Strategy
Strategy. The word is tossed around a lot. It means something different to everyone and the “ask” changes from one project to another. Sometimes strategy is more research heavy. But no matter what, strategy works to reach new insights that leave you wanting more. Adapting to the project is key. Peak into my strategic mindset and take a look at my strategic experience.
RFPand Pitch Experience
I have worked on a variety of projects. From proposing a fitness-centric campaign for Meta’s Oculus quest, to creating a community-centered branded experience for a leading spend management company, and ideating innovative ways for Jack Morton to recruit Gen-Zer’s, I have built a wide range of storytelling decks and creative briefs. No matter the ask, each project contains relevant insights and findings. By uncovering hidden truths specific to the target audience and brand at-hand, I invite relevant creative ideas. When it comes to strategic deck building, my favorite part might be writing the strategic manifesto and creating audience personas. Working alongside the creative team, in those spaces, I am able to call upon my passion for creative writing and set the tone and overall mission for the creative ideas that follow.
The attached photos are slides from when I was asked to create an innovative experience for how Jack Morton can recruit young people to work for them.
Research Experience
I am an effective researcher because I understand that research is not about presenting every finding that I uncover, substantive research requires you to assess the findings and data you excavate— map connections, draw themes, and question the status-quo.
With Jack Morton, I had the opportunity to assess the market opportunity and client-demand for both the gaming and entertainment industry. I posed a variety of research questions. The first step was to conduct in-depth competitive analyses and create a framework for assessment. The information I found was vast, and not all of it was detail the client had to see. As a strategist, I decided that a simple way to digest the most important components from the competitive analysis would be to build a quadrant analysis graph. My research was complex, but my presentation was simple and easy to follow.
In addition to generating competitive analyses, I also conducted overall market research: researching the revenue, market spend, and opportunity for experiential marketing in these two industries. Critical demographic research played a key role and was where I got to bring my creative storytelling skills.
Some research tools I am fluent in are: Mintel, WARC, GWI, and Infegy,
Collaboration Experience
I love the energy that comes from working on a team. From participating in team-wide strategy meanings, pitch presentations, company-wide debriefs, and creative working sessions, there are ample opportunities to hear from diverse voices and share my opinion.
With the Strategy team at Jack Morton, I worked closely with senior strategists and creative directors who graciously mentored me. We would present our research and our projects to one another and push each other to uncover even deeper answers.
Strategic Skills
Audience-Personas. Competitive analysis. Copywriting. Customer and experience journey. Creative Brief Writing. Data gathering, synthesizing, and interpretation. Deck Building. Market research. Pitching and Presenting. Public Speaking. Social Listening.Theme identifying. Trend forecasting.
