The following portfolio sample includes select marketing initiatives I worked on. For more information on specifics please email me.
Ziba Website Redesign
Ziba, a Portland-based global design and innovation consultancy was looking for a complete redesign of their website www.ziba.com. As the project lead in the marketing director consultant role, I created a refreshed content strategy, new imagery, messaging hierarchy and content governance plan.
Ziba's The Relevance Society "Thriving In the Age of Disruption" (Private Client Event)
Conceptualized and led efforts around Ziba's "The Relevance Society", a private client membership initiative designed to cultivate new, dormant and existing relationships with the goal of new business conversion. Target audience were c-suite executives from healthcare, retail, tech, CPG, financial services, and higher education.
Citi Global Rebrand
Working on the Citi re-brand in 2005 we looked across all lines of business, products and services, physical locations branding, credit cards and merchandise to bring a more modern, human, approachable brand. (Agency partners: Landor, Pentagram, Lippincott Mercer).
Charles Schwab Infographics Guidelines
Introduced Infographic development for Schwab to make highly complex financial information more approachable, human and easy to digest through online and offline marketing channels. Created training program for 100+ internal agency partners and 20 external agencies to use. Promoted use cross-enterprise.
PayPal Brand Identity
While at PayPal, I facilitated the strategic launch of the new PayPal brand through global brand positioning research, alignment, employee engagement, brand architecture, migration strategies, and "Brand Central" housing all creative assets and guidelines.
MINI TAKES THE STATES
As the lead sponsorship manager for BMW/MINI's loyalty event, MINI TAKES THE STATES (MTTS) in 2016, they sought my expertise to revamp their partnership packages with the goal of attracting sponsoring brand. IHG was our premier sponsor. Partnership with them drove incremental $200K in revenue with 1,200 room nights booked and 29 new enrollments into their loyalty program.
eBay Motors @ 2017 NADA Tradeshow
FreemanXP hired me to work on the messaging and copy strategy for eBay Motors for the 2017 NADA tradeshow. Partnering with the creative team on booth design, collateral, promotions and activations in the booth we created an approachable, impactful, simple, clean, modern design.
Future Fires
Future Fires is an art, tech and music & cultural platform offering live and online showcase of immersive art experiences. As the partnership director, I lead event cultural, corporate and philanthropic partnership sales and activations.
UX Case Study: Guerrilla Development Corporation
In April 2017 I completed a six week UX Fundamentals Course. My case study was in partnership with Guerrilla Development Corporation in Portland, Oregon. Class work included developing customer journeys, stories, user research, content strategy and final deliverable of enhancements.
Created twelve refreshed case studies with enticing headline, subhead and bold photography.
Invitations were created with a personalized touch - a black keycard access to the Ziba building for the day.
Attendees were able to experience a "behind-the-scenes" look into Ziba. Here we leveraged Ziba's workshop complete with a food truck and the Union Wine truck to create a unique networking space for attendees.
In partnership with Landor, created the brand guidelines and identity toolkit for global employees and agencies including a brand portal for downloadable assets.
Recommended infographics in print and digital marketing across product teams, PR, events, investor relations, and employee communications.
Developed complete new set of guidelines and strategy for co-branding, naming & architecture, merchant and workplace guidelines.
The event attracts 4,500 drives, taking place over two weeks traveling more than 4,000 miles across 16 states (from Atlanta, GA to Palm Springs, CA). The views are incredible and the people are die hard MINI loyalists.
In developing the sponsorship packaging I worked with an art director to come up with a highly visual kit of parts to help illustrate the power of the event to prospective sponsors. Once the deck was complete I leveraged my network to pitch for cash, VIK and media value-add opportunities. I managed all contract negotiations, reviews, and oversaw the programming and execution of on-site activations.
eBay Motors goals were to drive sales acquisitions with potential new sellers and grow relationships with current sellers and to demonstrate to dealers that eBay is not a classified site but rather a destination for buyers. Here, we draw attendees in for VR test drive.
In our collective we have 80 artists who are involved in immersive environments, dance & code, fashion & tech, robotics, light, mapping and projection, interactive, drones and aerial arts, VR/AR and music.
New Seasons Case Study example highlighting a clear and concise definition of the problem, solution, outcome and services Ziba offered to client.
Curated panel discussions with a blend of active and passive session. Here, former Navy SEALS provided panelists more insight into teamwork and leadership.
Lunch networking session leveraged Ziba's hallway to create an intimate area for networking and dialogues between Ziba moderators and attendees.
Created centralized brand portal for downloadable assets for all 250,000 employees and global agency partners.
Led global photography initiative where we traveled to ten countries leveraging renowned New York City based photographer Leo Rubinfien to shoot lifestyle imagery from Kuala Lumpur to India to Paris thus building a comprehensive proprietary library for upscale client environments. (image credit: Pentagram, interior of Citigold branch)
Encouraged simple ways to communicate market changes or key milestones in the market.
In publishing the guidelines, I facilitated a new hire brand orientation program and trained 100 new hires resulting in greater internal alignment so employees could effective "live the brand".
MINI's re-brand target: the creative aspirational class focused my pitch to reach out to brands which connect to the millennial audience - the makers and doers.
Two weeks is a lot of time on the road for an event and sponsors like Pepsi made it doable with a donation of 12,000 units of water and other beverages provided to participants at pit stops along the way.
While setting the messaging strategy up for eBay Motors, I helped to provide design and creative direction input and copy for booth graphics, booth headers, and light boxes. eBay Motors team reported that there was high engagement from attendees and strong lead generation.
In 2017 we hosted two events, Luminary and Luminary: EXPANDED which drew a combined 3,500 people from the Bay Area. 90% of our demographic are millennials - creatives, coders, designers and tech audience.
Future Fires represents relationships in the digital arts world. We serve artists, event planners, corporate real estate team, real estate developers, creative and event agencies and their end clients to create a curate digital media art experience in unique environments.