ALASKA AIRLINES
As Marketing Comms Manager, I’m responsible for all copy across the company (internal and external-facing assets.) It’s been an incredible opportunity to work in new media (for example, stadium LEDs) and learn a unique and highly-complex industry.
Branded partnerships
It was thrilling to collaborate with national sports teams and vendors on campaigns that lifted both of our brands.
Seattle Kraken
For the 2023 season, I wanted to capture the excitement and danger of the team mascot. The result was an incredible display that took full advantage of the arena’s state-of-the-art lobby screens and got fans revved up to “take flight.”
Stumptown Roasters
Changing the coffee onboard our flights may not seem like a big deal, but we knew it would be a major opportunity to portray our brand in an elevated way, serving bespoke, handcrafted products that set us apart from the pack. It was so successful, we actually got a shout-out during Weekend Update on SNL that weekend.
Holiday Campaign
Our big focus in 2023 was to deliver a message that felt modern and relatable to all generations. But how? I came up with a play on words that would embody the season and give our Gen Z/millennial guests a sly wink.
NASA
When NASA agreed to add an Echo-device to the console of the Orion spacecraft, I was asked to bring Alexa’s voice to this important mission. I infused Alexa’s particular POV into hundreds of technical responses to customer questions. I also composed an original song and social-content to tease the big announcement.
BMW
To showcase the onboard Alexa in the new BMW X3, the marketing team asked me to advise on their script. I landed on a simple exchange wherein Alexa recognizes a tongue-in-cheek question and replies with a playful yet understated response.
DRIVER: “Alexa, can you pause time?”
ALEXA: “Let’s just enjoy the moment.”
This worldwide spot required coordination with global team members and has generated hundreds of thousands of customer utterances.
Alexa Transforms
This was another marketing collaboration where the team requested Alexa’s singular persona. They had worked out the concept with digital magician, Zach King, but needed a clever Alexa response to the command.
ZACH: “Alexa, disable gravity.”
ALEXA: “Turning off gravity. You are now free to float. Or as I like to say, the weight is over.”
Once again, we saw tremendous engagement with the utterance on devices. The video also generated a trend of YouTube creators asking Alexa to “Disable gravity” #shorts.
Disney
The soundtrack to “Encanto” was performing so remarkably well, we collaborated with Disney on a few Easter-egg responses for customers to discover on their Echo devices. The fan favorite was the bespoke answer with sound effects and movie-references for the question, “Do we talk about Bruno?” This drove millions of utterances and enthusiastic social-media sharing of the experience.
ALEXA (AMAZON)
I was a subject-matter expert for the brand persona (Alexa’s likes/dislikes, sense of humor and opinions on everything.) This led to consulting across the entire devices organization and providing content for high-profile marketing materials.