Currently, I am program managing for the Google Home Product Marketing team. A recent project I worked on involves the launch of the new 3rd generation Chromecast.

My role leading up to launch was managing and leading the international localization of key marketing assets such as packaging, photography, and copy to ensure consistency and brand-accurate use of all assets.

I partnered with cross-functional teams such as Gstore, CRM, PR, Social, Partner Marketing and Retail to review and approve updated creative in partnership with Product Marketing. Management of timelines, brand guidelines and product features were critical. I worked closely with the regional marketing leads to help execute a flawless launch and provide additional support where needed post-launch.

Continuing work includes reviewing creative assets, ensuring central to regional communication is clear, and consulting for cross-functional work streams such as creative ops and localization to evolve and optimize processes.

Levi's Strauss & Co. takes great pride in their products and with this comes a great passion for packaging. Working with internal product designers, merchants, graphic designers, copywriters, legal team and sundries team, I led the seasonal packaging project from beginning to end, including a complete creative reset, and fresh approach to process. 

In Fall 2017 we launched a new brand campaign called "Always On". The campaign was aimed to ensure that guys are dressed for the occasion, have the confidence to seize any opportunity, and to reinvigorate the Dockers® brand by connecting with loyalists and new fans around the world.

The campaign kicked off by introducing the Dockers® Smart 360 Flex Khaki — a new collection constructed with innovative four-way flex to stretch in all directions delivering maximum comfort, covert security pockets, and stretch internal pocket bags and wasitband. 

Heading up the U.S. brand marketing for Dockers, I was responsible for the regional marketing strategy, and adapting global campaign content across all U.S. channels. My primary focus was on driving the Whole Sale business and launching two new Premium Outlet doors. 

Levi’s Commuter launched in 2011 and expanded quickly, spreading positive brand awareness worldwide. In 2016, we focused the campaign on key global partnerships, digital content engagement, local activations, and direct product education.

From 2016-2017, I worked on streamlining the global brand storytelling, messaging, and visual guidelines, leading to 15+ local activations in locations including Indonesia, Mexico City, Japan, and more.

The collection’s 2016 commercial highlighted key product performance features and was distributed across Levi’s digital and social platforms. Seasonal lookbooks featuring the imagery were sent to 10K+ locations worldwide and thousands celebrated the Commuter collection through a series of global activations.

The events included a partnership with local Atlanta organizations to host a day of public activities to launch the Spring/Summer 2016 collection. Commuter partnered with a local non-profit to provide race-goers with free bike valet as a sponsor of the 2016 Red Hook Crit Brooklyn race. Our highly-visible, track-side product display staffed by Commuter ambassadors promoted brand awareness and product education.

To celebrate Bike to Work Month, Commuter hosted a series of events from May-June for Levi’s employees and commuters in key cities.

Commuter partnered with the popular NYC ride group Cyclones to host a 120+ person bike ride adventure through Brooklyn. An after-party followed with local DJs, complimentary drinks, an animated photo booth, and patch application station.

Seeding and Social Media were key elements to our campaign. 271 cyclists in 83 cities received personal packages with gifts from Levi’s, Blue Bottle, Knog, and LA-based artist Erin Garcia. The @LevisCommuter account was the core of the brand’s digital marketing efforts. In 2016, it garnered 11M+ in potential reach and grew by 195% after launching the year prior.

In 2016- 2017, I managed the global marketing work for Levi’s Skateboarding. In 2016, we supported the local skate community in Detroit. We partnered with Community Push, a local non-profit to build a DIY skate spot, hosted a community party with skateboard donations, and produced a short documentary about Skateboarding in Detroit. During the build project, we also shot photos and videos for the campaign advertising, lookbooks, and retail store assets. We then continued to support Community Push on the development of a new indoor skate park in 2017.

Detroit has long been known as a hardworking city, defined by its productivity from motorcars to Motown music. Now the creative community is revitalizing their city and bringing new energy to downtown life. The Documentary piece shows a skateboarder’s whirlwind tour of the city and a portrait of its unique DIY build culture.

In Spring 2016 we launched the global Levi's Pride campaign. The Levi’s® x Harvey Milk Foundation Pride 2016 Collection was the product of a longstanding relationship with the Harvey Milk Foundation to continue to raise awareness and encourage advocacy for LGBTQ communities around the world.

The gender neutral collection included items such as an exclusive ringer T-shirt and tank top, both with a Harvey Milk bottle graphic and pride timeline, a trucker jacket emblazoned with Harvey Milk’s inspiring quote “Hope will never be silent,” and stonewashed shorts with rainbow embroidered watch pocket and Harvey Milk patches. A portion of the proceeds from the collection went towards the Harvey Milk Foundation.

Leading the global marketing for this campaign, I was responsible for photography assets, copy communication, social media and digital direction, PR support and executional direction for the regional marketing leads. 

Levi Strauss & Co. has a long history of caring — both for the communities in which we work and live, and for the environment. They believe that making a mark in the world is about what you do, and also how you do it. Guided by the same values since its founding in 1853, Levi's stands behind empathy, originality, integrity, and courage.

Throughout the Made of Progress campaign, we worked to leverage our iconic brand to drive positive, sustainable change and profitable business results. By making products that last, the company has taken a serious approach to sustainability. Building on the scientific approach to making our product life cycle even more sustainable, we were driven to innovations like the Water<Less™ process and the Waste<Less™ collection. 

I managed the Made of Progress global 360 cause marketing campaign, sharing the inspiring social and environmental stories with consumers and internal employees that our brand had to tell, and encouraging all to help make the world a better place. 

In January 2014, we launched a clothing recycling initiative with I:CO in the US that allowed consumers to recycle clothing and shoes in stores to reduce the volume of waste being sent to landfills every year. The program expanded to all U.S. stores in July 2015 and starting in the UK, across Europe. 

Consumers can drop off any brand of clean, dry clothing or shoes in a specially installed collection box at their local Levi’s® store and will receive a voucher for 10 percent off a single, regular-priced Levi’s® item in-store. We then launched an online partnership with the same intent, partnering with Goodwill. 

I was the marketing owner for all elements of the project including strategy, briefing, execution and presentation. 

Between World Water Day in March and Earth Day in April, we set out a challenge to our consumers asking "are you ready to come clean?" and prompting them to take an online quiz that determined how much water they were using to care for their jeans. Consumers could then take a pledge to use less water and share their pledge on social media. 

Stronger Cotton. Less Water. Garments you can recycle. Made with workers' well-being in mind. 

Levi's partnered up with the like-minded company Outerkown (founded by John Moore and Kelly Slater) to create a line of products that are 100% recyclable, responsibly made, of the highest quality and don't sacrifice style or design. 

My role was the initial lead Marketing Manger, responsible for developing the campaign strategy, writing the creative brief and kicking off the partnership cross-functionaly across both brands and internal stakeholders, and approving all branded content. 

In 2012 we launched the Levi’s® Waste<Less™ collection of products that are made of 20 percent post-consumer waste- specifically, recycled plastic bottles. Millions of recycled bottles and food trays have been used for products such as Levi’s® 511™ Skinny jeans, Levi’s® Trucker jackets and the women’s Levi’s® Boyfriend Skinny jeans. 

Since the 1960s, the Levi’s® brand has produced Trucker jackets in a variety of fabrics, finishes and fits. For the first time ever, we updated the timeless piece using material from repurposed U.S. Military parachutes. Lightweight, yet durable and constructed in the USA, the Parachute Trucker Jacket included subtle variations in pattern and shading which ensures no two are alike.

I worked on the 360 global marketing campaign for Waste<Less™ including the briefing, storytelling, packaging, video, and photography production. 

The Levi’s® Wellthread™ Collection is the first ever to feature Levi’s® Water<Less™ fabric in the dye and finishing process. For this collection, Water<Less™ finishes use up to 50 percent less water than traditional finishing.

Also integral to the Wellthread approach is the creation of products from a single fiber-cotton. Made of 100% cotton, the fabric, thread, pocketing, and labels are all designed for recyclability, with a future state of closed loop recycling in mind.  

The collection is produced in factories where LS&Co. is implementing a new approach to improving the lives of apparel workers. From Haiti to Sri Lanka, Levi’s® Wellthread™ garments were made at facilities that invest in the well-being of the people who crafted the garments. Examples include programs that help promote financial literacy and women’s health and family wellness.

I was the lead marketer for this project, launching a 360 global campaign  aimed at telling the story of the Levi's Wellthread Collection. 

In 2014 we launched the Made in India Khadi Collection. Made from cotton yarn, khadi is a type of cloth that is spun and woven by hand, so no one piece is the same. Every garment in the collection displays the name of the weaver and the location in which it was produced. The product is lightweight with a soft hand. 

I partnered with the regional marketing lead in India to provide a global marketing toolkit inclusive of campaign imagery, video, packaging, social direction and PR copy. 

The LS&Co. Worker Well-being initiative goes beyond protecting the rights of the people who make our products. We invest in them to help improve their lives beyond factory walls. First, we ask workers what matters most to them. Then we partner with our suppliers and local nonprofits to help meet each worker’s specific needs, such as health, education, and family welfare programs and financial empowerment.

In May 2015, Levi's launched the LS&Co. Employee Service Corps, sending myself and five employees on a journey to experience the community and the people who manufacture the LS&Co. products. We volunteered in Ouanaminthe, Haiti and participated in a five day service immersion program. 

This immersion program connected LS&Co. employees with the people benefitting from the Worker Well-being initiative. Employees had the unique experience of engaging with the people who manufacture products and their surrounding community on a deeper, more personal level.

Station to Station was a living project exploring modern creativity led by artist Doug Aitken in partnership with Levi’s. The project first crossed North America by train, from the Atlantic to the Pacific, over 23 days in September 2013. Over the course of the journey, a constantly changing group of creative contributors joined and took part in ten events in major cities and off-the-grid locations. What began as a train journey, evolved into a platform for non-commercial creativity and cross-collaboration between different mediums.

I was responsible for assisting in the photo shoot production, talent interviews and styling across three cities; San Francisco, Los Angeles, and Kansas City prior to the final campaign execution. We captured a mixture of professional models, locals off the street, and individuals with a variety of extraordinary talents. Final assets were leveraged for campaign videos, photography and physical experience presentations across the country.