PayPal Honey
After 3 years working at Honey, I took on my biggest challenge yet: Bringing our product and marketing to six non-U.S. territories.
Results
Led Honey’s international GTM strategy for 6 markets, including the rollout of marketing in Germany, France, and the Netherlands.
Drove over 5 million new installs in 2021.
Led creative strategy for channels including YouTube, search, display, paid social, and native.
Managed domestic and overseas creative production agency partners to create effective video and static assets.
Crafted positioning, personas, and strategy for both the Honey Browser Extension and Honey's loyalty program, Honey Gold
Da!
Selected work
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Don't Skip
An original creative concept for Honey in the U.K. This video successfully capitalized on the YouTube ad format by immediately asking viewers not to skip.
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Honey Challenge
An original creative concept for Honey in Germany. This ad was so successful we later localized it for use in other countries.
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Golden Girl
This ad for the German market was produced in tandem with a U.S. version, but the German version had a cast, script, and German nuances all its own.
