Strategist: Marketing, Brand, Culture
Portfolio
Flamin' Hot University
Elevating Flamin' Hot from a flavor to a branded experience, across the snack portfolio. Launched social media channels and orchestrated packaging changes for a unified look across all the brands that have Flamin' Hot (Ruffles, Doritos, Cheetos, et.c). Multi-faceted campaign with A-list talent partnership, campaign microsite, designer merch drop, donation to HBCU scholarship fund, and Hypebeast feature. 4B earned impressions.
Cheetos Flamin' Hot Tangy Chili Fusion
Tapped into "newstalgia" Gen Z macrotrend and led a fresh take on the 2007 song "This is Why I'm Hot" with rapper MIMS with music video production to drive awareness of new Cheetos flavor. Supplemented with Coachella after-party performance and experiential activation, TikTok influencer campaign, and product-forward digital videos. Surpassed new product trial goal (household penetration) by +37%.
New Brand Launch HAVOC
Helped launch a new brand from scratch, focused on Gen Z with globally-inspired, mid-heat flavors solving a whitespace in the PepsiCo portfolio. Product development, consumer testing, led packaging design, pricing and pack size architecture, and brand strategy and design.
Target Owned Brand Good & Gather
Target private label portfolio identified gap in "better for you" category. Worked on consumer insights to differentiate Good & Gather, Target's health-focused grocery owned brand. Led qualitative insights via shopalongs and focus groups. Found consumer pain points: it's hard to understand what's a good choice quickly by scanning packaging and labels. Resulted in product imagery-focused packaging, claims on front of pack, and clear, easy-to-find ingredient lists.
