Communications & Messaging
Messaging Audit • Message Development • Messaging Architectures • Content Planning • Creative Strategy & Brief Writing • Writing & Editing • Go-To-Market Planning & Execution
I’m a communicator at heart. Here are just a few of the creative ways I’ve helped brands connect to their audiences.
01
Lyft - Breaking through as a challenger brand
The Challenge: As the challenger rideshare brand, Lyft needed a breakthrough communications strategy that would endear customers to the brand while also meeting aggressive growth goals.
The Solution: I positioned Lyft as a leader and solution provider by authentically leveraging the company’s core transportation offering during key cultural moments. Initiatives like “Baked: The Munchies Challenge,” leveraged media, policy and industry influencers in a “Chopped” style cooking competition to raise awareness about impaired driving on 4/20. Connecting riders to transit during the Alaskan Way Viaduct closure solved an urgent community need and positively placed Lyft at the center of the topic of the day, which ultimately translated in business and brand growth. Photo: Sammy Spence
02
Pike Place Market Centennial
The Challenge: The year Seattle’s beloved Pike Place Market turned 100, voters were asked to approve funding for critical renovations.
The Solution: I led a multi-faceted community campaign that leveraged earned and paid media, influencer engagement, grassroots outreach, and community events to celebrate the Market’s Centennial and remind Seattleites why the Market was worth protecting. The Celebration culminated with a large-scale concert in downtown Seattle, headlined by a one-time assemblage of legendary Seattle musicians dubbed the “Iconics.” Voters later approved a ballot levy to fund renovations
03
Microsoft - Corporate Communications in Silicon Valley
The Challenge: Microsoft needed to stay top of mind in the influential Silicon Valley community, despite a relatively small footprint in the region.
The Solution: I managed corporate communications for Microsoft’s Silicon Valley Campus and employed creative tactics to keep Microsoft top-of-mind in a region crowded with large tech companies. For instance, hosting a first-of-its-kind research showcase, or partnering with Mattel and the Girl Scouts to launch the toy-makers’ first Computer Engineer Barbie during an event at Microsoft’s Mountain View campus, engaged local media and influencers to help the brand breakthrough.
