Experience

Digital & Innovation Account Team Lead for Kia. Integrated Campaign lead for Sportage, Sorento, Carnival, and two other brand new, upcoming vehicles.

Created a completely new type of modular video creative, designed to show specific vehicle features based on the audience. Currently outperforming standard Kia video conversion rates by more than 30%.

Developing new Dynamic Banner Creative using Google Campaign Manager 360, which leverages contextually relevant environments, vehicles, and features, based on where a user is located and what vehicles/features they’re currently shopping.

Helped Kia and its partner agencies create a new global file taxonomy process and file naming convention that allowed all creative across all agencies to be tracked in a single performance report.

Product and Marketing Strategy for Newport Beach-based luxury menswear brand Mark Pomerantz. Developing brand & product architecture, growth marketing strategy, creative direction & content production, website design/development, social media content, CRM, SEO, and modeling.

Successfully secured private equity funding for new startup brand Rothschild Spirits. Architected the pitch presentation, including business opportunity, marketing strategy, and go-to-market plan.

Leading the cross-functional team responsible for Chipotle’s brand marketing & TV creative, interfacing with its VP of Brand Marketing and CMO on a daily basis. Building content strategies and identifying cultural trends relevant to Chipotle’s continued rapid growth.

Partner in the development and execution of Chipotle’s annual marketing calendar, including the development of strategic & creative briefs, guidance of partner agencies, and campaign concepting & production.

Led development of Chipotle’s first-ever live Mixed Reality Experience, a creative partnership between VB+P, Chipotle, the NHL, and the Colorado Avalanche.

Led development of integrated campaign work that has helped Chipotle break all-time revenue records by as much as 38% YoY in 2021 and 17% YoY in 2022, and has cemented its position in the Fortune 500.

Evolving Chipotle’s Master Brand Strategy by partnering closely with its Insights & Analytics team to identify opportunities highlighted by its Brand Tracker and qualitative research.

Built a more efficient and modular Chipotle team structure at VB+P for 2022 by combining multiple campaigns into fewer individual productions, which has outputted more creative work while being more cost-efficient for our client.

Led the strategic and visual re-brand of a billion-dollar mobile services tech company prior to its IPO in Q4 2022, including market research, category positioning, naming, brand ID, and go-to market planning.

Part of the originating leadership team on Publicis Q’s INFINITI global business win, helping plan and build out the client partnership team across agencies.

Led development and integrated content strategy on INFINITI’s global product reveal film for the all-new QX60, directed by Zack Snyder and starring Kate Hudson.

Stood up Publicis Q’s INFINITI US Social Content Team, including client partnership, analytics, content strategy, and creative teams.

Helped architect Walmart’s approach to its new integrated strategic and creative platform, including design requirements, look/feel, and tone of voice, working with C-Suite team amidst the COVID-19 climate.

Led strategic development of Walmart Connect’s performance marketing and consumer data/insights programs for advertising partners including Coke, Verizon, and L’Oréal across all Walmart owned media channels.

Led Walmart’s advertising partnership with Quibi, including custom creative content tailored for its unique mobile-only platform & audience.

Oversaw creative execution of Walmart’s annual Back to School campaigns from creative brief through asset trafficking, outperforming KPIs dating back to 2015 and driving significant YoY growth during the pandemic.

Client Partner for Amex Travel’s $5M+ business with Rokkan, managing UX and Product Design, Growth Strategy, SOW development, leading team of 10+ Strategists, UX/UI Designers, and Product Managers. Thought-leader for Amex Product Team, fostering a deep understanding of the customer journey to support significant YoY platform growth globally.

Invented an entirely new strategic approach to Amex Card benefit communications across global markets, creating a logic that determined how and when each travel card benefit is shared with the user throughout the booking experience on Amex Travel — included prototyping, design, development, and rollout to AmexTravel.com. 

Grew the agency’s relationship with Amex 50% YoY in 2019, adding new projects with teams outside of Amex Travel, like Amazon Business Amex Card.

Brought together Amex and Amazon marketing teams on messaging strategy and creative execution for the new Amazon Amex credit card launch, liaising between both client teams and production partners from brief through asset delivery.

Partnered with Amazon Advertising on messaging strategy and creative execution for a number of digital & performance marketing efforts on Amazon.com.

Led development of Global Cadillac Racing strategy alongside its CMO and Racing Team Directors, outlining a distinct purpose, consumer insights, content calendar, race/event activations, tone of voice, and look & feel.

Launched Cadillac’s most successful new vehicle in the past 10 years, the 2019 XT4, exceeding all performance goals set by Executive Leadership.

Led development of Cadillac’s Social Media strategy and content, overseeing integrated production on all social campaigns, and leveraging performance reporting to regularly fine-tune the brand’s ongoing content approach.

Launched a complete re-vamp of Intuit’s Quickbooks Online support content — included new taxonomy, UX, and vastly improved content discoverability.

Launched new performance beauty brand Evolus’ first consumer product, its injectable neurotoxin called Jeuveau — included journey mapping, UX, design, 360 campaign development, and FDA approval on all launch assets.

Agency lead for the development of Indian Motorcycle’s strategy and creative content for its largest-ever model launch with the Scout Bobber, including Video, .Com, Social/Digital, and Brand Partnerships with Playboy, Maxim, Gear Patrol, and Call of Duty.

Developed “Indian Motorcycle Ink” with Inked Magazine and Carey Hart, the world’s first-ever tattoo ink made from an Indian Motorcycle, including Product Design/Development, PR, and a film featuring Carey and his tattoo artist Franco Vescovi — garnered 20M+ organic reach on $25K total program budget.

Managed integrated global campaign execution and sports partnerships for INFINITI, including creative for TV, Social/Digital, Celebrity Influencers, Brand Partnerships, and Global Transcreation.

Worked closely with regional marketing teams in UK, EMEA, Australia, and North America to ensure campaign consistency and that all creative met INFINITI’s exacting standards.

Oversaw day-to-day organization/distribution of INFINITI’s global asset management database, including thousands of photography & video assets used in markets worldwide.

Managed INFINITI’s partnership with Stephen Curry to launch the new Q50, overseeing his involvement in creative development of TV & Social/Digital. 

Led media partnerships for the all-new Lexus RX, including Social/Digital, Film production, and brand activations with ABC, CNET, Sports Illustrated, and Marvel.

Managed content development for the Global Reveal of the first-ever LC500 at the North American International Auto Show, including a Reveal Film and Digital PR Partnerships with automotive news platforms.

Transformed a new cycling startup into a globally recognized, seven-figure business visited by cycling aficionados and celebrities alike.

Developed integrated marketing strategy, including brand identity, visual design, merchandise, social media content, marketing collateral, CRM, bicycle design, and product photography.

Initiated and led business partnerships with the world’s most premium cycling brands including Rapha, Assos, Passoni, Firefly, Parlee, Moots, and BMC.

Led Retail Visual Merchandising Team in Southern California region, developing Visual Display Guidelines followed by 350+ stores.

Developed intricately detailed merchandising playbook that was used across Southern California Retail Stores, to guide how to properly set up, display, and maintain all aspects of Front-of-House in Apple Stores.

Trained and mentored new Retail Specialists in Southern California, ensuring Apple’s prescriptive guidelines for store openings was followed in detail.

Helped QA Apple Retail’s original iOS-based Point of Sale technology, when Apple made the transition in 2008 from a Windows Mobile system to its own iPod touch hardware running iOS.