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 team is now aligned around a clear strategy and ready to build a new vision.

Helping a boutique product agency grow without "marketing"

AREA17, a boutique product studio built on word of mouth, needed a repeatable way to build pipeline beyond client referrals. I worked with the founder and executive team on a sales marketing strategy to drive inbound opportunity. The studio is now positioned as a leader in their field, marketing authentically in a way that feels aligned with their mission and drives revenue.

Standing out in a crowded market of immersive studios

The Keva Group builds immersive worlds and in-person tech experiences for clients across the Middle East. They wanted to sharpen what set them apart in a crowded field of studios. I led a positioning sprint with the founders including a brand assessment and competitive landscape and then  drafted a reworked positioning strategy to go live. The Keva Group came out with clear, differentiated positioning and the assets to take it to market.

Launching a neighbor-to-neighbor 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.

Proving the science behind VR to win enterprise buyers

Praxis Labs, a DEI education platform built on VR pedagogy, had a credibility problem: enterprise buyers weren't convinced VR actually worked. Rather than make the claim themselves, we built an interview series with leading researchers in the field — letting the experts and science make the case. The series gave Praxis the third-party credibility to sell their product into enterprise clients.

Rethinking video formats for a changing audience 

The New York Times wanted its video to keep pace with how audiences were actually 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 Times a concrete point of view on where their video strategy should go next.

Powering a global product launch 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

Building an accelerator for underrepresented founders from zero to demo day

SoftBank Vision Fund, with partners WeWork Labs, set out to launch an accelerator for underrepresented founders. In six months I helped build the brand and educational program, ran 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 program earned coverage from The New York Times, CNBC, TechCrunch, and more.

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.

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 move people and command attention. 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

Launching the #1 new music discovery brand on YouTube

VICE was a punk zine expanding into music and culture branded content with partners Dell and Intel. 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.