UNITEDMASTERS

UnitedMasters helps independent artists get music label services through its different subscription plans.

SKILLS:

AUDIENCE DEFINITION, VALUE PROP DEVELOPMENT, BRAND ARCHITECTURE, POSITIONING, Naming, MESSAGING, WEB creative

PROBLEM: UnitedMasters needed to differentiate its products clearly to acquire more premium plan users.

WHAT I DID: Segmented and defined the target audience through research with an insights partner, rebuilt the internal value proposition, created a re-positioning plan, and translated these strategic foundations into updated subscription architecture, naming, and messaging. To bring this life, I led the relaunch of unitedmasters.com, owning creative, production, and content. I launched the new site with an integrated go-to-market campaign, focused primarily on low cost owned channel marketing.

RESULT: The go-to-market execution drove an 80%+ lift in web sessions. The updated site increased premium subscription starts by nearly 50%. Follow on premium plan upsell campaigns drove XXK subscriptions - a 15% lift in total paid users for the business - and generated $XXXK in revenue.

GOOGLE

I worked on many of Google's businesses, but this project focused on Google's entry into consumer electronics.

SKILLS:

BRAND NARRATIVE DEVELOPMENT, BRAND BOOK AND BRAND GUIDELINE CREATION, brand management strategy, LAUNCH EVENT KEYNOTE content

PROBLEM: Google needed to nail the launch of its 1st party hardware, and tap into its master brand equity.

WHAT I DID: Led the creation of a brand book to weave together a hardware portfolio-wide brand narrative, and delivered brand guidelines to help teams develop creative assets consistently on a global scale. This project required me to pursue a strategic exercise of synthesizing narratives from key products across Google to build brand messaging that associated these new devices to the master brand's top qualities. After getting buy-in from leaders across a highly complex organization, the work came to life via the first Made by Google launch event, in the form of the event keynote narrative, content, and scripts.

RESULT: The launch event generated 10M+ views, 1M+ social mentions that accounted for 1B+ impressions, and 10K+ press articles. It catapulted Google into the consumer electronics space in a big way, where it's still thriving years later.