GIA

When GIA, the most prestigious gemological institute in the world, wanted to establish itself among consumers its premier authority on diamonds, and motivate them to request a GIA grading report when shopping for diamonds, it turned to the agency I managed at the time, TSG, for its first-ever public outreach marketing initiative. Since 2007 the US outreach has grown into new markets such as China, Japan and global diamond-buying tourists. And I continued to plan, manage and execute all aspects of a multi-faceted, integrated campaign that included: market research, strategic planning, traditional and digital media, social media, branded content, creative development, digital, mobile, video and a B2B e-commerce. Demand for GIA reports continues to grow globally, as does its respect and authority.

Scope of work: Market research * Strategic communications planning * Media planning, management and execution * Print, Search, Display, Social and broadcast advertising creative development and execution * Social media strategy, planning and community management * Branded content marketing planning and execution * Video production * B2B e-commerce management and execution * Collateral creation and execution * Mobile App

RIO TINTO

When Rio Tinto, one of the world’s largest diamond producers with diamond mines in four continents, wanted to position its Argyle pink diamonds, it turned to TSG. I led efforts to reposition Argyle Pinks, which led to additional projects ranging from Sustainable mining initiatives to Chain of Custody product developments. Efforts in the US eventually led to supporting efforts in China to create new product lines and marketing launches. Throughout my work with Rio Tinto I managed senior marketing executives across multiple countries to develop new product initiatives and produced the creative to help market those initiatives to mature and emerging diamond-buying consumers around the world.

Scope of work: Market research, Product Positioning, Creative development, Go-To-Market planning, Production

IWC

When I first joined TSG in the late 90s IWC was my first client. It was still a relatively unknown brand in an already crowded and competitive luxury market. To help IWC break through I led the development, execution and daily management of an integrated media blitz that included national advertising, publicity, celebrity endorsements, events, promotional merchandising, cooperative marketing alliances and point-of-sale presentations. The result was a surge in demand among high-end jewelry and watch consumers as well as retailers, and tremendous word-of-mouth momentum. IWC was repeatedly featured in every major national fashion and lifestyle magazine and was named the most prestigious watch brand according to the Luxury Institute’s 2007 Luxury Brand Status Survey before they were purchased by Richemont.

Scope of work: Strategic marketing planning * Media planning, negotiating, buying and management * Advertising creative adaptation, production and trafficking * PR planning and management * Celebrity outreach * Event management and production * Collateral development and production * POS development and production * Coop management

LVE

IWC

Leo Schachter, one of the world’s leading diamond manufacturers, wanted to create a branded diamond jewelry line. It turned to TSG to help take the kernel of an idea and validate the concept and designs with market research. I led the creation of a 2000-person research panel that was used to give real-time feedback and input on everything from the development of the brand identity to ways of marketing the new product line. Results provided insights used to create marketing materials and communications plans, which culminated in its launch.

Scope of work: Market research * Communications planning * Brand identity and naming * Creative development * Media * Digital advertising * Coop marketing * Social media community management

PLATINUM GUILD INTERNATIONAL

My second client at TSG was Platinum Guild International (PGI). The goal was to generate demand for platinum jewelry in the US. I worked with PGI up until I left TSG in 2016. My nearly 18-year working relationship with PGI spanned everything from national advertising (planning, creative execution, production and reporting) to multiple websites, creating their digital advertising and social media presence and supporting their many B2B communications, events and trade shows. I began an extension of their US operations and today platinum enjoys solid demand in the bridal space.

Scope of work: Market research * Strategic communications planning * Media planning, management and execution * Print and digital advertising creative development and execution * Web development * Video production * Promotions * Brand identity * POS * Trade show & event production * Celebrity & influencer programs * Collateral creation and execution * Sales training support * Social Media

CASABLANCA BRIDAL

Casablanca Bridal was looking to launch a new Couture line and realized that they needed to evolve their brand, creative and marketing approach. I led the efforts to update their identity and create a new aesthetic for their creative and advertising that they continue to execute today.

Scope of work: Strategic communications planning * Print and digital advertising creative development and execution * Web development * Brand identity * POS * Collateral creation and execution * Photoshoot coordination

GIA

RIO TINTO

IWC

IWC

IWC

LVE

IWC

IWC

PLATINUM GUILD INTERNATIONAL

CASABLANCA BRIDAL

Brands I've Worked With

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