Bikini so teeny. Topless and barefoot. S'il vous play. Who names these colors?!

The driving insight behind essie's first hub content series was the fact that over 40% of essie fans choose their color based on the name.

As part of the YouTube Labs experiment, we had four weeks to concept and produce a video series to connect with fans and tell the brand story. Results were A-List: 70%+ completion rate amongst viewers and a 151% increase in ad recall for those who watched the video, 64% for those who skipped it. Overall best in class across all L'Oreal brands.

Chandon needed a new plan to drive sales and communicate value over $8 prosecco. Our plan was to redefine the brand as the bubbly needed of the new generation -- not your mama's sparkling --  and reinvent special occasions. With days like National Taco Day and #SundayFunday, every day is a reason to celebrate. 

With Instagram as the main focus, we set out to expand and engage the #ChandonSquad with custom content catered to audience conversation and behaviors. In 2016, the brand saw over 27 million organic impressions on Instagram and a 114% increase in audience size, rising to the top of the sparkling category.

Amidst a sea of rainbow palettes and clown makeup tutorials, Maybelline NY launched Master Camo palettes to simplify the technique with three easy steps. 

Social listening helped me group the audience into four segments — those completely unaware of color correcting, those aware but skeptical as to whether it actually works, those aware but overwhelmed with all the misinformation, and those already convinced. We were able to cater content to each of these segments driving awareness of the product launch, inspiring her with convincing transformations, educating her on how color correcting works, and teaching her how Maybelline’s Master Camo compact works to correct, cancel, and reveal her flawless complexion. 

Once content was planned, I oversaw creative to make sure we were using the correct language for the brand and the audience, representing all skin tones, and optimizing Pinterest content to compete with existing color correcting Pins.

Forget back to school! Back to campus is the busiest time for Victoria’s Secret PINK and for fall 2016, the brand wanted to welcome women back to school in style.

With insights about the optimism and hard work of the iGeneration, we concepted and produced a brand anthem video that celebrates college life in a pre-commencement speech. With a Baz Luhrmann-esque voiceover, we delivered advice to incoming freshman and seniors alike with relatable college moments and brand-friendly slogans. 

PINK Friday is the new black Friday. Every summer, Victoria’s Secret PINK kicks off their Back to Campus shopping with a day of deals and exclusive offers that are more exciting than boys and puppies put together. #priorities

To get the word out, we created a campaign speaking to the iGen woman on her preferred channels. A series of snackable vignettes of comical moments were launched on Snapchat and Instagram, and strung together for a full-length version for email and web marketing.

After the success of Japan's Black Whopper made with squid ink, the US team partnered with A1 Steak Sauce for a delicious take on the global phenomenon, just in time for Halloween.

Taking cues from the unboxing trend that occurred with Japan's launch, we created a campaign of teasers and reveals to be posted with the premiers of Scream Queens and American Horror Story. 

In April of 2017, I launched a lifestyle blog, New Age Nesting, about living consciously, where I have applied my know-how from working in digital marketing for the past six years.

As creative director and chief editor, I take cues from Google and Instagram trends to guide content decisions, and optimize content for exposure on Pinterest. Advice ranges from keeping an eco-friendly home, to plant-based recipes, and hacks for making your own toiletries and cleaning products. A monthly journaling series educates my audience on the new moon cycle and helps them set a meaningful intention. 

I saw success a couple weeks after launching when a post about my experience with menstrual cups drove over 5,000 unique visitors in a week. 

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Not many brides approach a wedding like a job, but I had an interest in designing the perfect day as a creative expression of our two very different personalities -- his classic elegance, and my eclectic bohemian style. Something unexpected but with elements of Jewish and Italian traditions, including all the right people yet intimate.

Falling on the first night of Sukkot, the Jewish harvest festival, our color palette was inspired by the Earth in mid-autumn, and we danced to a live performance of Neil Young's Harvest Moon under our own full moon. With a drive to keep our day eco-friendly, we curated a collection of vendors who were able to deliver a local menu, and floral designs sourced from within Philadelphia city limits. 

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