work + PROCESS
NBCUniversal Strategic Client Materials
Example Clients: Google, Amazon, T-Mobile, AT&T, Universal Pictures, Disney
Objectives: Turn insights go-to-market narratives that reinforce NBCU’s category leadership & drive portfolio demand/revenue
Execution: Lead and execute media/partnership strategies for assigned industries (Tech, Telco, B2B, Entertainment) based macroeconomic & category trends/insights alongside client business objectives, challenges, & marketing trends
Impact: Contributed to YoY upfront revenue increases across multiple assigned industries & priority NBCU products
Michelob ULTRA Courtside: NBA Bubble Virtual Fan Experience
Partner: Michelob ULTRA (Anheuser-Busch)
Objective: For the NBA Bubble 2020 games, drive revenue & find brand-fitting, ownership platforms for partners
Execution: Helped develop, launch, and manage lead the groundbreaking, first-ever virtual sports fan experience branded as “Michelob ULTRA Courtside”
Contributed to building, pitching, negotiating, & closing incremental Michelob ULTRA x NBA partnership tailored to client’s objectives
Project managed collaboration across Michelob ULTRA, Microsoft Teams, Disney/Turner, & NBA depts (Marketing, Tech/Broadcast Ops, Events/Activation, Media, Legal, Finance) to facilitate branding, fan participation, brand safety, tech protocols, promotions, celeb/talent appearances, & NBA amplification
Impact: Enabled 51.6K fans to participate in 172 games amid covid restrictions
Drove Michelob ULTRA association with the joy of NBA fandom via a once-in-a-lifetime experience
And I lost track of how many virtual fan sessions I emcee’d :)
Finding Business
Audiences Everywhere: ANA B2B Webinar
Partner: Association of National Advertisers (ANA)
Objectives: For B2B brands, demonstrate the power of NBCU’s portfolio beyond CNBC/business content to reach business audiences & drive outcomes via advanced targeting solutions
Execution: Oversaw end-to-end process from developing concept based on B2B category & NBCU priorities, led cross-functional coordination with Comms, Trade Marketing, Audience Targeting, & ANA, and built webinar materials
Participated & featured in webinar as B2B category expert
Impact: Contributed to double-digit YoY growth in audience targeting spend across B2B clients
Engaging Today’s Multi-Dimensional Business Audiences: ANA Blog Post
Partner: Association of National Advertisers (ANA)
Objective: Drive incremental business with B2B advertisers
Execution: Led development & execution by building out blog post concept and managing collaboration across Comms, Trade Marketing, & ANA for input & approvals
Wrote & published final blog post on ANA’s site to showcase how B2B marketers can extend efforts beyond endemic B2B platforms and amplify impact with non-endemic tactics
Impact: Contributed to double-digit YoY growth in total spend across B2B clients
Google Pixel Real Tone Partnership: Inaugural NBA All-Star HBCU Classic
Client: Google Pixel
Objectives: Drive Pixel product education, affinity, & consideration; Drive revenue & partner support for first-ever NBA All-Star HBCU Classic in 2022
Execution: Developed, pitched, negotiated, & closed an incremental Google x NBA partnership for the HBCU Classic
Project managed by coordinating NIL deals with players from Howard University & Morgan State, leading cross-collaboration across NBA stakeholders, & facilitating NBA amplification of partnership across linear, digital, social, & event/in-arena channels
Impact: Renowned photographer Shaniqwa Jarvis captured players with Google Pixel’s Real Tone camera to demonstrate its unique ability to accurately capture diverse skintones
Photos were spotlighted across All-Star Cleveland to celebrate the players’ special All-Star moment & showcase Google’s commitment to HBCUs & equity within its products
$500K+ donated/proceeds to participating HBCUs & scholarship students with additional promotion of NBA’s first-ever HBCU Fellowship Program
Budweiser’s Viral Dwyane Wade Retirement Tribute
Partner: Budweiser (Anheuser-Busch)
Objective: Budweiser wanted to celebrate Dwyane Wade’s accomplishments both on and off the court, building off his ritual of swapping jerseys throughout his final year in the league
Execution: Facilitated necessary reviews & approvals of concept/creative across NBA stakeholders, provided guidance to Budweiser re: NBA IP use, secured game footage, & coordinated NBA amplification of campaign
Impact: Budweiser’s campaign generated 1.9B impressions, 50M video views, & a few teary eyes…