MY WORK
All of Us - National Institute of Health
2018 to Present
For the last seven years, I have headed the paid media strategy for the All of Us campaign with the National Institutes of Health. I work closely with the team at the NIH and our team at Wondros to:
• Define campaign goals and objectives.
• Select channels to reach targeted audiences.
• Incorporate custom assets and messaging.
• Determine how to efficiently achieve our acquisition goals.
I’ve launched paid media campaigns regionally, supported local initiatives, and also run media nationally. Here is an example of a national campaign we ran:
May Elevate Campaign - Media Plan
The main objective of this campaign was to spread nationwide awareness of the program. We determined that the best way to achieve this was to launch a multichannel campaign that included radio, connected TV, programmatic video, and paid social. We deployed testimonials called 'Share Your Story' across these media platforms.
To round out our buy, we secured full-page placements in People and Time magazines during the royal coronation.
People Magazine
TIME Magazine
Along with running the paid media, I worked closely with the social, earned, engagement, and local partners. This ensured campaign integration across the board.
By the end of the campaign, we were able to generate:
300 million impressions | 25 million video views
125K website visitors | 5K+ account signups
One of the best-performing channels for May Elevate—and across our clients—has always been paid social. We use paid social to grow social media followings, drive engagement with social content, and drive traffic to the AoU website to register.
Here are the social accounts we use for All of Us:
AoU (Facebook) | AoU (Instagram)
We have nearly 200K followers across these platforms, and both are instrumental in educating users about medical research and keeping them in the loop on related news and breakthroughs.
With campaigns like May Elevate, regional campaigns, and support for program partners, we have recruited nearly 1 million participants!
Gamefly - video game and movie rentals
2007 to 2018
I started as a marketing manager at GameFly in 2007 and worked my way up to eventually run my own team as the Director of Digital Marketing.
During my time at GameFly, one of our biggest achievements was increasing our total subscriber base nearly 5x over the course of the first five years. I handled budgets ranging from $5 to $20 million annually, and our overall acquisition CPA ranged from $15 to $20, depending on the performance of our media channels. We launched and managed the following:
Affiliates | Ad Networks | Display | Paid Search
Paid Social | Programmatic Video
There were countless accomplishments I was proud of while at GameFly:
• We were one of the first gaming companies with a mobile app. Our team quickly launched mobile install campaigns and mobile marketing initiatives.
• Our digital marketing team was also an early adopter of paid social campaigns on Facebook, leveraging the channel to acquire users through partnerships with social games (e.g., FarmVille).
• In 2011, Gamefly acquired Direct2Drive to expand our console game offering with a digital PC collection. During that time, I improved the ROAS on PC game sales to customers in the first year.
direct2drive Acquisition
Console & pc game offering
• We had notable partnerships with brands such as UFC and Xbox Live. For UFC, we secured brand placements, including telecasts and ads in the octagon. During game-play on Xbox Live, we ran ads on games like Guitar Hero.
ufc partnership
gamefly branding in octagon
• In 2015, Gamefly acquired the Playcast (streaming service) and rebranded it as GameFly Streaming. I led marketing for the service in several international markets, including Mexico and Europe. GameFly Streaming was available on the Amazon Firestick and Samsung Smart TVs and was eventually sold to Electronic Arts in 2018.
gamefly Streaming
international cloud gaming offering
I was able to grow professionally as GameFly expanded over time. This growth allowed me to refine my digital marketing skills and learn to lead my own team.
pause take9 - cyber security Protection
June 2024 to July 2025
In the past year, we teamed up with Craig Newmark Philantrophies (founder of Craigslist) to help with his mission to educate and protect Americans in cybersecurity.
This campaign, called Pause Take9, launched in Q3/Q4 of 2024. I devised a national campaign that integrated media across various channels:
Out-of-home | Influencers | Programmatic Video
Connected TV | Paid Social | Paramount+ [Ad] | Paid Search
Here is the link to the Take9 Media Plan at launch
• Los Angeles - The Grove Mall (Retail)
• Washington DC - Dulles and Reagan Airports (Travel)
• New York - Wall Street (Financial Services)
The grove
Los Angeles, Ca
dulles & reagan
washington, dc
wall Street
new york, ny
We worked closely with the social team to grow Take9’s social media following. In the first six months, we gained around 10K followers on each of the major platforms:
Take9's Social Platforms
One of the most powerful tools we used for Take9 was collaboration with influencers. We leveraged highly engaged audiences with custom-crafted messaging about cybersecurity. Here are some examples:
@blairimani | @cybersecuritygirl | @sonderingemily
Here is the breakdown of overall performance:
• 200+ million media impressions
• 250K visits to the Take9 website
• Nearly 2,500 users signing up for our newsletter
• Gained 30K social media followers (FG, IG and TT)
During our year of work with Craig Newmark Philanthropies, we were able to start a cybersecurity movement through carefully selected paid ad placements and collaboration with program partners.
crush covid - monoclonal antibody treatment
May 2021 to Dec 2021
During the pandemic, Wondros was tasked with driving awareness for several COVID-19 treatment initiatives. For the Crush COVID campaign, our objective was to spread awareness of the monoclonal antibody treatment across 20+ markets and ultimately encourage people to get treated.
Here is a list of some of the markets we worked with:
1. Cape Cod
2. Crewe, VA
3. Detroit, MI
4. Dothan, AL
5. Hattiesburg, MS
6. Jackson, MS
7. Jefferson, MO
8. Lafayette, LA
9. Landover, MD
10. Mobile, AL
11. Montgomery, AL
12. Mount Vernon, IL
13. Oklahoma City, OK
14. Raleigh, NC
15. San Diego, CA
16. St. Louis, MO
17. Tupelo, MS
18. Tuscaloosa, AL
19. Jonesboro, AK
20. Wise, VA
As we planned the media for each market, we met with health clinics and hospitals in each city to understand the dynamics of the market. My team gathered and examined data such as:
Media Consumption Habits | Population Sizes | Internet Accessibility
Average Commuter Time | Public Transit Usage | Number of COVID-19 Cases
With this data, we custom-crafted media plans for each market, adjusting budgets, channel mixes, media frequency, and rollout. We had an overall media budget of $15 million and allocated it accordingly.
Here is an examples of a media plans I devised (click to open):
Initial Media Plans | Market Specific Plans | Media Extension
With such a diverse set of markets, we deployed specific media channels for each. Here is a list of the channels that were available for us to use:
College Ads | Direct Mail | | Local Print | Local Radio
Local TV | Out Of Home | Paid Search
Paid Social | Programmatic Display | Video
Here are some of the out-of-home placements that we secured:
billboard
cape cod, ms
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digital
screen
st. louis, mo
storefront signage
Hattiesburg, ms
College students were greatly affected during this time, so we ran ads during college football games to raise awareness.
Here are details of this buy and images of the placements:
jumbotron
Mississippi state
led ribbon
University of alabama
By the end of the program in December of 2021, we generated:
• 300+ million media impressions
• Maintained a CTR of 2.61% on clickable media
• Helped more than 10,000+ people get treated
All in all, we had a very successful campaign during a difficult time, and our team was extremely proud of our accomplishments.
Note: The CrushCovid website no longer exists but here is a link to an article about the deployment of the treatment in October of 2021 for further context. [Link]