YouTube
Senior Account Manager, 2012-2017
I helped YouTube define its brand on social, growing from a cat video site to a behemoth in tech, launching new paid verticals in Gaming, Original Shows, Music.
Insight(s)
- Of all the campaigns I worked on, #voteIRL was the shining star—motivating millennials to vote (the age group with lowest voter registration rates).
- I conducted original research to determine 1m34s was the average time it took to register to vote online in all 50 states.
Strategy
- Debunk the notion that voting is difficult, time-consuming—targeting YouTube fandoms.
- We briefed 211 video creators to make a video 1m34s long, doing what they do best (gaming, makeup, style haul) and explaining how easy it is to register to vote. These videos amassed 7M views.
Accomplishments
- Award-winning campaigns - #voteIRL won a Shorty Award and was shortlisted at Cannes, The Webby’s, and London International Awards.
- Client sabbatical - I worked in-house on YouTube's marketing team during a sabbatical from my agency Big Spaceship .
- Team leadership - I managed a team of 20 creatives, analysts, and strategists
- Trending topics - big launches were my specialty, gaining top trending spots on Twitter for #DearMe, YouTube Rewind, International Refugee Day, Mother’s Day, Pride, YouTube Original Shows, Gaming, etc.
- Crisis management - YouTube was under extreme scrutiny and I helped develop crisis comms for social.