Reimagining a 25-year-old STEM education institution for its next chapter

SMASH, a STEM education nonprofit part of the Kapor Center, reached its 25th anniversary ready to transform its model for the next generation. I partnered closely with the executive team to define the goals, strategy, and operating plan for a new chapter, creating the strategic growth plan for the next 3 years. The organization is now aligned around a clear strategy and ready to build a new vision.

Strategic Planning · Nonprofit · Economic Empowerment

Helping an established studio grow into a new era without "marketing"

AREA17, a product studio with a 20 year track record, wanted a repeatable way to build pipeline beyond RFPs and client referrals. I worked with the founder and leadership team on a sales marketing strategy to drive inbound opportunity. The studio now has a system for growth that feels aligned and authentic to their business.

Inbound Lead Generation · Agency · Digital Product

Standing out in a crowded market of immersive studios

The Keva Group, an entertainment advisory firm, wanted to sharpen what set them apart in a crowded field of immersive studios. I led a positioning sprint with the founders including a brand assessment and competitive landscape analysis and then  drafted a reworked positioning strategy to go live. The firm came out with clear, differentiated positioning and the assets to take to market.

Positioning · Agency · Immersive

Launching a giving movement born out of COVID

NeighborShare, emerged during the pandemic, founded by a group from Bridgewater to make it easy for people to meet a neighbor's urgent need with a small, direct gift. As the organization's first CMO, I partnered with the founder to build the marketing strategy for launch. We developed the positioning, narrative, and plan to turn a timely idea into a lasting organization. NeighborShare went on to formalize and grow beyond the moment that created it.

Launch Strategy · Nonprofit  · Economic Empowerment

Proving the science behind VR to win enterprise buyers

Praxis Labs, a DEI education platform built on VR pedagogy, needed to convince enterprise buyers of the efficacy of Virtual Reality for education outcomes. We built a multi-part content series with leading researchers in the field letting the experts and science make the case. The series gave the startup the third-party credibility they needed to sell their product into enterprise clients.

Sales Enablement · Startup · EdTech

Rethinking video formats for a changing audience 

The New York Times wanted its video to keep pace with how changing audiences were consuming content. I assessed two of their existing video properties to diagnose what wasn't working, then developed and directed two pilots testing new formats. The pilots gave the legacy media platform a concrete point of view on where their video strategy should go next.

Content Strategy · Legacy Media · News & Journalism

Powering a global product launch with local creators across Iberia

Airbnb was relaunching its Experiences product with local talent as hosts, and needed the supply to make it real. I led creator acquisition across five markets — Madrid, Barcelona, Seville, Lisbon, and Porto — hiring and managing a team of 18 to source and onboard hundreds of hosts, from Michelin-starred chefs to celebrated musicians, athletes, and performers. The work built the on-the-ground supply that powered Airbnb's global Experiences launch in the region.  *In partnership with CAPE Creative

Creator Supply Acquisition · Tech · Travel & Hospitality

Building an accelerator for underrepresented founders 

SoftBank Vision Fund, with partners WeWork Labs, set out to launch an accelerator for underrepresented founders. In six months I partnered to build the brand and educational program, run the global search for founders, and delivered the program through to a demo day for the broader VC community. SoftBank invested in all 14 startups selected, and the Emerge program earned coverage from The New York Times, CNBC, TechCrunch, and more.

Program Management · Tech · Venture Capital

Bringing social entrepreneurship to a global member base

WeWork Labs wanted to build member programming around the value and practice of social entrepreneurship. I designed and produced a 7-part content series featuring leading voices in the field, built to live on WeWork's member platform and reach a global community of entrepreneurs. The program made social entrepreneurship a visible, accessible part of the WeWork Labs experience for millions of members.

Program Design · Tech · Entrepreneurship

Launching HuffPost's 360° news vertical

HuffPost was looking to stay competitive in a crowded digital media landscape and acquired 360 news startup RYOT to supercharge their team. As Head of Editorial for the newly combined HuffPost RYOT, I embedded in the HuffPost newsroom and built the immersive news vertical, figuring out how to translate breaking news and editorial storytelling into 360° video for a global audience. HuffPost RYOT became a new editorial arm of the brand and helped pioneer what immersive journalism could be. 

Brand Launch · Media · Immersive Journalism

Launching the largest gun violence prevention organization in America

Backed by Mayor Michael Bloomberg, Everytown for Gun Safety needed a launch that would break through on one of the most charged issues in America. I developed the content strategy and executive produced the launch content built to command attention and drive people to take action. It earned millions of views in the first 24 hours, a feature on the Today Show, and global press coverage, helping establish Everytown as the largest gun violence prevention organization in the country. *In partnership with Purpose

Campaign Strategy · Nonprofit · Advocacy

Launching the #1 new music discovery brand on YouTube

VICE was a punk zine expanding into branded content with partners Dell and Intel and wanted to build a new music editorial vertical. Working with the leadership team and bringing my background in the Brooklyn Indie music scene, I story produced & edited hundreds of videos for a global launch. Noisey became one of the most successful music brands on the planet and the #1 new music discovery site on YouTube with millions of subscribers around the world. 

Brand Launch · Digital Media · Music & Culture