, welcome receptions, guest excursions, executive dinners, and speaker events all while working closely with resort staff, off-site venues, caterers, DMC partners, and client leads to provide a luxurious, seamless experience for all guests.

DIRECTOR, CLIENT STRATEGY

yAHOO, DELTA GALIL, APPFOLIO

MARCH 2022 - NOVEMBER 2022

Los Angeles, CA

· Manage high-level client relationships, acting as a consultative partner to define their digital media goals based on understanding of broader business objectives - guiding internal channel teams to create, implement, test, and measure strategic initiatives that support growth of client accounts.

· Led entire planning process for the launch of Yahoo’s Mail 7 product from brief to activation – owning budget allocation, development and presentation of the $11MM full-funnel plan including a comprehensive cross-platform influencer program – a first for the account.

· Provided strategic roadmap and thought leadership for Bare Necessities site rebrand, working closely with BN’s leadership team and internal SEM and Shopping channel teams to evolve media strategy in alignment with BN’s brand refresh and audience repositioning.

ASSOCIATE DIRECTOR, STRATEGY

bARCLAYS, RECKITT (ENFAMIL), WYNNBET

JANUARY 2021 - January 2022

Los Angeles, CA

· Lead Barclays quarterly digital performance media planning, working closely with agency leadership, internal investment and marketing science teams to deliver comprehensive strategic recommendations across 10 partner cards inclusive of budget allocations by channel, data-driven audience targeting tactics, detailed performance insights, creative best practices, and test/learn opportunities with new partners.

· Positioned Enfamil as a trusted resource for expecting/new mothers & parents through development and implementation of a full funnel content program across both traditional publications including Everyday Health and Meredith as well as influencer partnerships across social media platforms.

· Developed media strategy and measurement framework for Wynnbet’s first major brand launch; drove awareness and user growth for Wynnbet’s sports betting app within 25 local markets across Local TV, Local Radio, Streaming Audio, OOH and Sponsorships.

SUPERVISOR, STRATEGY

AT&T Mobility & Multicultural, AT&T Business Solutions

DECEMBER 2016 - JANUARY 2021

Los Angeles, CA / Dallas, TX

· Maintained and strengthened client relationship by managing day-to-day correspondence and requests, establishing timelines and overseeing workflow across a team of 5 direct reports and multiple other agency teams.

· Partnered closely with media partners, creative agency, and internal investment teams throughout entire Upfront planning process, ensuring integrated alignment at all phases in order to deliver positive results with unique creative via the most efficient and impactful channels.

· Conducted audience, market, and competitive research utilizing 1st/3rd party data and extract meaningful insights based on overarching business objectives to inform integrated media strategies.

· Led and managed a financial process overhaul, working closely with internal finance, operations, and investment teams to establish monthly cadence for planned, ordered, billed, and accrued dollars in order to automate client facing budget dashboards reflecting accurate cash-flow across campaigns.

CONTENT & MARKETING STRATEGIST

MAY 2016 - DECEMBER 2016

Addison, TX

· Conducted extensive research of competitive activity and consumer trends to create Tail Light's first integrated marketing strategy, incorporating multiple media vehicles including programmatic display, SEM, social, print, email, direct mail, and events with both short term and long term goals for brand awareness, customer acquisition, and retention.

· Responsible for the implementation of marketing strategy, campaign setups with media partners and regularly analyzing performance data against established objectives to inform necessary optimizations, budget adjustments and other plan changes.

· Executed development of all advertising, paid social, email and print content by collaborating closely with design, copy, and production teams to ensure sound execution per brand guidelines and marketing objectives, as well as on-time delivery of materials.

· Led the development of video content from conception to distribution for marketing, on-boarding, and sales purposes - identifying specific opportunities for video within customer acquisition funnel, developing copy for video scripts, assisting in video direction, appearing in and record voice-overs for brand videos, and managing the delivery of content to the appropriate channels.

SHOP DIRECTOR

APRIL 2015 - october 2015

Dallas, TX

· Successfully launched Kit and Ace's first Texas shop within 12 weeks (4 weeks quicker than the company standard), involving the planning/execution of impactful market events, hiring and on-boarding of five team members, sourcing local artisans for custom shop fixtures/artwork, and partnering closely with General Contractor during shop build-out to ensure precise execution of design plan. 

· Formed many authentic relationships with members of the local creative community, and as a result, helped to grow Kit & Ace's Instragram engagement by 647%, Facebook engaged users by 872%, and Email Newsletter subscribers by 388% between 1 month prior to opening and one month after opening.

· Collaborated regularly with District Director and Market Director to develop detailed market plans for the pre-shop opening phase and each quarter thereafter, including development of innovative event-focused market initiatives, identification of on-brand influencers/tastemakers/creative pioneers to engage and collaborate with, partnership opportunities with local businesses/organizations, and strategic allocation of budget.

· Managed all aspects of local market events including concept development, guest list curation/invitation tracking, decor, event material production, execution, and post-mortem event reporting.

· Responsible for all shop finances and operational responsibilities. Diligently managed shop budget, handled vendor invoicing, analyzed monthly P&L statements, and presented quarterly business reviews to upper management that provided data-driven evidence and critical insights into the successes/failures of spending decisions.

MARKETING & BRAND STRATEGY CONSULTANT

SEPTEMBER 2014 - MARCH 2015

· Client: QUARTZ (Atlantic Media) Partnered with members of Marketing, Editorial, Creative, and Development teams to concept and construct custom, first-to-market marketing program packages for current and future advertising partners including interactive digital ad placements, sponsored editorial content, social activations, influencer partnerships, and experiential event concepts.

· Client – Make Up For Ever: Collaborated with client marketing team and creative agency team to develop a 360 degree communication strategy for Make Up For Ever in order to revitalize brand image, more effectively engage with consumers, and drive sales. Incorporating retail, social, event and advertising elements, created and presented a brand roadmap with multi-layered activation plans for seasonal campaigns, product launches and influencer partnerships.

· Client – Hangar 1 Vodka: Worked closely with client team to address current liquor consumption trends,a saturated craft vodka market, and product pricing structure by refining the brand's creative direction and streamlining cross-channel messaging for retail signage, outdoor advertising and social media.

ACCOUNT MANAGER

MAY 2013 - AUGUST 2014

New York, NY

· Managed and cultivated over 45 campaigns across traditional display, mobile, video, and Facebook Ad Exchange platforms for multiple agency accounts while partnering with internal sales teams to position Rocket Fuel as a critical digital advertising partner.

· Collaborated closely with internal Ad Operations and Analytics teams to ensure flawless campaign setups, creative/ad tag QA, trafficking, pixel audits, and performance optimizations to guarantee accurate IO delivery, campaign success, and a high level of customer satisfaction.

· Prepared detailed post-campaign insights materials for client review meetings to provide granular performance/audience analytics and present strategic recommendations of other Rocket Fuel products and services.

· Built campaign-specific reporting templates and regularly evaluated performance based on internal and third-party data to inform optimization opportunities and provide clients with frequent status updates.

SALES & SERVICE COORDINATOR

MAY 2012 - JANUARY 2013

New York, NY

· Managed all contact with major wholesale accounts to facilitate forecasting, order processing, new item exposure and customer service inquiries.

· Partnered with online accounts to strategically expand and edit product assortment, streamline product copy/images/videos, develop direct-to-consumer email content and supervise cost programs that successfully increased sales and visibility of Bodum products.

· Assisted Sales VP's in new business acquisition. Responsible for executing and overseeing all account setup related to new business partnerships, including EDI implementation, credit approval, routing/shipping requirements, and product information uploads to vendor portals.

ASSISTANT MEDIA BUYER

MAY 2011 - MAY 2012

 New York, NY

· Strategized the most efficient use of media dollars for Sony Pictures movie titles and built network, cable and Hispanic media schedules by allocating inventory based on budgets, GRP goals, and targeted demographics.

· Worked closely with digital, print, and outdoor teams to develop concepts for 360-degree campaigns including interactive online experiences, pop-up environments, cross-network stunts, and other events to create awareness and buzz for each movie title.