My Work
Land O'Lakes Inc.
American Connection Project
Land O'Lakes Inc.
Guided an enterprise campaign, "Rooted in Tomorrow," to unite Land O'Lakes's four business units + shed light on the importance of farmers through its "Farmers Are Incredible" campaign and Big 10 football game takeover
Smartwool
American Connection Project
Land O'Lakes Inc.
Strategized a creative strategy for the 2021 Fall campaign "Do What Feels Natural" to drive adoption of casual adventurers and expand Smartwool from a regional to a national brand
American Connection Project
American Connection Project
American Connection Project
Inspired the creation of ACP's "Reach" campaign, which set out to educate Americans on the broadband divide that separates and hinders farmers from the rest of the country
Nike
Method Soap
Method Soap
Drove app retention for Nike Running Club and Nike Training Club via a motivation model rooted in behavioral economics
Method Soap
Method Soap
Method Soap
Ran immersive qualitative and quantitative research to identify growth pathways as the brand stretches into new types of personal care
Dawn Foods
Method Soap
Dawn Foods
Grounded the organization in baker segmentation and ethnographic research to drive the business forward with targeted precision
Sartori Cheese
Finance of America
Sartori Cheese
Filled Sartori's short- and long-term innovation pipeline to be relevant in more occasions across the premium cheese case
Verizon
Finance of America
Sartori Cheese
Created multiple illuminations and a prioritized roadmap for the launch of a premium wireless service offering
Finance of America
Finance of America
Finance of America
Drove the repositioning of Finance of America Reverse from being a product company to being a retirement lifestyle brand, leading to the evolution of all creative output
Tecfidera and Tysabri
Tecfidera and Tysabri
Tecfidera and Tysabri
Mapped the ideal patient experience for those living with multiple sclerosis across two pharmaceutical brands developed to slow progression
Cheetos
Tecfidera and Tysabri
Tecfidera and Tysabri
Filled the Cheetos innovation pipeline for continued relevance and share-worthy up-level with the brand's Gen Z target
Nanit
Tecfidera and Tysabri
Nanit
Identified and sized target segments and evolved the brand's positioning, completely upending how it shows up in the world
Fandango
Spruce Power
Spruce Power
Identified and sized target segments to push Fandango into at-home streaming with its FandangoNOW launch
Spruce Power
Spruce Power
Spruce Power
Repositioned the brand from being product-centered to being output-centered - about playing our part to protect the planet
Rogaine
Spruce Power
Rogaine
Positioned a new advanced Romaine formula to guide the go-to-market launch of a new product
HomeServe
Frito-Lay Dips
Frito-Lay Dips
Up-leveled HomeServe's "smart" offering from fear-based messaging people want to avoid to positive positioning people want to embrace
Frito-Lay Dips
Frito-Lay Dips
Frito-Lay Dips
Stretched the Dips portfolio into new occasions, dayparts and aisles through Jobs to Be Done sizing, focused ideation, prototype development, and concept development
engage2learn
Frito-Lay Dips
engage2learn
Mapped the user experience and pain points across it to optimize the interface for nationwide school systems and teachers
Mtn Dew
Ready, Set, Food!
Ready, Set, Food!
Re-positioned the Mountain Dew portfolio to reclaim its roots in mountains and outdoor adventure, to communicate its benefit - a refreshing citrus kick, and to soften its harsh edges to make it more approachable to more audiences.
Ready, Set, Food!
Ready, Set, Food!
Ready, Set, Food!
Launched RSF into its next phase of growth by leveraging qual/quant research to unpack and size category barriers and brand opportunities
Rockstar Energy
Ready, Set, Food!
Rockstar Energy
Re-positioned Rockstar Energy to overwhelm negative, night time party perceptions with associations that elevate the product benefit to steady mind-forward energy
Dart Container
Dart Container
Dart Container
Defined, sized and mapped an innovation pipeline to fuel Dart's focus on a more sustainable future
Almond Breeze
Dart Container
Dart Container
Explored new product concepts and positioning possibilities to launch a new product innovation that could disrupt a category of parity
JanSport
Dart Container
JanSport
Developed territories and honed in on a prioritized creative space - "Always With You" - to inspire design and film teams on the launch of a new back-to-school campaign
Excedrin
Columbia Sportswear
Wheat Thins
Mapped brand barriers, perceptions and user journeys that drive engagement with a trusted, classic brand
Wheat Thins
Columbia Sportswear
Wheat Thins
Repositioned the brand and optimized creative campaigns and flavor extension potential via immersive qualitative research
Columbia Sportswear
Columbia Sportswear
Columbia Sportswear
Developed, tested and optimized the positioning of Columbia's advanced OutDry technology relaunch
Cord Blood Registry
McCormick Foodservice
McCormick Foodservice
Tracked and optimized performance over time to assess strategic uplift and impact, as well as ongoing consultation on brand communications
McCormick Foodservice
McCormick Foodservice
McCormick Foodservice
Repositioned the McCormick foodservice brand to be more resonant with users - from being about quality to being about chef inspiration
Xofluza
McCormick Foodservice
Xofluza
Dived into immersive research to unpack how Xofluza might launch in believably differentiated way compared to existing flu medicines
Hershey
International Delight and Silk
Hershey
Architected Hershey's master- and sub-brands by identifying and sizing "pillars" to guide brand clarity, positioning and innovation
Aveeno
International Delight and Silk
Hershey
Engaged with sufferers of severely compromised skin - chemotherapy patients and burn victims - to understand their needs for a specialized product launch
International Delight and Silk
International Delight and Silk
International Delight and Silk
Discovered, defined and articulated the coffeehouse experience to brief Danone creative teams on the development and design of two new product launches
Ulta Beauty
Dr Pepper and 7UP
Dr Pepper and 7UP
Identified, segmented and sized the beauty consumer to drive a targeted path forward for a brand struggling to find its identity
Dr Pepper and 7UP
Dr Pepper and 7UP
Dr Pepper and 7UP
Identified root cause of Dr Pepper 10 and 7UP 10 flop, starting with immersive consumer understanding of usage and perception relative to the master brand portfolio
La Mer
Dr Pepper and 7UP
La Mer
Immersed with luxury skincare consumers to unpack insights to drive the positioning of La Mer's new ultra premium Genaissance product launch
Clorox
Clorox
Clorox
Identified and defined the evolution of "clean" among a new generation of young families for application to the Clorox masterbrand
Syfy
Clorox
Clorox
Defined the value of the influential Syfy user - compared to non-users - to drive additional spend from advertisers attending CES
Brita
Clorox
Brita
Launched a "Hydration Challenge" and tracked the before and after impacts of water consumption via smartphone ethnography to guide Brita's positioning