Drove global social strategy and activation across all Red Bull properties including social channels, TV, athletes, sports, events and film. Led the Red Bull brand to be named the #3 Most Engaged Brand via Mashable and the #1 Social Media Video Company by Go Viral in 2012, and drove sales impact for considered purchases via a Nielsen Study
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The social media strategy focused on staying authentic to fans of Top Gear, my making fans feel as if the social media was done by Clarkson, Hammond, and May themselves. It was to be raw and true vs traditional social media marketing.
Creation of over 100 bespoke clips were made for the Manchester City team, Man City players, media, partners, and fan groups, tailored to what their own fans wanted to see. Drove over 125 million organic views of clips from the show and in the UK on release weekend, 79% of all social conversation in the UK about Amazon related back to All or Nothing.[Read More]
Led the social media team for Amazon Prime Video in the EU. This included direct focus on creating and implementing the strategies for EU produced Amazon Original titles and live events. Supported the EU social media team on creating paid and organic strategies for Amazon Originals produced in the US, films, channels, transaction video on demand, and 3rd party content acquisition.
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Directed press and social strategy for the U.S. Department of State, White House, Facebook, Google, YouTube, MTV and Columbia Law School for the Alliance of Youth Movements Summit in December 2008 working directly with social media movements that affected global political changes. Drafted a social media playbook distributed to youth movements across the globe.