My Role:
As senior director of corporate branding, I had the exciting task of bringing Group Nine Media’s brand portfolio to life. The portfolio included celebrated digital-first brands: Thrillist, The Dodo, NowThis, Seeker & POPSUGAR.

My Approach:
I was responsible for leading the strategy and creative storytelling of the brands across all B2B touch points, including: GTM strategy, sizzles, pitch theater, premium swag ideas, sales enablement tools, trade marketing and more.

Our positioning was anchored in “Bound By Optimism.” This playful and uplifting mission statement gave us major runway to play, surprise and delight.

Why It Worked:
During the pandemic, many brands were amplifying consumer anxieties. Our goal was to provide optimistic counter programming to put positivity into the world. This also differentiated us in a big way.

Press:
AdWeek | NY Times | WSJ | Variety