Strategy

Additive by Design

The Attention Economy: Whalen Symposium Presentation The Research: A critical analysis of the "Big Tobacco Playbook" used by major social platforms to maximize user retention. I explored the mechanics of algorithmic addiction and persuasive design. The Takeaway: Understanding how platforms hook users allows me to build ethical, community-first engagement strategies that respect the audience rather than just exploiting their dopamine loops.

Luminesse Project 2017

Lumify by Bausch and Lomb Campaign

Product Launch: Media Product Launch ($40M Budget Scope) The Pitch: A go-to-market strategy presented to Bausch + Lomb. My team developed a cross-channel media mix to launch a new beauty/pharma product, focusing on "beauty-first" messaging rather than clinical jargon.

Pitch 2

Start Up Pitch

CompanionConnection: Rev: Ithaca Startup Works (Prize Winner) The Concept: A service-based startup designed to combat loneliness in older adults. We pitched a compatibility matching algorithm to connect seniors with companions—proving that technology can be used to solve human isolation, not just cause it.

Horizon Media Namers Training

Change Management: The "Naming" Initiative

Enterprise Training Program & Governance Framework

The Challenge: Inconsistent labeling of campaign data was breaking downstream reporting. The agency lacked a roadmap for standardization, leading to "dirty data" and frustrated teams.

The Solution: I treated this internal fix like a product launch. I partnered with HR to roll out interactive trainings (live & on-demand), established open "Office Hours" for support, and built a SharePoint community to answer questions in real-time. The Result: We significantly reduced data errors and created a repeatable framework that was later replicated for Audience Segments. By putting stakeholders at the center of the process, we turned a compliance task into a collaborative team resource.

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