My Work
Whether it’s developing global marketing, content, and channel strategies, creating and managing digital products, pioneering never-been-done before, award-winning marketing execution, or leading the reinvention of how people work across an entire marketing function with generative AI, there’s a common thread…
I change company culture and drive scaled impact by uniquely combining data and insights, strategy, process, people, and technology.
Scaling generative AI across marketing & comms
When ChatGPT arrived, Accenture needed to quickly demonstrate proof to clients they knew how to help them scale generative AI and deliver value.
We needed a case study and we needed it fast. WEF’s annual meeting at Davos was just 9 months away and we wanted to lead this conversation.
And that’s where I stepped in, leading the end-to-end effort across our 2000-person marketing and communications function.
In that first 9 months, we measured the impact on 225 use cases and ran an employee survey. The results speak for themselves.
75% average MAU, with some teams consistently over 90% daily active use
48% average time saved (weighted)
26,000 annual hours recouped (projected over 12-mo.)
90% agreed the program increased their confidence & capability
Reinventive from Accenture
CEOs have the loneliest job on the planet. They are voracious consumers of news and thought leadership, seeking the data behind the ideas. But often they turn to their peers to get the real scoop - a source they trust in a world of mediocre content.
The idea? Reinventive, an exclusive peer-to-peer thought leadership publication for our c-suite clients that brings forward unique insights, direct from Accenture’s own c-suite, delivered with high production value in both print and digital experiences, with an emphasis on proprietary data.
The results?
High client engagement with the content, success in helping improve relationships, and increased C-suite meetings held vs. overall averages.
Digital experience walkthrough
Accenture Foresight Mobile App
Accenture's clients love their thought leadership but often it was only accessible if they downloaded the full PDF report.
With COVID shifting engagement patterns, we needed a new way to reach clients directly and stand out…how could we get our best thinking from our best thinkers to our clients and our people, the way they like to consume it?
There’s an app for that…Accenture Foresight.
Clients could read, watch or listen to our content, interact w/ bespoke data visualizations and participate in unique live 15 min events with Q&A (“Foresight in 15”). Pre-ChatGPT, it even included generative AI text-to-voice features to allow users to listen to articles.
The result? 90,000 downloads, handily beat industry benchmarks for download rates, monthly active users and attrition since launch. It also won the coveted “V360” global internal company award for client experience (gets more submissions than Cannes!)
Built for Change podcast from Accenture
As a brand, Accenture barely showed up in a critical medium that our clients were consuming more and more of…Audio.
Our competitors had a presence but there was no clear winner. And they all used the same standard boring interview format with a lack of professional quality.
We wanted a new way to tell stories that differentiated us from the competition, using our thought leadership and client stories to reinforce our central brand theme - we help clients change.
Executed in partnership w/ the NYT T-Brand studio, we engaged two consistent hosts - a journalist (Elise Hu) and a technologist (Josh Klein) to weave together a single compelling story based on a key research-backed idea from Accenture, paired w/ interviews with leaders who that harnessed that idea to drive dramatic change in their organization.
People interviewed included c-suites at large enterprises, startup founders, academic researchers and technology inventors.
With over 40k subscribers, Built for Change built Accenture’s share of ear.
Listen here or wherever you get your podcasts
Accenture Symphonologie: The Music of Business
To help drive awareness of Accenture Strategy, we wanted to make the connection with C-level execs that you get better strategies when you can combine business acumen with technology know-how...
But we wanted to show, not tell.
An amazing early use of AI in marketing, Symphonologie was the first-ever live orchestral experience and original symphony co-created by humans and AI. It derived the sentiment of business articles and turned it into melodies, which was then scored into a three-part symphony.
Winner at the 2017 Clio and One Show Awards - Silver & Bronze in both.
COBE - Accenture’s code of business ethics chatbot
Accenture is a company built on trusted client relationships. And that means every employee acting ethically, all the time.
But in 2016, getting employees to learn and use the company code of business ethics was hard. The code was a printed PDF given to employees during orientation which they ended up sticking in a drawer where it collected dust. While everyone “attends” the 2-hour annual mandated training, they end up multitasking through it.
It was time to modernize - so we turned the code into a friendly chatbot, accessible inside existing apps to engage it in the moments that matter. Then we refreshed the training curriculum to be more snackable, but frequent.
The result?
17.5K chat sessions in first 4 weeks
20x increase in daily avg visits to the ethics website
2X increase in training completion rate
“The Snacktory” from DigitasLBi, a new agency product
In 2014, with digital marketing booming, attention spans waning and the need for greater content velocity, many brands were stuck producing content in formats for the pre-social consumption era.
As an agency account leader, I needed a way to reach and service our clients who dramatically outnumbered me across the globe to continue to grow our accounts.
So my co-founder and I built The Snacktory, an industry-first, rapid snackable content production model that provided speed, quality, efficiency and predictability.
Four main components
A secure e-commerce website where clients can order, track and download “snacks”
A unique feedback loop that guaranteed 1-week SLA on deliverables
A fixed price rate card to make planning and buying easy
An efficient resourcing model that stripped out layers of management
Year 1 Results: $4MM revenue at a 48% operating margin
Year 2+ The Snacktory scaled to more than 30 clients across Publicis
In Year 3, DigitasLBi partnered with Group Nine Media to bring clients a unique media distribution + rapid content production combined offering
American Express Unstaged
Amex’s exclusive access is a key reason people pay the annual fee. When they experience it, they are more loyal and spend more on the card. But in 2010, there was a growing perception among younger prospects that the brand “isn’t for me”.
Our strategy: Get younger prospects to sample cardmember access.
Before live streamed music was mainstream, I helped co-found UNSTAGED, an industry-first, revolutionary live+digital music experience — bringing together breakthrough music artists breaking new music, legendary directors, 1080 HD quality streaming and an unprecedented level of connectivity between artist and fan.
From choosing the cameras, to digitally voting on song performances, to impacting the stage experience through socially-enabled creativity, millions of music fans could now “be there, together” from anywhere.
The results?
Broke the single-artist record for concurrent live streams, topping 20MM for the Coldplay + Anton Corbin concert in Madrid.
The program overall increased prospect brand favorability by a staggering 15%
Artists debuted at #1 or 2 on Billboard charts, with Unstaged credited as a defining launch activity, unlocking unique relationships with Amex
Industry wins at the Webby’s, Effies, Pencils, IAB MIXX, OMMA and more.
ESPN InPlay in partnership with American Express
The US Open Tennis tournament is one of the largest spectator experiences in the world which American Express provides unique access to. But how could they deepen fans experience who were not physically there?
The answer: A unique second-screen game experience pitted fans of the US Open tennis tournament watching at home against each other.
Part prediction, part trivia, people could play on their phone or ipad while the matches were live.
The stakes? Fans could go from watching on the couch to watching IRL, winning unique experiences at the US Open.
With over 100,000 players participating, American Express was able to engage passionate fans wherever they were.
2013 Webby Honoree, Ace awards 1st place
Amex Foursome Trivia Challenge
Golf is a sport where finding a course isn’t a problem. However, there are a handful of courses where only elite players or the super affluent get to play.
But what if Amex could make playing these courses accessible in another way?
And that’s exactly what we did… we built a social trivia gaming experience that pitted teams of golf enthusiasts against each other for the chance to earn their way to play some of the most exclusive and sought after championship courses in the country.
The result? Over 20,000 teams participated with the brand.
One Show merit consideration
Amex Sync Show
How do you make the launch of Amex's new card sync with Twitter partnership an overnight trend?
Put Sync center stage at a first-of-its-kind Twitter-powered concert...starring Jay Z, live from SXSW.
The first 1,000 fans on the ground that sync’d their card with twitter received 2 tickets to the show. But for those at home, this live streamed experience turned tweets into unique camera angles, song requests, and even unlocked a unique digital concert poster once the audience tweeted enough.
The result?
Amex dominated media attention around SxSW
Delivered 8x the forecasted annual syncs in the first 3 days
One Show merit, Webby Nominee, Mixx awards (1 Gold, 2 Silver, 1 Bronze)
American Express My Movie Pitch
Everyone has a movie idea. But most of the time, they end as just ideas…
Expanding our relationship with Tribeca Film Festival, we enabled storytellers everywhere (prospects and cardmembers) to pitch their :60 movie idea.
The reward? A chance for it to be made into a short film by a Tribeca director, debuted at the following year’s festival.
The winning idea? Mr. Stache.
Amex "Ask the Booth"
Building on Amex’s history of providing an elevated experience to fans, we brought that philosophy into the iPhone age.
We gave tennis spectators everywhere the ability to both listen to a dedicated live digital radio broadcast and ask questions of analysts, pro players and celebrities commentating on the matches and have them answer live on air.
2010 Webby Honoree & One Show Interactive Awards finalist
Amex presents NY Street Seen
Fashion Week isn’t just an exclusive event where beautiful, stylish industry insiders go to see one-of-a-kind looks.
It’s an entire week where style is on display - and what people wear to and around the runway events are just as influential in the fashion industry.
So we created an innovative service that made it possible for regular people to shop the looks on the street “at the speed of fashion.”
Acclaimed Street Style photographer Tommy Ton was our eyes at New York Fashion Week, capturing the most inspired street styles. Through slideshows on Style.com and a boutique on Net-A-Porter, you could pluck these hot-off-the-lens looks right off the screen and instantly add them to your wardrobe.
American Express Enthusiast
Going to a live event is an experience. But what makes it different when you buy it with an American Express Card?
The answer - an exclusive digital concierge service that brings Cardmembers closer to what they love after they buy their tickets, updated after the event was over.
Pairing exclusive artist or athlete content with local dining options, unique merch and much more, cardmembers had an entire experience curated to make their night memorable.
2010 OMMA Finalist
Amex OPEN Syndicated Video Player
How do you get small business owners (SBOs) who don’t like to be “sold to” - to engage with you?
In 2008, Amex OPEN was running a live event series w/ well-known entrepreneurs and experts, posting them on-demand on openforum.com - Amex’ destination for small business owners (SBOs) looking for insights and community - and they LOVED the content.
But paid media? It focused on card offers - and that left prospects feeling competitors were more interested in helping them succeed.
The solve? Flip the model to deliver value, not ads, wherever they go - putting the video they loved into paid media - in a super innovative way…the syndicated video player
Part rich media ad, part intelligent CMS, two key innovations supercharged the strategy (reminder this is 2008!)…
First, it read the page the audience was on and served up the videos most relevant to the page. Second, it knew which videos the user had watched previously across the media buy and made sure to show something fresh.
And it worked…
Closed competitive perception gap - 15% lift in brand favorability and relevance vs. control
Proved more videos consumed correlated to higher conversion rates
267% lift cited in intent to apply
800% lift in clicks to apply vs. control
Reduced cost per view by 11x vs. openforum.com
IAB MIXX B2B Marketing - Gold
