SUMMARY
BUSINESS ADAPTABILITY
I accept and embrace challenges, hence, my list of experiences are made up of many ‘firsts’. A modern renaissance professional, my agility around business needs and roles gives me a label of adept ‘generalist’. I have a curious mind grounded in conceptual thinking. I thrive on connections—through colleagues, business partners, ideas, solutions, or work in general. I also thrive on creativity, whether it be in my personal life through lifestyle design or my professional life through business solutions.
My 'sweet spot' is to be the bridge to all things great.
Experience
KELLY HEADQUARTERS
Mar 2019 - Present
Founded in 1946, Kelly pioneered the staffing industry and also placed women in professional work positions. It now connects millions of people around the world to work—and provides a variety of workplace solutions. Kelly looked to upgrade its Brand a few years ago and currently is one of the most recognized firms among its competitors. As a global marketing strategist, my contribution started with a focus on a new aspirational target, while bringing in experience and insights around Brand building. Inspired by audience insights, we created a campaign highlighting an interactive quiz as an opportunity to seek open positions. I also led a team of marketing colleagues in the creation of a campaign that was awarded the first-ever ‘Challenger Brand Award’. ‘Kelly Girl Redux’ was aligned to the Brand position and aspirational target, and provided meaningful digital experiences with the potential for social and earned media.
A new position within Global Business Planning shifted my focus from B2C to B2B, supporting key workplace solutions as well the Product Innovation Team. I authored a strategic framework focused on an innovation voice for the marketplace; it supported the first-ever multi-product launch which garnered earned media from industry analysts.
Gaining deep insights to aide in business and marketing decisions requires continuous learning. I created a roadmap for the talent target audience and buyer journey mapping for the costumer audience. In a first-ever role at Kelly, I am bridging research briefs into content and actionable insights for the enterprise. The first set of insights translated into an external facing campaign in EMEA. Ongoing, I will be helping the strategy for future-ready talent and workplaces.
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WEBER SHANDWICK (Interpublic group of companies)
Mar 2017 - Sept 2018
We entered an era when collaborating with sister agencies provided Clients efficiencies and advantages. Leading a new business pitch and modeling an integrated partnership (PR, Advertising and Hispanic), won the work for Chevrolet North America Social Media. My team of Account, Community Management, Creative, Strategy, Operations, Analytics and Production created a diversified, high-volume scope of work, and delivered content publication and community management across 18 social media channels. Each piece of content strategy, from Brand to vehicle-specific, helped shape the approach to connecting and engaging with unique social communities.
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COMMONWEALTH//MCCANN (INTERPUBLIC GROUP OF COMPANIES)
Sep 2013 - Feb 2017
As the account lead for various global and domestic nameplates, many initiatives we started left successful blueprints to follow. Our global team established the analysis and production of mixed-media assets for multi-country use and developed Brand strategies and content for use in global hubs. A first-ever mobile app launched the next-generation Camaro (reaching 27% of the annual goal in the first 40 days). The 50th Anniversary Camaro challenged us to provide engagements for both a new aspirational target audience and enthusiastic owners. We delivered with a robust digital, social, experiential and communications plan while developing creative, innovative content with partners such as ‘I Love Dust’.
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JACK MORTON (INTERPUBLIC GROUP OF COMPANIES)
Nov 2012 - Aug 2013; Oct 2010 - Jul 2012
Live consumer environments require specific strategies, meticulous review and execution. I focused on marketing support ranging from day-to-day account and client management, to the production of large immersions and meetings, and the creation of content and experiences at auto shows with millions in attendance.
TOP CLIFTON STRENGTHS
Strategic Thinking : 1 in 33 Million
STRATEGIC
INPUT
IDEATION
MAXIMIZIER
COMMUNICATION
Kelly Headquarters
Senior Director, Global Marketing Strategist
Mar 2019 – Present
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Weber Shandwick
SVP, Client Experience
Mar 2017 – Sep 2018
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Commonwealth//McCann
Director, Chevrolet Performance and Motorsports
VP, Account Director, Chevrolet Global
Sep 2013 – Feb 2017
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Jack Morton Worldwide
VP, Account Director, Cadillac
Nov 2012 – Aug 2013
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Federated Media Publishing
Program Manager, Chevrolet Content Strategy
Aug 2012 – Oct 2012
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Jack Morton Worldwide
Account Director, Chevrolet Auto Shows
Oct 2010 – Jul 2012
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Leo Burnett
Account Executive for Pontiac & Buick
Mar 2002 – Sep 2010
HIGHLIGHTS
Photo Credit: Ariele Bonte on Unsplash
KELLY GIRL REDUX
In a campaign highlighting a modern definition of ‘Kelly Girl’, we can set out to remind the world that Kelly was a pioneer ushering women into the workforce in momentous ways. Using empowerment as the start of the story, ‘Kelly Girl’ can be defined by placing value on people—not the label—and the contributions they make.
Photo Credit: Priscilla Du Preez on Unsplash
TARGET AUDIENCE INSIGHTS ROADMAP
The notion of ‘change’ is a common thread for the target audience and an inevitable reality the staffing industry and marketplace will face. The roadmap includes going deep with insights about their ‘tribe’, helping to articulate the value exchange, providing the best talent experience, exploring the mindset among customers, and mining the evolution of global work insights.
Photo Credit: Chevrolet
CAMARO 50th ANNIVERSARY
We wanted to pay homage to this iconic vehicle while being future-focused. The challenge was to create engagements while being mindful of reaching a new aspirational audience and respectful to a loyal base. Partnering with ‘I Love Dust’, we created a larger than life mural highlighting the decades of Camaro—all captured on digital film. The artwork found its way onto merchandise, owner materials, magazine spreads, and social and digital content that surrounded in-person engagements for owners and fans.
LITTLE KNOWN FACT
ARTISTRY
Through a commission, I created a hand-cut Italian marble mural for an entryway, as well as hand-painted animals on bedrooms walls. This work is in a private residence in the Palmer Woods Historic District, Detroit, MI.
LITTLE KNOWN FACT
Entrepreneur
In my early twenties, I was a co-owner of a business called, ‘Off the Beaded Path’. We would sell our merchandise at universities in Michigan and at a stand-alone kiosk in the mall.
Reading Queue
I am a binge reader. When I set out to read a book, I will more than likely be all-in until I finish—and that is why the timing has to be just right to begin. I especially love real books, supporting the spine and turning the pages, but I also have various works on my Kindle. Here is a sample of my current reading queue.
START WITH WHY
My manager mentioned this book and so I added it to my queue. I also follow Simon Sinek’s content via LinkedIn.
REWORK
I grabbed this book to help inspire getting my business plan on paper. It’s a passion project that I want to launch this year and seems to have promising relevancy post-pandemic.
Blue Ocean Strategy
I was made aware of this book when I was talking about marketplace disruption and flipping paradigms and perspectives.
Education
Oakland UNIVERSITY, ROCHESTER, MI
B.S. MARKETING
ACADEMIC HONORS, DEAN SCHOLAR
Graduated Dec 2001