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Waymo
Associate Director
Social Creative & Strategy
Since 2023, I've led a team that drives creative and social strategy for Waymo's social channels, digital, OOH & 360° campaigns, as well as influencer partnerships, digital series, and organic social.
I work alongside the Waymo team to craft and steer content, build creative strategies, and direct storytelling through paid, organic, and experiential placements.
Social Creative Direction
Cross-Channel Content Development
Social & Music Supervisor
Visual Narrative Development
Copywriting
Conceptual Development
Tone & Voice Strategy
Scriptwriting
Social Copywriting
Strategy
Campaign Strategy
Social Strategy
Reactive Content Strategy
Paid + Organic
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 roles: Conceptual development, co-creative direction, strategic positioning
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 roles: Conceptual development, co-creative direction, strategic positioning
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 roles: Conceptual development, co-creative direction, strategic positioning
Precious Cargo
The assignment: Develop a relatable, whimsical way to message safety and reliability for organic and paid social use.
My role: Conceptual development, co-creative direction, strategic positioning
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, co-creative direction, strategic positioning
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, co-creative direction, strategic positioning
Organic Social
Our mission is simple: build trust, shape how people see Waymo, and drive adoption in every market we enter by humanizing some of the world's most advanced technology. We use social to show up in culture, make autonomous technology feel human, and spotlight how Waymo is reshaping mobility.
CES 2026
Goal: make Waymo the most talked about ADV brand at CES. Thanks to our organic social campaign, Waymo had a 131% higher share of voice compared to any other brand. 25 pieces of content earned more than 50 million views across platforms over two weeks.
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