This is a mixture of work from emails, videos, articles, events, and more.
How To Think About video series
The goal: Create a new video series to fill the gap in trusted marketing learning available on YouTube with in-depth knowledge only Google can offer. Speaking to practitioner-level marketers, the series’ YouTube-first approach breaks down complex subjects into easily digestible takeaways and actionable insights. It meets viewers where they are with relevant, rewatchable content to elevate their marketing with the latest tips and tricks.
The approach: The series has evolved from remote shoots (due to the pandemic) to in-person live action multi-cam style, elevating the typical talking style to an engaging conversational explainer video. Using bespoke design and typography treatments, this series features Google experts educating viewers about high-value topics, establishing TwG as a marketing thought-leader on YouTube.
My role: Primary scriptwriter for the videos below. I worked with subject matter experts and client stakeholders closely to make this content conversational in tone while still being informative.
Insights Jam video series
The goal: Create a video series (heroes and YT Shorts) to leverage greatest assets: its first-party Search data. With the help of knowledgable Google insights managers, this video aims to share the latest Google Search trends data to help marketers make informed decisions about their strategies. This series speaks to practitioners and champions a playful, YouTube-first approach to spark engagement and share useful bite-sized takeaways.
The approach: The series has evolved from remote shoots (due to the pandemic) to in-person live action multi-cam style. It’s also a combination of round-table discussion style and solo talking head style. Using a lively design and typography treatments, this series features Google experts educating viewers of the Google Search’s latest proprietary data to cement Google as the leader in search data.
My role: Primary scriptwriter for the videos below. I worked with the insights provider from Google’s marketing insights team to create a lively discussion among the experts as they share what marketers need to know about the latest Search trends.
Ghostwriting
The goal: Write from the voice of the featured subject matter expert to share the latest insights, tips and tricks in the marketing sphere.
The approach: I partner closely with the Think with Google Canada editor to discuss the content strategy and execution for new and upcoming content.
My role: I work with the Think with Google Canada editor to discuss the content, develop questions, and write through the brief. I also address client feedback throughout the revision process.
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For many companies, experimentation can be met with hesitation because, let’s be honest, the fear of failure is real. However, even more real is how crucial it is for companies to have an experimental mindset in order to be ready for what’s to come — especially with AI in the picture.
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Integrating AI tools into your strategies can take some getting used to, but experimenting now can help improve your campaign performance and keep your business up to speed.
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Canada’s population is growing significantly, and it’s becoming even more diverse. There were 1M newcomers welcomed to the country in 2022, and more than 1M newcomers were expected for 2023. With 37% of Canadians being either settled immigrants or their children, reaching multicultural Canadians and newcomers is key to modern marketing in this country.
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When it comes to holiday shopping, Canadians are deal seekers all season long — which signals a big opportunity for businesses to show up and help consumers maximize their shopping season.
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There was a time when the idea of “streaming” invoked a small, mobile or desktop screen — for content that was enjoyed individually, and often in short sessions. It couldn’t be more different now. Canadians are consistently choosing connected TV to stream content on their living room TVs. In that laid-back environment, they’re watching for longer, and enjoying it together with friends and family.
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For countless Canadian and global brands, YouTube is the core of their advertising strategy. But Canadians have shifted their habits — they are watching YouTube not just on their personal devices, but on their living room TVs where they are streaming content via connected TV. This has cemented YouTube’s place in the premium content conversation, and brands are now seizing the opportunity of YouTube in the living room.
Google Travel ads
(This is just a couple of samples. If you’d like to see more, please message me!)
The goal: The client wanted to develop ads for YouTube, Meta, Reddit, and RDAs leveraging content developed by US-based travel influencers to promote Google’s helpful travel features to find flight deals, accommodations, and local activities.
The approach: We optimized the UGC from each influencer to create 15s and 6s YouTube cutdowns, as well as develop imagery and copy for RDA needs.
My role: I worked closely with our team’s art director (as well as with our strategist, art director, CDs and PM) to optimize the video’s voice over with Youtube’s best practices in mind to create a tighter storyline and highlight the necessary Google Travel features while honouring each influencers’ style.
Google Shopping ads
(This is just a couple of samples. If you’d like to see more, please message me!)
The goal: The client wanted to develop RDAs to run prior to graduation season to drive Searches for tablets based on Google Shopping’s features to shop and compare prices across retailers.
The approach: We iterated on approved top-performing language from previous shopping campaigns to optimize the RDA copy variations (shown alongside the ad, not in the examples below).
My role: I worked with our team’s strategist, CD and PM to draft various copy options that could be plugged into the RDA algorithm to work with the on-graphic copy shown below in the examples.
Email gallery
(There’s a ton more, so please message me if you’d like to see more samples)