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Lead strategist on Text-To-Sign campaign for Verizon's prepaid brand, Total Wireless, as part of the Golin team.
U.S. Latinos are the most passionate futbol fans - three times more passionate, according to data. So, 2024 was exciting for these long-time, loyal fans because soccer’s popularity in the US finally matched global levels. Think Ted Lasso and Messi in Miami fever. Research told us America’s 62 million-plus Latinos were the driving force behind a 52% growth in interest for the sport in recent years. They were also Total Wireless’ most important audience.
COPA America, a massive tournament hosted in the US for only the second time, should have been their moment to celebrate the sport they built. But as soccer’s popularity increased, so did COPA America ticket prices, pushing out the very fans who helped get us here. This is especially determinantal in soccer, a sport where fan participation is so impactful fans are called the “12th player.”
So, we decided to use this fandom to connect with our Latino audience by giving them a voice at the stadium...even if they didn’t have a seat...and we didn’t have a sponsorship. Text-to-Sign was born, a guerilla earned-led marketing campaign that made sharing your fan message as easy as sending a text. Along with beating out the share of voice of some paid sponsors, the campaign resulted in over 14,000 articles across key titles and tripled the brand’s annual awareness goal among Latinos in just 3 weeks.
DTC
I've scaled native DTC brands like Quip and Poo-Pourri as well as expanded established retail brands like Clorox through new DTC channels.
- Personalization was key to Clorox brand DTC site launch strategy which proved out with bundle purchases driving 38% of revenue with “Build Your Own Bundle” leading the pack.
- Gifting is how most people discover Poo-Pourri maing Holiday a make-or-break season. Leading strategy establishing Poo-Pourri the "it gift" contributed to record year with 13 million bottles sold.
B2C
I've craft strategies and communications that change perceptions and influence consumer behavior creating competitive advantage for the world's biggest brands.
- For five years ('18-22), led Target's Holiday communication strategy driving consumers in store and online for all their holiday shopping needs resulting in some of the company's strongest holiday performances on record.
- Helped shaped the strategy for Whirlpool's Cannes Lion-winning campaign, Care Counts, which achieved 6.6% sales increase and 10% increase in purchase intent.
B2B
Rooted in a strong understanding of the differences in marketing to customers in different verticals and environments, I've developed strategies for leading B2B brands like Cargill and Navistar that deliver market-beating results.
- A strategy that highlighted Navistar's differentiated products, using the first hybrid school bus and a long-haul vehicle as hero, contributed to a 9-point gain in market share in 3 years.
- Developed a strategy that elevate the role of employees to unify all Cargil CSR efforts into one platform for impactful storytelling, Together for Community.
