Executive Strategy, Real-World Impact
A portfolio of strategic wins across digital marketing, media buying, and brand transformation.
Behind every successful campaign is a well-executed strategy. As a marketing executive and transformation leader, my work spans the full spectrum of owned, earned, and paid media—often shaping outcomes long before the first impression. This portfolio offers a glimpse into key initiatives I’ve supported across industries, highlighting my approach to governance, scalable operations, and business-aligned marketing. Each example demonstrates how thoughtful leadership, strategic oversight, and data-informed execution can move the needle—whether in brand visibility, audience growth, or revenue impact.
Elevating Thought Leadership: Accelerating Audience Growth for Arthur Brooks Through Strategic eBook Campaign
Situation: Arthur Brooks’ team sought a scalable solution to expand his digital subscriber base in tandem with the release of his co-authored book with Oprah Winfrey.
Task: Develop a full-funnel digital strategy to drive qualified subscriber growth and deepen engagement with Brooks’ thought leadership content.
Action: Partnered with Brooks’ management team to conceptualize and launch a value-driven eBook campaign aligned with the themes of his new release. Led the development of a dedicated HubSpot-powered landing experience to support seamless content distribution and email capture. Directed campaign creative and executed paid media activation via Meta Ads Manager, optimizing for performance and conversion.
Result: The campaign delivered over 2,700 new subscribers within 30 days—achieving a 60% lift over previous benchmarks and establishing a replicable framework for future engagement initiatives.
Vector: Pioneering Lockheed Martin’s First April Fools’ Campaign to Drive Engagement and Lead Capture
Situation: Within Lockheed Martin’s traditionally conservative brand environment—particularly in the defense and aerospace sector—our team identified a rare opportunity to introduce creativity through the company’s first-ever April Fools’ campaign.
Task: Develop and execute a bold, cross-channel digital campaign to promote Lockheed Martin’s “Gateway to Space” newsletter, generate high-value leads, and pilot the company’s first HubSpot-powered marketing funnel.
Action: Partnered with internal creative and production teams to launch a satirical product announcement—an aerospace-inspired fragrance. Led media planning and execution across Meta and LinkedIn, overseeing audience targeting, creative strategy, and budget management. Coordinated teaser content, influencer-style rollouts, and a day-of campaign reveal that funneled users to a custom HubSpot landing page offering a sample and newsletter signup. Strategically integrated with event marketing through on-site perfume giveaways and a documentary-style video on the space business unit to enrich engagement.
Result: The campaign exceeded all benchmarks, capturing over 19,000 email subscribers, becoming the most visited landing page in Lockheed Martin’s digital ecosystem with more than 250,000 unique visits, and resonating strongly with both defense-sector stakeholders and recruitment targets.
Reimagining the Space Cafe: Turning Experiential Activations into Scalable Marketing Outcomes
Situation: Lockheed Martin’s Space Line of Business featured a popular trade show photo booth—known as the “Space Cafe”—but it lacked measurable outcomes and strategic integration with broader marketing goals.
Task: Transform the Space Cafe from a passive engagement activity into a data-generating, CRM-integrated lead capture and social amplification tool that supported both brand visibility and subscriber growth.
Action: Introduced enhanced photo booth software linked to a DSLR setup, enabling attendees to receive branded, event-specific photos via email or SMS. Integrated the system with HubSpot to automate lead capture and follow-up. Designed shareable frames featuring campaign hashtags and incorporated social calls-to-action to drive organic reach. Aligned each activation with live event strategy to maximize engagement across platforms.
Result: Across 13 trade shows, the campaign generated an average of 3,000+ attendee-shared posts per event, and in 5 select events, added 1,000–2,000 new newsletter subscribers per event—substantially increasing both online engagement and marketing-qualified leads.
Lemonade Not Ice-T: Driving Cultural Relevance and Scale Through Strategic Celebrity Amplification
Situation: GEICO sought to extend the cultural impact of its “Lemonade Not Ice-T” television spot by translating TV momentum into meaningful engagement across social platforms.
Task: Develop a social-first amplification strategy that utilized Ice-T’s persona and reach to maximize campaign resonance, particularly on Twitter, while delivering measurable value through content extensions and paid media integration.
Action: Partnered directly with Ice-T to coordinate organic and promoted posts aligned with the TV spot’s launch cadence. Negotiated Twitter whitelisting access to amplify branded content directly from Ice-T’s account. Created a custom landing page video and branded GIF assets, all produced within the original campaign budget, to extend campaign engagement and encourage shareability across digital channels.
Result: The campaign delivered 22 million social impressions, significantly expanding GEICO’s reach and establishing a repeatable model for high-impact celebrity-led social integrations. It also advanced internal frameworks for aligning TV creative with real-time social strategy, contributing to stronger brand engagement benchmarks for future campaigns.
Revolutionizing Engagement: GEICO’s ‘It’s What You Do’ Anniversary Activation with Shitty_Watercolour
Situation: As GEICO prepared to celebrate the anniversary of its long-running “It’s What You Do” campaign, the brand team sought a fresh, socially-native concept to reinvigorate the message and foster brand affinity among digital audiences.
Task: Leverage artist and influencer Hector Janse van Rensburg (aka Shitty_Watercolour) to develop a creative-driven social campaign that could spark authentic engagement and boost positive sentiment around the brand.
Action: Led the integration of influencer-generated visuals with Twitter’s Conversational Ad Units and Sprinklr’s automated reply technology. Fans were encouraged to engage by tweeting pre-filled copy, which triggered real-time branded responses with custom artwork from GEICO’s handle. This activation turned passive viewership into participatory moments, increasing organic reach and brand interaction.
Result: Over a three-month span, the campaign generated 5,000+ direct brand mentions and a potential reach of 4.5 million. It not only celebrated the campaign’s legacy but also set a benchmark for using influencers and automation to drive personalized, scalable social engagement within a regulated industry.
Harmonizing Marketing: GEICO’s ‘Bad News Boyz’ Campaign Featuring Boyz II Men
Situation: GEICO was developing a new spot within its long-running “It’s What You Do” series and sought innovative ways to ensure cultural relevance and deepen audience connection, using real-time consumer insights.
Task: Leverage social listening and audience intelligence to uncover a compelling theme that could inform both creative direction and integrated digital activation.
Action: Identified a strong resonance for ‘90s R&B—particularly Boyz II Men—among GEICO’s social audience. Proposed and helped develop the “Bad News Boyz” concept, blending nostalgic humor with brand messaging. The initiative extended to a Facebook Live event, where Boyz II Men performed humorous renditions of user-submitted bad news, offering a unique twist on branded entertainment while directly challenging competitor livestream strategies.
Result: The Facebook Live activation drew 10,000+ peak concurrent viewers and surpassed 200,000 views within two weeks, with a 75% viewer retention rate. The campaign effectively integrated earned insights into paid media execution and funneled engaged audiences into GEICO’s broader marketing ecosystem through retargeting and sequenced content delivery.
Superhero Service: Elevating GEICO’s Impact at New York Comic Con
Situation: GEICO’s experiential marketing team aimed to deepen real-time engagement at New York Comic Con by going beyond traditional sponsorship and offering memorable value to attendees.
Task: Design and implement a strategy that elevated GEICO’s brand presence while providing tangible, personalized benefits to policyholders on-site.
Action: Partnered with Comic Con organizers to deliver in-app push notifications promoting an exclusive service experience for GEICO policyholders. Leveraged social listening tools to monitor a custom hashtag, verified attendees via direct messages, and deployed a field team to deliver perks such as snack packs, VIP line access, and queue-waiting support. Brand ambassadors onsite also facilitated quotes and drove engagement with GEICO’s broader offerings.
Result: Delivered personalized experiences to 1,500+ attendees, transforming GEICO’s booth from a static display into a customer-centric activation. The initiative showcased GEICO’s commitment to service innovation and brand loyalty, while generating real-time buzz and affinity within a pop culture-savvy audience.
Expanding the GEICO Universe: Social-First Campaigns That Sustained Brand Momentum
Situation: While GEICO’s broadcast commercials drive broad awareness, there was a gap in social engagement between campaign airings. Simultaneously, the internal creative team sought more strategic opportunities to contribute to social content development.
Task: Develop original, social-first content that extended GEICO’s brand tone, maintained audience engagement, and provided creative bandwidth for internal teams—while keeping users within the brand’s marketing funnel.
Action: Partnered with the in-house creative team to conceptualize playful, performance-optimized social campaigns including “Expect More with GEICO” and “Time Travel Today.” These initiatives were crafted to align with GEICO’s absurdist tone while delivering measurable value on social. Led audience targeting and segmentation based on behavior and affinity categories such as pets, parenting, and relationships. Amplified campaign content through paid media and ensured interactions fed into downstream marketing initiatives.
Result: Campaigns generated 3,000–4,000+ engagement actions per post with high shareability and time-on-platform metrics. Successfully prolonged brand narrative beyond TV spots, increased owned media value, and deepened collaboration between media, content, and creative teams.
From SEO to Social: Elevating GEICO More into a High-Impact Content Pillar
Situation: GEICO More, the brand’s editorial content hub, was originally designed for SEO and inbound traffic—but lacked integration with GEICO’s social media ecosystem. Content was under-leveraged on platforms like Facebook and Twitter, limiting its broader marketing impact.
Task: Reposition GEICO More as a strategic content pillar on social, driving not only engagement but measurable traffic and lead generation aligned with business objectives.
Action: Championed the initiative to incorporate GEICO More content into paid and organic social campaigns. Secured and implemented the first-ever social media budget for GEICO’s marketing department. Partnered with a third-party agency to adapt content for social-first performance, using Facebook’s advanced targeting based on life stage triggers—such as vehicle purchases, marriage, career changes, and parenting. Affinity-based audience segmentation was updated quarterly to optimize performance. Following success on Facebook, the strategy was scaled to Twitter.
Result: Social engagement grew by over 200%, and social-driven traffic outpaced SEO, with users averaging 3–4 minutes per session and engaging with multiple pieces of content. The initiative successfully transformed GEICO More from an SEO tool into a full-funnel acquisition driver within the brand’s paid and owned media strategy.
Beyond the Brief: Strategy in Action
Each project here is more than a highlight — it’s a window into how I think, lead, and deliver. Whether guiding creative direction, overseeing media strategy, or building operational systems, this work reflects the breadth of my approach across earned, owned, and paid.