EXPERIENCE

SVP, GROUP STRATEGY DIRECTOR

Leo Chicago / New York / August 2023 – Present

Strategic lead on Bank of America’s Brand, Legacy Sports, Employees, Communities, and Better Money Habits work streams

  • Partner closely with internal creative teams, account leadership, and senior clients to develop business-driving and award-winning creative strategies

  • Reframed BofA as a bank that understands the hopes and dreams of everyday Americans, contributing to work that drove significant increases in brand favorability

  • Flipped sports sponsorship on its head by giving Boston Marathon charity runners BofA’s media to supercharge their fundraising efforts, leading to record giving

  • Demonstrated the golfers of the Augusta National Women’s Amateur use rivalry not as a threat but as a source of empowerment, boosting awareness of BofA’s sponsorship and fan engagement

  • Created the Strategy Superpowers School to teach junior and mid-level Strategists the skills needed to be more effective in their jobs

  • Manage and mentor a team of Brand, Communications, and Experience Strategists

LEAD STRATEGIST

Goodby Silverstein and Partners / San Francisco / January 2017 – July 2023

Clients: BMW, Xfinity, Golden State Warriors, new business

  • Poked fun at the luxury auto competition to lift BMW holiday year-end sales

  • Shocked people into realizing how much wireless data they were wasting on YouTube for Xfinity Mobile, contributing to double digit search volume

  • Developed a creative strategy playbook for Xfinity’s Amy Poehler campaign to drive record engagement and action

  • Led positioning and ticket strategy workshops for the Golden State Warriors and Chase Center

FREELANCE

Brand / Digital Strategist / June 2016 – December 2016

Agencies: BBDO (HP), Sylvain Labs (Google)

  • Proved CAD designers are a small but mighty group of professionals who shape the world for HP

  • Helped Google understand the medical implant and nascent biohacking space to inform strategic investments

SENIOR BRAND STRATEGIST

Pereira & O’Dell / San Francisco / March 2015 – May 2016

Clients: Bear Naked Granola, Samsung SmartThings, new business

  • Led pitch strategy for Bear Naked granola win by proving bears have a lot in common with Millennials when it comes to snacking

  • Repositioned Samsung’s Internet of Things company to make smart technology feel more human

BRAND STRATEGIST

Cramer-Krasselt / Chicago / June 2012 – February 2015

Clients: Porsche, Heinz, Edward Jones, new business

  • Led Millennial and Gen X audience research for Porsche, informing positioning and sales success of first CUV launch

  • Crafted various brand positionings, brand architectures, cultural analyses, and audience deep dives

JUNIOR STRATEGIST

David&Goliath / Los Angeles / October 2010 – May 2012

Clients: Carl’s Jr. and Hardee’s, KIA Motors, CA Lottery, new business

  • Unearthed a QSR coffee category insight to re-launch Hardee’s coffee platform and reverse dismal sales

  • Provided consumer insights, industry trends and competitive analysis to clients and internal stakeholders

TOOLS

QUALITATIVE / Ethnography, focus group design and moderation

QUANTITATIVE / MRI-Simmons, Ace Metrix, tracking studies, survey design and analysis

EDUCATION

HYPER ISLAND / Executive Master Class, New York

MIAMI AD SCHOOL / Account Planning Bootcamp, Minneapolis

WILLIAMS COLLEGE / BA Art History and English, Williamstown

AWARDS AND HONORS

BANK OF AMERICA “THE HUMAN SPONSORSHIP” / 1x Clio Sports Gold, 3x Clio Sports Silver, 1x Clio Sports Bronze, 3x Cannes Shortlists, 1x Effie Finalist

JAY CHIAT AWARDS / Guest speaker

XFINITY “DATA IN DOLLARS” / Webby Awards Winner, YouTube Works Grand Prix, 2x Silver Cannes Lions, 1x Bronze Cannes Lion, 2x Cannes Shortlists

GOODBY SILVERSTEIN AND PARTNERS / Fast Company’s Most Innovative Companies 2021, AdAge Agency A-List 2019-21