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Work Experience

Director of Integrated Strategy, TracyLocke
New York, NY
2014-Present

  • Extensive “360-degree” insights-driven channel strategy across a variety of industries; with a sizable amount of experience in CPG and alcohol.

  • New York strategy lead, managing strategy for all NY-based accounts, including
    Heineken, BJ’s Wholesale Club, and the continuation of Perfetti Van Melle.

  • Developed the strategy for Heineken’s 2016 MLS promotion, “Never Miss A Minute.”

  • Developed the strategy for Heineken’s 2014/2015 “What’s Your Play” football promotion, which led to a 1% lift in YoY sales during Q4 2014 (100k+ incremental cases sold). Program is being renewed for 2015/2016 football season.

  • Redefined BJ’s Wholesale Club’s slogan — “Membership Gives You More” — in an overhaul of their in-store creative materials, and developed the brand’s company-wide social strategy.

 

Digital Strategist, TracyLocke
New York, NY
2013-2014

  • Led strategy on several retained and non-retained accounts across two offices, including Heineken, Don Q, BJ’s Wholesale, Perfetti Van Melle, JBL, and Pepsi.

  • Developed the 2014-2015 digital/social strategy for Don Q’s brand re-launch.

  • Developed the strategy for Pepsi’s 2014-2015 Spanish-language platform (“Reach for More”) and television spot featuring Mexican footballer Omar Bravo.

  • Defined shopper personas, consumption occasions, and retail strategy for PVM.

  • Developed the strategies for JBL’s 2014 World Cup and 2014 Grammy’s digital activations — “#JBLPassion” and “Tweet Music,” respectively.

 

Social Strategist, Translation 
New York, NY 
2012-2013

  • Lead social strategist for Bud Light Lime and Bud Light Platinum.
  • Developed the strategy for Bud Light Platinum's Twitter account. The first in the AB-InBev portfolio to have a handle.
 

Strategist, Dachis Group 
New York, NY
2009-2012

  • Strategist duties included conversation and competitive presence audits, stakeholder interviews, and SWOT analyses. Developed digital strategic frameworks, POVs, social content strategies, and original content.
  • Served as strategist and copywriter for Oakley’s 2012 Olympics campaign website.
  • Launched and grew the W Hotels Twitter account to 3,000+ followers without paid media in four months.
  • Recipient of the “Oh My God, You Are So Awesome” Performance Award.

Internships

Strategy Intern,
Ruskin International

New York, NY
2008-2009

  • Developed standards for influencer outreach within the food blogger community. 
  • Bred and fostered all the agency’s online relationships leading up to the launch of the popular vegetarian restaurant, Dirt Candy.
 

Strategy Intern,
The Wonderfactory

New York, NY
2008

  • Worked with the company’s founders to provide research and strategic support on internal "skunkworks" projects aimed at developing original IP solutions.
 

Strategy Intern,
POKE

New York, NY
2007-2008

  • Was a key member of the Dell Gaming/Alienware team, conducting website audits, providing strategic support, and participating in creative reviews.

Education

St. John's University
Queens, NY
2009

Dean's List, Graduated Cum Laude