brewing...
Some of my recent work.
Client: LewAllen Galleries
Seth Tane brilliantly paints the pulse of a city moment in his hyper-realist tableaus that surely qualify him as one of the finest contemporary painters of the American city verité.
22 March – 20 April, 2024
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Client:
Reverb.com (Etsy)
Background:
Reverb.com (part of the Etsy House of Brands) is the world’s largest online marketplace for buying and selling musical instruments.
I led Reverb on the go-to-market integrated marketing plan and execution for the newest feature, Favorites.
I oversaw the creative direction, audience positioning, messaging, communication channel strategy, and in-product placements to boost the adoption of this feature.
I executed various strategies across email channels, launching in-product messaging via banners and tooltips, integrating value propositions and adoption CTAs into the user experience, and delivering real-time triggered native app messages. Additionally, I oversaw content and social media marketing, which involved creating content series and integrating Favorites into platforms like TikTok and YouTube, among others.
Client: LewAllen Galleries
Katherine Porter (b. 1941) stands as one of the great women of American Abstract Painting.
March 8 – April 6, 2024
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Client: LewAllen Galleries
Maurice Golubov (1905-1987) pushed the boundaries of Abstract Expressionism during America’s golden age of Modern Art.
February 16 – March 16, 2024
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Client: Reverb.com (Etsy)
Background: Reverb.com (part of the Etsy House of Brands) is the world’s largest oneline marketplace for buying and selling musical instruments.
I led the development, management, and maintenance of an extensive knowledge base comprising over 200 articles in 5 languages, catering to a global user base in the millions. This resource not only served the worldwide user community but also played a pivotal role in empowering the Customer Support and Operations teams through internal and external self-service.
Beyond creating a comprehensive knowledge base, I formulated a strategic self-service framework to enhance support for Reverb’s users and agents. This involved restructuring the library, integrating intelligent search functionality, building article recommendations within the Reverb product, collaborating across Product and Marketing departments placing relevant articles in high-intent and frequented user touchpoints, and partnering with the appX team to develop and launch the Help Center in the native iOS & Android Reverb apps.
This transformative project resulted in a 200% surge in Reverb’s self-service score, significantly elevating the overall customer support and product experience for the user base across the globe. This achievement proved instrumental in facilitating the seamless expansion of the Reverb team during a high-profile acquisition by Etsy.
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Client:
Reverb.com (Etsy)
Background:
Reverb.com (part of the Etsy House of Brands) is the world’s largest online marketplace for buying and selling musical instruments.
I spearheaded the product marketing and go-to-market rebranding of the “My Collection” feature on Reverb.
Starting with a revitalized creative vision, I delved into the notion of “musical DNA” and harnessed a distinctive color palette to accentuate it. I led a comprehensive go-to-market strategy, breathing new life into the product, resulting in a massive 2x feature growth within just 6 months.
Executions ranged from in-product educational resources, targeted email and push campaigns, improved audience segmentation, retargeting campaigns, engaging giveaways, videos, blog content, and influencer marketing campaigns.
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Client: LewAllen Galleries
The Japanese artist Minol Araki (1928-2010) was a very successful industrial designer and an accomplished Japanese ink painter in the ancient literati tradition who was renowned for masterfully blending East Asian brush painting traditions.
23 February – 23 March, 2024
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Client: LewAllen Galleries
LewAllen Galleries announced its exclusive representation of the work of Ethel Fisher (1923-2017) in conjunction with her Estate. Fisher is a highly distinguished American artist who lived and worked in New York, Miami, and Los Angeles during a career that spanned seven decades. She is lauded especially for her distinctive large-scale figurative paintings featuring portraiture of psychological depth and tension set against background fields of color. Fisher has also been recognized for her architectural paintings of ornate facades of iconic buildings in major cities, as well as landscapes and interiors.
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