CUSTOM PORTFOLIO FOR ICF

METROLINK

I helped pitch and win the Metrolink Los Angeles-area commuter rail account. The pitch focused on increasing college student ridership. I conducted man-on-the-street interviews with students and found that they set their commuting habits in the first two weeks of school. So I proposed that Metrolink offer free rides to college students for the first two weeks of the semester. The strategy won us the pitch and also worked to increase student ridership.

TOYOTA

DYNAMICALLY CREATED ADS – Based on geo-data and local deals, we created ads customized to each customer. (Start around :25.)

WESTERN DIGITAL

BUILDING A $40 BILLION TECH COMPANY’S BRAND FROM SCRATCH
Data storage was a commodity. Until I helped build WD’s brand from the ground up—starting with their first-ever brand line, “Absolutely”—leading to brand lift and increased consumer preference, a larger share of the market, higher product price points, and a big jump in revenue.

WD – INFLUENCER CAMPAIGN

WD SOCIAL
WD had no social presence. I led the charge to build a content calendar around product launches, and oversaw (and wrote) creative for two years.