Los Angeles Metropolitan Area
Currently building AI at Handshake! President's Club recipient for FY23. Experienced live events professional, sitting at the center of music, tech, commercial strategy & data. My background also incudes end-to-end ownership of business development process for multiple destination experiences (festivals), including concepting, creative narrative, P&L ownership, artist pitching, negotiations, talent buying, marketing strategy, launch support, mid-campaign, on-site execution, AR and settlement. The travel components of the business also enabled me to build an expertise in hotels, flights and consumer travel preferences. I have co-led or founded multiple ERG's, and am passionate about Black, African-American, African, Caribbean and Afro-Latinx empowerment. Prior to my time in live events, I did strategy consulting for Accenture's software & platforms strategy practice, delivering projects focused on analytics, restructuring and growth strategies for some of the world's leading tech companies. I graduated from The Wharton School at the University of Pennsylvania, with concatenations in Management and Finance. In my free time, I am an avid fan of music festivals, writing, and the Philadelphia Eagles. I am a distance runner (6x 26.2, 10x 13.1) and also enjoy meditating, non-fiction reading, and nothing beats a good chart!
First technology writer for Strategy Breakdowns, a weekly newsletter offering bite-sized insights of company strategies for some of the biggest players in tech, D2C and media. My breakdowns include: SoundCloud, Reddit, Nvidia, Peacock, Uber, Attio, Depop, and more.
• Team lead for US A/D (African Diaspora), focused on music-travel campaigns built around black artists • Managed end-to-end development, owning the ideation and pitching of artists teams, through on-sale • Founded the inaugural employee resource group, Amplify, with a mission to support to black employees • Executed multiple strategic initiatives sponsored directly by the C-suite to transform commercial strat • Appointed as business development lead on multiple experience pitches for global top-10 artists • Nominated as strategy lead for the “Special Projects” division, responsible for P&L ownership c. $xxM • Engineered a new P&L template in excel with dynamic pricing based on various scenario forecasts • Generated a pipeline of 10+ premiere artist partners for the A/D through ongoing convos with agents • Served as the strategy lead for end-to-end redesign and implementation of the LP and checkout flow • Instituted sophisticated pricing tactics and commercial strategies to accelerate fill rate and net margin • Chaired the Content Board, a weekly forum with C-Suite leadership to define overall content strategy • Partnered with Insights Team to execute multiple ML-based projects to help inform music strategy • Composed the proprietary "demand" framework with the Insights Team to help smoke test campaigns • Established and facilitated a monthly forum to review and mitigate campaign risk with senior leadership • Pioneered the first-ever Multi-XX commercial partnership framework to help identify artists best suited for multi-year or experience commercial arrangements, and the right deal structure to propose Key Campaigns: Emo Nite Vegas Vacation, Day of the Deadmau5 Miami, Electric Zoo Cancun, Cali Roots Cabo, Kygo Palm Tree Festival, Brownies & Lemonade Havasu
• Introduced and modeled first-ever financial AOP that provided the forecast for $150M series-C raise • Transformed destination management dept. into a robust product strategy with a rigid holds framework • Responsible for P&L ownership representing over $xxM in value to the company • Authored first career pathing and leveling framework for Content Org (Strategy, Content, Talent Buying) • Codified a dynamic Destination Supply Model that offers a 3-year seasonal outlook on 30+ destinations • Formalized the development of curated itineraries and add-ons alongside the Experience Design Team • Integrated the experience budgeting process to all business units in support of Experience Operations • Defined creative-commercial framework used to proactively pitch artist teams bespoke festival ideas • Implemented first “Concept,” a music experience curated around an emotional state, informed by data
Go-To-Market & Growth Strategy, Cognitive AI Software Platform • Partnered with a cognitive AI startup working to redefine analytics in the CPG and Retail industries • Designed a go-to-market strategy, including joint "plays," target accounts, and sales collateral • Managed business case to determine total addressable market for each and expected performance
End-to-End Process Analytics, Multinational High-Tech Company • Led a 5-person team sanctioned to develop an unprecedented process cost model • Uncovered fully-loaded spend and investment on over 100 core processes across all functions the corp • Administered a web-based survey to over 400 leaders across the world to gather requisite data • Codified the data model in Alteryx prior to helping our clients transition in the work into Essbase • Co-developed a Tableau dashboard to visualize results, and subsequent quarterly refreshes • Defined a reporting cadence to provide updates to the SVP of Finance, CFO, CIO and COO Operating Margin Expansion, Mid-Size Content Delivery Network • Part of a 30-person team sanctioned by the C-Suite of a Fortune 1000 company • Executed an end-to-end assessment to identify ways to expand their operating margin by approx x% • Administered a current state assessment across all SG&A functions to prioritize opportunities to spend • Built and maintained a business case to appraise savings and demonstrate potential sequencing • Managed a “Shadow IT” assessment and created an enterprise-wide app inventory, delivering to CIO
• Served on the Exec Board for SPEC • Responsible for allocating over $1 million dollars annually toward a variety of events • Coordinated logistics related to venues, negotiations, security, marketing, and hospitality • Facilitated communication between each of these stakeholders to ensure the success of the events Live Performances: David Guetta, Kesha, Kygo, Chance the Rapper, Young Thug, Zedd, Tinashe, Travis Scott, iLoveMakonnen, AlunaGeorge, Rae Sremmurd, DRAM, Princess Nokia, Rob $tone, Ty Dolla $ign, The Neighbourhood Speaking Engagements: Serena Williams, Caitlyn Jenner, Matthew Perry, Ana Kendrick, Alec Baldwin