Editorial and Publishing, Sr Strategist || Basic Questions

Question 1

Why Instrument?

Answer 1

The over-arching theme is People:

• Worked with Instrument - most kind, thoughtful and brilliant agency I’ve worked with.
• Always look at the mission statement before I apply: “Enrich human lives through thoughtful application of design and technology”
• also want to support purpose driven brands
• Commitment to diversity and inclusion. From creating an IG story honoring the black and brown queer and trans community who started the movement to eradicate systematic racism to: a VP of strategy that calls out the hundreds of years of sexism, racism, ableism and homophobia in advertising who is a stand for changing it. I’d even add in ageism!

Question 2

Why Editorial and Publishing, Sr. Strategist?

Answer 2

I’m an integrated marketer who has worked across all brand functions - from digital to retail - and have found my niche in content strategy.

I prefer the most personalized form of storytelling you can get, and I see that as the magic of creating editorial;

I also love a challenge and ensuring all content is channel-right, and constantly evolving due to consumer and cultural signals.

Question 3

Why strategy?

Answer 3

I live my life with intention and purpose - and I believe that’s what strategy is. Always having a meaningful WHY behind every campaign touchpoint - data, cultural or intuitive insights.

I also work naturally flowing from insight to strategy to creative.

Innate ability to identify patterns and connect the dots from insight, audience, brand, business objective - to craft stories in a way that is relevant to individual platforms, while utilizing best practices for each along the way.

Question 4

How does your experience tie to this opportunity?

Answer 4

> Integrated marketing and content strategist.
Switch - data informing what shows up on all platforms/experiences,
Global to city - easily understand how everything connects. Nike matrix “

Question 5

Why you?

Answer 5

> > Extensive experience leveraging research and insights (audience, business, culture, industry) to inform brand positioning in editorial content narratives and channel strategies across multiple platforms.
Worked on the creative side, so I take pride in myself being a master briefer and collaborator when bringing strategic ideas to life
Worked for Nike Global, NA, Regional, City across different marketing functions and have great relationships there as well as a clear view of the matrix
Honored to work with instrument to create editorial strategies for nike and other purpose driven brands

Question 6

Tell us about your experience as it relates to this role.

Answer 6

• Growing Up - Artist, Math, Sports
• College - Design [Visual Communication], Business, Marketing;
• CHAARG: Entrepreneur - like class pass before class pass existed for college students; built brand from bottom up; marketing, communication and design.
• Nike Running + Training Brand: brand marketing plans for Central Region of North America
• Nike Digital - led launch of localization for all Nike Chicago Digital Platforms; - talent, stories, creative direction, production, copy writing;
• Nike SF - EKIN - insights - brand, consumer, marketplace, competition backwards and forwards; omni-channel marketing to grow brand in city;
• Yoga // Running // Freelance - caught the bug, brand identity design for small health and wellness companies; yoga, running; missed team;
• lululemon - recruited me for brand and community role out of highest volume store; great experience; part omni-channel brand marketing, part working in store which I had never done; knew it was important to know that part of the business so did it; ended up realizing I was in brand for a reason and so when nike asked me to come back, I said yes
• Global Nike - first worked with instrument; nike direct - retail side merged with digital side; supported and led brand connected brand strategies at global level; tool kits for geos;
• NA Nike - digital brand channel lead - content strategy for apps, editorial and marketing campaigns; data-driven, constantly evolved based on data driven learnings; led direct reports and eventually all cross channel digital teams; My job was eliminated due to downsizing.
• Looking for a new full time gig;
• Digital Content Strategy Consulting - friends with new businesses - flower, vegan gf bites, women empowerment shop;
• Transition to why excited about Instrument role - job harness insights to inform strategy to produce impactful creative; sounds like a perfect opportunity and that it would be a pretty seamless transition given my experience.