Work Portfolio
Work Experience
Resumes can be hard to understand, so I made you a timeline instead.
I've been a storyteller my whole life, and I've been paid to do it for 11 years.
I've always yearned to see the bigger picture and tell the best story possible from my findings. I started writing at age 5 and haven't quit. My strong communications background makes me a better strategist because I can find the the best version of your story and help bring it to life.
Advertising Experience
PayPal
In 2018, the payments market was rapidly changing and highly competitive, and PayPal needed to re-assert its leadership position. It needed a campaign to get people, particularly its merchants, to see that the brand is much more than a button on their websites. We needed to help change perceptions and demonstrate that the brand offers a suite of products and services to help merchants succeed, both online and in-person.
The Challenge:
Change the perception of the oldest, most well-known brand in online payments from a click-to-buy button to small business owners' partner in growth.
The Strategy:
We created a trio of films focusing on three major pillars of PayPal's value proposition: the tools to scale, protection from fraud, and the highest conversion rates in the payments industry. Each film brought these pillars to life through real merchant testimony about how "PayPal gave them the tools" to succeed.
PayPal - Let's Grow
PayPal - Let's Grow
Strong Oaks - PayPal :30 Spot
Bee Raw - PayPal :30 Spot
Linda's Stuff - PayPal :30s Spot
My Roles:
Two weeks into my start date at Iris, I was asked to fly out to the East Coast to film all three videos and act as the lead strategist on each. Prior to flying out, I interviewed the chosen merchants and gained a grasp of their background and stories. I used that information to inform my interviews of the films' subjects on camera. I acted in a director role on-set, helping guide the subjects toward appropriate product information while still keeping them true to their stories.
When it was time to pull the storylines together from hours of footage and interviews, I worked closely with the art director to craft a compelling narrative from the available transcripts, reviewing the raw footage to make sure any edits did not affect the sound or visual quality of the spots.
Walmart Media Group
In 2019, Walmart, the world's largest retailer, watched the likes of Amazon steadily increase its revenue over time and eat up market share. As the world shifts toward an increasingly digital commerce environment, Walmart wanted a larger piece of the online pie and gain recognition for its formidable online presence. Walmart wanted to take the largest online retailer down, and it had built its own advertising platform but had not yet invested the resources to reach its full potential. We had to help Walmart make a bang by introducing its ad platform to the world through a brand summit designed to woo hundreds of advertisers from consumer packaged goods and other vendors.
The Challenge:
Convince hundreds of CMOs at top brands to invest in Walmart Media Group through a two-minute video.
The Strategy:
Help these marketers understand that in order to make genuine connections with shoppers and influence their buying journey, you need a complete picture of how they are making purchases--and that means both online and offline. Only Walmart has access to omnichannel purchase data from 95% of the American population. So we put that level of shopping insight into action by painting a picture of a full shopping journey of a family.
Retail apocalypse? What retail apocalypse?
My Role:
I created the strategy and brief for the video, focusing on light-hearted, realistic images of busy families and the ways Walmart's ads could potentially influence their user journey. I worked closely with the Creative Director to make sure we covered off on all touch points while presenting the consumer journey in a charming and interesting way. We were given about two weeks to make the video from start to finish, and so I was involved from inception through the shooting and gave feedback during the editing process.
Digital Marketing Business
In 2017, after six years at Tesla, I left my role as a director to start my own business.
I brushed off my skills in digital marketing by taking courses at night and started specializing in brand and comms strategy. Through hard work and luck, I started finding great clients.
My services were soup-to-nuts digital marketing, and if I couldn't do it myself, I managed a group of freelance designers and UX specialists to help. We've done some great brand transformations to elevate existing small businesses, podcasts, nonprofits, and individuals. Working with limited budgets has made me scrappy and agile, and helped set the stage for me to take on bigger brands.
Sales Enablement Experience
Walmart Media Group
Planner at Iris Worldwide, 2018-Present
In 2019, Walmart decided to prioritize strengthening its advertising platform. Walmart Media Group approached our team after hearing of our success with PayPal's sales enablement. My sales enablement strategy for presentations emphasizes a combination of the Challenger sales framework with a mix of influence from esteemed storyteller, Nancy Duarte. Our client agreed with my approach and we were able to create a strong go-to-market pitch deck for WMG's growing sales team.
PayPal
Planner at Iris Worldwide, PayPal's Agency of Record, 2018-Present
I have worked closely with PayPal's Sales Enablement teams to create collateral for their teams to use, ranging from two pagers to global go-to-market sales decks.
I have also created multiple journey maps for the merchant and partner teams, as PayPal did not have their own internal maps. Utilizing research, interviews, and input from various PayPal teams, I have been the lead strategist overseeing multiple other planners, in both London and San Francisco, to create these maps.
Finally, I have been asked to provide sales enablement tools for PayPal's partner program, creating the strategy behind the collateral used to teach partners globally about the benefits of various offerings from PayPal and empower them to use the power of PayPal to attract more merchants.
Tesla
Director of Sales Enablement, Commercial Solar, 2016
In 2016, SolarCity's commercial sales were tanking in the midst of our acquisition by Tesla. I wanted to do my part to help, so I moved into my role as Director of Sales Enablement as a way to understand sales' needs and address underlying issues. As part of my exploration, I mapped the sales and customer journeys on the commercial side of the business, the first time anyone had attempted to do so. I performed dozens of group interviews to determine issues surrounding failing sales.
As a result of this work, I was asked to create a team to resolve issues on the operations side of the business, as poor execution was leading to negative word-of-mouth and a lack of referrals. I then created the Project Development Engineering team, a think tank made of some of the best and brightest across the company to find holes in operational processes and fix them, eliminating customer pain points.
Channel Partner Marketing Experience
Watch this space for exciting co-branded campaigns with big names in tech.
Plus, ask me about the time I got to interview the CEO of Hot Topic for a channel partner video. (My inner teenager was very excited.)
Internal Promotion
Watch this space for my work on internal promotional campaigns for Google.
