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Work Background
AmazonGlobal Growth & Lifecycle Insights Lead (CX)
Jan. 2023 - Mar. 2024Los Angeles, California, United States► Quantified and contextualized how the global Prime Video customer engaged holistically across all of Prime Video's offerings through qualitative and quantitative studies for portfolio strategy, personalization, product, marketing, and programming
► Developed the first and only always-on tracking mechanism dedicated to understanding the “why” behind 1st party customer signals on Prime Video
► Amplified existing and potential customer voices to drive the most customer-centric entertainment experience globally
► Arrived at strategic solutions that are not readily apparent, through the ability to turn assessment findings and analytics outputs into insights that inform strategy and customer experience transformation
► Connected internal stakeholders on business-defining thought leadership projects involving cross-portfolio strategy, personalization, product, programming, and marketing
AmazonAudience Insights Lead, Sci-fi/Fantasy/Superhero
Aug. 2021 - Mar. 2023Los Angeles Metropolitan Area► Surfaced tangible, inspiring, and nuanced insights that guided the creation of audience-first marketing strategies for Amazon's sci-fi/fantasy titles
► Accelerated the innovation and experimentation pace of the Marketing Audience Insights team, optimizing post-trailer analysis, campaign tracking, and creative effectiveness evaluation
► Worked cross-functionally with brand, media, and social managers to sharpen launch efforts for The Wheel of Time, the #1 new series of 2021 in the US
► Brought the voice of the consumer into the heart of all Brand communication decisions including audience identification, marketing positioning, creative and communication strategies, and media and social plan development
► Worked cross-functionally with brand, media, and social managers to define and profile target audiences that generate a clear understanding of our Brand target audience viewing habits, their perceptions, and consumer behavior trends to help inform marketing campaigns
► Collaborated with creative marketing teams to execute creative evaluation programs that both inspire and challenge idea development and lead to breakthrough and meaningful messaging
EssenceAssociate Director, Strategy & Communications
Aug. 2019 - Aug. 2021Accounts: E! Entertainment, USA Network, SYFY Network
► Key contributor in understanding and developing innovative, creative, and effective client communications strategies and go-to-market ideas for 10+ titles a year
► Optimized audience and media efforts for the 2nd annual E! People’s Choice Awards to trend-defying results: +45% in total linear viewership. #1 social telecast of the night. 336 million minutes of multi-platform video consumed
► Inspired content greenlight and acquisition decisions for E! and USA/SYFY with disruptive thought leadership pieces
► Redesigned the brand architecture of E! News (inclusive of content, audience, business, and organizational strategy) for optimal multi-platform consumption and monetization
► Provided thought leadership in the following areas: consumer behavior & trends, creative media engagements, emerging media, accountability, measurement
► Worked cohesively with clients and partner agencies alike - having a strong strategic voice and functioning as a leader
► Brought target audience to life in a human, nuanced way that builds the logical strategic argument using multiple data sources
► Contributed to post-campaign analysis gauging campaign effectiveness
EssenceCommunications Strategist
Aug. 2017 - Aug. 2019Account: E! Entertainment
► Uncovered rich audience, cultural and competitive insights and translated them into fresh, holistic marketing and audience strategies to play out across multiple platforms (TV, VOD, digital/mobile streaming and apps)
► Helped lead audience segment deep dives to help identify distinct and compelling marketing strategies, and shared learnings with the media team
► Understood and articulated primary and secondary research for audience, category and cultural analysis ► Managed internal E! segment tracking reports; providing analysis and identification of time-sensitive opportunities
► Became proficient with the E! target segmentation and E! internal data sources (Nielsen fused ratings, OTT/VOD viewing data, digital participation and consumption data)
precisioneffectBrand Strategist, Planner
Aug. 2016 - Aug. 2017Boston, MA► Promoted from an associate-level position after 8 months of exceptional client service and strategic leadership on multiple domestic and global accounts
► Reinvigorated a twenty year old product, contributing to a 24% increase in revenue one year after campaign relaunch
► Optimized a U.S. rare disease awareness campaign for a global audience, which included logo development, copy revisions, resource creation, and advisory board coordination
► Enhanced internal processes, including tactical brainstorming, to ensure innovative thinking ► Built strong strategic platforms for clients with a deep understanding of client technology, clinical data, competitive landscape and market conditions
► Developed and executed research recommendations to uncover key insights that drive the development of the creative brief and are used as the foundation in building strategic platforms and brand plans
► Formed strong relationships with creative and account teams to help stimulate and produce big ideas
► Provided strategic guidance to help brands build growing relationships with customers
► Translated information and data into actionable insights to solve problems and create opportunities
► Represented the voice of the customer/consumer and act as the strategic lead throughout the creative process
precisioneffectAssociate Brand Planner
Jan. 2016 - Aug. 2016Boston, MA► Hired after two semesters as a Planning Intern
► Reimagined a client's branding and messaging platform in order to help doctors identify eligible patients for a niche rheumatoid arthritis medication ► Planned and led positioning and creative concept workshops with clients and the internal team
► Gained insight into audience and market environments through qualitative interviews, surveys, smart online communities, and social listening analysis
► Supported Senior Brand Planners by producing content for strategy decks including competitive audits and audience analyses with a deep understanding of clients’ technology, clinical data, competitive landscape and market conditions
► Developed and executed research recommendations to uncover key insights that drive the development of the creative brief and are used as the foundation in building strategic platforms and brand plans
► Formed strong relationships with creative and account teams to help stimulate and produce big ideas
► Provided strategic guidance to help brands build growing relationships with customers
► Translated information and data into actionable insights to solve problems and create opportunities
► Represented the voice of the customer/consumer and act as strategic lead throughout the creative process
precisioneffectPlanning Associate
Jun. 2015 - Dec. 2015Boston, Massachusetts► Synthesized over five years worth of client reports and research in order to identify research gaps and provide research recommendations for a non-profit client
► Identified patient conversation trends and key insights from online forums and guided online patient communities for internal learning purposes and client deliverables
► Reimagined a client's patient support structure after extensive analysis of the competitive space, unmet patient needs and advocacy opportunities
► Supported the strategy team by providing content for competitive, social listening, and patient voice audits
► Gained research experience by moderating multiple online communities, designing interview screeners and discussion guides, and conducting in-depth interviews with patients and medical executives
► Participated in client onboarding and positioning workshops
► Delivered internal and client presentations with ease and confidence Clients: ARIAD Pharmaceuticals, American Heart Association, Baxalta, Cynosure, Insulet
The EVVY AwardsSales & Sponsorship Coordinator
Oct. 2014 - May. 2015Boston, MA► Recruited sponsors for the 34th Annual EVVY Awards, the nation's largest multi-camera, student-produced, live switch event
► Reached out to Emerson alumni and businesses to advertise during The EVVY Awards
► Exceeded previous sales and sponsorship goals by acquiring over $8,000 in cash donations and $6,000 in in-kind donations
► Coordinated a team of 40 Emerson students to raise over $15,000 for EVVY 34 through the USEED fundraising platform
WhyteSpyderAssistant Project Coordinator/CRM Manager
May. 2014 - Oct. 2015Fayetteville, Arkansas► Promoted to a full-time employee position after serving only two weeks as a part-time project management intern
► Researched, restored, and maintained over 3,500 contacts, accounts, and leads for a multi-million dollar fleet electric company
► Served as a liaison between marketing departments and various clients
► Assisted in coordinating an email marketing campaign to over 170,000 leads
► Created and edited multiple content marketing efforts in the forms of blogs, webinars, presentations, and diagrams
► Mastered Zoho CRM after only two weeks and used the CRM to report monthly and weekly data reports
► Produced diagrams and technical instructions for truck and battery related manuals
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