Additional Strategy Highlights

In this strategic reflection, I examine how Daffy was already building an emotionally resonant brand through its member-informed redesign, product naming, community recognition, thoughtful product details, witty social voice, and consistent messaging. Using lessons from the Beloved Tech Brands conference, the piece evaluates those choices through the lenses of brand experience, storytelling, awareness, and creative consistency, while identifying opportunities to strengthen Daffy's future marketing.

During my time as Interim VP of Marketing, I owned the execution of Daffy’s brand initiatives, including the 2024 Year in Review. I developed the strategy, worked with the CEO to shape the narrative, partnered with the CFO to gather and interpret the company and industry data, and translated those numbers into a cohesive growth story. I then set the creative direction and worked with design to bring the report and supporting content to life.

As Marketing Director, I led Rising Above the Storms' transformation into a cohesive brand, setting the strategy and creative direction across identity, web, storytelling, and communications. I directed designers through the logo and visual identity redesign, then built the full website strategy by mapping the user experience, deciding what content should live where, and writing the site copy based on existing user behavior and UX research. 

Working closely with developers and designers, I translated that strategy into the final experience while building and managing a marketing team across web, graphic design, and social media. On that team, I set priorities, assigned projects, and reviewed creative work as we carried the brand across annual reports, campaigns, social content, templates, merchandise, and ongoing communications.

#FeedBayArea was a social-first giving-season campaign designed to demonstrate the newly launched Daffy Campaigns platform through real-world impact, and one I helped shape and execute. The campaign brought together Adam Nash, Reid Hoffman, Mike Schroepfer, Gokul Rajaram, and Josh Hannah, along with five San Francisco Bay Area food banks, to launch matching fundraisers and coordinate storytelling across their networks.

I owned the campaign's social and content strategy from concept through execution, creating the assets, managing the rollout, and personally visiting each food bank to interview its leaders and photograph its work. Turning that firsthand reporting into human-driven content, I showed audiences how food banks operate and put real people behind the issue of local food insecurity. The campaign was featured on ABC7 News, and I secured an additional shoutout from 99.7 NOW.