Waymo
Associate Director, Social & Copy
Robots can drive, but they can't bring their personalities to life (yet). So, I give a voice to The World’s Most Experienced Driver: Waymo One.
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I lead a team that drives creative, copy, and social strategy, helping Waymo find its voice on social, in OOH and digital ads, and brand campaigns. From cross-channel digital and OOH campaigns to organic series and paid ads, I work alongside Alphabet's Waymo team to ensure creative and copy are on-brand and social-forward.
Social Team Management
Cross-Channel Content Calendar
Extensive Cross Channel Reporting
Community Management
Copywriting
Tone & Voice Strategy
Scriptwriting
Campaign Concepting
Social Copywriting
Strategy
Campaign Strategy & Creative Direction
Social Strategy
Reactive Content Strategy
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Paid + Organic
Copy Direction
Paid content is essential to Waymo's growth strategy for emerging markets and to build affinity within existing markets in San Francisco, Phoenix, and Los Angeles.
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Below, you'll find a few of my favorite content series, which I developed from concept to copy and final execution. These were published on both paid and organic social channels.
The Future Is A Trip
Riding with the safest Driver in the World is like nothing else; it's mind-boggling, almost too good to be true. You truly feel like you're in the future. This nationwide campaign extended to all of Waymo's serviced cities - LA, San Francisco, Phoenix, Austin, and soon-to-be Atlanta to help drive home the magical, like-no-other experience that is Waymo One.
Precious Cargo
TFW You Trust Your Driver
Phoenix Rising
Launch Promo
Our assignment: Develop a plan to announce & support Waymo’s partnership with the Phoenix Rising FC on social that finds overlap between the team’s story and Waymo’s RTB of “Made for You to be You.”
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Our solution: Who understands how much extra time matters better than a championship soccer team? This is why a partnership between Waymo and Phoenix Rising makes so much sense: when you ride with Waymo One, you create extra time for yourself. And Waymo time can be anything you need it to be, whether that’s getting things done, connecting with the people who matter to you, or just decompressing.
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My role: Conceptual development + creative direction (copy)
April Fool's Day
Our assignment: Develop a quirky, fun way to celebrate April Fool's Day across Waymo's social channels.
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Our solution: Enagage Grandma Mode. We loved that people have called Waymo the Grandma of Robotaxis so much that we introduced an innovative (yet entirely fictional) new feature: Grandma Mode.
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My role: Conceptual development + creative direction (copy)
Halloween
Our assignment: Develop a fun way to celebrate Halloween across Waymo's social channels that ladders back up to the strategy, "All Are Welcome."
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Our solution: We captured the idea that Waymo welcomes all people, no matter their background by showing an array of people from various backgrounds sporting a wide range of fun costumes.
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My role: Conceptual development + creative direction (copy)
