Brand / Franchise Marketing

These campaigns helped define how products and brands communicate who they are — from messaging and visuals to launch positioning. Each example shows how cohesive storytelling builds stronger audience relationships.

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Brand Spotlight: Curious George

While at Houghton Mifflin Harcourt, I served as brand manager for our Curious George products, overseeing all

marketing strategy and creative execution for this iconic franchise. I collaborated with NBC/Universal, PBS, First

Book, NYC Tourism Board, and major retailers like Barnes & Noble and Amazon to grow audience engagement and drive product sales through digital campaigns, national in-store events, sweepstakes, and partnerships. I managed a 7-figure annual marketing budget, developed all campaign materials, and coordinated across multiple departments, agencies, and brand stakeholders, making sure things were on time and goals were met.

Highlights:

Tripled site traffic in under a year (11K to 45K monthly visitors) and increased time on site 200% through SEO, digital campaigns, and high-value content partnerships.
Boosted book sales 454% YoY, with enhanced eBook sales up 282% and book + toy bundle sales up 150% through multichannel photo contest campaign.
Grew Facebook audience 145% (300K to 735K) with organic and paid social media strategies tied to live events, giveaways, and influencer promotions.
Led large-scale brand activations including National Curiosity Day across 700 Barnes & Noble stores and 1,000+ libraries, and a multi-channel Inspire
Curiosity campaign featuring celebrity endorsements, national advertising, and charitable partnerships.

Brand Spotlight: Worst-Case Scenario Junior

While at Chronicle Books, I led brand marketing for Worst-Case Scenario Junior, a kid-focused spinoff of the bestselling Worst-Case Scenario Handbook. I managed strategy, budgeting, and execution across five titles in the series—working cross-functionally with editorial, design, publicity, sales, and external vendors. My goal was to drive consumer buzz, increase email acquisition, and maximize retail sell-in and sell-through via high- impact promotions, giveaways, partnerships, and advertising campaigns across both digital and print.

Highlights:

Grew email list by 40K subscribers (57% CVR) and drove 70K+ site visits via a national Jar of Slime
Giveaway promoted through Boys’ Life and shared widely across kid/parenting blogs and social.
Increased BookScan and Amazon sales significantly (up to 250%) through a Family Features content syndication campaign that earned 4M+ impressions and ran April–September across major media outlets.
Boosted direct e-commerce sales by 428% and Amazon sales by 888% for WCS Jr. Middle School and well over 1 million views on a video trailer as part of a campaign promoted across retail sites, social media, and YouTube, plus a tween-targeted ad blitz.
Delivered 12.5M+ impressions and doubled prior contest engagement with a KidzBop site takeover and video contest for WCS Jr. Weird, also driving 6K+ new homepage visits and a 20% lift in direct sales.