Brand and marketing
Integrated Leadership.
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Understand the most critical underlying drivers, then leverage them to the fullest.
Cross-functional teams can be powerhouses or power drains. It all comes down to the leadership.
Creativity thrives when based on sound strategic foundations.
GoPro
Global marketing copy and concept
Stoked the GoPro brand with globally integrated consumer marketing stories for all GoPro products, software and services. Led various brand and product marketing efforts as the company reached over $1.5B in revenue, helping launch over 20 individual cameras, mounts, accessories, software and services. As Director, I also led naming efforts across each. My team of writers, editors and proofreaders worked cross-functionally with Art Directors, Designers, marketing and product design teams to develop hundreds of projects across print, social, channel partner, digital, video, advertising, education, and packaging.
HERO5 Black is the 2017 flagship GoPro. The most powerful GoPro ever, this thing kicks ass at capturing and sharing life as you live it.
Mission 1: to excite a global audience of fans who love to live a big life. @Abbeydelore has it right with how to capture incredible with her GoPro.
The $1.5B GoPro lineup of consumer cameras.
GoPro Karma is more than a drone. Played a pivotal creative leadership role in the category launch of the Karma System. It's a complete video stabilization system. You can take the stabilizer from the drone, attach it to the included Karma Grip and capture footage on the ground, handheld and body mounted. Throw everything in the case and take Karma with you while you're snowboarding, running with the kids and more.
What can you say about a major upgrade to a world's favorite? A lot. But we do it with a few chosen words. I worked with CEO Nick Woodman on the product narrative for the release of the new HERO5 Black. Starting with the most impressive GoPro ever, we crafted and spread the message of features and benefits in a context that excited the core audience of 15 million GoPro users, while appealing to a broader audience looking for an effortless, different way to capture and share their life's experiences while they live them.
GoPro copy is globally integrated across channels and regions.
Launch (and re-launch) of the Karma system.
The launch of a whole new drone in a highly competitive category. The crafted look, feel and message was a significant team effort between CEO, Marketing, Product and brand teams. Even with a product stutter at launch, the Karma system is the second best selling drone in the US, less than a year after launch.
Cisco
Web, Integrated Channel programs
As the lead creative of a Cisco preferred agency, I led, Art Directed and wrote award-winning campaigns and integrated marketing, serving the enterprise and SMB marketing needs for Cisco. For over 5 years I contributed to the global growth of Cisco by leading and designing programs targeting small and medium business, enterprise as well as channel partners with video, website design and engineering, mobile application design, and integrated channel programs.
CiscoInvestments.com needed a visibility boost. They got one and in the process changed how the best entrepreneurs in networking and Internet of Things perceive the benefits of a Cisco investment.
Executive Sales Mobile Application
Cisco Powered campaign consisting of website, print, online, video and email components. The program realigned the Cisco Powered features and benefits for the world's top network service providers.
In partnership with WESTERNIZED/First Person Productions for Cisco Client: Telling the story of how the right network changes everything through historical moments from the sacking of Troy, William Wallace, and the American Revolution.
Core components for the Cisco Cloud platform campaign consisted of website, banner ads, print, video and email.
An example of one of the many campaign style guides created to ensure global consistency for the effort.
Charles Schwab
B2C and B2B digital
For over 4 years, I led an interdisciplinary agency team in developing websites, digital content, video and integrated channel campaigns for Charles Schwab. Our scope of work included strategy, messaging, UX/UI, design and in many cases, web programming and engineering as well.
Charles Schwab International website serving international investors in US securities. I led the team that modified the site strategy, and redesigned the architecture, UX/UI, content to meet that strategy. We also engineered the site and delivered it on a new CMS platform that allows a small team to perform content upkeep.
Schwab MoneyWise is an educational website focused on increasing financial literacy in the United States. I led the team that redesigned the UX/UI, site architecture, presentation layer, engineered the site and moved it to a new, more editor-friendly content management platform.
Santana Row
Digital Marketing Ecosystem
For 7 years, my team worked with Federal Realty to build a comprehensive digital ecosystem to promote the Santana Row shopping district. Over the course of the engagement, we set industry standards and won awards for our design and build of SantanaRow.com, iPhone application, integrated social ecosystem, design and implementation of the Santana Row Rewards program and onsite wayfinding kiosk.
Video Samples
As the Chief Creative Officer of HyperRelevance, I led a multidisciplinary team of 15 talented Art Directors, Designers, Account Directors, Strategists, Technologists and UX professionals. This reel represents work done for our Cisco, Charles Schwab, and Santana Row clients.
This is an example of the video work concepted, and produced for Cisco's university recruitment programs for engineers.
Marketing B2B in Silicon Valley, building relevance for brands such as Cisco, Charles Schwab, Dell, VMWare, Intuit, Santana Row and more.
