• Tasked with taking the iconic brands, Jeopardy!, Wheel of Fortune, and Mattel’s He-Man and the Masters of the Universe and making them relevant to younger audiences (with an emphasis on Jeopardy!).

• Attended all show tapings to capture and/or create viral moments that were posted “live” to drive engagement and control the narrative

• Worked closely with Alex Trebek and the Clue Crew to create exclusive content giving fans a sneak-peek into Stage 10.

ACCOMPLISHMENTS

• Attracted and retained Millennial and Gen Z audiences by introducing new content buckets that expanded engagement opportunities, revamping marketing assets, and creating cohesive and fresh personas that resonated with younger fans without losing lifelong fans.

• Put more of a spotlight on Jeopardy!'s Clue Crew, which attracted untapped audiences with interests in travel and lifestyle content, and also helped grow their personal social media pages.

SOCIAL MEDIA MANAGER, ACCOUNT MANAGER

(SONY PICTURES ENTERTAINMENT, MATTEL)

• By taking a proactive social-forward approach, fans were able to interact with the show in real-time on social media. This led to significant increases in MoM fan engagement (~30% M1), which led to a steady increase in fans/followers MoM.

• Controlled when and why Jeopardy! would trend - giving the show control of the narrative and ability to protect contestants.

• Managed the social media content calendars for He-Man and the Masters of the Universe (Mattel), including copywriting, posting, community management and pitching fresh content ideas during weekly client meetings.

• Developed the creative marketing strategy for SPE’s Everest (Jake Gyllenhaal, Keira Knightley) that utilized new 360-degree video technology to transport fans to the summit of Mt. Everest.

Alex was the definition of a homebody (or should I say, "HOST-Body?!?!"). He never traveled with the Clue Crew or gave on-location clues. That is, until the partnership with Lindblad Expeditions and the opportunity to deliver clues from the Galapagos presented itself.

I wouldn't want that responsibility! Fortunately, Jimmy got Alex over and through the island's toughest terrains.

I believe this was Alex's happy place. He loved the seals and turtles, and would often sneak away from the group to get a glimpse of whatever happened to be flopping by.

ETERNIA

Greetings From Beautiful...

Mattel was looking to re-energize (no pun intended...to the select few that understood) the He-Man and the Masters of the Universe brand because some new projects were in the pipeline.

The initial budget was small, but that was made up for in trust, freedom to create, and access to every action figure ever created (a collector's dream).

My team and I developed a comprehensive and cost-effective social media plan that would bring He-Man and his friends into modern day Earth. Each character would have an exaggerated personality that would be presented to fans via engaging post copy and creative assets that followed the MOTU as they battled the struggles of everyday life.

OVERVIEW

GOALS

Increase overall brand awareness and relevancy.

Attract new audiences (with an emphasis on Millennials & Gen Z), while retaining legacy fans (Gen X & Baby Boomers) who knew the brand.

STRATEGY

RELATABLE SCENARIOS

Grow the social media channels through consistent postings, community management and fan engagement, participating in relevant trending topics, and highlighting relatable scenarios.

PLACE HE-MAN & THE MOTU IN RELATABLE AND COMMON SITUATIONS.

• ATTRACTS AND RETAINS YOUNGER AUDIENCES WHO KNOW THE STRUGGLES ARE REAL.

• MODERNIZES THE BRAND.

ORIGINAL CHARACTERS

LOVABLE PERSONALITIES

INCORPORATE ALL ORIGINAL CHARACTERS INTO SOCIAL CONTENT.

• APPEALS TO WIDER AUDIENCES.

• EXPANDS CONTENT / ENGAGEMENT OPPORTUNITIES.

HUMANIZE THE MOTU AND EMPHASIZE CHARACTER QUIRKS.

• ALLOWS FOR MORE CASUAL & ENGAGING CONTENT.

• ADDS LIKABILITY TO THE "BAD GUYS" WHICH HELPS EXPAND & RETAIN FANS.

A STOP AT BUCC-HE'S IS A MUST ON THESE TRIPS BACK TO ETERNIA.

NO AMOUNT OF FUMIGATING CAN RID THAT PLACE OF SKELETOR'S STENCH.

ONLY IF HE TAKES THE FIRST SIP...

CONCEPT

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