The FIFTH  

Director, Creative Strategy   October 2022 - Present

• Launched The FIFTH agency in LA, working directly with the Managing Director to hire and onboard team members, build collaterals (pitch decks, brand narratives), and establish key client lists & goals.

• Oversaw all strategy efforts at The FIFTH US including proposal development, creative briefing, pitching, research and insights, and execution of social campaigns for clients including FOX, Paramount, and NBC.

• Spearheaded the agency’s global rebrand, collaborating with the UK’s leadership team to develop a new brand strategy, voice, and positioning for The FIFTH across global markets.

TikTok    

Lead Creative Strategist   January 2019 - September 2022

• Managed a team of 5 creative strategists as the Entertainment vertical lead, overseeing project pipelines, providing feedback on work, and offering guidance and mentorship to junior members. 

• Led creative ideation, strategy, proposal development, and campaign execution for over 80 campaigns across entertainment, tech, CPG, and gaming driving $50+ million in revenue and 20+ billion views on TikTok.

• Built TikTok’s internal creative consultancy (Creative Lab) which served as a key partner to the Sales, Product, and B2B marketing teams. Scaled the team from 0 to 70+ people in three years.

• Hosted meetings and workshops with brands like Netflix, Apple, Amazon, Disney, and Nike to discuss creative ideas, paid media strategies, and TikTok best practices to help grow the accounts into to multi-million-dollar clients.

BENLabs

Senior Brand Strategist   May 2016 – January 2019

• Developed integrated media strategies for Netflix, NBA, and Monster Energy to drive brand affinity and engagement across traditional & digital channels.

• Closed over $1.5M in brand deals, leveraging data-driven insights to execute 360 brand integrations across TV, film, and influencer content.

• Managed a pipeline of 15+ RFPs and influencer briefs per month.

• Facilitated pitch meetings to create custom media plans based on KPIs, budgets, and timelines.

DanceOn

Digital Marketing Analyst   July 2015 – May 2016

• Generated 60M+ YouTube views across seven music campaigns by identifying and analyzing industry data to identify up-and-coming musicians that were primed for a breakout.

• Grew the DanceOn Facebook page from 600K to 1.5M followers through paid acquisition strategies.

• Compiled weekly reports outlining performance and key insights across our influencer network.

ZEFR

Research Analyst   April 2014 – July 2015

• Conducted research on the top CPG, Gaming, and Beauty brands on YouTube to track audience insights and brand impact across the platform

• Used JSON queries to identify UGC that had strong alignment with the client’s target audiences to deliver contextually relevant pre-roll video placements

• Served as primary point of contact for the East Coast sales branch, communicating requests and data on behalf of the research team