Here's how I've helped teams move opinion and drive results.
Examples of using measurement, experiential campaigns, and real-time content to prove impact, drive business results, and change behavior.
Building a policy marketing measurement roadmap
Teams relied on sentiment surveys to measure policy campaigns, with no clear view of what actually drove change. I designed a multi‑layered measurement roadmap using brand lift, matched‑market tests, media mix models, and a centralized learning agenda. Result: teams shifted budget into channels with proven incremental lift and started planning campaigns from evidence, not intuition.
Incrementality testing · Media mix modeling · Measurement frameworks
From vanity metrics to trust engine
Public affairs campaigns were optimized for impressions and CTRs with no line of sight to how the team's activities contributed to reputation goals. I reoriented the program by building a comprehensive measurement framework to quantify the impact of corporate marketing efforts, capturing true policy and business impact and measuring our efficiency through cost per point of lift. Result: budget now follows persuasion impact, campaigns are more efficient, and teams make decisions faster with shared evidence.
Brand health · Trust metrics · Impact measurement
Owning the conversation on children
At UN General Assembly, UNICEF needed to stand out and keep the focus on children, not abstract goals. I built an onsite real‑time content studio and a distinct visual identity so we could turn small hallway moments into platform‑native stories in hours, not weeks. Result: UNICEF owned about 46 percent of the online conversation about children and SDGs that week and set the model for future high‑level events.
Content marketing · Social media strategy · Creator partnerships
Making sustainability playful at checkout
With public concern over ocean plastic reaching a tipping point, I worked with environmental NGOs and glass retailers across five European markets. Leading strategy, measurement, and a multi‑market team, we designed an experiential campaign where custom pop‑up checkouts at supermarkets in several countries triggered animated dolphins that "thanked" shoppers for choosing glass‑packaged items ahead of World Oceans Day. We captured shopper reactions on video, amplified them across social, and ran brand lift studies to test the impact. Result: the campaign drove a 6.6‑point lift in purchase intent in Italy and a 5‑point lift in perceptions of glass as ocean‑friendly packaging in Spain—both far exceeding Facebook's European benchmarks.
Experiential retail · Behavior change · Brand lift