Role: Manager and Independent Contributor
Program Management
Design and Content Strategy

Skills:
Customer Research
Media Planning
Program Management
Design Systems Management
Branding
Content Audit
Design Mock Up
Design Studio
Critiques

Projects:
Low Light and bespoke placements
Landscape US Campaign
Portrait Mode Global Campaign
Portrait Mode Canadian Campaign

Team:
1x Marketing Manager
3x Media Managers
2x Creative Directors
2x Art Director
4x Designers
1x Head of Art Buying
1x Content Manager
1x CMS Vendor
1x Procurement Specialist

My first goal was to bring some order to the multiple rounds of creative reviews and crits, which were prone to hour-long discussions about each image from a never ending stream of photographs.

This was achieved by introducing a common language to discuss, define and categorize photographs. I organized and led a series of design studios, training programs and workshops that were based on Susan Sontag’s and Terry Barrett’s system of critiquing photography.

Doing so helped to mitigate the constant stream of feedback from leadership (on every single image!). The resulting taxonomy created a framework that we used to map and configure a new content management system. My existing relationship with the vendor helped navigate Apple IT’s strict security requirements. We were able to implement the platform across the entire agency in record time. Removing the bottle necks from the creative reviews encouraged collaboration and streamlined the selection process by easing communication.

I matched our in-house media team with personal contacts from a boutique media agency to fill a bespoke global media buy with hyper-contextual content and placements.