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About

I’ve been dancing around the advertising, content, web, media, strategy and research worlds for more than 12 years.  People have called me a ‘storytelling strategist’ and an ‘insight-driven implementer’. I’ve made video games, and websites, and ads; I’ve remade networks and TV shows and brands.  I’ve worked at some of the best advertising and market research consultancies in the world, including Wieden + Kennedy, TBWA\Chiat\Day, Mad Dogs & Englishmen, Hall & Partners and OTX Research; I’ve been on the inside of media properties including Weider Publications and Hollywood Media Corp.

I hosted panels and salons at Hall & Partners on Digital, Innovation and the notion of “Liberating Constraints”; presented and published papers with the ARF, ESOMAR and AdMap; and recently joined Clay Shirky in the studio on BBC’s World Have Your Say to talk about the need for women in creative fields to learn the art of self-promotion.

Here’s a look at some of the work I’ve done:


TV, Music & Media Clients

  • 1999-2000: 
    • Developed and produced a flash-based video game for USA Network’s show “Happy Hour” starring Ahmet & Dweezil Zappa, featuring their “Bombshell Dancers” and other iconography from the show
    • Designed and developed rich media sites for performers and artists including Luscious Jackson, The Goo Goo Dolls, Ahmet Zappa, and Dweezil Zappa
  • 2002-2003: Wrote white papers and case studies for positioning early VOD content from Hollywood.com and Broadway.com to cable providers – we focused on user behavior and a single-minded value proposition: that we could drive people to paid content via free VOD content (e.g., behind-the-scenes, red-carpet, and celebrity interviews)
  • 2003-2005: 
    • Helped reposition USA Network and focus their creative perspective on show development and acquisition, as well as helping prioritize shows for acquisition
    • Evolved the SciFi Channel’s positioning towards advocacy for the future, helping them option or develop a wider array of program genres (including Reality programming, Eureka and Battlestar Galactica)
  • 2006-2008: Modernized Guiding Light and As the World Turns, through a new understanding of the on-air look & feel and storytelling structure, to bring the shows out of the ratings doldrums. They won heaps of daytime Emmys and got loads of recognition as the innovators in daytime television before CBS decided to largely walk away from the genre
  • 2009: Developed positioning strategy and advised on promotion of the HBO show “Hung”
  • 2009-2010: 
    • Helped Disney create content-generating communities of movie-goers
    • Uncovered movie-going and cultural trends in Japan for Fox International
    • Identified opportunities for incremental via new product development with Reader’s Digest

Technology Clients

  • 1997: Wrote live-read radio spots for the Microsoft Network
  • 2000-2001: 
    • Worked as a strategist during a pivotal time for Apple – the transition from computer maker to digital lifestyle hub, from the introduction of the jewel-toned iMacs and the Cube, through the launch of iTunes, and then the iPod; wrote the creative brief for the campaign launching the highly successful Apple Store
    • Designed a new, collaborative approach to ‘localization’ of Apple’s international campaigns, using what we called ‘adaptation briefs to enable local creative teams to champion local needs and insights – then implemented this process for simultaneous worldwide launches of new campaigns
  • 2005-2009: 
    • Engaged in an ongoing process of developing Microsoft’s B2B brand and product communications strategy
    • Developed a channel planning model for Microsoft’s enterprise software ‘path-to-purchase’
    • Helped Microsoft Zune move the brand from device to service and software
  • 2009-2010:
    • Helped Yahoo! and RIM understand how consumers navigate the SmartPhone marketplace and make decisions about brands and carriers
    • Explored how kids use search and online video for a leading search engine

Retail & CPG Clients

  • 1999-2000: 
    • Helped a brick and mortar lamp and furniture company move to an online-only model with a clean, minimalist site design for their online shopping/catalog business – and J. Peterman inspired product copy
    • Imagined a highly branded fulfillment experience for the Ron Herman/Fred Segal Melrose RH Vintage line – you could specify product category (t-shirt, belt or jeans/cords) and your size, RH Vintage would select the pieces, and they would be sent in Fred Segal branded packaging so recipients would receive the two most important tokens of shopping at Fred Segal:  the shopping bag, and the receipt… even if they never set foot in the store
    • Developed, designed and wrote copy for the Air Royale International (private jet air charter company) corporate site, and introduced the notion of horizontal scrolling to create a fluid and luxurious site navigation experience
  • 2008:  Advised on communications strategy for one of Walmart’s key shopper segments
  • 2009-2010: Trends work for KRAFT
    • Developed an internal Flash based site that brought to life a challenging segment for KRAFT – Young Foodies
    • Identified opportunities for product and communications strategy within the sustainability space for KRAFT
    • Produced two presentation videos for KRAFT to use in sales presentations with their largest customer, demonstrating a deep understanding of the customer’s customer: Moms

Sporting Clients

  • 2006-2008
    • Advised NASCAR on expanding and retaining fan base, as well as on layout & exhibitions for their Hall of Fame
    • Repositioned FootJoy to stake a claim with younger golfers by showcasing new technology and designs in their high-end footwear

Spirits Clients

  • 2007-2008
    • Advised Smirnoff to reposition itself through advertising as going against the rush to premiumization – focusing more on experiences, a kind of playful pragmatism, and a curiosity about the unusual
    • Helped Hennessy develop its communications strategy for Asia, as well as advising on bottle and package design for a new product introduction in the region