Work Highlights & Awards

Mom Genes Fight PPD

Case Study Video

Social / Digital Campaign Video

One in 7 moms suffer postpartum depression (PPD), driving a staggering number to suicide. Researchers at University of North Carolina at Chapel Hill are looking for a genetic connection to PPD, so we fueled their efforts to help their recruitment efforts gain traction so we can get closer to a cure.

So we created Mom Genes Fight PPD campaign to highlight the power of a mother’s DNA in the fight against postpartum depression.

To drive awareness, we launched a social community from scratch, engaged influencers and celebrities, and hosted an educational and selfie-bait pop-up in Los Angeles for mom influencers to help spread the word.

Moms took action.

And with zero paid media, MomGenesFightPPD went from barely moving, to a movement.

UNC was able to complete the research and in October 2023 were published in the American Journal of Psychiatry, highlighting the genetic connection to PPD as found in their research.

Houston Methodist Hospital

In a highly competitive medical district The Methodist Hospital had a deep legacy providing the highest of quality care and innovation in the Houston market, but the brand and consumer communications did not convey this excellence.

In 2013, I was tapped to lead The Methodist Hospital through a brand overhaul to lift consumer preference and perceptions.

Since beginning our decade long partnership:

Advertising has scored highest among key competitors, on average 18-20% higher than the competition.
Preference scores reached an all-time high in 2019 beating out every hospital in the market, including specialized institutions.

TV & Digital Video Spots

National University

After 50 years of quietly enhancing the lives of working adults in California, National University expanded across the country, truly becoming national. This called for a complete rebrand and strategic repositioning, to send a compelling signal to prospective new students in a highly competitive online education market where many Americans have sidelined their degree aspirations.

Using the proprietary research practice I developed at WongDoody we did a human-data deep dive into the hearts and minds of hard-working adults, uncovering new insights and opportunities for NU to signify how the university supports and delivers a difference.

In addition to reimagining the brand and creating new positioning, The "Supporting the Whole You" campaign launched across TV, outdoor, and digital to promote how students are supported not only in academics, but in all facets of their lives.

Within 60 days of launch:

Brand Favorability up 11.9 percentage points
Affinity up 11.8 percentage points
Aided awareness up 10.4 percentage points

The Sounding Board
Research Practice

In 2017, I was on the hunt for a quick and efficient way to gain consumer insights to inform everything from creative briefs to each consumer touchpoint we built. The traditional means were expensive and took far too long so I decided to build the solution I was looking for.

With support from my executive team, The Sounding Board was born. From discovery through launch and beyond, strategists leverage this in-house practice to enables a myriad of research methodologies, faster and at a fraction of the cost without sacrificing quality.

Honors & Awards