Project Lead

• Developed comprehensive, strategic, and compelling experiential marketing ideas aligned with the brand's objectives

• Led campaign execution across various platforms, ensuring they resonated with audiences and drove engagement

• Collaborated closely with cross-functional teams, including experiential, brand, creative, social media, and corporate communications

• Owned project end-to-end, establishing transparent workflows with internal stakeholders, partners, and artists/creators/media

• Managed budgets efficiently, optimizing internal and external resources

• Built and nurtured relationships with best-in-class experiential partners, agencies, and event organizers

• Supported stakeholder teams in setting the strategy for key cultural moments and platforms

• Acted as onsite spokesperson

• Build brand awareness: SXSW is a popular event attended by thousands of people from various industries, making it the ideal place for Miracle-Gro to increase visibility and reach new audiences

• Generate buzz for new products: With so many people attending SXSW, we wanted to create a unique experience to buzz and generate excitement around Miracle-Gro’s latest product innovations launching that spring by hosting unique and engaging experiences (micro-events) that are shareable on social media

• Engage with the audience: SXSW attendees are often younger, very engaged, and interested in technology, innovation, and new ideas. Miracle-Gro took advantage of this by hosting interactive experiences, workshops, or demonstrations that allow attendees to learn more about our products

• Networking and partnerships: SXSW allowed our team to network with other industry professionals and potential partners

• Interactive installations: Created interactive exhibits that showcased Miracle-Gro’s Performance Organic products and the new Miracle-Gro Twelve Indoor Growing Unit in a unique and engaging way

• Media partnerships: Partnered with Cheddar News to use our space as their SXSW studio.

• Immersive experiences: We created immersive experiences that allowed attendees to disconnect and unwind, allowing them to connect more deeply with Miracle-Gro’s story.

• Workshops and demonstrations: Miracle-Gro and Bonnie Plants hosted workshops and demonstrations that taught attendees new skills and provided hands-on experience with their products

• Micro-events with brand partners: Partnered with other brands from aligned verticals to create a unique and memorable experience for attendees.

• Social media: Encouraged attendees to use the dedicated event hashtag #HarvestHQ when posting.

• Conference Sponsor: became an official SXSW sponsor

• Proactive media outreach leveraging a nationally distributed press release

• 6,500 RSVPs

• 170MM+ media impressions

• 89 media placements

• 28 editors visited Harvest HQ from 26 outlets

• ~155 social media mentions

• ~1.5M+ social media reach

• 2019 Ragan’s PR Daily Awards | Event Marketing Campaign | Category Winner

• 2019 Ragan’s PR Daily Award | Influencer Event | Category Winner

• 2019 Ragan’s PR Daily Award | Press Event or Media Tour | Category Honorable Mention

• 2019 Scotts Miracle-Gro Marketing Awards | Product Innovation | Category Winner