Selected Projects
Over the span of my career I have been fortunate to work on several high profile websites, mobile sites and apps overseeing product management, product marketing and social strategies.
Product Marketing Projects
Being one of the only “mobile” natives at Cheetah Digital, a classic ESP allowed me to first craft my product marketing skills crafting our messaging and positioning around the importance of cultivating message channels outside of email. I was able to use my knowledge of the legacy ESP space on projects at Braze, a mobile first message automation platform, as they made the scale from PUSH into improving their email capabilities. Partnering with product on platform iterations allowed me to become a more technical marketer to understand MTAs from APIs and everything inbetween.
Image Recognition/Augmented Reality Apps
As magazines exist in the physical world, one way to connect the products they hold is to connect these magazines to the digital world. While at Condé Nast, I oversaw the development of several image recognition apps which led users to augmented reality experiences, mobile commerce, video advertisements and social media engagement. In the world of the future, consumers will see things in the physical world and be able to buy them just as easily as we shop online. These apps were wildly successful at the time with usage as high as 15% of the subscriber base and peaks upwards of 9 minutes spent in the app.
Beauty App Product Management
During my time at L'Oreal, I was a full-time consultant in the professional division working for the Redken and Pureology brands. After leading the RFP process, I selected First Born and built a world class app for Redken, Style Station, which became the benchmark for L'Oreal apps that followed. The app was launched to support the Chromatics hair color line, the first oil based hair color delivery system. As the largest mobile expenditure to date for the brand, Redken loyalists passionately devoured this new technology. The Style Station app gave them consultation tools for clients, over 1000 new formulas to blend using Chromatics and inspirational images of styles and colors to replicate.
Mobile Site Product Management
Mobile often has difficulty getting the investment dollars needed, even within large well funded organizations. While at Bloomingdale's I was able to launch the first mobile site for the brand with Usablenet and subsequently relaunch the site on a new platform with Moovweb. When I consulted for L'Oreal, Redken and Pureology I launched the first mobile sites for those brands on the Branding Brands platform. All these projects required a deep analysis of the site metrics to determine the best content, features and functions to mobile optimize, how to ensure the mobile user received the best experience differing from the desktop user and the coordination with cross-functional teams to ensure site enhancements in tandem with the desktop experience.
Social Media Strategy
While at Bloomingdale's I oversaw the twitter handle and acted as the digital team lead, in coordination with the store team, to strategize the Facebook content. I enjoyed engaging our twitter followers with discussions about fast fashion, diffusion lines and Bloomingdale's exclusives. At L'Oreal I was also a part of the twitter and Facebook team as well as developing the Foursquare strategy. I embarked on a creative way to bring hair care products to social by humanizing them so that our hair styling products "checked in" throughout fashion week giving their take on how to achieve the runway looks of Redken stylist Guido. At Condé Nast I consulted with the magazine teams to devise social strategies to support the apps we launched and to develop the social media story of advertiser campaigns being featured in these companion apps.