Boston University

New York University

Director Brand Strategy  -  Global Brand Marketing  -  Brand Architecture & Naming

San Francisco Bay Area

PayPal (NASDAQ: PYPL) serves 400M customers in more than 200 markets around the world.

I am responsible for leading brand architecture, naming and enterprise M&A brand integration efforts to ensure the application of PayPal's brand standards with consistency and clarity.

The Brand Strategy and Branding team has embarked on a journey to redefine PayPal’s role in the world and how it manifests itself to current and prospect customers. We protect and champion PayPal’s brand identity and voice across all stakeholders’ touchpoints.

PayPal

Director of Brand and Naming Architecture

Changing the world through digital experiences.

Responsible for creating a future-looking vision for how we nurture and scale the Adobe Experience Cloud and Adobe Experience Platform brands globally. Grow, protect, and raise the bar for the Adobe brand within Enterprise, Commercial and Small Business brand portfolios.

Oversight of the entire Adobe Experience Cloud and Adobe Experience Platform portfolio of brands, craft scalable brand strategies and construct a cohesive throughline that ties back to and elevates Adobe’s well-defined master brand.

I bring an audience-focused, modern approach to leading positioning, architecture, naming and messaging work.

Adobe

Senior Brand Strategist

Administered $20M annual budget to develop brand content and strategy for mission-driven campaigns in hot-spot North American market. Leveraged marketing and data analytics to inform creative strategy and campaign execution. Boosted awareness and built brand confidence by delivering consistent message across channels. Maximized integrated marketing strategy to gain impressions, press attention, and web traffic.

Fostered global network and identified strategic partners to implement campaign goals and optimize brand strategy. Cultivated cross-functional relationships with product, legal, creative, and business teams to align and achieve marketing objectives. Supervised 3 staff members and collaborated with numerous external agencies (W+K, R/GA, Starcom, CSM, IMG, GMR, Civic).

Owned Olympics experiential activation strategy and orchestrated global narrative for Airbnb strategic partnership with IOC to provide Olympians with memorable housing and hospitality experiences.

Set and executed operation and production strategy for award-winning “Night At” franchise allowing guests to spend the night in iconic spaces around the globe.

Achieved 32M social media impressions and 1,000+ press hits from 165 countries for several events, such as “Night At Shark Tank.”

Led 25-person team to produce “Travel Forward” campaign to grow awareness of US travel ban across email, social, and media channels and fundraise for refugee assistance. Garnered 3M impressions and raised $150,000 for International Refugee Assistance Project (IRAP).

Airbnb

Global Brand Marketing

Managed North America marketing team; piloted programs focused on acquiring new hosts that were then scaled globally. Used data to deliver a market prioritization exercise, examining both host supply and guest demand dynamics.

Managed an $18M budget to develop brand moments that build equity in Airbnb, differentiate our brand from competitors, build reputation and create increased host and guest growth. Operated a global program framework with heavy cross functional relationships between product, PR, legal, policy, art department and agencies to launch campaigns around the Travel Ban, World Refugee Day and Gay Mens Chorus.

- Travel ban resulted in 3M earned impressions and raised $150k for International Refugee Assistance Program

- Gay Men's Chorus Deep South premiered at the Tribeca Film Festival

Brand Marketing Lead, North America

Developed, templatized and scaled Airbnb’s globally award-winning “Night At” franchise of culturally-relevant overnight guest experiences. Many campaigns generated more than 32M earned social impressions, 1,000+ press hits and submissions from 165 countries. Results:
Original executions: Night At Shark Tank, Night At Van Gogh’s Bedroom
Partner-led executions based on template: Chicago Art Institute, Sonos and Taco Bell.

Created extension of the Night At franchise, for partner marketing initiatives, using Airbnb as a marketing platform,  gathering highly valuable learnings for partners like Chicago Art Institute, Sonos and Taco Bell.

<a href="https://bit.ly/airbnbnightat">https://bit.ly/airbnbnightat</a>

Brand Marketing Lead, Experiential Campaigns

Established brand narrative and product marketing strategy to drive sales of Cricut smart cutting machine. Modernized design deliverables, improving audience / follower engagement. Leveraged data analytics tools to measure program effectiveness and optimize campaign development. Supervised 4 design team members and collaborated with cross-functional editorial, legal, technical, and business team members.

Increased total product sales by 4X through scaled digital content subscription recurring-revenue model.

Grew Facebook/Instagram community from 200K to 1M+ followers through content publishing and sharing models.

Built network of 100+ social media influencers to increase brand awareness and reputation in cost-effective way.

Cricut

Director of Digital Content and Community

Producer for Airbnb's first major brand campaign over 5 days and 26 events for a an award-winning creative company whose mission is to unite brands, communities and culture.

Civic Entertainment Group, LLC (A Seacrest Global Group Company)

Lead Producer

Worked side-by-side with Product, Merchandising, Data and Legal to audit Etsy’s craft supplies marketplace; Identified growth opportunities including an investment in new craft supply categories which drove incremental revenue for the business and became a marquee category. Leveraged user research and structured data to refine the company’s product taxonomy which resulted in improvements to search.

Etsy

Analyst, Craft Supplies

Managed brand market strategy development and execution for DIY projects and supplies website. Directed community engagement and go-to-market planning. Grew community to 2M makers.

Kollabora

Director, Partnerships & Community

Developed long-term business and engagement strategies to promote traditional DIY craft to a new generation for a 100+ year German publishing company’s R+D efforts. Managed 4-person team to execute marketing and sales initiatives and oversaw digital community. Quadrupled online community to 1M+ members and generated nearly $1M in revenue – the company record.

Hubert Burda Media

Director, Marketing & Partnership

Boutique consulting firm specializing in marketing, sales, greenovation and brand strategy. Program consulting for Grow NYC (the NYC Greenmarkets), NYC Parks & Recreation, US Green Building Council, <a href="http://FlyNY.org">FlyNY.org</a>. Sales outreach for BurdaStyle, FEAST Conference, Design Green Now and NYC Green Business Competition. Strategic events partner for 303GRAND/Street Attack and Openhouse Gallery

Carol Cho Productions

Founder, Carol Cho Productions

Developed and produced experiential marketing strategy, planning and production that raised $1M for 12 charities and garnered loyal subscribers. Initiated corporate partnerships and collaborated with sales team to develop winning proposals. Produced 16 large-scale events with 1,000-2,000 guests including celebrity guests Natalie Portman, Drew Barrymore, Jessica Alba, Spike Jonze and Malcolm Gladwell.

Delivered measured event metrics – budget, revenue, attendance, media impressions, subscription generation and exceeded expectations of corporate sponsors, advertisers and guests.

Came in under budget for all events during 2008.

GOOD Magazine

Events Director

Oversaw the strategy, planning and production of special events small and large (2,000+ guests) for a  global design, architecture, fashion and culture magazine.

Increased circulation through experiential marketing initiatives; magazine subscriber and advertiser events.

Executed promotional sponsorships with Lexus, LVMH, Jaguar and Bombay Sapphire.

Directed production of 63 events in 2006.

Developed and produced new event sequence, The Surface Conversation Series, which directly engaged readership in a dialogue with the magazine and its content. Special guests included: Michael Gabellini and Yeohlee Teng; Francois Girbaud and Yves Behar; Elizabeth Diller and Maria Cornejo; Adam Tihany and Mirko Ilic.

Amplified Surface Magazine’s NYC visibility on the “hip” scene. Parties generated buzz and notable press.

Surface Magazine

Initiated sales opportunities at a leading speakers agency involving high profile celebrity clients including; Fareed Zakaria, Thomas Friedman, Nora Ephron, Anthony Bourdain and Andrew Weil. Managed the process from initial request to final sale.

Wrote and edited biographies, introductions, client fact sheets and other company documents to ensure consistency of style, language and editorial quality.

Revamped communications system by identifying, recommending and standardizing resources to ensure and increase operations efficiently and to create a competitive advantage.

Royce Carlton

Marketing

Vidal Sassoon is a  multibillion-dollar salon enterprise owned by the Regis Corporation. Coordinated annual national marketing plans and budgets, optimizing overall branding and strategically growing markets. Scheduled all print advertising and promotional efforts for 11 North American salons and schools.