FEELD

As head of Global Experience I lead IRL forward market expansion for a top 5 dating app .

Scaling these efforts and teams meant campaigns and activations in London, New York, Los Angeles, New York, Toronto, Chicago, Sydney, Melbourne, Amsterdam, Austin, Portland, Washinton DC, and Berlin.

Had a blast doing it… and won an advertising award.

Projects

  • Strategy

    The canal tour 72andSunny brought to the table was conceptually strong but lacked some key elements. I updated the strategy to include a concurrent party at Waterkant and directed the boat captains to circle and dock letting the cruise participants hop off and join the fun creating a moment with viral potential.

  • Direction

    The team struggled to negotiate how to integrate the brand and PR moment into the pre-existing art in the space. I was able to create a synthesis between the two activations by directing the production team to use floor vinyls as brand touch points that cleared delivered our campaign message.

  • Growth

    There campaign activations during launch week lacked a meaningful connection to the target market that could spur organic. I brought on community partners The Queer Agenda to co-host all of our activations, giving us access to their entire audience and hosting events with 1000+ attendees, leading to an increase of influencer UGC sharing, press coverage, and a spike in new user acquisition.

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A DAY IN THE LIFE

The project pipeline is the life blood of a global experience operation. I maintain daily tracking on progress and logistics to ensure things are happening on time and within scope.

When not checking in with vendors and partners its focused time building decks to explain what needs to happen and reworking diagrams, floor, plans and activation approvals to ensure contracts can keep moving.

  • Building repeatable standards and training documents that can be localized to global ambassadors

  • To understand what success looks like we created vendor and attendee survey process to confirm our events were moving the desired metrics for the program capturing insights for the business

  • Maintain meticulous project plans and briefs to allow creatives, vendors,and contractors to work autonomously in between check in times.

Our production partners weren’t able to actualize on the “Green Light District” concept with any of their selected venues.

I reached out to personal contacts to bring on a series of drag performers who could bring the concept to life on a couple hours notice. This creating the opportunity to fully realize our campaign and capture hero images that told the story of the campaign in a single frame.

SUMMIT

Other projects.

A FUCKING MAGAZINE

APARIUM