Freelance Strategist, LA & Vermont, 8/2014 to present

Clients include: TBWA\Chiat\Day, BrainJuicer, The1stMovement, Grupo Gallegos, Tiny Rebellion, Hedley & Bennett, NIKE
 

Hedley & Bennett: I designed and conducted audience research to help H&B understand their apron squad, and new face mask purchasers. 

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Southwest: I developed and helped facilitate a “future” workshop for Southwest’s CEO, CCO and CMO.  I curated relevant trends, case studies and my own research to uncover opportunities for Southwest to participate in new parts of the travel journey and modernize the customer experience across every touchpoint.

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The1stMovement: I was hired by a digital agency to help relaunch WOW - Women of Wrestling after 14 years off the air.  I performed a cultural and category audit, and designed my own online and in-home fan research.  I validated their audience, and surprised them with fresh insights that applied beyond digital.  From these I was able to develop target audience personas, a strategic platform, and brand guidelines to use across all touchpoints.  The entire project was interesting and fun, especially when I attended a local match to observe and recruit and had a 200-pound wrestler land in my lap in the first round.      

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WAYB, South Pasadena, 3/2018 to 6/2019

Chief Marketing Officer, Head of Brand and Social Impact. WAYB is reinventing family travel gear to make it better for parents, kids, and the planet. Way better. I guided this startup through developing WAYB's mission, values, and positioning. I led content creation and digital marketing to grow our email and social audiences, ran a successful crowdfunding campaign, created excitement for our first product (the Pico travel car seat), built low-cost + high-impact partnerships and press moments, and turned consumers into fans and advocates.  

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GOOD Corps, Los Angeles, 2016 to 2018

Director of Strategy. Clients include: The Annenberg Foundation, The Amgen Foundation, PayPal, UBS, City of Santa Monica

 

GOOD is a social impact company. Our media side helps global citizens make sense of the world and get involved. Our consulting side helps organizations create the most positive impact with whatever resources they have. As Director of Strategy, I use custom research to uncover insights that lead to behavior change, and I lead creative strategies that bridge the gap between idealism and impact.

 

Tingomo, Los Angeles, 2017 to 2019

Founder and Kit Maker

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Tingomo teaches people about world cultures through hands-on, craft activities. Our Passport Craft kits have everything you need to make your own beautiful craft based on a global, artisan tradition. For every kit sold, we donate to a non-profit parter in that kit's country. Our partners support artisans, help keep vulnerable families together, and send girls to school. 

 

TBWA\Chiat\Day, Los Angeles, 2/2012 to 8/2014

Planning Director: Southwest Airlines, Frito-Lay, Jimmy Dean, Aidells, PUR, Best Friends

 

Southwest: As the planning lead I was a trusted partner for clients, creatives and my account team. I built the testing processes with my client. I reported results, like the best-performing sale spot, ever. I did my own research to observe how people actually book a ticket (which is not how they say they book a ticket). I briefed overlooking LAX and took my creatives to lunch - in Oakland - just so they could experience a Southwest flight. 

 

Aidells: I led the strategy to win an assignment to make this craft sausage “big” without losing its specialness. I used Simmons to size the target and helped with grocery sampling to see real reactions. And the executive chef came to the briefing to make lunch and talk to creatives about her flavor inspirations and high standards.

 

Frito-Lay, PUR, Jimmy Dean: As the strategic lead on these CPG players, I developed briefs, saw work through copy testing, led agency partners in developing integrated work and mentored junior planners.  I used case studies and creative exercises to facilitate a positioning workshop for Jimmy Dean’s new non-breakfast items.  

 

Leo Burnett, Chicago and London, 10/2007 to 1/2012

Senior Planner: Kelloggʼs Pop-Tarts, MorningStar Farms, The Crapola Islands (pro bono)

Planner: Hallmark, BlackBerry UK, McDonaldʼs UK, Pants to Poverty (pro bono)

Associate Planner: McDonaldʼs (National and Global), GlobalGiving (pro bono)

 

Pop-Tarts: I told stories through quantitative, qualitative and secondary research, need-state segmentationand semiotics. I created a local “Mom Panel” for fast, honest opinions.

 

SV Ramble, Transatlantic Passage, Maine to Portugal, 4/2007 to 9/2007

Crew and Provisioner on a 36ʼ wooden sailboat

 

U.S. Peace Corps Volunteer, Morocco, 9/2005 to 1/2007

English Teacher, AIDS Educator, AIDS Training-of-Trainers Curriculum Developer

Creator, The Mind of Fatima: I interviewed Muslim women about religion, gender and the veil and created a website.  

 

The Non-Profit World, Washington, DC, 5/2001-8/2005

As an intern at both the Peace Corps Association and Ashoka (international development) and as thePublications Associate at AEO (micro-finance), I learned the art of scrappy and the joy of having an impact.

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In addition to my work as a brand strategist and human insights researcher, I own the candle brand WANDERNESS: exquisite scented candles inspired by travel. Hand-poured in the USA. Dream of a favorite vacation or new destination, lift your mood and brighten your home and and give back.to those in need. https://wanderness.co