awards.
During my time as Brand Manager at Salesforce, I am proud to say that our team won a few awards for the following: motion graphics, event branding, design, integrated branding, and typography. A few highlights can be found below.
my work.
Over the course of my career, I have had the unique opportunity to help to build brand experiences and campaigns from the ground up. Below are just a few examples of projects that I have had the pleasure of working on, from idea to execution.
google cloud: the fa brand partnership.
overview: after signing a 4.5 year partnership with The FA, we were responsible for officially launching the partnership publicly and developing the foundations of the partnership in order to drive brand awareness and generate sales leads. In just 8 months, we launched two campaigns, built the first ever EMEA customer engagement suite for Cloud, and developed key customer assets (e.g. customer film, ad lobs) for the Next UK event and the 2020 global brand campaign.
responsibilities: support development and execution of marketing strategy; project management; author and execute on creative briefs; client and vendor management; budget tracking; executive and cross-functional comms.
success: drove +15MM in pipe and engaged 6k enterprise CxOs.
impossible foods: impossible sliders launch.
overview: we developed a co-marketing campaign with White Castle to announce the launch of the Impossible Slider in White Castle’s systemwide. This campaign- “Wu-Tang in Space Eating Impossible Sliders” - launched in October ‘18, and consisted of a 4-part episodic series (episode 1 above) featuring key members of the Wu-Tang Clan in space, answering earthling’s calls while eating sliders. This 12-week campaign included OOH, radio, and paid digital and social in key White Castle markets. Check out impossiblefoods.com/whitecastle to learn more.
responsibilities: project management; weekly cross-functional comms; client and vendor management; budget tracking; media management.
success: systemwide weekly sales goals achieved to-date.
impossible foods: brand awareness campaign.
overview: in order to drive brand awareness in key markets, we executed a brand awareness campaign that shared our brand values with consumers. This 1-month campaign - “Mission: Earth” - played on the cultural moment of growing interests in space exploration, and through the eyes of an astronaut, we highlighted that we have all we need here on Earth.
responsibilities: project management; vendor and media management; budget tracking; campaign tracking/reporting.
success: 3% lift in aided brand awareness.
impossible foods: first international market launch.
overview: Impossible Foods recently launched its first international market in Hong Kong. Partnering with two influential chefs in the city, we introduced the Impossible product to HK consumers, sparking incredible moments of earned media and driving buzz for the brand.
responsibilities: project management; development, creation, and distribution of launch assets, inc. paid and organic social, film/photography, website development, and event activations; day-to-day marketing and agency management of paid and owned social, SEM, translation/localization, and website development, content and reporting.
success: achieved 14% aided brand awareness in 4 months.
salesforce: design leadership conference.
overview: the Design Leadership Conference is an annual conference that brings together 350+ global creatives to discuss hot topics in design, keynoted by some of the most influential thought leaders across industries. Since its founding, we have welcomed incredible speakers such as architect Chad Oppenheim, automotive designer J Mays, Founder of Wired Magazine Louis Rossetto, 3% Founder Kat Gordon, and author Doug Dorst.
responsibilities: speaker and vendor management; budget management; marketing management; project management inc. website, email, live broadcast, film/photography, swag, and signage.
success: 350 unique attendees per year; 98% satisfaction rating on internal surveys.
salesforce: films app.
overview: the Salesforce Films App is an internal sales tool that houses Salesforce's world-class films and demos. The intention of the tool was to support sales teams in closing deals and up-selling customers by sharing the stories of customers just like them.
responsibilities: product management inc. defining user journeys, content tagging system and content management; developed training materials and led training for internal sales and marketing teams; marketing management; community management.
success: community of 3k employees; ~2-3 new films/demos added monthly; case question close rate of 100%.
salesforce: swag store.
overview: our team launched the first ever official global swag program at Salesforce. This program was designed to service employees, partners and customers who wanted to purchase branded items, but needed an on-brand and reliable way to do so.
responsibilities: global vendor RFP; vendor management; merchandising strategy and management; swag brand guidelines; project management for website redesign including development, copy and photography; quarterly business reviews.
success: increase of sales by 50% in first quarter of launch; maintained steady sales over following year with a 50/50 split of employee / non-employee purchases.
salesforce: brand guidelines.
overview: consistency is key, and having thorough and detailed brand guidelines helps to make that consistency possible on a global scale. It was my job to ensure that our guidelines could answer questions for employees and vendors alike across a multitude of projects. I was responsible for building out the strategy of the guidelines, ultimately aligning our brand team creatives around business gaps and needs, and ensuring that those needs were met.
responsibilities: co-author; project management inc. asset updates and distribution; community management inc. promoting brand communications, fielding questions, and sharing assets.
success: distribution to 20k employees; community of 6k employees; daily community engagement and case close rate of 100%.
salesforce: chicago brand campaign.
overview: our team was tasked with creating geo-targeted brand campaigns in order to drive local brand awareness. With Chicago as a pilot, we ran an 8-week campaign that included print, OOH, digital, radio and experiential. After proven ROI in Chicago, global teams were inspired to repurpose and tailor the creative and messaging to run their own local brand awareness campaigns.
responsibilities: creative project management inc. campaign film/photography, website, experiential and media deliverables; media management; budget and agency management; customer management for storytelling.
success: increase in aided brand awareness; sales lift in region; positive sales feedback; 3x additional local brand awareness campaigns in EMEA and APAC.
salesforce: national parks campaign and rebrand.
overview: as a part of a new brand creative direction developed by an outside firm, our team was asked to rebrand the company's key assets, and assist in the roll-out of a national ad campaign. This campaign included print, digital, and OOH. Check out salesforce.com/blazeyourtrail to learn more.
responsibilities: developing and executing against the media strategy for the national and local campaign efforts; managing media partners and vendors supporting the local and national campaigns; project management inc. asset development and updates; cross-functional communications.
success: relaunched the brand in time for Dreamforce deliverables; community management inc. promoting brand communications, fielding questions, and sharing assets.