Data Strategist
Search for businesses like “black-owned shops near me” or “black-owned restaurants near me” to support local Black-owned businesses.
After seeing Google Search interest for ‘black owned’ hit an all-time high in 2020, I proposed that Google help users find and support Black-owned small businesses. This finding led to the creation of a new Google Search function and Google My Business attribute that has helped increase revenue for many Black-owned businesses.
As data strategist, I identified target markets for the attribute adaption and helped cross-functional teams develop marketing strategies for the Support Black-Owned campaign. I collaborated with art directors and copywriters to develop initial campaign concepts produced by Google Brand Studio and outside agencies.
Google for Small Business: Black-owned Friday
Google Brand Stories: Black History Month 2021
Google for Small Business: Support Black-owned
Google Shopping: Celebrate Black-owned
Awards: D&AD - Yellow Pencil , The One Show: Gold & Silver
Google Brand Studio, BBH New York
Data Strategist
This year, people around the world are searching “near me” more than ever. And right now, those places need our help. Support the places near you, with a little help from Google.
I identified data insights (including “near me” and “support local”) that provided the basis for Google’s small-business campaigns during the 2020 recession and beyond.
In collaboration with creatives, producers, and senior leadership, I identified data-backed brand opportunities across verticals and helped bring those ideas to life.
Google Brand Studio
Data Strategist
This year, we’re supporting LGBTQ+ communities with commitments to help fund and celebrate inclusive spaces that foster belonging for all.
As data strategist, I identified the Google Search trends that provided the foundation for Google’s first-ever global Pride 2021 brand campaign, as well as the Pride campaign for Google Pixel in the U.S..
The Pixel Pride campaign and the Spaces to Belong interactive launched in June 2021 as part of Google’s global campaign to help support and celebrate LGBTQ+ friendly spaces on their road to recovery.
The Pride 2021 campaign generated over 1.5M YouTube views, positive brand lift, and favorable press.
https://blog.google/outreach-initiatives/diversity/pride-2021-small-business/
Google Brand Studio & Google Pixel
Data Strategist
Part of Google’s economic recovery campaign to support small businesses.
I identified data insights and marketing opportunities across verticals that provided the basis for Google’s small business campaigns during the 2020 recession, and resulted in new Google My Business service attributes and support features.
Google Brand Studio
Data Strategist
Year in Search magazine 2021 explores the various ways—big and small, tender, awkward, inspiring, and hopeful—that the world searched, more than ever before, for healing.
I worked with leadership and external partners to develop content strategy for the magazine, identified the Google Search trends that inspired each article, successfully pitched story concepts for 5 of the 18 magazine stories, and worked in collaboration with designers and copywriters on the first-ever Google Trends data spread.
The magazine launched in December 2021 in digital and print as part of Google’s Year in Search 2021 campaign, was published in the New York Times, and was distributed to 300k households.
Pop-Up Magazine Productions & Google Brand Studio
Data Strategist
After seeing Google Search interest for ‘black owned’ hit an all-time high in 2020, I proposed that Google help users find and support Black-owned small businesses. This finding led to the creation of a new Google Search function and Google My Business attribute that has helped increase revenue for many Black-owned businesses.
My data insights provided the centerpiece of Google Black History Month 2021: Creating Lasting Legacies, the About site content, and the basis for the Four Way campaign film.
https://about.google/stories/celebrating-black-history-month/
https://smallbusiness.withgoogle.com/blackowned/#!/
Google Brand Studio
Awards: D&AD - Yellow Pencil , The One Show: Gold & Silver
BRAND & CONTENT STRATEGIST + WEB DESIGNER
I worked closely with the CEO and senior leadership based in Kampala, Uganda to build their website and develop an effective two-pronged content strategy - one that helped persuade Western NGOs and funders, but at the same time still connected with and met the needs of local clientele.
This was a tall order and one of my most challenging projects. In addition to hitting two very different targets, I worked collaboratively across time zones, nations, cultures and languages. Though initially skeptical an American could understand Ugandan cultural nuances and convey them through content and design, I won their trust through thoughtful and thorough research (and my decision to make Swahili the first language viewers see).
The resulting website design and messaging centered East African culture in a positive, nuanced, and authentic way, successfully framed Uzuri’s mission, and helped the startup exceed their funding target by 15%.
Google's first-ever brand campaign for the U.S. Latino market.
Data strategist
Google celebrates the Latino community's resilience in times of adversity, and the "nunca dejamos de buscarle" or "we never stop searching for a way" attitude that has always enabled Latino small businesses owners to persevere.
As data strategist, I identified the Spanish-language Google Search trends that provided the foundation for this creative campaign and connected it to Google’s economic recovery campaign for small businesses in 2020.
The campaign launched in September 2020 during Hispanic Heritage Month and consisted of a series of TV spots, online videos, and digital assets for social media.
It generated over 4.9M YouTube views, high engagement, and dramatic brand lift among target audiences.
Google Brand Studio & Lovers not Haters