Brand StoryAleve
When I joined BBDO, I was handed the challenge of reversing the declining sales trend for Aleve. Barton Warner, Bayer Consumer Care’s CMO, set the stakes: "If Aleve is not making money, Bayer is not making money."
We needed a new approach to not only stop the sales slide but ignite business growth. After analyzing the category, we discovered no one was addressing the real, human experience of managing all-day pain. Rooted in Aleve’s key product difference of two pills for all-day relief and the insight of the pain of pain management, we developed the "Days" Campaign, showcasing what a day looked like using a competitor’s product.
This campaign transformed the Aleve narrative, focusing on the pain of pain management. The results? Aleve’s market share grew from 8.5% to 12.4% with no incremental media spend, and Hollywood filmmakers were drawn in to help bring this compelling story to life, rejuvenating the brand.
Named by ADWEEK'S Top Holiday Spots For The Year
Case StudyBlue Cross Blue Shield of Michigan
Blue Cross Blue Shield of Michigan faced a unique challenge: How do you engage a generation that sees your entire category as uncaring, out of touch, and seriously cringe? The answer: You lean into the brand positioning of being their "Best Friend" and speak to them in the language they understand—TikTok.
By embracing the platform and its trends, we found an authentic way to reach younger audiences where they already live, breaking down barriers and showing that healthcare doesn't have to be distant or intimidating. It's about connection, trust, and speaking their language.
Brand StoryOLAPLEX
When founders Dean and Darcy Crystal asked me to join the Olaplex team, we had one mission: to bring a breakthrough product to the hair care industry. In lab tests, we believed we had something special, but it would mean nothing if hair stylists didn’t believe in it. With that in mind, before we sold a single SKU, we took a different approach. We went straight to the top five celebrity hair colorists in Los Angeles and asked a simple question: “Would you try our product on your next client?” We weren’t after hype—we wanted their honest review.
The result was extraordinary. Every colorist who tried Olaplex said, "We will never color another client without it, and when can we get more?" That’s when we knew we had something game-changing. We built our product with the pros, and all we asked in return was for them to post their color results on Instagram. What followed was unprecedented—an outpouring of love from professionals and celebrities alike, all without a single paid celebrity post.
As we created a new category, Bond Maintenance, competition quickly took notice, just as we were about to launch exclusively in Sephora. That’s when Dean challenged me with a critical task: “How do we define and talk to consumers for the first time?” We tapped into search trends on Sephora.com and developed “The Complete Hair Repair System,” marking the first time Sephora sold hair products as a system. The results? Within eight months, Olaplex became the #1 hair care product, dethroning Bumble with just four SKUs, while Bumble had over 20.
In the end, we didn’t just introduce a new product—we redefined beauty by building on a deeper truth: hair is personal. Olaplex is more than just bond repair; it’s about empowering people to feel confident, supported, and uniquely themselves with every strand.
Over 4 years leading up to the sale , I managed the organic social teams, personally designed the Sephora retail experience, and led all line extensions' packaging, naming, positioning, and copy.
Brand PositioningInstant Pot
When my team and I developed the positioning for Instant Brands’ Instant Pot, we knew the innovation behind it was groundbreaking. The Instant Pot transformed how people cooked, making it faster and more efficient than ever. But we realized that to truly resonate, we needed to focus on more than just speed—we needed to highlight the deeper human connection to food, friends, and family.
We shaped the brand story to capture those moments where the Instant Pot goes beyond just cooking. It becomes the centerpiece of shared experiences, where food brings people together. The real magic happens not just inside the pot, but around the table. By showing how the Instant Pot helps create opportunities for connection, we shifted the focus from efficiency to the emotional impact of shared meals.
Our message, "You Discover Something Amazing," wasn't just about the food—it was about discovering the moments that matter, and that vision won us the Instant Brands business.
HOW THE POSITIONING VIDEO CAME TO LIFE
Brand StoryOLD WISCONSIN
In a category dominated by sophomoric humor—where yetis urinate and products are targeted at teenagers—we chose a different path. At Old Wisconsin Sausage, we didn’t chase trends or gimmicks. Instead, we embraced a simple truth: our sausages are made the same way they’ve been made since 1947. No shortcuts. No compromises. Just great sausage.
That’s why, in 2023, we launched the "Stubbornly Made" integrated digital campaign. It wasn’t about trying to fit in with the noise of the category; it was about standing proudly apart. Our campaign celebrates the craft that goes into every sausage, from hand-selecting the best cuts of meat to using the traditional hardwood smoking process that gives Old Wisconsin its unmistakable flavor.
In each of our OTT videos, dynamic display and paid and organic social highlights this unwavering dedication to quality. We don’t need to rely on jokes or gimmicks—we let our commitment to tradition speak for itself. Because when you’ve been making sausages the same way since 1947, you don’t need to change a thing.
Old Wisconsin: Stubbornly Made
Case StudyBuddig
Buddig is known for making quality, flavorful, and affordable lunch meat. But with cultural trends shifting away from traditional lunches, we needed to find a way to connect Buddig’s product truth to modern eating habits. How could we position Buddig as more than just a lunchtime staple, but as the perfect portable meal anytime?
The solution? The "Lunchtime Anytime" campaign. By celebrating the portability, convenience, and great taste of Buddig, we positioned the product as the go-to choice for quick, satisfying meals—whether you’re on your way to a meeting, grabbing a bite after the gym, or snacking during a busy day.
We developed a campaign that brought the versatility of Buddig lunch meat to life. From social media to OTT videos, we showcased everyday moments where Buddig fits perfectly into a non-traditional eating schedule. These scenarios illustrated how a Buddig sandwich is not just for lunch but can be enjoyed anytime, anywhere. The family on our packaging now stood for flexibility, representing how Buddig adapts to the changing needs of today’s busy consumers.
My Broadcast ExperienceMY APPROACH: FOCUS ON WHAT MAKES YOU DIFFERENT TO DELIVER AMAZING RESULTS & INDUSTRY RECOGNITION
CANNES LION SHORTLIST
In 2024, we're expanding BCBS of Michigan's "Best Friend" brand voice with humor to promote wellness services.
GOAL: DRIVE PHONE CALLS THE RESULT?: PEOPLE DIDN'T CALL THEY WENT TO THE LOCAL STORE INSTEAD TO BUY
CHICAGO SHOW GOLD
To effectively promote an offering with a "Best Friend" brand voice, sometimes you need to more personal with the audience.