When I joined Peacock in February 2020, the words “start up vibe” were thrown around a lot. This translated to an opportunity for me to build my team, internal/external/cross-functional workflows, and our product’s website from the ground up!

I currently lead the Web Strategy & CRO team at Peacock that oversees the end-to-end GTM strategy and release for all marketing and content landing pages on PeacockTV.com, including everything from strategy, design, build, launch, analysis, optimization. and more.

Build

On my first week, I was tasked with leading the development of our MVP website for the national launch of Peacock, which was a short 6 months away.

I worked closely with our Product and Tech team to finalize all product designs and development work needed.

We hit our goal and launched PeacockTV.com on July 15, 2020 with over 2K+ landing pages!

Expansion

Since national launch, my team’s introduced new landing page types and custom-built landing page workstreams based on audience type. We’ve scaled our site to over 35K+ total pages and 250+ custom-built pages designed for Growth Marketing, Brand Marketing, PR, and SEO initiatives.

I serve as the Product Marketing lead of the PeacockTV.com product roadmap, which involves a close partnership with Product and Tech to prioritize product growth opportunities.

Optimization

One of my key focuses is to empower my team to continue to evolve our strong foundation by optimizing landing pages on our site across SEO and conversion needs.

To date, this has consisted of design evolutions, implementing an A/B testing roadmap, expanding our GTM strategy, new content innovation strategies, and much more!

Starting June 2019, I worked on the Nestlé team at Ogilvy’s headquarter office in NYC. I ran projects on the Gerber business and brands in the Nestlé Health Science portfolio, including Carnation Breakfast Essentials and Boost nutritional shakes.

Ogilvy works on digital strategy and content creation for Nestlé Health Science, with a focus on Carnation Breakfast Essentials.

Content Studio

Each week, I traveled to the clients’ office with my team of social strategists and a designer for an all-day, digital content creation session. We’d brief in and create assets ranging from social posts, stories, all the way to banners and email templates for the portfolio of Nestlé Health Science brands.

Back to School

One of the largest media pushes for a kid-friendly product is the time around back to school. I managed the planning, production, and launch of a back-to-school social media campaign across Facebook, Instagram, and Pinterest.

Digital Ecosystem

In the primary stages of a brand evolution, I’m collaborating with social and engagement planning teams to audit Carnation Breakfast Essentials’s current digital efforts, make recommendations to optimize the ecosystem, and assemble a future brand roadmap.

The Ogilvy team manages all social and digital content for Gerber in the US.

Gerber.com

I led all optimizations and product updates across Gerber.com. This involved working directly in the CMS via Drupal and close collaboration with our tech partners at Ogilvy Barcelona.

Voice

Brands are starting to play a strong role in the voice realm. I worked with the Gerber team to identify the brand’s most impactful way to enter this channel and develop a voice skill that would further position Gerber as a category leader.

I spent the first two years of my career at Deutsch NY. Within nine months, I was promoted from an Assistant Account Executive to an Account Executive. When I wasn’t working on the ACUVUE Global business, I was running the diversity & inclusion group I founded, Beyond.

ACUVUE is one of the largest accounts in the agency that works across multiple channels and platforms.

Global Product Launch

I led the biggest product launch ACUVUE’s had in over ten years - ACUVUE Oasys with Transitions. This 8-month project consisted of managing a 360 campaign across the consumer, professional, PR, and shopper agency teams. Within the first few months, we exceeded the sales goal by 20%.

Masterbrand Campaign

We produced ACUVUE’s newest global masterbrand campaign, Go See. I spearheaded all pre- and post-production efforts, built the global launch toolkit, and collaborated with the largest markets as they adapted the assets per their market/target needs.

Acuvue.com

I oversaw all web optimizations and digital content creation for ACUVUE's consumer-facing, global master site. When needed, I served as a digital consultant for the twenty-two regions in the roadmap to launch their own clone in 2018, providing recommendations ranging from UX, design, and content depending on their region-specific needs.

Each month, I managed analytics reports with metrics on all active clones with the goal of pinpointing, recommending, and implementing global- and region-specific optimizations that are rooted in data.

I sat down with HR my second week on the job, equipped with a plan I developed to bring back, launch, and lead Deutsch's diversity and inclusion group. It was my goal to reignite the spark of the group.

It started with only a handful of past members that communicated the problems they experienced earlier in the year when the group was last active. Everyone had great ideas, but there was no tangible plan of action to bring these to life. This is where I came in.

I worked with the group to develop a 12-month plan to implement agency-wide initiatives and events surrounding current events and/or the month's cultural theme. In parallel, we briefed a creative team and branded the group. Once our identity and plan was locked, I prepared and led the pitch meeting to our CEO.

With overwhelming support and approval, we launched in the agency January 2018. Though I’ve moved to a different agency, the group is still active and holds events throughout the year.

National Mentoring Month Sponsorship Spotlight Jar

Black History Month Afrofuturism Event

Pride Game Show Night Fundraiser

Through the Multicultural Advertising Intern Program (MAIP), I was placed at Saatchi NY as an account management intern. Saatchi is a global creative agency headquartered in NYC where Nothing is Impossible.

Olay is known to be one of the most challenging accounts in the agency. I had the opportunity to delve into the beauty category and work on product launches, a program launch, email marketing campaigns, a brand POV piece, and more.

Audits

I conducted two quarter-year audits throughout the summer. The first was for fifteen brands that had mass-produced, prestige skincare products. I pulled all TV, online video, social, and print materials from the last year for each brand and worked with our planning team to organize and present the content to the client. For the second audit, I pulled all face/body cleansing communications material for fourteen brands from the last year. 

Competitive Reports

Brands in the beauty category commonly use influencer marketing and social campaigns, so I created an Instagram account to track content from competitor brands and beauty bloggers. 

Throughout the summer, I made use of this account, an ad monitoring service called Competitrack, and research to complete fifteen competitive reports on new product/brand launches, campaign executions, and competitor programs. The reports were distributed internally and at times, shared with the client.

Efficiency

I created a spreadsheet that outlined all 100+ print assets live in the market with information on usage rights expiration, talent, and size so our team and the client would be aware of all available print materials.

For our email marketing campaigns, I merged the year-long content calendar with the twelve in-progress executions, noting the status, next steps, and launch dates for each. As a result, our team, partner agencies, and client were able to work together more efficiently.

Communication

I worked with the account managers on the team to compile meeting notes and next steps for both client and internal use. I was also the point of contact with Saatchi Budapest for the post-creative programming stage of our email marketing campaigns.

All twenty-four Saatchi interns were split into four teams to create a mock campaign that would catapult Theraflu to the #1 cold/flu brand in the world by 2022.

Account / Project Manager

As the team lead, I served as the point of contact with our brand mentor. I created a project timeline and kept our team on schedule by setting agendas, sending recaps, and next steps. 

Strategy

I worked with the other account/strategy interns on my team to conduct and pull research. From there, we were responsible for sifting through the data to form our campaign's insight and human truth.

As part of Publicis Groupe's LGBTQ Business Resource Group, Égalité, I led a summer project with six other interns across the NYC Publicis network. We were tasked to come up with a campaign targeting LGBTQ at-risk youth. My role on the team consisted of creating a full project timeline and keeping the team on schedule with agendas, recaps, and next steps. I also served as the point of contact with our team mentor. 

MAIP is a 22-week program that stands to build and bring multicultural talent to the advertising industry. MAIP starts in March with virtual spring training, leading up to a full-time agency experience over the summer. Along the way, I was able to be mentored, network, attend workshops at various agencies, and work on a summer project with fellow MAIP'ers.

Thanks to MAIP and my incredible experience, my heart now belongs to NYC.

Presenting 101

Twenty MAIP'ers were selected to take part in a class that challenged us to present our personal stories. We were taught that if we could master and tell our personal stories, we could do the same for a brand's. I pushed myself out of my comfort zone to tell a story that moved the audience to tears, and then came back the final class with a story that had them uncontrollably laughing.

Wolf & Wilhelmine Y(OUR) Story

Wolf & Wilhelmine, one of the agencies in the MAIP network, assigned their interns to "do something that will make us better humans." From this, they created Y(OUR) Story, a speak easy/story swap fundraising event. I was honored to be one of the six presenters. My story was presented by someone else, but I was in charge of delivering another presenter's powerful story.

I've never experienced such intense, immediate personal growth. This was, without a doubt, one of the most rewarding experiences of the summer.

I was selected as one of the seven interns to participate in the Bailey Lauerman Experience (BLX) in the summer of 2016. Bailey Lauerman is an independent advertising agency in Omaha, NE that was named Ad Age's #1 Small Agency in the country.

Leader

I was responsible for leading the intern team, acting as both the project manager and client liaison. This included communicating with our clients, setting up meetings and deadlines, and ensuring the research, strategy, creative, and media stages in our campaigns were exceeding expectations.

Our team worked together efficiently after I analyzed each member's working style. This helped clarify expectations on both our ends and increased our productivity.

Presenter

It was my responsibility to direct client meetings. Our first mock client presentation didn't go so well, but over the course of the summer, our mentors helped us tell a story when we presented. They taught us how to set up a pitch from a research, strategy, and creative perspective so that the client would completely understand our rationale by the end.

Agency Innovator

I wanted to contribute more, so I sat down with the Director of Culture to pinpoint areas the agency could use improvement. Throughout the summer, I worked with my team to create new initiatives ranging from creative recruitment to employee incentive programs that reflected the agency's culture. I was able to pitch these to the entire agency.

I was chosen to be the President of the largest student chapter of the American Advertising Federation in the country after two years. AAF Illinois has over 450 members each year that can join any of the 8 student-run agencies and committees offered.

Most Promising Multicultural Student

I was chosen as one of AAF's Top 50 Most Promising Multicultural Students in the country.

Revolutionize Mentor/Mentee Program

Using survey data from program applications, I noticed that more than 50% of members didn't know what they wanted to do in advertising. From this, I created a worksheet designed to help members find their path and make a plan to help get them there. This worksheet was evolved into a series of interactive workshops called the Pro-Active Series.

Innovate Executive Board

How do we make sure our members are growing? By building those who lead them. I introduced structured mid-semester reviews, Illinois Leadership Center-led workshops, and team-building exercises.

I worked with our CEO and faculty advisor to restructure our executive board, adding 9 Executive Vice President positions that honed in on different sectors. We revisited the restructure in April and modified it to 6 solid EVP positions based on the year.

Brand AdVasion Trips

For the first time, AAF took 24 students on AdVasion: Los Angeles to visit 10 agencies and companies in January 2017. 

AdVasion used to be just a yearly trip to Chicago, but is now a series of trips throughout the year to big cities including NY and LA. 

Illinois News Bureau Article

I worked with the Illinois News Bureau to spotlight AAF in an 8-month long project and series of interviews.

The Department of Advertising chose me to bring to life a project that was in the research and development stage. I ended up leading the creation and historic launch of Verge, a for students, by students website for UIUC's Sandage Department of Advertising. It was the fastest-moving project the Department had ever seen. 

vergeillinois.com

Team Development

I developed, interviewed, and hired to fill three positions that would best benefit the team: Design Director, Promotions Director, and Content Director.

As my time with Verge came to an end, I worked with the team to strategically restructure the new team based on the top candidates' skills and personalities.

Project Manager

I created a project timeline that mapped out the seven months we had to build the site. Along the way, I oversaw all moving parts of the project: content creation, promotions, design, and media/strategic planning.

I worked with faculty to ideate big-picture initiatives for Verge that would benefit the student body.

Launch Party

We didn't just launch this website, we threw an entire party. The Communications Library is a high-traffic area for Advertising and College of Media students, so we put on a fun-filled event there to celebrate the launch of the new resource.