For two and a half years, I was on the WeWork North American Integrated Marketing team. During that time, I helped launch more than 80 new locations across the US and Canada, including 9 new markets. I developed go-to-market strategies and robust integrated ad campaigns. I helped produce dozens of strategic events, designed hundreds of building brochures, lead the creation of an internal sales tool, and negotiated ad buys everywhere from local magazines to transit stations.
The following is a small collection of some of my favorite projects.
Strategy, Creative Direction, Design, Copywriting, and Launch Plans
WeWork Barton Springs in Austin is in a prime area for pedestrian traffic. To capitalize on the location, we constructed a massive vinyl mural at street level.
WeWork Uptown is a premium property near Downtown Dallas. To help sell the value and higher rates, we developed a campaign to highlight the neighborhood's live, work, and play lifestyle.
WeWork Fort Worth was an emerging market with a personality of its own. To launch successfully, we leaned into Fort Worth's "Cow Town" spirit and embraced local partners and small businesses to amplify our message.
Construction isn't always pretty. To promote one of WeWork's largest new properties in Brooklyn, I worked with designer, Dina Kolman, to develop an OOH campaign highlighting the location's special features and help drive pre-sales.