The Millennium Residences
Launch Strategy
Leading the charge on digital branding for The Millennium Residences at Winthrop Center allowed me to apply my expertise in elevating luxury living experiences through social media. I built a strategy showcasing cutting-edge amenities, refined interiors, and unique resident perks with precision and authority. My campaigns emphasized both the tangible benefits, such as panoramic views and in-home features, and the intangible realities of exclusive Boston living. See the full strategy here.
Creative Wins and Strategic Thinking
Land O Lakes Playbook
Research and Rebranding
As a part of a rebrand, I created an in-depth Social Media Playbook for Land O Lakes Dairy Coop that leveraged a comprehensive audit of their owned accounts, competitor accounts, market research and trend reports to uncover significant opportunities. I was able to craft objectives, expectations and behaviors to build genuine trust on social media and align efforts with those of the Coop believer. Additionally, I developed a channel strategy, influencer strategy and content pillars that will help ensure ongoing success of the Coop's social media activity. Read the Playbook Here.
Ketel One / Keurig Martini Kit
Brand Partnerships
I led the research team and creative strategy for a partnership project between Keurig and Ketel One to create an at-home Espresso Martini Kit that delighted customers and exceeded our expectations. Working closely with both brands, I developed a detailed influencer and social strategy to create a culturally-driven product that combined the best of both brands in one package. Read my cultural research report that led to the partnership.
NASCAR x MTN Dew
Event Promotion and Influencer Strategy
I designed the social media run of show for a 3-day NASCAR event in Martinsville, shining the spotlight on Mountain Dew’s sponsorship of Hendrick Motorsports and Chase Elliott’s car. The event featured a strategic integration of influencers, each equipped with a series of tailored content ideas designed for their specific audiences. This resulted in hundreds of thousands of engagements and millions in reach across both owned and influencer platforms. The icing on the cake? Chase Elliott took home the win!
Shadow Talk Podcast
Podcast Production
I led production for ReliaQuest’s (formerly Digital Shadows) podcast, helping position the company as a thought leader in the cybersecurity industry. Each episode drew thousands of listeners, delivering valuable insights that resonated with a growing audience. Beyond production, I spearheaded social media promotion, crafting tailored campaigns to amplify reach and engagement. This multifaceted approach not only solidified the podcast’s influence but also enhanced ReliaQuest’s reputation as a go-to resource in cybersecurity.
DewNationHQ
E-commerce
While working at PepsiCo’s CLS team, I was tasked to create a strategy for a re-launched Mountain Dew’s e-commerce store and loyalty program - DewNation HQ - perfect for those with an obsession for drop culture and self-expression! My role was to craft an innovative social media campaign that reached out to people passionate about Drop Culture and Self-Expression, which generated substantial hype and excitement around the store's launch. See the Strategy Presentation here.
Better Call Saul Scavenger Hunt
Celerate Fandom
To promote the upcoming fourth season of Better Call Saul, I developed a social media scavenger hunt that sent fans on a hunt for hidden clues, images, and easter eggs across owned platforms that revealed the much-anticipated release date. Fans were delighted by this engaging experience and more eager than ever to dive into another season of Better Call Saul. See the post that started it all and the fan reaction to the final clues.