From the ground up
From the ground up
(AKA, some of my favorite marketing campaigns.)
I’m building brand awareness consideration for DoorDash’s New Verticals — the brand’s foray into grocery, alcohol, and retail delivery. At any given moment, I’m working across a bunch of integrated marketing campaigns, all at various stages: strategy and concept, campaign asset production, execution, and performance reporting. Scroll for a few of my favorite projects.
DoorDash
Unwind in No Time
Channel(s)
Experiential
Giveaways
Social
CRM (email)
Date(s)
5/2024
In the hustle and bustle of daily life, people don’t want to go out of their way to treat themselves and raise their glasses. They want to grab an easy drink, finding quick excuses to treat themselves fast, and cheers with friends.
That’s where we come in. DoorDash brings boozy moments to consumers in as little as 40 minutes; the instant gratification of getting something fast is even more delightful.
Nothing says unwind after a long day quite like opening a refrigerator door and grabbing your alcohol of choice. So, we brought a kitchen fridge-inspired pop-up to consumers in Chicago and D.C. for a post-work, quick-fix delight at their favorite bars. Plus, DashPass members got a drink (or two) on the house.
The outside, she's cute!
dashpass sign up on the spot!
vibes!
Cheers!
Dogs!
Lots of dogs!Alcohol Go Big
Channel(s)
OOH
Mailers
Audio
Programmatic & paid social
CRM (email & push notification)
In-app surfaces
Promotion offer
Date(s)
1/2024 - 6/2024
Having ramped awareness around our grocery offering, we opened up a fresh Figma and started our work with the next category: alcohol.
We launched a full-funnel campaign with a focused, single-minded message backed by audience insights — that consumers can get the alcohol they want, delivered fast through DoorDash.
I partnered with an external agency to develop sharp, brand-forward creatives. True to our expectations, the campaign overperformed on alllllllll of the KPIs, driving orders and retention. Cheers to that!
mailer in boston
ooh in denver
paid social asset, cocktail-forward
emailin-app bannerCowboy Carter
Channel(s)
CRM (push notification)
In-app surfaces
Social (IG Story)
Date(s)
4/2024
When Queen Bey drops an album, everyone drops what they’re doing, including DoorDash. Whether you’re singing Jolene in your kitchen, or listening to the album cover to cover, we wanted to inspire consumers to evoke their inner Cowboy Carter each moment of the day — with cowboy hats delivered through DoorDash.
Like our other viral response campaigns, we turned this campaign around in a matter of days, with lifts in cowboy hat sales and engagement. Plus, Party City got in on the action too.
In-app banner
Push notification
In-app banner in situ
IG StoryParty City's response 🤠Sundance 2024
Channel(s)
Experiential
Giveaways
Organic social
Date(s)
1/2024
As part of our Sustaining Sponsorship of Sundance Film Festival, we delivered on giving attendees an award-worthy festival experience. How? We popped up a concierge service on Main Street to show that consumers can not only get anything from DoorDash, but also get the most out of their time in Park City. Advil for the post-after party hangover, tickets to the hottest screenings, a personal assistant for our DashPass members — we showed up for our consumers.
We nabbed features in AdWeek and local press and served over 8,000 attendees, among a bunch of wins.
Our activation and lovely brand ambassadors!
Lines for daysssss (literally)
Inside the pop-up
Swag 😎
In action
Happy attendees :)New Year Reset
Channel(s)
Influencer social
Paid social
Paid editorial partnership
CRM (email & push notification)
In-app surfaces
Promotion offer
Editorial content
Date(s)
1/2024
New year’s. It’s a time when everyone wants focus on being a better version of themselves in the New Year. But, life gets in the way, and they can’t make their resolutions a reality. That’s where DoorDash comes in, delivering consumers’ resolutions —which we learned is overwhelmingly eating healthier and working out more.
We collaborated with trusted voices to help consumers develop their goals and stay motivated: editorial content on Men’s Health, Women’s Health, and Cosmopolitan; social content from cookbook author and registered dietician Rachael DeVaux; and more social content from Peleton instructor Kendall Toole. We also had a rollout of content on our editorial platform, Block Party: here, here, here, here, and here.
First email send
Landing page for the campaign
Native Ad on Men's Health and Women's Health
In-app bannerPerformance Creatives
Channel(s)
Meta
Display
YouTube
UAC
Google PMax
Date(s)
11/2023 - Present
DoorDash has excelled as a restaurant delivery service — but we’re looking to break through the perception and tell consumers that we excel as an anything delivery service. That starts with developing a robust set of evergreen creatives that reaffirm our value props and our commitment to the consumer.
So, we developed videos and statics, which span our new verticals, for our paid channels — they’re functional, yet rooted in our brand voice.
Grocery category assetPets category assetGirl Dinner
Date(s)
8/2023
🎶 Girl dinner, girrrrrrl dinnerrrrr, guuuuuurl dinnnerrrrrrrrrrr 🎶
When Girl Dinner took the internet by storm, we knew we had to participate in the conversation. After all, nothing says “Girl Dinner” than being able to get cheese and crackers, hummus and pita chips, Swedish Fish, popcorn, and wine delivered to your door in one go.
We turned this campaign around in a day, but our imprint was everlasting. (Well, however long trends last, anyway). We saw significant engagement with our product carousel on DashMart and generated buzz on social (see here, here, here, here, aaaaaand here). BRB, still singing.
Push notification
Product carousel on DashMart 
People loooooved itALDI OOH
Channel(s)
OOH (print and digital)
Date(s)
9/2023 - 10/2023
ALDI’s arrival on DoorDash in March 2023 was big — and we wanted to celebrate in a big way. Zeroing in on awareness (that consumers can find ALDI on DoorDash) as our marketing goal, we developed these stunning co-branded OOH creatives, which rolled out in Houston.
The results? A significant increase in aided awareness, improvements in perceptions of our grocery offerings, and a happy partner. Goodness all around.
OOH creative, in situAnother example of the creatives!
And another!In-Store Media
Channel(s)
OOH
Date(s)
5/2023 - 8/2023
As we ramped up marketing efforts around our grocery offerings, our team wondered how we could get creative. Enter: in-store media.
We partnered with merchants on our platform like Albertsons and Safeway to advertise in their brick-and-mortar stores and developed creatives to do so. While our primary goal was to drive awareness around DoorDash’s grocery offerings, we were also mindful of our relationships with our merchant partners — that our messaging didn’t discourage the in-store grocery shopping experience for consumers, but instead supplement it.
We saw only good things — like a significant increase in volume to our grocery category. Yay!
Creative in the wild!
Another one!
Placed in parking lots
Placed in cart corralsSnack Playoffs
Channel(s)
CRM (email & push notification)
In-app surfaces
Promotion offer
Date(s)
3/2023
As consumers are on the edges of their seats during the arguable height of March Madness, Sweet 16, there’s an equally exciting reprieve from the tense competition on DashMart — though here, everyone’s a winner: Snack Playoffs.
Tapping into consumers’ emotional investment into their favorite snacks — and knowing they’re snacking while watching the games — we had consumers pick and buy their favorites (accompanied by a promo offer, of course) for four rounds. The snack with the most orders proceeded to the next round.
The assets we developed celebrated the pomp and circumstance of March Madness throughout the month, while staying rooted in DashMart’s core brand tone and vis ID. At the end of the month, we saw a spike in snacks featured in the creatives sold, volume per day, and retention.
In-app banner for round 1 of campaign
In-app banner for round 2
In-app banner for round 3
In-app banner for round 4
Email sent to consumers for round 1Email sent to consumers for round 3Holidays at DashMart
Channel(s)
Influencer social
Print & free item
CRM (email & push notification)
In-app surfaces
Promotion offer
Date(s)
10/2022 - 12/2022
Fact: The holidays are stressful. Another fact: There are people to see, parties to attend, and most pressing of them all, food to cook. That’s where DashMart comes in, providing consumers with everything they need to make their celebrations delightful — whether it’s getting them that missing ingredient or sparking holiday recipe inspiration.
I oversaw DashMart’s holiday rollout, which included: devising each moment’s messaging, working with the Creative Studio team to blend the brand’s evergreen design system with the moment’s festivity, collaborating with DoorDash Chief Restaurant Officer Pinky Cole and cookbook author Shalean Ghitis to develop relevant recipes, and partnering with the CPG team to produce the best assets for sponsors.
DashMart x Pinky Cole emailDashMart x @SoFloFoodie email
In-app banner for Halloween
In-app banner for Christmas
In-app banner for New Year's EveIn-app banner for post-New Year'sNeighborGoods
Channel(s)
CRM (email & push notification)
In-app surfaces
Promotion offer
Date(s)
10/2022 - 12/2022
DashMart’s committed to uplifting local businesses. That’s best embodied by the DoorDash Accelerator for Local Goods, a program empowering entrepreneurs who are women, immigrants and refugees, and BIPOC by giving them resources, education, and funding to jump-start their businesses.
To raise consumer awareness around the program and optimize conversion on accelerator participants’ products, I led the rollout of the brand-level marketing campaigns for both cohorts of the program. The results? Great customer acquisition, strong in-app engagement, and happy small business owners. A win-win!
Holiday promotion email 
In-app landing pageHoliday promotion email 
In-app bannerRecipe Week
Channel(s)
Owned social (organic & paid)
Influencer social
Print
CRM (email & push notification)
In-app surfaces
Promotion offer
Date(s)
09/2022
DashMart’s second-annual Recipe Week was the first campaign I spearheaded at DoorDash — and probably my favorite.
For 7 days, our favorite foodies (including a TV host and a James Beard award-winning chef) shared signature recipes, all using ingredients delivered by DashMart. The campaign’s core message to consumers? That DashMart is the #1 destination for fresh groceries.
Instagram Story set
EmailInstagram Story set
In-app banner
In-app bannerAt TIME, I oversaw the development of social-first, multi-platform proposals, partnerships, and campaigns for clients of Red Border, the publication’s award-winning branded content studio. My goals? Increase digital reach, drive conversation, and build on overall awareness on social. Scroll for a few of my favorite projects.
TIME
Next Generation Leaders
Date(s)
10/2021 & 05/2022
Next Generation Leaders is probably my favorite TIME editorial franchise; it’s a celebration of young people who are working to build a better world.
I wanted to go above and beyond the turnkey social strategy of laureate lockup assets, shown here. So, I introduced the idea of seamless carousels and quote cards — asset ideas that the client loved.
Seamless Carousel
Laureate LockupQuote CardWomen of the Year
Client
P&G
Link(s)
Women of the Year
Date(s)
03/2022
TIME's Women of the Year franchise, sponsored by P&G, spotlights women leaders who are working towards a more equal world and future.
Beyond devising a social strategy promoting the editorial hub (and which consisted of beautiful nominee lockup assets, an example of which shown here), I constructed and launched TIME's first ever TikTok ads campaign, developing a paid social strategy around the Women of the Year in-person event activation. The resulting videos were engaging and timely, featuring red carpet attendees telling TIME about the women who inspire their own work. One of 3 videos are shown here.
Nominee lockup
TikTok executionTIME101
Client
P&G
Date(s)
06/2022
For TIME101, a branded extension of the iconic TIME100, I developed this video spotlight on SAGE, a non-profit advocating for LGBTQ+ elders. Here, volunteer Marie Spivey and staff member José Collazo discuss the deep, intergenerational relationship they’ve built while with the organization.
Into the Metaverse
Client
Galaxy Interactive
Date(s)
03/2022
The Metaverse. It rapidly grows and pushes the bounds of the digital world, yet it remains an enigma to many. With this need in mind, I broke down the terms to help curious users get started on their digital journeys. (And learned a thing or two myself!)
We Love the Ricardos
Client
Prime Video
Date(s)
12/2021
For the release of Being the Ricardos, I devised a social video concept that blended impact and storytelling. The result? An engaging conversation with actress Andrea Navedo on Lucille and Desi's representation — and how it helped launch her career.
Cravers of the Year
Client
White Castle
Date(s)
12/2021
In this celebration of White Castle’s most loyal Cravers, I produced social videos, advising on both specs and content, and oversaw the development of on-brand, bespoke illustrations of their White Castle orders.
Don Julio 80
Client
Don Julio
Date(s)
05/2022
An iconic brand meets iconic people in this partnership with Don Julio. To celebrate their 80th anniversary, I developed visually sharp social amplification assets that captured the diversity of Mexico’s visionaries, leaders, and pioneers.
