Experience

Le Truc

• United States
• Advertising Services
• 1 - 100 Employee

• Strategy Director

  • Dec 2022 - Present



Havas Creative Network

• United States
• Advertising Services
• 700 & Above Employee

• Strategy Director

  • Nov 2021 - Dec 2022

  Lead strategist on NewYork-Presbyterian Hospital - Launching a brand new campaign, Stay Amazing, and translating it for multiple service lines Lead strategist on Resolve and Air Wick Lead strategist on NewYork-Presbyterian Hospital - Launching a brand new campaign, Stay Amazing, and translating it for multiple service lines Lead strategist on Resolve and Air Wick



FCB New York

• United States
• Advertising Services
• 100 - 200 Employee

• Senior Strategist

  • May 2020 - Oct 2021

  Clients: GSK - Centrum; FDA - The Real Cost; New Business Created a global position to relaunch Centrum across 5 key markets by briefing local agencies, providing continual guidance backed by ongoing research and collaboration. Positioning included brand purpose, consumer profiles, brand and product roles, and brand character Conducted and created a report based on quant and qual research on Gen Z teens lifestyles that strategically led the first ever teen vaping prevention campaign for the FDA’s The Real Cost campaign Discover, synthesize, and clearly articulate insights from quantitative, qualitative and social listening research to find new ways into the cluttered wellness category to inform approaches and recommendations Wrote, issued and analyzed custom surveys that fed into creative briefs for new business Led Centrum US’s product campaigns for Centrum’s 3 latest product innovations. Assets ran on TV, social and digital. Campaigns increased sales to lead the category Show less



Sara Knee

• Strategy Consultant

  • Dec 2019 - May 2020

  Project Include: New Biz FDA - The Real Cost Campaign Lincoln Financial Project Include: New Biz FDA - The Real Cost Campaign Lincoln Financial



Lippe Taylor

• United States
• Marketing Services
• 100 - 200 Employee

• Director of Strategy & Planning

  • Jan 2018 - Nov 2019

  Clients: Galderma – Differin & Cetaphil; Sanofi; Allergan Aesthetics; Kao - Jergens & Bio Oil; J&J - Mentor; AMAG - Vylessi Led strategy on multiple new business pitches (roughly 30 in 2 years), including research, briefing analytics team, writing insight, dictating strategic direction for creative and presenting. Partnered with various agency partners including creative, shopper and media. Launched Retinoid Education Week across traditional and digital channels for Differin. Differin reached its highest sales week due to interagency efforts, which has been successful for 2 years Worked to uncover insights to help make talking about female sexual dysfunction approachable for Vyleesi Worked closely with analytics team by writing methodology proposals and research guides and to structure and build reports that tie to the strategy and provide strong value to the client Mentored and educated junior teammates who were starting in the digital space. Taught them how to research and formulate tension-filled consumer insights Conducted desk research and combined it with social listening and other data sources to find culturally relevant consumer insights Wrote, issued and analyzed custom surveys that fed into creative briefs for new business Show less



J. Walter Thompson Worldwide

• United States
• Advertising Services
• 700 & Above Employee

• Senior Strategist

  • Sep 2016 - Dec 2017

  Clients: J&J Pain – Tylenol US, Motrin US Translated campaign concepts and objectives for specific touchpoint executions Conducted research to inspire and lead the global repositioning of Tylenol Led client and partner agency workshops for launching a new type of product for Tylenol that involved understanding the consumer, understanding how to shape the need for the product and SWOT analysis of similar on-shelf products Earned incremental budget to led Children’s Tylenol Cold relaunch from brief to execution Worked on Motrin’s Woman In Progress campaign to bring it to life on social and roll-out along with helped the client understand the balance between brand and product messaging Helped junior team members craft consumer journeys and map out communication plans on J&J brands like Listerine A creative planner with a great depth of understanding of both brand and digital/comms strategy. Personal objective is to see and come up with great big ideas, develop customer journeys and comms plans, and assist in coming up with creative ideas on how to make these comms plans come alive. Works closely with and leading partner agencies including PR, media, LGBT agencies which requires collaboration and partnership, and at times, pushback. Worked with Intelligence team to mine for untapped consumer insights. Show less



Publicis

• United States
• Advertising Services
• 700 & Above Employee

• Strategist

  • Apr 2013 - Sep 2016

  Integrated planner focused on creating cohesive and consumer-centric brand stories. Use digital platforms and capabilities to engage and learn from consumers in a meaningful way with brands. Works closely with clients, creative, account and other strategists to build and execute strategies with excellence. Current responsibilities include: identifying compelling insights for communication strategies, building and implementing channel plans, integrating measurement and analytics, and educating internal and clients about capabilities on new platforms. Used social listening, qualitative research and industry news to identify category entry points for DayQuil, NyQuil and ZzzQuil. Built strategies and channel plans to reach the right consumers at the right time to achieve unaided brand awareness objectives. Partnered closely with client for all communications and branding efforts. Worked as on a small team on Cannes award-winning campaign, MoreThanACostume.com for Doctors of the World. Assisted in creative brainstorming and provided platform best practices. Researched and conducted influencers for outreach campaign. Partnered closely with analytics lead to build a comprehensive and actionable learning plan. The learning plan was later used as a template for other agency client accounts. Continued to educate and demonstrate the benefits of social and digital efforts internally and to clients. Grew and transitioned Vicks North America client from TV-centric to a mainly digital client. Built playbooks, POVs, scorecards, digital video pilots, and recommendations to help other countries build competitive campaigns for Vicks global.Worked on new business projects. Led online-research, guided digital and social creative concepts based on plausibility, built strategic frameworks and stories for presentations, created user-journeys, and identified pain points as creative territories. Show less

• Digital Strategist

  • Apr 2013 - Apr 2014



Draw Group

• United Kingdom
• Advertising Services
• 1 - 100 Employee

• Social Strategist

  • Mar 2012 - Mar 2013

  Strategized and executed Belvedere Vodka’s social media activations on Facebook, Twitter, YouTube, Pinterest and Instagram. Developed global social media strategy plans for Belvedere Vodka, Origins, Rockettes and assorted new business projects. Assisted in producing duties, created project timelines, built presentations decks Brainstormed and launched campaign for the Rockettes, resulting in a 61% increase in Facebook fans in 4 weeks. Strategized and executed Belvedere Vodka’s social media activations on Facebook, Twitter, YouTube, Pinterest and Instagram. Developed global social media strategy plans for Belvedere Vodka, Origins, Rockettes and assorted new business projects. Assisted in producing duties, created project timelines, built presentations decks Brainstormed and launched campaign for the Rockettes, resulting in a 61% increase in Facebook fans in 4 weeks.



Converseon

• United States
• Technology, Information and Internet
• 1 - 100 Employee

• Strategy & Measurement - Freelancer

  • Nov 2011 - Feb 2012

  Focused on the strategy and measurement aspect during development of business pitches. Created engagement recommendations for Walmart. Established document guidelines and processes for measurement projects. Worked with remote team members to build a Twitter scorecard for IBM. Focused on the strategy and measurement aspect during development of business pitches. Created engagement recommendations for Walmart. Established document guidelines and processes for measurement projects. Worked with remote team members to build a Twitter scorecard for IBM.



Campfire

• United States
• Advertising Services
• 1 - 100 Employee

• Digital Branding Freelancer

  • Oct 2011 - Oct 2011

  Worked on a small team to create a robust strategy to develop an animal mascot for a credit card company. Created best practices for Twitter and character personas for project. Participated in all elements of the project from creation to presentation. Worked on a small team to create a robust strategy to develop an animal mascot for a credit card company. Created best practices for Twitter and character personas for project. Participated in all elements of the project from creation to presentation.



G2 Worldwide

• Social Media Strategist/Account Executive

  • May 2011 - Sep 2011

  Managed over a dozen brands on multiple social media platforms. Executed daily community management tasks. Strategized yearly and specialized campaigns. Provided social media insight to account teams and clients. Created monthly content calendars and content strategies. Added key learnings and recommendations to monthly reports. Managed over a dozen brands on multiple social media platforms. Executed daily community management tasks. Strategized yearly and specialized campaigns. Provided social media insight to account teams and clients. Created monthly content calendars and content strategies. Added key learnings and recommendations to monthly reports.



MSL (Global)

• France
• Public Relations and Communications Services
• 700 & Above Employee

• Digital Strategy Associate

  • Jul 2009 - Apr 2011

  Played an integral and various roles on various accounts, such as dressbarn, evian and UL. Started as a full time digital freelancer. Hired on as an Account Associate. Worked on consumer clients with responsibilities including creating and presenting weekly reports, carrying out daily execution, creating digital plans and engaging with consumers, including Twitter, Foursquare, Facebook, and online influencer campaigns directing to online and offline initiatives. Created and executed successful influencer outreach and Facebook campaigns. Full time digital freelancer. Works directly with clients on various projects. Built evian and dressbarn's Facebook page from the ground up. Assisted on new business pitches. Show less



Edelman

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Digital Media Strategy Intern

  • Sep 2008 - Mar 2009

  Work on weekly and monthly reports Stay up to date on the latest news in digital media Developed and executed promotional campaigns and pitches Worked on major consumer, corporate and PHARMA accounts Created blogger outreach messaging Familiar with SEO, blogger outreach strategy and Word-of-Mouth marketing Assisted with communication plan for launch of new consumer product launch Developed online demographic studies for the Hispanic market Used social media for conversational research Show less



BuddyLube, LLC; Youcast Corp

• Facebook Speciaist

  • Nov 2006 - Mar 2008

  Started as an intern and grew with the company to become an integral role as a Facebook Specialist. Held the following roles during my time at BuddyLube: Intern, Assistant Social Strategist and Facebook Specialist. Exposed to fast-paced, hands-on business, marketing and public relations fundamentals through a new digital marketing agency startup. Created and executed unprecedented campaigns on Facebook involving Web 2.0 centric strategies. Researched and followed changes and upcoming updates to Facebook as it developed. Wrote pitch releases regarding new campaigns. Maintained over 100 Facebook celebrity accounts including Kanye West and 50 Cent. Show less



GuideWorks

• United States
• Broadcast Media
• 1 - 100 Employee

• Product Management Intern

  • Jun 2006 - Jan 2007

  Monitored trials on different products, Researched industry intelligence through various industry-related blogs, Monitored response of product on twitter, Spread inter-office awareness of new product updates Monitored trials on different products, Researched industry intelligence through various industry-related blogs, Monitored response of product on twitter, Spread inter-office awareness of new product updates