Selected work

Case studies, written for scrutiny.

Each case covers the context, the constraint, my role, the approach, and only the outcomes that can be verified. Client names are withheld where confidentiality applies.

Rebuilding the growth engine for a luxury DTC brand

From fragmented paid media and unreliable measurement to a connected acquisition, lifecycle, conversion, and decision system.

Average blended ROAS: ~5x; Engagement average, from ~1.2x during a weak period
Client: National luxury DTC brand (anonymized)
Timeframe: ~2-year engagement

Operating enterprise automotive growth across programmatic, measurement, and dealer demand

A multi-million-dollar automotive media system for Toyota and Lexus spanning evergreen demand, model launches, seasonal campaigns, dealer actions, audience strategy, measurement, and continuous optimization.

Invalid traffic on problem campaigns: ~20% → ~3%; Before → after inventory controls
Client: Toyota Motor North America (Toyota, Lexus), via interTrend Communications
Timeframe: 2022–2024 (interTrend tenure)

Operating a national RSV awareness program across media, measurement, and multicultural audiences

A complex healthcare media program for Sanofi spanning programmatic, paid social, video, multicultural targeting, creative testing, and third-party measurement.

15-second video completion rate: 92%; Asian American audience, Dec 2022 platform data · vs. 70–80% benchmark
Client: Sanofi, via interTrend Communications
Timeframe: Sep–Dec 2022 program window

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