I write click-worthy content and test-and-learn strategies that engage Microsoft’s global consumer and small business audiences across paid social media, SEM, SEO, banner ads, and more. I also developed neutral audience personas to expand reach and introduced a seasonal campaign idea that outperformed even Back-to-School and Holiday benchmarks.
Through a series of four ads—each applying Reddit best practices in its own way—we spoke to Redditors in their own language, on their own turf. One standout? This ad broke the fourth wall, calling out the product, the ad, and the platform. Meta? Absolutely. Effective? You bet.
Through a series of four ads—each applying Reddit best practices in its own way—we spoke to Redditors in their own language, on their own turf. One standout? This post that broke the fourth wall calling out not only the brand, the platfrorm, the product, but also the people who created it. Clever? Absolutely. Effective? You bet.
Teams
Oracle wanted to overcome its "dinosaur of the tech world" reputation. In an ABM pitch, we personified Oracle through hip, mature professionals, touting the powerful capabilities of the brand, Oracle embraced itself in this B2B campaign that won new clients for Oracle and more business for my agency.
Kleenex wanted to make give their Star Wars themed boxes a stellar entrance on Instagram. So, we crafted eye-catching animations and layouts designed to capture fans on the one day they’re already seeing the galaxy far, far away everywhere they look—May the Fourth, of course.
Kleenex wanted a way to gain a sentimental brand affinity rather than just be associated with cold and flu season. In a partnership with Videos in My Backyard (VIMBY), we set out to create tear-jerking stories of human (and animal) triumph that would leave people feeling so profoundly moved they literally reached for a Kleenex tissue.
Cottonelle wanted content aimed at adults to differentiate itself from the brand's key competitor. We created stand-out, agile social content infused with smart potty humor, encouraging clean behinds everywhere—from the Oscars to Times Square.
 |  |  |
|---|---|---|
 |  |  |
Scott needed to prove its toilet paper was a family-friendly value—not a cheap alternative. So, we hit the road! Teaming up with family influencers we launched an epic cross-country adventure. Each family took the wheel of a branded bus until their single roll of TP ran out—then they passed the proverbial tissue baton to the next. From east coast to west, hundreds of thousands of families watched the adventure unroll on YouTube and social media as Scott showed how far one can go—literally—on a single roll.
Viva needed to win over Millennials who'd be willing to splurge on fancy paper towels. During Pinterest's early boom, we teamed up with the superstar and brand boss Alyssa Milano to launch a contest featuring her unique designs on special edition Viva paper towels. The contest garnered thousands of organic shares. making it one of the first big brand wins on a growing platform. Kimberly-Clark dubbed this campaign a pin-worthy success!
Unilever had a challenge: consumers loved their go-to products but had no idea they were part of a bigger family. Our solution? A strategic reveal. First, we subtly introduced other Unilever brand logos. Then, we wove in more messaging. Finally, we merged multiple brands into a single marketing email—seamlessly expanding awareness while leveraging the trust loyalists already had. The result? A smarter way to turn brand familiarity into brand affinity.
