2019 > today

Head of Marketing & Comms at Intrinsic - a new robotics software and AI company at Alphabet

In May 2019, I joined a moonshot robotics project at X with an audacious mission. As the first marketing hire, I worked with our engineering, product and partnerships teams to kick our business and brand off. Nearly three years later, we have launched as a new Alphabet company, built and launched a unique brand system, and have an exciting time ahead. www.intrinsic.ai

Launching X’s Career Experience

In 2019 we designed and launched a custom X careers experience to help other moonshot takers understand life at X, our culture, principles and potential vocations. We found deep, useful insights to guide candidates along that journey and designed an intuitively integrated sub-site experience and application system for them. The project was end-to-end, from our first touch with someone online through to application and on-site interviewing.

2018

X grew up, and quickly.

In June 2018, we relaunched the X website. The site reflects a commitment to clearly communicating who X is, what we do and why. We also showcased the real team’s of people behind the projects. It’s a passion-filled site. You can see everything from a history of X (from when it was Google[x]) all the way through to X's most recent graduates - Loon and Wing.

www.x.company

2017

Building the X brand

Role: Help build the X brand anew, leaving our Google [x] brand behind.

Right when X became X, I was lucky enough to join the ranks of some of the most passionate people i've ever met, working on the craziest technology i'd ever heard of, to tackle some of the hairiest problems you could think of.

Apart from the astonishing marketing opportunity to help Alphabet's newly minted moonshot factory build its new brand... it was (and is) a pleasure just to play a small part in X's mission to invent and launch breakthrough technologies to make the world a radically better place.

Some of X's moonshots are shown above, covering everything from stratospheric internet balloons to self driving cars, energy kites and even shark slippers. 

I can't talk much about what I work on, but suffice to say building the architecture and strategy for X's brand is an unbelievable learning curve to be on. 

www.x.company 

Relaunching Glass at X

Role: Go To Market Product Marketing Manager

The Glass Enterprise Edition relaunch was the culmination of years of enterprise-level partnerships with companies such as GE, DHL, and Sutter Health to learn how this device and the right software can help help hands-on workers achieve a new level of productivity.

Learn what people with access to a more informed reality can do with the right technology and information when and where it matters: x.company/glass

Wired I Bloomberg I Business Insider I Gizmodo I Techcrunch I Washington Post

2016

Hiring X's chief compression officer

Role: a bit of everything, including execution

Landing at X, my very first project was to support the production of X's first branded video - the April fools' video. Within a few weeks the team, HBO and Silicon Valley's producers and actors (like Thomas Middleditch! ^) pulled together a script and got it done in hilarious fashion.

2012 > 2015

Kicking off the SMB YouTube video ads business globally

Role: Global PMM lead for YouTube B2B ads, focusing on SMB segment

In early 2013, right after Youtube and Google's ad platforms merged I had the opportunity to join a very small team who were kick starting global SMB product marketing for Google's new-to-the-world video ad product.

The goal was to educate Small and Medium Businesses everywhere about the power of YouTube and how video ads can reach and impact a new audience for them.

For 3.5 years, we built everything with a relatively small team of people. We started at the start, with new research informing our value propositions and audience definition. We crafted a global strategy - called 'watch it work' - which was inspired by video, and the powerful analytics behind YouTube's technology.

We went on to build case studies, global advertising strategies, three versions of the official website youtube.com/ads, lifecycle email campaigns, an agency video certification and partner program - which scaled to dozens of countries.

2015

Homer was an SMB owner!

Role: Strategy & acquisition lead throughout 1 year engagement

Our most recent flagship campaign involved a lengthy collaboration with The Simpsons. We worked with our creative agency, Gracie Films and Fox to reanimate parts of an iconic 23 year old episode of the Simpsons, with a twist. We showed how Homer's 'Mr Plow' business could use YouTube today to find the right audience.

The ad hit nearly 10,000,000 views and was the best performing B2B ad campaign we'd ever done in terms of audience engagement, retention, search uplift and other core business metrics (that I can't share).

AdAge I MarketingLand I Business Insider I Digital Trends I The Next Web

Reimagining 'the pitch' with 360 VR

Role: Co-lead of project (prototyper, storyboarder, narrative, creative direction)

Modern day tech-savvy professionals still rely on projectors, static and dense slide decks, and pointing at things with hands and fingers to deliver increasingly complex narratives to even harder-to-impress audiences.

A colleague and I were bothered by it, so we worked 20% on reimagining the pitch for the 21st century - bringing together an insightful client narrative, some seemingly magic 360 shooting and editing, and a cross functional team to create an entirely new experience for future Google advertisers.

We were all surprised just how well it worked, and continues to work. People on the receiving end of the content paid new and close attention because every ounce of it was made with them and their ideal customer in mind. It was product agnostic, human-centered, story-based and highly scalable. The project lives on across several other Google teams.

2014

Highlighting heroes

Role: Strategy and acquisition lead 

In 2014 we stumbled upon LSTN Headphones who work with Starkey Hearing Foundation to give people in developing nations their hearing back. For every set of reclaimed wood headphones they sell - they fund this life changing procedure.

LSTN used video ads in the early days to tell their story and show (instead of tell) people how their business helped change lives a world over. We worked with them to tell that story through an integrated, global campaign that unpacked LSTN's journey.

Along with two other videos in the series, 40,000,000 people watched the ad campaign, learned about LSTN, and began to understand how video ads could work for them too. Search uplift for video ads jumped 237% within weeks.

If you get a spare minute - you should check out lstnsound.co