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Waymo
Associate Director, Social & Copy
Robots can drive, but they can't express their personalities until now. I built a voice for The World’s Most Experienced Driver: Waymo.
I lead a team that drives creative and social strategy for Waymo's social channels, digital, OOH & 360° campaigns, as well as influencer partnerships and digital series.
I work alongside the Waymo team to ensure creative and copy are on-brand and social-forward across all marketing touchpoints.
Social Team Management
Cross-Channel Content Development
Creative & Campaign Analysis
Community Management Tone & Voice Oversight
Copywriting
Conceptual Development
Tone & Voice Strategy
Scriptwriting
Pitching Concepts & Campaigns
Social Copywriting
Strategy
Campaign Strategy & Creative Direction
Social Strategy
Overall Content Strategy
Reactive Content Strategy
Paid + Organic
Copy Direction
Paid content is an essential component of Waymo's growth strategy, allowing Waymo to target opportunity audiences in existing markets and build awareness with new audiences.
Below, you'll find a few of my favorite content series, which I developed from concept to final execution. These were published as both paid and organic pieces.
The New Normal
It’s driving itself? It’s driving itself. There’s nothing quite like that first-ride feeling. This nationwide campaign extended to all of Waymo's serviced cities: LA, San Francisco, Phoenix, Austin and Atlanta, to message the magic of the 'new to normal' feeling.
Placement: Network, OOH, streaming, digital & social.
My role: Conceptual development + creative direction (copy)
The Future Is A Trip
What does it feel like when you realize the future is the present? 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.
Placement: Network, OOH, streaming, digital & social.
My role: Conceptual development + creative direction (copy)
Your Passport to Phoenix
The assignment: Create tags and a narrative wrapper to message airport trips in Phoenix that speak to tourists and residents alike.
Placement: Network, OOH, streaming, digital & social.
My role: Conceptual development + creative direction (copy)
Precious Cargo
The assignment: Develop a relatable, whimsical way to message safety and reliability for organic and paid social use.
My role: Conceptual development + creative direction (copy)
Phoenix Rising
On the Rise
The 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.”
The 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. 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.
My role: Conceptual development + creative direction (copy)
Engage: Grandma Mode
The assignment: Develop a quirky, fun way to celebrate April Fool's Day across Waymo's social channels.
The solution: Engage 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.
My role: Conceptual development + creative direction (copy)
So Safe, It's Scary
The assignment: Develop a fun way to celebrate Halloween across Waymo's social channels that ladders back up to the strategy, "All Are Welcome."
The 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.
My role: Conceptual development + creative direction (copy)
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