San Francisco, California, United States
Creative leader building global digital communities and brands. Today I direct global brand for Wikipedia, leading a creative team across 9 time zones to grow love, readership, and support for free knowledge.
Reaching more than 2 billion people a year, I lead brand for Wikipedia, a top 10 global website. I partner with more than 38 creative agencies in 24 countries, always pushing for increased awareness and participation in global knowledge sharing. My fully-remote Brand Studio team leads campaign development, brand partnerships, and creative collaborations to connect wiki projects to culture. We proudly offer in-house agency services to the Wikimedia Foundation and long-term brand stewardship for one of the world's most beloved online platforms.
Directed once-a-generation Wikipedia brand research and marketing planning with stakeholders in more than 40 countries. Worked closely with Wolff Olins and Wikimedia's Board of Trustees to establish a 5 year strategy to leverage Wikipedia brand for global user growth and improved international inclusion. I also developed Wikipedia's first brand partnership guidelines, and made an act of Wikipedia vandalism from the North Face into an international teaching moment for marketers.
Collaborated with communities and creative agencies on 3 continents, to establish brand marketing for Wikipedia. Projects ranged from global campaigns to celebrate Wikipedia's 15th birthday to national campaigns in Iraq, India, and Nigeria that invite new readers. The results earned more than 30 million views, doubling brand awareness in Nigeria (to 48% in 2016), boosting brand recall 21% in India, and driving millions of new users to Wikipedia.
Directed social media for Mountain Dew, leading team of 12 designers, analysts, paid media specialists, and community managers.
Managed social media for MasterCard, planning and directing content and community engagement across Facebook, Twitter, Foursquare, and Instagram. My work earned New York Times and Wall Street headlines during NYC'S Pride Parade 2013 and a Cannes Lion for social media mobile development. Other social clients included Converse, A&E, and Royal Caribbean
Directed user culture, social media outreach, brand development, and content strategy for mobile photography iOS app. Part of TechStars New York Summer 2011 class.