Experience

It’s a brand that everyone knows. The challenge was to engage a new audience and drive revenue growth.  As we targeted a younger audience we need to understand their needs, and deliver what is relevant to them.  This was critical to deliver brand transformation and a digital relaunch. I was able to take one the world’s most iconic brands by  developing strategy and building a high performing team to deliver results by doing the unthinkable.

Repositioned the brand and how we engaged the audience delivered 4x audience growth to 21MM, doubled digital revenue and average age from 47 to 31.

Advertisers and ad revenue are the life blood of Yahoo! I positioned the brand as a thought leader and led data-driven programs supporting revenue growth and customer engagement, based on ongoing analysis and refinement to the customer lifecycle. Used targeted media, thought leadership, digital learning to directly impact revenue growth.  

Delivered 15% increase in customers, reduced attrition by 20% and increased revenue by 30%. Led marketing strategy for rollout in 23 markets. 

I started the Social Media Practice at Yahoo! Including a Global Center of Excellence.

I led over 50 programs across key Tent Poles and Anchors (such as Olympics, Elections, World Cup, Oscars, Movie Premieres, Live and Streamed Music Tour, Fantasy Football and more).

I built the strategy, and marketing foundation for this audience powered TV platform including the team, brand, paid media, acquisition and engagement, social media, influencer, content marketing, community development, partnerships, analytics, research, PR, customer service and marketing tools. 

📷 Kevin Smith, Hall H, Comic-Con

What better way to reach moviegoers than partner with the largest cinema chain in the country.  Combine that with free popcorn and you've got a hit. Partnered with Regal Cinemas to deliver an integrated marketing program driving online and offline engagement, revenue and creating future revenue opportunities with the Studios.

Integrated program to attract a younger audience to Yahoo!  Drove increased engagement, social activation,  traffic and revenue for this 6 week international trek in person with audience across the USA, and Europe and streamed live. Included Jay-Z, John Legend, Macklemore,  Justin Timberlake - for a total 32 performers, 10 comedians and “1 yodeler.” 

📷 Tour bus crossed the country going from concert to concert.