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Work Background
AT&TDirector of Marketing, Strategic Initiatives (Social Media)
Jan. 2020▪ Lead social media strategy and content development across the AT&T portfolio, including Consumer Wireless, Enterprise, Mid-Markets, and Small Business. ▪Develop platform strategies, programming, editorial plans, and content briefs. ▪ Build social media management strategies for brand campaigns, create platform playbooks, and analyze social performance data to adapt strategies.
▪ Develop paid partnership plans, event strategies, marketing materials, and content for social and digital platforms.
▪ Manage a $12M annual budget, coordinating with individual business units for budget allocation and reconciliation.
▪ Collaborate with cross-functional teams to coordinate campaign-level tactics across sponsorships, device and product launches, and brand marketing.
▪ Drive industry positioning for 5G adoption through media and event partnerships, executive speaking opportunities, and partner innovations.
▪ Developed value propositions, audience segmentation, product naming/pricing, and market positioning for products across the AT&T portfolio, driving differentiation, customer acquisition, retention, and revenue.
▪ Oversaw external agency teams of 30+ personnel, including Fleishman Hillard, Giant Spoon, BBDO, and more. Key Accomplishments ▪ Developed a comprehensive organic social media strategy, including channel strategy, content plans, influencer strategy, workflow and RACI, and KPI reporting cadence, incorporating generational insights for Gen Z targeting.
▪ Created seven marketing blueprints for wireless rate plan add-on products, including AT&T Turbo, resulting in $25M in incremental revenue, extensive press coverage, and positive brand sentiment.
▪ Developed 5G-powered events and experiences to demonstrate 5G technology potential and drive adoption of 5G-capable devices, contributing to the successful nationwide 5G service launch, a $100M marketing effort.
AT&TDirector of Marketing, Brand Sponsorships, Content, and Experiences
Jan. 2017 - Sep. 2020Los Angeles Metropolitan Area▪ Led efforts to drive brand awareness, relevance, and sales among Gen Z and young millennial audiences, pioneering a first-of-its-kind initiative in the telecom/video marketing industry. ▪ Managed talent relationships and content development with high-profile personalities such as Taylor Swift, Reese Witherspoon, Lena Waithe, Billie Eilish, and Imagine Dragons, overseeing a $120M commitment.
▪ Created original social media content series on Facebook, Instagram, YouTube, and Snapchat, leveraging generational trends and insights to engage influencers and creators.
▪ Conducted creative reviews with agencies and talent teams and provided critical input and recommendations.
▪ Supervised monthly content production shoots, event site visits, and customer/fan experiences featuring key talent, directors, producers, and editors in major U.S. cities including New York City, Los Angeles, Nashville, and Chicago. Key Accomplishments ▪ Launched premium on-demand content channels “Taylor Swift NOW” and “Hello Sunshine NOW” featuring weekly content drops and original series. Produced the “The Making of a Song” series on Taylor Swift’s AT&T phone, and “Shine on with Reese” featuring Dolly Parton and Kacey Musgrave. This content drove lower-than-average churn on DirecTV NOW and achieved 5M+ on-platform views.
▪ Created the first Taylor Swift NOW pop-up experience shop in NYC and LA to promote the Reputation album and DirecTV NOW, resulting in hundreds of millions of social impressions, 2K+ DirecTV sales, and record album sales.
▪ Developed and produced 20 short films that created 750+ production jobs in underserved communities, driving 2,500 incremental DirecTV subscriptions, and enhancing AT&T's Corporate Social Responsibility image.
▪ Created and implemented the campaign strategy for AT&T’s LGBTQIA marketing platform, driving a 500% YOY increase in service usage and achieving record positive brand sentiment.
bpg advertisingVice President, Television and Brand Management
Jan. 2016 - Dec. 2017Greater Los Angeles Area▪ Partnered with entertainment clients to define and translate goals and objectives into integrated, multi-platform strategies. ▪ Led the development of creative and strategic marketing solutions, focusing on digital, social, and 360-degree campaigns, graphics packages, on-air spots, and experiential site builds. Key Accomplishments ▪ Developed social-first, mobile-optimized campaigns for clients such as Netflix (GLOW), Amazon (Patriot), and National Geographic Channel to drive views and engagement.
▪ Conceptualized on-air graphics language and brand identification for E! Network and Oxygen for 4 series, while leading talent social content capture and deployment strategy.
NBCUniversal Media, LLCVice President, Content Development and Licensing
Jan. 2008 - Dec. 2016Greater Los Angeles Area▪ Oversaw a $10M licensing business spanning multiple television networks and series under NBC Universal, including NBC, USA Network, and Sprout. ▪ Led digital marketing, social media, and content strategies for 15 cable series and brand projects, including “Suits” and “White Collar.”
▪ Led a 20-person cross-functional team to develop paid plans, brand partnerships, and monetizable content, enhancing social engagement and brand visibility across non-traditional advertising channels.
▪ Oversaw external agency teams of 30+ personnel, including Ralph, BPG, Glow, and Big Spaceship.
▪ Guided product development, creative, branding, and large-scale marketing campaigns.
▪ Led digital strategy, including content creation, market positioning, launch planning, ad sales strategy, social presence, audience engagement, and post-launch continuity efforts.
▪ Guided social and digital presence for three pro-social initiatives per year, working with agency and technology partners to create destinations centered on UGC and related paid social/digital campaigns. Key Accomplishments ▪ Led social media integration for Suits and Covert Affairs, launching a series marathon on X/Twitter, making Suits the #1 series on USA Network through multi-platform marketing efforts. ▪ Led rebranding strategy and creative for “The Biggest Loser” on NBC, integrating paid digital content and wearable technology across multiple categories.
▪ Developed and launched a Sprout Network-branded children's tablet with Android OS, exclusively sold at Walmart, achieving 100K units sold during the holiday promotion.
▪ Implemented a multi-year licensing strategy for American Ninja Warrior, generating 12% incremental revenue and inspiring American Ninja Warrior KIDS, making ANW NBC's most profitable anchor reality series.
▪ Developed the Emmy Award-nominated social platform for Psych: Hashtag Killer, earning over 300M page views and driving ratings that contributed to USA Network being the #1 cable channel.
NBCUniversal Media, LLCVice President, Corporate Brand Sponsorships
Jan. 2004 - Dec. 2008Greater New York City Area▪ Led global corporate partnerships for Universal Studios, managing $200M in contractual commitments with major partners including Volkswagen, Nestle Waters, and Cartier. ▪ Delivered high-visibility product placements and branding across seven major films per year with Universal Pictures, Focus Features, and Rogue Pictures.
▪ Collaborated with top external agencies to develop customized content and digital assets. Key Accomplishments ▪ Structured a partnership with Volkswagen for King Kong, including product placement, custom creative elements, and a global media campaign, resulting in a 700% increase in site traffic and $560M in box office receipts.
▪ Developed a 45-country global marketing campaign for “The Bourne Ultimatum” with Volkswagen and agency partners, integrating film content and publicity initiatives, generating $14M in media support and $500K in production savings, leading to nearly $300M in box office receipts.
▪ Collaborated with The Fast & The Furious: Tokyo Drift team to create a custom Volkswagen Golf, involving product placement, a custom theme park ride, and a marketing campaign, resulting in nearly $175M in box office receipts.
▪ Expanded Nestle Waters partnership into a multi-platform program for The Mummy, delivering a $3M campaign with on-air spots, in-park branding, digital content, and in-theater brand awareness.
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