Essentia Water needed to break from the pack, and it did.
I worked extensively on their “It Might As Well Be You” integrated marketing campaign to grow this premium water brand’s national presence. I helped plan for and oversee an integrated campaign spanning TV, OOH, social, digital, PR, influencer, web, retail stores, and field marketing.
My responsibilities |
Integrated marketing strategy
Creative briefing and reviews
Agency management
Project management
Marketing operations
Cross-functional team management
Essentia Water was awarded ‘Brand of Year’ by BevNET’s Best of 2019 Awards
Anthem 0:60 film used at campaign launch to showcase key faces for the brand and unveil the “It might as well be you” creative strategy.
As Integrated Marketing Manager, I was a primary conduit between all marketing channels leads within Essentia as well as external agencies we partnered with. It was my job to keep clear lines of communication between the channel leads at Essentia that were, in the past, accustomed to working in silos. That meant creating new processes and working closely with our Marketing Operations team on a regular basis to establish more efficient ways of doing things. I was also involved in briefing our talented strategy and creative teams at Droga5 and managing campaign execution from initial concept through execution.
in 2020, I had the opportunity to lead a powerful OOH campaign in New York City in response to the COVID-19 crisis.
We had already purchased key OOH placements in NYC when the pandemic hit, and our storytelling needed to pivot to better respond to the current situation. I wrote and delivered an updated brief to our creative agency to create impactful visuals and copy that both promoted our core brand message and infused a sentiment of hope that would resonate with our audience at the time. I was the primary client contact for all reviews, from initial mockups through mechanicals and hand-off to OOH vendors.
