Experience & Projects
Strategic Entertainment Marketer
Harley Quinn (TV) Marketing Strategy
Managed 360 marketing focused on strategic positioning, audience development, and creative direction across channels. Unique tactics included: special presentation of the show’s premiere on TBS, a first look premiered at the Final Kombat eSports Tournament, a 10-day sweepstakes featuring custom creative from Warner Bros. Animation, and a Harley Quinn art gallery at NY Comic-Con 2019.
Doom Patrol (TV) S2 Marketing Strategy
Partnered with HBO Max on the launch of Season 2 to maximize viewership on DC Universe while driving subscribers to HBO Max. Developed a fan centric strategic & creative approach highlighting the unique characters introduced, their comic book origins, and the relationship of ensemble cast. Worked directly with WB Television Marketing & show creatives on both key art and trailer materials.
Series & Brand Key Art Creative Direction
As part of an ongoing series of alternate key art for DC Universe and its Original Series, creative directed 7 posters over a 2 year period. Responsible for identifying artists, leading art direction across WB & show creatives, and managing roll out communication across channels in order to maximize earned media impressions. Artists included: Matt Taylor, Doaly, Ruiz Burgos, Robin Har, and Chris Thornley.
Meta Madhouse: Tournament of Terror
Interactive multimedia campaign driving engagement through a daily bracket style voting competition. Managed agency PXL in building a microsite where users could enter their matchup predictions for a chance to win a trip to the WW84 premiere, partnered with PR to engage talent in creating their own brackets, and directed creative including key art & logo for paid, earned, and owned channels.
DC Universe: Year One (2019)
Brand campaign focused on increasing viewership across video & comics content on one year anniversary of DC Universe’s launch. Developed custom content and listacles for original news program DC Daily and on-site editorial, programmed custom content collections of DC Universe’s most popular video & comics content, and negotiated an Instagram Takeover on the Anniversary with Titans star Teagan Croft.
DC Universe Summer Supercation (2019)
Content campaign to increase content consumption by reintroducing library content in new & unique way. Took a 6-week summer roadtrip across DC’s most popular locations, developing custom ‘City Guide’ collections of relevant video, comics, and editorial content. Included custom daily polls & quizzes to continuously drive daily engagement and promote the personality of each destination.
Movies Anywhere Product Launch
Looking to maximize earned media impressions with a surprise announcement and product release, leveraged cross-studio relationships to place pre-launch teaser and :30 launch spot across studio & franchise social channels. Cross posted video reached over 1 Billion followers and had 700K views on Facebook as Movies Anywhere’s first post.
Star Wars: The Force Awakens Release
To celebrate the in-home release Star Wars: The Force Awakens, developed a first-of-its-kind takeover experience of the Disney Movies Anywhere app meant to increase purchase intent. Included an icon redesign that increased app opens by 35%, branded new user onboarding, hub for aggregated Star Wars short form content, and an exclusive video piece featuring BB-8 at the Jet Propulsion Lab in Pasadena, CA.
Lava (Short) iOS Digital Exclusive
Partnered with Apple to exclusively release the Pixar short, Lava, on iOS devices for a limited time in order to drive installs of the Disney Movies Anywhere app. Included marquee placement on Apple App Store that increased app downloads by 286%, and promotion across social (paid & organic), CRM, and editorial channels that helped make the short the 2nd most watched short form video ever.
Additional Examples
Direct to Consumer Foundation
DC Universe Rewards Program
Launched DC Universe Rewards which delivered additional consumer incentive for engaging with the platform by providing redeemable tokens for interacting with content. Developed promotions for additional token earning opportunities and partnered with key DC licensees including MacFarlene Toys & Funko in sourcing relevant consumer rewards.
Automated Lifecycle Management
Developed and deployed updated email messaging across the consumer lifecycle. Introduced a multivariate messaging test in the free trial window to increase conversion from free trial to paid subscription, and targeted retention messaging sent based upon a user’s likelihood to cancel in order to decrease subscriber churn.
Personalized Content Recommendations
Partnered with Warner Bros Data Science to develop a content recommendation algorithm leveraging consumer behavior and collected comic storylines. Implemented recommendations into personalized email communications in order to decrease subscriber churn and increase content engagement.
Additional Examples
Fan First Attitude
Insider Access
Fans don’t just want to consume content, they want to watch and read it with the creators who made it and truly live it – going behind the scenes, getting the opportunity to watch live with talent, directly interact with & ask questions of talent in interviews, and being the first to see new content before anyone else.
Exclusive Opportunities
Exclusivity isn’t just about making fans feel special – but feeling seen and appreciated as well. Providing special opportunities – early film screenings, original series premieres, and convention experiences – helps connect fans with each other and the brands they love.
Relevant Promotions & Rewards
Physical product can have an increased value with fans – especially when the perceived value far outweighs the physical cost. Understanding what to give, where to give it, and how to speak to fans – from posters, pins, to everything in between – is key to fan engagement.
Additional Examples
