VML + Wunderman Thompson: agency‑bred strategist turning integrated social into market momentum

With a combined five years of leading social strategy at VML and Wunderman Thompson at a senior level, I built high-performing, insight-driven social programs that scaled brand presence and ROI. I acted as a creative steward—shaping POVs, creative briefs, and campaign direction—while authoring adaptable playbooks and governance that standardized best practices across accounts. Those playbooks turned platform research into repeatable tactics and accelerated creative decision-making.

I strengthened my managerial chops through streamlining cross-functional workflows by unifying asset management, reporting, and attribution systems - reducing friction between strategy, creative, and media teams and enabling efficient campaign iterations.

I led end‑to‑end social programs — researching, conceiving, storyboarding, writing briefs, securing client buy‑in, managing production, executing and optimizing campaigns, and driving post‑mortem learnings. Those experiences at VML and Wunderman Thompson forged the versatile, no‑excuses social leader I am now.

15

Brands Worked On

18

Marketing Awards and Accolades

1

Real Submarine Created and Successfully Deployed

Client Showcase: Microsoft Store

Leading the agency onboarding for the Microsoft Store account, I translated product breadth—games, movies, devices—into a tightly focused social strategy grounded in audience research and cultural signals. We prioritized qualitative and quantitative insights to map Gen Z behaviors, platform preferences, and content triggers, then used that intelligence to structure a monthly editorial calendar that balanced discovery moments, product launches, and community-first storytelling.

My role centered on turning those insights into actionable creative briefs and tempo plans: defining format priorities, testing hypotheses across vertical and short-form placements, and setting KPIs that informed iterative learning each month. The result was an ed‑cal built for sustained relevance—data-informed, insight-led, and optimized to grow engagement and brand affinity with the audiences that matter most.

Organic Social Examples

Launching TikTok for Microsoft Store

Leading the official platform launch for a tech giant was a high-stakes, energizing challenge. I partnered with our strategist and creative director to build a six‑month launch playbook, ed‑cal, and operational plan that treated TikTok as its own ecosystem — tonality, aesthetics, sound, trends, and language. I used social listening tools (Infegy, MRI‑Simmons, Brandwatch) to develop a nuanced audience profile that directly informed our creative strategy and prioritized where and how the brand could play authentically.

I set three strategic priorities: prove Gen Z and younger Millennials were addressable, create a brand voice that could be playful without feeling “cringe,” and build a rapid decision loop for trend participation to avoid bottlenecks. With streamlined approvals and a collaborative team, we launched content two months early. Our TikTok audience proved distinct from Instagram and X — playful, ego‑free, and receptive to unexpected crossovers — and content blending gaming with hobbies like crafting, baking, and gardening drove a +26% lift in complete view‑throughs.

Prioritizing Gen Z's Passion for Sustainability

Gen Z remained a continually sought-after target for the Microsoft Store. Their purchasing influence, steadfast sustainability convictions, and future-focused mindset decisively shape tech and gaming markets. We approached them conversationally, not didactically, positioning the Microsoft Ocean Plastic Mouse as a clear, authentic sustainability statement that respected their values and invited participation. The straightforward, no-gimmick creative preserved brand integrity while driving commerce, producing nearly 67% CTR across platforms and ranking among our top-performing shoppable posts outside major seasonal campaigns.

@microsoftstore: POV you're scrolling on social with an eco-friendly mouse made from recycled ocean plastic on #EarthDay🌎 #TapToShop

Client Showcase: Washington's Lottery

The Department of Imagination

I leaned into the client’s playful tone while supporting the Department of Imagination—an activational series that dared followers to answer, "What would you do if you won the lottery?" We turned whimsical responses (climb a volcano, swim in ranch dressing, see every state in an RV) into short-form clips, UGC prompts, and shareable micro-moments designed to spark conversation and joy.

The strategy was simple but selective: prompt wild ideas, surface the most compelling entries, and collaborate with creative and production to bring the top three concepts to life. I contributed to storyboarding, campaign planning, and optimization across paid and organic social, handled copywriting and publishing, led community engagement, and tracked performance to iterate quickly—delivering playful, on-brand experiences that amplified reach and deepened audience affinity.

The #LetsImagineTogether Era

Jurassic Prank

When it comes to using your lottery winnings to redo the garage, the question is: How far would you go?

Wingman 12000™

Introducing the Wingman 12000™, spreading the love on

Epic Proposal(s)

We loved Amanda's proposal idea so much, we brought it to life! If you hit the jackpot, how would you celebrate your partner?

Flavor Hive

We aren't sure if this is exactly what Annie dreamed of, but we think anything is possible if you just bee-lieve.

Yes, we really did build a working submarine to have front row access to the coveted Seafair Hydro Race. This was WA Lottery's first Facebook Live event and it blew all KPIs out of the water. It even made the news!