(RED): VP, Community Strategy & Brand Engagement
Original member of the team that launched (RED), Bono and Bobby Shriver’s initiative to help eliminate AIDS in Africa. Conceived and led community strategy and brand-building campaigns, programs and events for (RED) and each product partner, generating $650+ million in contributions to The Global Fund to date.
Results
Partner Engagement
Conceived, implemented, optimized, and maintained integrated brand, marketing and community building programs for (RED) and our product partners including: American Express, Apple, Armani, Converse, Dell, Gap, Hallmark, Microsoft, Motorola. Created (RED) toolkits for partner employee engagement and training.
Spearheaded Industry “Firsts”
Built and managed the largest Brand pages at the time on both Facebook and Myspace. Secured homepage placement for (RED) on Google on World AIDS Day. Co-created and managed Hallmark user-generated greeting card competition.
Digital & Social Media Partnerships
Program development, execution, optimization, and relationship management of digital media partners including: Google, MySpace, Facebook, YouTube, AOL, MSN.
Events
Spearheaded (RED) concert tours with Dave Matthews Band, Common, The Hotel Café. Managed (RED)'s presence and integration at music festivals including Bonnaroo.
Consumer Engagement
Created (RED) College Ambassador program. Conceived and oversaw development of (RED) Impact calculator – 217,117 people calculated the impact of their (RED) purchases within the first 6-months . Launched (RED) Film Competition at Vail Film Festival.
Google AdWords
Strategy, execution, optimization, achieving CTRs of up to 31%
