Nov 2019 – Aug 2021 · 1 yr 9 mos

• Lead a global team of 50 to build repeatable Systems that millions of clients apply to their marketing challenges and creative strategies. These ranged from new product frameworks, to proven industry solutions, SMB models, and advanced creative research tools.

Jan 2018 – Nov 2019 · 1 yr 10 mos

• Concepted and led the Anthology program (+$250M in revenue), a model to bring branded content onto Facebook through partnerships with leading storytellers. Partnered with Amex, Disney, IBM, Purple, Cadillac, James Patterson, Endemol, Skol, Samsung, and more.
• Forged a partnership with Kids Rights (creator of the International Children’s Peace Prize) to build a global youth social impact platform, State of Youth, enabling the leaders of tomorrow to make a meaningful impact against the UN Sustainable Development Goals today. Supported by over 20 Nobel Peace Laureates, with 130 local chapters in 23 countries.

Sep 2014 – Dec 2018 · 4 yrs 3 mos

• Built (and patented) Facebook's audience segmentation tool as well as a time-based content distribution tool. Clients included: ABI, Wendy's, Coca-Cola, Walmart, Unilever, and more.

Aug 2011 – Aug 2014 · 3 yrs

• Co-developed and lead Facebook's Publishing Garage program, a intensive two-day client/agency work session that enables brands to build idea driven publishing systems rooted in measurable business objectives. This widely successful program attracted over 150 of the world's most revered brands and drove $500M to FB.

Jul 2010 – Jul 2011 · 1 yr

• Led brand planning (+$200M P&L, $50M A&P), including financials and forecasts, for all projects. Managed multiple Multicultural agency teams to deliver audience-relevant marketing plans – including sponsorship of US Soccer properties, the MNT, and Andres Guardado. Initiated the brand’s first social media/digital strategy, anchored around a lifestyle content platform (The Adrenalist) and celebrity partnerships (Bear Grylls, Kevin Durant, Mark Messier, Mark Sanchez).

Jul 2008 – Jul 2010 · 2 yrs

• Launched Dove into the $1billion+ male category across 50 countries. Achieved $130M in sales in year 1, exceed goals by 30%. Pre-Launch: Defined the target audience (a man the day before he turns 40), patented formulation/product mix, “Journey to Comfort” global positioning, and brand communications (including the Super Bowl Manthem launch). Post-launch: developed the 5-year brand architecture, innovation roadmap, and defendable product claims.

Jan 2008 – Jul 2008 · 6 mos

• Led the development and testing of the refreshed brand proposition “The Dirtier You Are, The Cleaner You Can Get” and global packaging / visual identity redesign.

Aug 2006 – Dec 2007 · 1 yr 4 mos

• Developed World’s Dirtiest Film campaign ($12M A&P), exceeding all key brand equity objectives. Conceived and materialized the AXE Shower Hook-Up to drive household loyalty and consumption. Drove $7M in incremental revenue ($24M gross). Led AXE’s college relationship program and digital strategy across 32 universities.

Nov 2005 – Jul 2009 · 3 yrs 8 mos

• Dabbledoo’s mission is to be a part of, and start, online and offline conversations by providing people with topics to discuss, ways of interacting, and products that cause buzz. Managed a team of 3 editors and 70 writers. Sold the company after 4 years to a traditional publishing business. The sites were - Gadgetell.com, Appletell.com, Gamertell.com