Apple

Part of the Services Marketing group at Apple. 
I lead global product and brand marketing initiatives for App Store, activating the full media mix, defining KPI’s and measurement methodology, reporting on performance and optimizing towards objectives.

Global Brand and Integrated Marketing Lead, App Store

In addition, I led the creative strategy for Apple Arcade tentpole game launches.

Global Brand Lead, App Store, and Strategy Lead, Apple Arcade

I led the brand strategy and development of brand marketing initiatives 

I developed, wrote and sold through the first App Store brand repositioning in over 10 years, in collaboration with all stakeholders: editorial, product design and creative teams, global marketing, ensuring buy-in and alignment from all groups, as well as approval from SVP. The positioning is the basis of all messaging and communications, and influencing editorial strategy, design and product development, down the road.   

I led the first global research with youth and gamers to inform marketing strategy and new initiatives for the most engaged groups of customers.

Global Brand Lead, App Store

Wieden + Kennedy

2017: Helped lead brand + creative strategy for Samsung Galaxy launch campaigns in the U.S. 
2014-2017: Helped lead creative strategy for all global ad campaigns for Nike Running, Nike Women, Nike Tennis, Nike Golf, Nike Global Football.  
Work I ❤️ and I helped create:
+ Samsung "Growing up", 2017 
+ Nike Breaking 2, 2017
+ Nike Just Do It Australia, 2017
+ Nike Serena Greatest, 2016
+ Nike Enjoy the chase, 2016
+ Nike Lily and Margot, 2016
+ Nike Better for it, 2015

Senior Brand Strategist, Nike, Samsung

TBWA\Chiat\Day

Led the strategy efforts and a team of 2 strategists in TBWA's brand strategy consulting unit. 
+McDonald's global (2016 Olympics creative strategy)
+PNC Bank (innovation)
+TED Ideas Worth Spreading (product positioning)
+Halls global (positioning)
+EIG (brand architecture and positioning)
+Einstein Bros Bagels (positioning)
+Nascar (repositioning, innovation)

Lead Strategist 

Vonage, Michelin, Wheat Thins, and Planters. I led the strategy on the Wheat Thins pitch and we won the business.

Brand Strategist

McCann Worldgroup / MRM Worldwide

Digital strategy for Chevrolet in Latin America, Africa and Middle East.

Digital Strategist

Dentsu Creative Romania 

Digital marketing for L'Oreal, Renault, Ford, Lipton, Bayer, City Bank.

Jr. Copywriter 

Senior Marketer I Integrated Marketing Lead at  Apple

Award-winning marketer for youth and tech brands, focused on brand and integrated marketing efforts for the App Store.

Skills: brand marketing, integrated marketing, brand strategy, marketing strategy, insights
Specialties: brand communications, marketing strategy, go-to market planning, brand marketing, integrated marketing, brand strategy.

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