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Work Background
HighdiveGroup Strategy Director
Sep. 2024Chicago, Illinois, United StatesLeading Strategic Planning for State Farm Basketball, BetMGM, and Tres Generaciones. -Developed and led the strategy for Highdive's winning State Farm Basketball pitch (NBA, WNBA, NCAAM & NCAAW, Overtime, and Unrivaled)
-Crafted BetMGM's audience persona/mindset to create communications differentiation for the category
-Worked to maintain category and cultural relevance for Tres Generaciones Tequila
Lookingglass Theatre CompanyBrand Marketing Consultant
May. 2024 - Sep. 2024Chicago, Illinois, United StatesWorked with the Lookingglass Theatre Company ensemble members and leadership team to reposition the brand, identify key audience segments, and develop communications and engagement strategies to attract new visitors, subscribers/members, and patrons.
fluent360VP, Cultural Intelligence & Consumer Engagement: Head of Strategic Services
Mar. 2022 - Jan. 2024Chicago, Illinois, United States
The University of Chicago Graham SchoolInstructor
Aug. 2018 - Dec. 2020Greater Chicago AreaCourse: Cultural Competence in Marketing Communications
fluent360VP, Cultural Learning & Insights
Mar. 2017 - Apr. 2022Greater Chicago AreaLead the Research and Strategic Planning group at fluent360, a full service multicultural agency. As a member of leadership, responsible for helping develop the strategic vision for the agency, working with partner agencies, and pitching potential clients for new business. Oversee a team of Researchers, Analysts, Planners, and Strategists
Craft overall strategic platforms for agency clients
Deliver agency POVs on multicultural advertising and other trade related subjects
VerySmartBrothas.comContributing Writer
Jun. 2016 - Dec. 2020I write articles about the way I see things and have been featured on VerySmartBrothas.com, TheRoot.com and HuffingtonPost.com. Here's a sample of my work...
Burrell CommunicationsAccount Planning Director
Jul. 2013 - Mar. 2017Greater Chicago AreaI lead the day to day Strategic Planning function for the McDonald's business at Burrell Communication. You ever have, "Lemme get a McPick2!" stuck in your head? That's my fault. Ask me about it, it's a funny story how we got there.
Burrell CommunicationsAssociate Director of Account Planning
Jul. 2013 - Nov. 2014Greater Chicago AreaMcDonald's Client Highlights
-Develop and implement African American Consumer Market strategies for McDonald’s national advertising initiatives
-Collaborate with national and local partner agencies to develop and share multi-cultural consumer insights
-Work in tandem with client insights group in qualitative and quantitative research and analysis
-Reposition McDonald’s brand with African American Millennials -Consult with McDonald’s Baltimore-Washington Region on local advertising initiatives Case:
2014 McDonald’s Brand Challenge:
While McDonald’s maintains a high level of affinity with African American consumers, maintaining relevance in an ever-expanding QSR marketplace is paramount to brand growth, especially with Millennials. Insight: Family is more than blood and, my commitment to my friends and my community is just as meaningful as with my parents or my own siblings. Single Main Idea: Even when I don’t go to McDonald’s, McDonald’s finds a way to come to me.
FreelanceAccount Planner/Brand Strategist
Mar. 2012 - Jul. 2013Chicago, ILClients and Projects: JWT Chicago
• Provided Brand Planning direction for JWT and Digitaria in developing a new business pitch
• Created brand targets by collecting and synthesizing research both independently and in tandem with the agency’s internal resources • Briefed creative teams to develop executions across media platforms, including digital and experiential activations True Star Media/Chicago Police Department: Breaking The Code of Silence
• Providing strategic direction for ongoing market research for teens based on a grant from the United States Department of Justice
• Facilitating and moderating focus groups and research for an upcoming communications campaign to promote new crime prevention and reporting strategies for youth in Chicago
MindshareCommunications Director, Partner
Oct. 2011 - Mar. 2012Greater Chicago AreaClient Highlights British Petroleum
-BP Fuels Comms Strategy lead, worked with the Integrated Advertising Team to develop 2012 tactical plan channel strategies for Invigorate Fuels
-Helped develop Castrol EDGE 2012 NFL partnership strategy for vendor activation
-Introduced Mindshare’s Framework For Thinking to ampm convenience stores for their East of Rockies and West of Rockies channel strategies and added Hispanic and Millennial targets to their core consumer communications
-Crafted POV for BP Fuels to analyze potential communication opportunities within the Hispanic market Case:
ampm Convenience Stores Challenge:
While ampm maintains a strong presence west of the Rockies with a core blue collar target, the brand was seeking to expand its appeal with Hispanics and Millennials in their stronger markets while also growing the profile of its limited footprint east of the Rockies. Insight:
Seeking convenience doesn’t mean sacrificing variety. Strategic Main Idea:
ampm has too much good stuff.
UpshotPlanning Director
Jan. 2010 - Dec. 2011Greater Chicago AreaClient Highlights Kraft Foods
-Retail and Shopper Marketing strategy lead, worked with partner agencies to develop plans for Kraft Natural Cheeses (Slices, Shreds and Cracker Barrel)
-Created strategies for Kraft Salad Dressings and Mayo/Miracle Whip
-Worked with Shopper Marketing team to create channel communications for various retailers including Publix and SuperValu
-Crafted research on food solutions for underserved populations (Food Deserts, Supplemental Nutritional Assistance Program) and corporate responsibility initiatives Case: Kraft Natural Cheeses Challenge: The ubiquity of the brand in the grocery store cheese case often leads consumers to overlook Kraft for the perceived higher quality of artisan cheeses or the value of private label and store brands. Insight: When moms have variety, moms have opportunities. Single Main Idea:
Kraft Naturals stretch the boundaries of your meals.
Leo BurnettSr. Planner
Jan. 2010 - Dec. 2010Client Highlights Samsung Global and North America
-Assisted in crafting strategic framework for global launch of Samsung Q-Series Notebook PC
-Worked in concert with North American team to create 2H 2010 LED TV strategic marketing plan
-Created Samsung 3D LED Sports POV Case:
Samsung Q Series Notebook PC
Challenge:
Samsung is the leader in several segments of the consumer electronics market, however; their notebook pc sales continue to struggle. Insight:
It’s important to have the right tools if you choose to be a Digital Nomad Single Main Idea:
Samsung gives Digital Nomads all of the tools they need for a life on-the-go.
Sanders\WingoAccount Planner
Jan. 2008 - Jan. 2010Brand Strategist/Connections Planner: 2008-2010
Collaborating with clients, account management, and creative teams furnishing insights that create salient and effective work in niche markets. Instrumental in creating agency proprietary tools and craft emerging disciplines to move the planning discipline forward. Client Highlights - Agency Lead on Chevrolet’s launch of the 2008 Traverse -For the AA Female target, the Chief Household Officer (CHO) strategy was created. - This lead to the creation of the “Many Marys” spot, featuring Mary J. Blige The cross-agency launch of the Chevrolet Aveo for the Young Adult consumer segment - Novel in that it used only an interactive platform as the primary means of communication. Creating research objectives and developing goals for Chevrolet, working in concert with client-side and partner agency teams. Understanding both qualitative and quantitative implications. - Day to day management of client strategic directions for State Farm Insurance Managing client’s sponsorship of “The 50 Million Pound Challenge”
-Moving the communication mission of the brand from simple awareness to using key consumer insights to create a “movement” around healthy lifestyles.
- Development of a proprietary research tool for tapping into the needs of niche consumers Case:
Chevrolet Traverse
Challenge:
Launch the all-new Chevy Traverse Crossover SUV to the heavily female African American consumer market. Insight:
With so many things to do and so many people depending on her, mom isn’t just in control, she’s the Chief Household Officer. Strategic Idea:
I’ve got a lot going on, but I still got it goin’ on.
Carol H. Williams AdvertisingAccount Planner
May. 2007 - Jan. 20082008
Worked alongside partner agencies to develop effective and culturally relevant messaging. Client Highlights Strategic planning for The US Army Recruitment and Accessions Command based on community-level insights.
This led to the creation of the Community Patriot strategy for African American Youth and Teens focusing on the long term benefits of Army service and the ability to have an impact on the community
Burrell CommunicationsSr. Media Planner, Media Supervisor, Account Planner
May. 2003 - May. 20072003-2007 Creation of actionable insights for clients leading to new regional, national, and global communication strategies. Client Highlights Creation and implementation of a multi-cultural ethnographic study for Young Adults in New York, Philadelphia, and Los Angeles that led to the "Communitainment" strategy to entice younger audiences committed to mobile communication to consider home services Repositioning of the Courvoisier global brand in a collaborative effort with agency partners from the United Kingdom, Russia, and China
Through extensive research as well as partner agency and client input, we created the "Find Greatness Within" strategy and campaign for the global market Managed day to day operations of media strategy and implementation for Toyota's African American initiatives and well as created cross-platform solutions for the target market.
Created Toyota's Gospel Strategy for launching the 2006 Solara and Local NBA Strategy for Black History Month in 2005
Starcom MediaVest GroupMedia Associate
Jan. 2001 - Jan. 2003Received extensive media training through the agency's SMGU People In Training (PIT) program Client Highlights Developed and planned media strategies for Kraft brands including Oscar Mayer, Altoids, Philadelphia Cream Cheese, and Kraft's Cultured Cheeses
Starcom WorldwideMedia Associate
Jan. 2001 - Dec. 2003
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