BBDO Atlanta, USA
 

Strategist
March 2023 - Present

Clients: Sanderson Farms, Children's Healthcare of Atlanta, New Business

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• Conducting in-depth market research across qualitative and quantitative studies to communicate a differentiated and rich understanding of grocery shopper segments.

• Mapping grocery customer journeys to bring brands closer to the needs and behaviours, areas of opportunities and challenges of their shopper.

• Championing and engaging with a food brand's social audience with a 4,800% increase in recipe-related UGC YoY on Instagram and Facebook.

• Owning and leading routine in-depth quarterly analyses of brand KPIs across e-commerce, brick-and-mortar sales, digital, social, search, and sentiment.

Junior Strategist
June 2021 - February 2023

Clients: Sanderson Farms, Children's Healthcare of Atlanta, Laneige (South Korea), New Business

 

• Enriched food brand partnership with grocery retailers by proposing and implementing a sustainability campaign around an interactive website recipe tool, resulting in 1000+ uses in the first quarter live.
  Created award-winning narratives with data and insight at the core of strategic pushes, winning a 2023 Bronze Addy Award for Children's Mia TV Spot.
  Produced trend forecasts to inform thought pieces to win new business accounts.
  Developed and led strategic thinking on a food brand's first creator campaign, resulting in the highest brand lifetime engagement rate on Instagram YoY (+140%).
  Collaborated closely and fostered productive relationships with Account, Creative, and Production teams to ensure seamless and timely briefing and production processes.

Strategy Intern
Clients: Sanderson Farms, Bayer, Covenant House Georgia

May 2020 - November 2020

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• Supported tactical and creative briefs across traditional and digital channels.

• Led research and strategic thinking on an intern pro-bono campaign for a non-profit. Compiled and created an agency-wide thought piece on TikTok's emergence.

Institute of Advanced Advertising Studies
 

Strategist
Client: Cricket Wireless
March 2023 - Present
 

• Understanding the brand, consumer, and competitive landscape to uncover insights for a 3-month long mock campaign program.

• Presenting a tightly integrated plan with objectives, insights, strategy, budget, and measurement, to execute it across tactics and channels.

Nexus Marketing Agency
Copywriter
January 2021 - May 2021

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• Researched, conceptualised, and wrote 75+ pieces of published educational content.

• Implemented and achieved SEO optimisation with increased traffic to client site pages.

National Student Advertising Competition
Strategist and Copywriter
August 2019 - December 2020

Clients: Adobe, Tinder

 

• Conducted primary and secondary research, leading strategic thinking for two end-to-end integrated marketing campaigns.

• Wrote and edited copy for spot scripts, 20+ page brand book, social copy, and OOH.

• Ranked in the Top 8 of 50 teams in the American Advertising Federation for Adobe Experience Cloud for Advertising, 2020.

EDUCATION
 

Florida State University

Bachelor of Science in Advertising, with highest distinction
 

Minor: English

Honours Society, 2017-2020

National Student Advertising Competition, 2019 - 2020

Placement in Florence, Italy, FSU College of Communications, 2018

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