A Few work examples

---

By understanding Taco Bell’s role in the fast-food routine, recommended evolving the brand from an idealistic escape (The Border) to a more relevant taste strategy promoting unique combinations of Mexican flavors. 

Observed and interviewed fast-food eaters in restaurants to understand how fast-food fits into their life.  

Conducted bi-weekly taste clinics on existing and new products.

Provided consumer insights and developed the marketing recommendation for launching Move.com. 

Correlated consumer feelings to an emotional roller coaster with seven common stages uncovered through in-depth interviews and moving journals. 

New marketing and Web site resulted in a ten-fold market value increase in under a year and awareness equal to the category leader in just three months (who acquired the brand).

Provided new imaging for the Levi’s Jeans for Women and Levi’s Kids marketing along with style trend identification for product development. 

Crawled around in teen closets and spoke to young kids to see what they buy, what they wear versus what they own and how their social group influences their style.

Worked with  style influencers to understand street trends for new style development. 

Helped develop a new taste profile and marketing strategy for the product trial of Zima Gold by Coors Brewing Company.

Hosted in-bar clinics to understand beverage selection in different occasions, particularly when dating and with mixed genders. 

Conducted extensive taste clinics with men to understand alcohol taste preferences.

A single project with Well Fargo turned into consulting with them on branding, positioning, and messaging for over 5 years.

A project at DDB turned into months of projects across multiple brands, leading to a full-time job offer (which I didn't take).

Same goes for Pandora, but I did accept this job offer.

Leveraged the credibility of The George Lucas Educational Foundation to create the strategic direction and launch, Edutopia (content platform).

New branding received Best Consumer Media kit by the Maggie’s and Folio Magazine’s Ozzie Award, Best Media Kit Design.

Spearheaded the redesign of the website and developed a new revenue stream with the creation of an ad supported feature section (Exhibit Hall), resulting in increased traffic, more page-views, and additional revenue.