Brand / Franchise Marketing
Brand / Franchise Marketing
Embedded Files
These campaigns helped define how products and brands communicate who they are — from messaging and visuals to launch positioning. Each example shows how cohesive storytelling builds stronger audience relationships.
These campaigns helped define how products and brands communicate who they are — from messaging and visuals to launch positioning. Each example shows how cohesive storytelling builds stronger audience relationships.
Curious George Brand Management | Houghton Mifflin Harcourt
Curious George Brand Management | Houghton Mifflin Harcourt
While at Houghton Mifflin Harcourt, I oversaw all marketing strategy and creative execution for this iconic franchise. I collaborated with NBC-Universal, PBS, First Book, The NYC Tourism Board, and major retailers like Barnes & Noble and Amazon to grow audience engagement and drive product sales through digital campaigns, national in-store events, sweepstakes, and partnerships. I managed a 7-figure annual marketing budget, developed all campaign materials, and coordinated across multiple departments, agencies, and brand stakeholders, making sure things were on time and goals were met.
Results + Highlights
Results + Highlights
Tripled site traffic in under a year (11K to 45K monthly visitors) and increased time on site 200% through SEO, digital campaigns, and high-value content partnerships.
Boosted book sales 454% YoY, with enhanced eBook sales up 282% and book + toy bundle sales up 150% through multichannel photo contest campaign.
Grew Facebook audience 145% (300K to 735K) with organic and paid social media strategies tied to live events, giveaways, and influencer promotions.
Led large-scale brand activations including National Curiosity Day across 700 Barnes & Noble stores and 1,000+ libraries, and a multi-channel Inspire
Curiosity campaign featuring celebrity endorsements, national advertising, and charitable partnerships.
The Worst-Case Scenario Junior Franchise | Chronicle Books
The Worst-Case Scenario Junior Franchise | Chronicle Books
While at Chronicle Books, I led all marketing for their Worst-Case Scenario Junior series, a kid-focused spinoff of the bestselling Worst-Case Scenario Handbook. I managed strategy, budgeting, and execution across five titles in the franchise—working cross-functionally with editorial, design, publicity, sales, and external vendors. My goal was to drive consumer buzz, increase email acquisition, and maximize retail sell-in and sell-through via high- impact promotions, giveaways, partnerships, and advertising campaigns across both digital and print.
Results + Highlights:
Results + Highlights:
Grew email list by 40K subscribers (57% CVR) and drove 70K+ site visits via a national Jar of Slime
Giveaway promoted through Boys’ Life and shared widely across kid/parenting blogs and social.
Increased BookScan and Amazon sales up to 250% via a Family Features syndication campaign generating 4M+ impressions (April–September) across major media.
Boosted direct e-commerce sales 428% and Amazon sales 888% for WCS Jr. Middle School, with 1M+ views driven by retail, social, YouTube, and tween-targeted ads.
Delivered 12.5M+ impressions and doubled engagement with a KidzBop.com takeover and video contest, adding 6K+ homepage visits and a 20% lift in direct sales.
Other Brand/Franchise Marketing Experience:
Other Brand/Franchise Marketing Experience:
The Polar Express
The Giver
Martha Speaks
Caterpillar (CAT)
The World Almanac for Kids
Ivy & Bean
Taro Gomi
What to Expect When You're Expecting
Brain Quest
Sandra Boynton
Barbecue Bible
Outpatient Surgery Magazine
myHealthTalent.com
PracticeUpdate.com
Page updated
Google Sites
Report abuse