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 givingDemonstrated 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