PepsiCo X VaynerMedia

Creative Strategy for

The work focused on developing brand playbooks, conducting social audits, and executing data-driven content strategies. It balanced real-time content creation with proactive campaign planning while leveraging Brandwatch and Tableau for performance tracking and optimization

Roles & Responsibilities

Pepsi

Designed a strategic playbook to deepen insights into the brand’s existence, audience behavior, platform strategy, and design guidelines

Cheetos

  • Developed a bridge between a pre-planned holiday post about pairing Cheetos with wine, tracking its performance and audience sentiment to refine the concept further.

  • Engaged in proactive community management by responding to audience interactions, leveraging trends, and fostering brand affinity through real-time engagement.

  • Conducted quarterly reviews and outlined next steps for clients by analyzing best- and worst-performing SKUs, backed by data and qualitative insights.

  • Assessed the brand’s share of voice against competitors, extracting key learnings to expand audience reach.

Naked Juice

  • Led the brand onboarding by providing detailed customer personas to refine target audiences.

  • Strategized content calendars and briefed creators to design campaigns aligned with current trends.

  • Monitored performance and recommended ad boosts based on ad spend analysis and percentage improvements

Kevita & Izze

  • Conducted in-depth social audits, evaluating audience demographics, sentiment analysis, and competitor benchmarking to refine positioning.

  • Developed a brand revitalization strategy, ensuring content aligned with evolving consumer preferences and wellness trends.

  • Crafted real-time, culturally relevant content by tapping into social conversations, seasonal moments, and influencer partnerships.

  • Recommended strategic partnerships with relevant wellness brands and creators to enhance brand credibility and reach.

Mug Root Beer

  • Brought a playful, spontaneous approach to ideating engaging content, constantly brainstorming new ways for ‘Dawg’ to drive audience engagement and boost root beer consumption.

  • Developed interactive social media activations, such as gamified content, meme-driven storytelling, and fan-driven challenges to amplify engagement

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Strategic Technology