Experience

• Senior Producer at Ooghe Digital Strategy

  New York City, NY, United States of America

  March 2013 - Present

  Digital consultant focusing on user-centered interactive experiences for mobile, social, and Web-based content. Specializing in digital strategies for editorial and product development, as well as Web site overhauls, production process development, and general content production.
  
  • The Moth: Redesigned and branded the national storytelling organization (30,000+ subscribers on iTunes). Launched official website, which is garnering a successful online presence.
  
  • The Content Department: redesigned and rebranded, and designed infographics for content strategy consultancy.
  

• Senior Digital Producer at MATTEL, INC.

  New York, NY, United States of America

  June 2015 - August 2018

  Oversaw the implementation of several large web projects, including redesigns of FisherPrice.com, Thomasandfriends.com, BobtheBuilder.com, as well as several other smaller web and mobile projects. Managed external vendors and internal developers to deliver $500k projects, and worked closely with the business stakeholders to ensure alignment with business objectives. Helped introduce new processes to the organization, facilitated building a community within the PM and BA teams, working to introduce consistency and efficiency across fragmented teams, and significantly improved relationships with business stakeholders.
  
  Projects included:
  
  • Management of Thomas and Friends and HIT brands globally (26 markets).
  
  • Development of parent targeted content strategy for Fisher Price.
  
  • SEO audit and redevelopment of our sites, defining the end-to-end process (for strategic development through execution, measurement and optimization)
  
  • Launch of high-profile Thomas SDG (Sustainable Development Goals) campaign in partnership with United Nations.
  

• DIGITAL PRODUCER at HASBRO, INC.

  Providence, RI, United States of America

  March 2010 - February 2013

  Agency focused planning and design of Hasbro’s highest priority products. Lead end-to-end planning and execution for key products, including Furby, Monopoly, G.I. Joe, Littlest Pet Shop, and Trivial Pursuit. Developed measurement strategies to support content development, grew product purchase rate with metric insights. Projects included:
  
  • Girls’ products: Co-directed the development of websites for Hasbro’s leading girls’ brands Furby and Littlest Pet Shop. Developed engaging online experiences encouraging girls to express creativity, resulting in over 20k accounts in first month of launch, and 20% increase of time spent on site.
  
  • Monopoly: Created online world for top-selling brand, marketing product as enriching to moms. Campaign drove brand awareness and contributed to an increase in overseas sales in Mexico and Latin America.
  
  • Trivial Pursuit: Headed YouTube promotion for classic game brand, which led to increased brand awareness, amplified consumer engagement, and elevated product sales.
  
  Created online advertising experiences, such as interactive games, videos, product demonstrations, and banners. Drafted strategic web plans, including creative briefs, website wire frames, user-interface designs, and functional specifications for online marketing projects. Identified cost-effective methods, such as leveraging past site engagements and managing inhouse production, to achieve objectives and increase impact and ROI.
  

• Web Interface Engineer at FOUNDRY9

  New York City, NY, United States of America

  March 2007 - August 2009

  Executed campaigns for clients to drive brand exposure and revenue. Projects included:
  
  • Chase: Designed microsites, site landing pages, banner ads, and storyboard as part of advertising campaign for Chase credit cards. Outlined website wireframe for Chase Customer Rewards site. Developed design for marketing emails that promoted the service and served as a critical path to purchase.
  
  • ESPN: Conceived and developed interactive Reactrix advertising spots projected at movie theaters. Video projections engaged with viewers, leading to increased brand awareness.