Based on a true story.
I started in advertising back in 2012 when digital media was beginning to outpace traditional media spend. It was a weird time. Clients paid little attention to digital then, reserving the vast majority of their budgets for above the line media: traditional television, print, radio and outdoor advertising. Digital got scraps, so most agencies cornered for some combination of big brand work and some digital (e.g. social, eCRM).
Even as digital became more important in our daily lives, and overall revenues — and engagement — grew, advertising clients persistently looked to do more with less with digital. They weren’t sure how to use digital. Where would they place the ads?
Times have radically changed since then. Consumers have shifted almost entirely online and digital. Advertising on traditional platforms is running to a trickle and trying to find a home in digital streaming.
One thing hasn’t changed— companies continue to try to bridge the divide between themselves and the customer.
We’ve introduced algorithms, machine learning and now, AI. Technology, in conundrum, is both cheap and expensive and unironically becoming both more and less accessible. Entire industries have been reimagined, and for many, digital is essential. Web, social, and streaming have fundamentally shifted the industrial and digital landscapes.
I’ve thrived in both the advertising & design, and digital product & technology industries. I have a strong love for research & strategy, and design. Whether in creating advertisements or developing digital products, I enjoy connecting the business and the customer.
As a strategist and client partner, I’ve launched new branding for companies like Atlantic Station, and lead research initiatives for brands like Dollywood.
As a PM, I have built and implemented email programs delivering brand campaigns and loyalty programs for brands like AT&T and Tractor Supply Company, and grown UX, Design & Experiementation programs for Microsoft Surface and Edge.
For me, the transition between ad and product is natural.
When building products: ask users what they want, design and validate it, launch it, test it again.
When building campaigns, understand your target. Learn them and their motivations. Go where they go and sell them what they want there.
Some notable achievements:
I have built and managed programs for Microsoft Surface and Wunderman Thompson, growing a small production team into a $6.5m UX, Design & Experimentation program, producing digital experiences in ~43 global markets
I have managed major research projects for the likes of Amazon Prime and Salesforce, working with teams of researchers, strategists and designers to produce next-generation concepts and CX.
I have executed global product launch campaigns and managed global web production for Microsoft Edge, and Surface in over ~43 markets worldwide; optimizing the web platforms and managing multiple CMS migrations over 5 years
I’ve launched award-winning digital products for companies like FRAME, Good American and Eco, generating positive press and awards, and awarded agency MVP award for excellence
I have worked with teams to concept, design and produce reimagined digital platforms for brands like the Virginia Museum of Fine Arts and Fanatics using data analytics, research, design and technology.
I produce good work that scales.
In my personal life, I’m a lover of art & culture, all things culinary, music, fitness, good literature and better conversation.
I prefer red, not white wine.
And I have a dashing sense of humor.
My working style.
My working style has flexed over the years and my overall approach will change depending on the project, the scope and team needs.
I have found maintaining a few standard principles have all helped my projects succeed.
Challenge standard thinking patterns.
Be ready: I will ask questions.
I will challenge ideas and standard thinking patterns and existing processes. If something doesn’t work, I will question why it exists.
I am the one who will ask why it’s “always been done that way” and question who wants it that way and why?
Innovate.
I’m here to innovate. I naturally look to improve systems, processes, and ideas.
I believe it’s important to innovate to solve problems and improve circumstances and my work reflect this belief. As human beings, we have the unique ability and capacity to directly influence and improve our way of life. This should translate to our work.
Keep it simple.
Pretense bothers me. I consider it a distraction and mostly a waste of time. I often stress, we are not doing brain surgery— let’s enjoy working together. I advocate friendly and direct communication.
I prefer a more dynamic leadership style because I think it results in more effective leadership. Sometimes it’s better to lead from the front, and others— it’s best to push from behind. Do what works best for the need in the moment.
Lets work together.
I love taking on new exciting projects.