Comms Strategy & Concepts


Hello. I’m an award winning marketing consultant and product builder based in New York.



Im currently:


✓ Building an excessively good sunscreen company

Freelancing with Fortune 500 brands on their communications strategies and go-to-market plans

Advising startups on marketing and growth plans

✓  Obsessing over the future of consumer DTC brands 




WHAT:
Freelance Communications Strategist / creative
WORK HISTORY:
Freelance
Betaworks Ventures
Anomaly
Naked Comms



Selected work



Some recent things

Oculus Quest
Comms Strategy
Volkswagen 2020
Comms Strategy
Apeel Sciences
Comms Strategy
DKNY 30th
Comms Strategy  / Idea architecture
Pepsico
Innovation
Walmart Fashion
Comms Strategy
Gap: Cher meets Future
Comms Strategy
Lego Global Media Pitch (Winning) Idea architecture

Verizon

Creative / Comms Strategy

The Home Depot 
Comms Strategy / Creative  

IHOP Comms Strategy  

Hyatt 2019
Comms Strategy

Ben & Jerrys 2018
Comms Strategy

DoubleTree Hilton 2019
Comms Strategy

Adidas: Pharell Stan Smith
Comms Strategy

Supercuts 2019
Comms Strategy

Playstation Vue
Comms Strategy
Simplisafe 2019
Comms Strategy



Some highlights



Overstay Checkout - Art Series Hotels

A hotel program where you only had to check out if someone else checked in that garnered 359% ROI and eared $1.5M in free PR. 



ROLE:  Co-Concept, Creative, Comms Strategy
ACCOLADES:Cannes Lions: Silver / The Effies: Gold, Silver, Bronze /WARC: World Prize for Innovation ($10,000) /WARC: "Ranked no 5 in the WARC100 Smartest Marketing Campaigns" / Spikes Asia: Gold /ADMA: Gold, Silver / MFA: Gold / PSFK: “Top 20 Retail Innovations of 2012” / Creativity: Pick of the day / Adnews: Game Changer Finalist

PRESS:
Fast Company / PSFK / Conde Nast / Yahoo / Springwise / News.com.au / Trendhunter / The Australian / DailyMotion / NovaFM / Frankie / LoyaltyLobby / SmartPlanet / Hospitality Net / Boutique Traveller / Habitus Living / SMH, MX, The Age,  (print) / + Lots More




Who Gives a Crap Launch

Launch strategy and concept for DTC toilet paper brand Who Gives a Crap which earned $1.2M in earned media.



ROLE: Concept, Creative, Comms Strategy
ACCOLADES: Comm­sCon: Grand Prix, Gold (2)  / Cannes Lions: Final­ist / The Effie: Final­ist (2) / Spikes Asia: Finalist / MFA Awards: Gold / ADMA: Bronze /  IndieGoGo: “Top 5 Global Crowd­fund­ing Cam­paigns” / Bestad­sontv: Best Interactive

PRESS:All Australian TV News and Breakfast Shows / All Australian Drive Radio / Fast Company / Huffington Post / Mashable / Forbes / Wired / News.com.au / Herald Sun / Dumbofeather / MTV Act / Inhabitat / MNN / TheDoGood / SOMA / SMH, The Age, TFR other Print / + Many more



Vacation, Miami USA

My current focus. An excessively good sunscreen company built for the next generation.  Pilot launched in summer 2019 through the Standard Hotels. www.vacationoil.com


ROLE:  Co-founder, leisure enthusiast
ACCOLADES:
Loved by Tom Selleck, Don Johnson and the cast and crew of Cocktail. Stocked in the Standard Hotel.




Have the homeless become invisible?
NYC Rescue  

A test to see whether you’d  notice your own family members if you saw them homeless on the street that generated 44M media impressions.  




ROLE: Co-concept, Comms Strategist
ACCOLADES:
The Effies: Silver / Cannes Lions: Finalist / 5MM Views / Trending on Youtube / Creativity: Pick of the Day  
PRESS:

ABC World News with Diane Sawyer / CTV News (TV) / Fast Company / Huffington Post / BuzzFeed / Upworthy / DailyMail / NYDaily / Gizmodo / Relevant magazine / Digg / + Lots more


PlusPlus++ for Slack (Acquired)
One of Slack’s most popular bots that allows you to plus, minus and keep score of all the good and not so good things your colleagues say and do on Slack. Built at Betaworks and acquired by Dominet in 2017.  www.plusplus.chat


ROLE: Concept, Co Product Design, (Founder)
ACCOLADES:Front page of Product Hunt, Ranked top 5 in Slack App Store, 500K users in first 6 months achieved organically. Used by Airbnb, Walmart, MLB, Tinder, Disney and many others. Acquired by Dominet Digital in 2017.

MORE INFO: Launch think piece / Two months in



Steal Banksy - Art Series Hotels
A hotel promotion where we challenged guests to steal a Banksy that was hanging in the hotel lobby that generated 300% ROI and $2.1M in global earned media.




ROLE: Comms strategy, Content Strategy
AWARDS: Cannes Lions:  Gold / The Effies: 2 x Gold, 2 x Silve / ADMA: Grand Prix, 2 x Gold / CLIO: Silver / D&AD: In Book / Spikes Asia: Gold, 2x Silver / New York Festivals: Silver / World Festival of Media: Gold / LIA: Silver  / Gunn Report: Top 10 Creative Effectiveness


PRESS:
PSFK / CNN / LA Times / Observer / Paper Mag / Huffington Post / Conde Nast / GizModo / Complex /  Sydney Morning Herald / Timeout / The Australian / Lostateminor / IBTimes / Artlyst / Ufunk / Pedestrian TV / Booooom / Desktop / Freshness / News.com.au / Luxuo / Telegraph UK / GlobalGrind / Straight /  Vandalog / Yahoo / + Lots More




The worlds most disgusting ad - Oxy
A pimple popping ad for a male only acne cream that was deemed “the most disgusting ad of all time”  by publications worldwide.




ROLE: Creative Concept, Creative Direction
PRESS/ACCOLADES: ADMA Awards: Final­ist / Cre­ativ­ity: Pick of The Day / Adweek: Ad of the day / Business Insider: “Most Dis­gust­ing Ad Of All Time” / Forbes:  "When Disgusting is good Strategy" / Youtube Trending /  1MM+ plays in 3 days Forbes / Buzzfeed / Jezebel /  KROQ FM / MSN / DesignTaxi / Daily Motion / The Australian / Matt and Jo show (radio) / Capital FM breakfast UK (radio) / LiveLeak / StyleBistro / +More



Experience


2017 - Freelance Comms Strategist

R/GA, Initiative, TBWA, AKQA, Joan, Havas, GSD&M, Johannes Leonardo, Y&R, Mekanism, YARD, Dirt, Etc

2015 - Betaworks Ventures

Product and Marketing Director

2014 - Anomaly 

Communications Strategy Director

2013 -  Silver and Partners

Communications Strategy Director / Digital Creative

2011 -  Naked Communications

Communications Strategist  /  Creative




Recognition



Some other things





We Do Spanish Australia’s largest online Spanish school I co-founded with a word a day subsription service with 25K users. Read more...

Jay Besos
An irresponsible shopping bot that would send daily links of bizarre things you can buy from the depths of amazon

Glitter
Helped develop the “bakeshop (tm)” user experience for the personal trading card app “Glitter”. Read more...


Instafalls
A site that aggregated all the images hashtagged at Australia’s Falls Festival. Read more...  




Speed Dial
An on demand news aggregator prototype that helped lead to Digg’s Slack Bot. Read more...
TagByTagWest A site that counted and ranked the people who tweeted the most about South by South WestRead more...


Two Dots - Brand Strategy
Developed a brand strategy for the makers of hit game Dots, Two Dots and Dots & Co.


Planning Salon Digital Strategy Bootcamp
Co-organiser and speaker at the Planning Salon Digital Strategy Bootcamp.

Thanks Aunty
A site that enabled festival goers to send a thank you note to the fictional festival Matriarch.Read more...



Elevator Music
Rennaisance Hotels
Creative Concept



Billboard / PhilthyMag / Baller Status / Awolnation / StreetInsider

#Homesafely
TACCreative / Comms

One Show: Merit Award /  Sirens: Best Campaign (Radio) 3 x Finalists / Creativity: Pick of the day / Best ads on TV:  Best interactive



Speaking / Writing



Festival de Antigua

I was asked to Speak at the Festival de Antigua in Guatemala on Engagement Planning to help “Viral” Ideas go “Viral.”
www.festivaldeantigua.com






Contact



WORK HISTORY:
Freelance
Betaworks
Anomaly
Silver & Partners
Naked Comms