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Work Background
ipsyHead of Digital Influencer Talent
Jan. 2017 - Sep. 2017Greater Los Angeles Area
Westside Digital GroupFounder/CEO
Jul. 2016Los Angeles Metropolitan AreaEntrepreneurial leader driving digital talent and influencer management, audience growth, and brand strategy in the U.S. market. Specializing in YouTube, blogging, and social media platforms, building impactful partnerships between brands and Digital Content Creators to maximize engagement and business results
• Structure, negotiate, and manage influencer partnerships and integrated brand campaigns, delivering measurable engagement and over $1MM in yearly revenue growth
• Develop and execute audience growth strategies for digital creators, optimizing their presence across social platforms
• Craft and implement brand strategy solutions, aligning digital talent with top-tier consumer brands
• Lead campaign execution, ensuring seamless management and performance-driven outcomes for both creators and brands
• Provide expert guidance on digital channel optimization, social media strategy, and content monetization to maximize impact
StyleHaul, Inc.Vice President, Talent Marketing Services & M&P
Oct. 2013 - Dec. 2016Lead strategy and implementation of all activities with 6,500+ beauty, fashion & lifestyle YouTube and social media talent/influencers across global markets. Lead M&P talent management arm in full service representation of 20 best in class digital and social tastemakers.
• Lead recruitment of new talent into the M&P Management Division; talent retention, digital channel growth, talent development initiatives and talent management • Manage and develop top tier influencers and their brand by creating opportunities both within the digital/social space as well as outside, including traditional content and advertising, Red Carpet correspondence, VIP event experiences, fashion show integration and merchandising collections
• Drive first in class brand partnerships outside of fashion & beauty space, including Target, Shanghai Tourism Board, Bud Light, Home Depot and Skype
StyleHaul, Inc.Director, Talent Projects
Aug. 2013 - Sep. 2015
Lunchbox, LPAccount Supervisor, Entertainment, Video Game Marketing
Jan. 2012 - Jan. 2013Los Angeles, CA• Supervised national digital video game entertainment platform and shopper marketing activation for agency’s largest client, Walmart.com focusing on their entertainment platform, GameCenter, a multi-channel marketing program created to entertain, inform and increase awareness and purchase of top video game titles
• Developed quarterly digital, promotional and shopper marketing tactics with leading video game publishers on Walmart.com/GameCenter for platform’s official Sponsor, T-Mobile
• Generated new business digital and social media opportunities with Walmart.com GameCenter and leading video game publishers, resulting in over $1MM.
• Managed platform budget of up to $5MM, including annual budget planning, development and forecasting
• Spearheaded day-to-day program execution with internal teams, including creative, production, social media, interactive programming and analytics teams to strategize, build and launch successful digital campaigns
• Lead development, execution and management of new digital initiatives, including GameCenter’s humorous gamer video series, The n00b Squad, resulting in over 50MM social impressions per month
• Supervised a team of three in professional development and growth Lunchbox creates solutions that drive traffic to store (both brick & mortar and web) and conversion for products by making shoppers lives easier. The Lunchbox team is made up of experts in: Shopper Marketing
Digital Strategy & Web Development
Mobile Application Development
Business Strategy
Insights & Analytics
Social Media + Influencer Outreach
Creative Design
Video Production
The Regan GroupDirector, Digital Marketing & Promotions
Jan. 2011 - Jan. 2012Greater Los Angeles Area• Managed global promotions, entertainment and digital strategy for agency accounts
• Generated compelling third party brand partnerships with entertainment properties and led execution of cross-platform marketing campaigns to increase sales and brand halo
• Spearheaded multi-channel, digital strategy development across agency’s portfolio of brands leveraging the internal digital marketing team and external partners The Regan Group (TRG) provides marketing, promotions, and fulfillment services with a firm grounding in the entertainment industry. TRG helps clients plan and implement a variety of marketing campaigns that include sweepstakes, event marketing, promotional products, and media promotions. It also helps design and promote Web sites, attach celebrities to events, and arrange strategic marketing relationships. TRG's clients have included such heavy hitters as NBC, ABC Family, Walt Disney Home Entertainment, Lionsgate, Universal Pictures, Warner Brothers, and Ford Motor Company.
Ketchum Public RelationsAccount Supervisor, Frito Lay and TOMS Accounts
Jan. 2010 - Jan. 2011• Managed global sports and entertainment promotional strategy, PR and social media for agency accounts, including Frito-Lay and TOMS
• Developed strategy and managed launch of PROMO Award-winning Tostitos Connect To Home Bowl program, leveraging platforms at both the 2011 Tostitos NCAA Fiesta Bowl and National BCS Championship Game. Program garnered over 1.2B global broadcast, print and digital media impressions • Ran experiential and social media strategies for TOMS One Day Without Shoes and Next Chapter campaigns culminating in over 900K Facebook fans
• Managed the social and traditional media relations strategies for Doritos Crash the Super Bowl campaign that puts fans in control of the brand’s Super Bowl advertising
• Generated marketing partnerships for clients with entertainment properties to increase sales and brand halo
• Programs include: Green Lantern, The Lorax, Chelsea Lately, The Ellen DeGeneres Show
• Supervised a team of four in professional development and growth
Wasserman Media GroupSenior Account Executive, T-Mobile Account
Jan. 2008 - Jan. 2010• Managed national sports, entertainment and lifestyle marketing strategy and activation for agency’s largest account, T-Mobile • Led development and implementation of the NBA Playoffs and Finals Shot of a Lifetime promotion driving a 180% increase in retail traffic and a total ROI of 4:1
• Ideated and orchestrated 20,000 person flash mob live on season opening of Oprah Winfrey Show with a Black Eyed Peas performance and dance sequence for launch of T-Mobile MyTouch device
• Developed strategy and managed promotion launch of T-Mobile’s first Green Customer Marketing initiative, Mobilize with T-Mobile, resulting in launch of the first green mobile couponing application, over 1M cell phones recycled and effected over 1M trees planted in partnership with Arbor Day Foundation • T-Mobile awarded 2010 “Promise to the Earth” Award by Arbor Day Foundation
• Worked directly with the T-Mobile client and related partner agencies to develop promotional, digital marketing and PR strategy for national cell phone recycling program with Live Nation/Ticketmaster
• Supervised two account executives and one intern in professional development and growth
The Pitch AgencySenior Account Executive, Adult & Family Burger King accounts
Jan. 2006 - Jan. 2008• Managed top-to-bottom global marketing strategy and activation for Burger King marketing and promotions
• Led property selection, conceptualization, planning, selling-in and execution of promotions for Burger King targeting adult and youth and family consumer segments
• Generated marketing partnerships with entertainment properties and corporate brands to increase sales and brand halo
• Managed licensing deals and process that includes creative development, manufacturing, packaging and approvals
Universal StudiosCoordinator, Account Services
Jan. 2004 - Jan. 2006• Managed execution of global film and home entertainment promotions and liaised with key cross-functional groups to effectively activate promotion plan
• Developed factual assets and coordinated creative assets and approvals for Universal film presentations in the Coca-Cola Screenplay program, a movie trivia slide program that runs in approximately 17,000 theatres nationwide
• Supervised and managed the concept, development and implementation of theatrical sweepstakes programs from administration to fulfillment of prizing
• Successfully executed promotional tie-in and product placement for brand partners with entertainment properties that include Miami Vice / Bacardi, King Kong / Kelloggs, American Pie 4 / Slushee, You, Me & Dupree / Boost Mobile
• Developed and successfully implemented the projected cost and overage grid for theatrical and DVD programs to track and project expenditures for promotional programs
ICMTalent Agent Trainee
Jan. 2001 - Jan. 2004• Assisted feature packaging agent in the packaging and sale of independent films through festivals
• Coordinated media interviews, prepared press kits for clients and assisted in news releases for submission to Daily Variety and Hollywood Reporter
• Accompanied clients to premieres and events and worked as their day-to-day contact to the office
• Scheduled and organized conferences, meetings, speaking engagements, media interviews and travel for film festivals and press junkets
• Ensured overall client strategy and confirmed client business goals were met through script development as well as suggested and implemented creative opportunities
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