Campaigns
At Protect Our Winters I led integrated advocacy campaigns across the 501(c)(3) and 501(c)(4)—legislative pushes, voter mobilization, fundraising—often setting strategy with the policy director and directing agencies, filmmakers, athlete messengers, and brand partners to carry them, all on budgets a fraction of what our partners spent.
At DG+ I ran B2B campaigns for clean energy clients selling to developers, financiers, and utilities, and led the agency's own quarterly campaigns.
My method is pretty straightforward: understand who your audience is, meet them where they are, speak to them authentically, and make the CTA clear and easy.
Drop In & Vote 2018 Midterm Election Campaign
Role: Senior Brand Director—campaign strategy, creative direction, and leading the cross-functional team
Organizations: Protect Our Winters (501(c3)) & POW Action Fund (501(c4))
Key Metric: Reached 5 Million potential voters across key battleground states
Challenge
Millions of skiers, snowboarders, and outdoor people lived in swing districts and mostly didn't vote in midterms. Working with POW's policy director, I mapped our constituent data against the 2018 electoral map and found four battleground states with big outdoor populations and governor's and congressional races where the choice on climate was stark. We had a narrow window, a small budget, and a legal firewall between our two entities that meant the (c)(3) and the Action Fund couldn't run the same campaign.
Strategy
The campaign was built on one argument: midterms matter as much as presidential elections—arguably more, because that's where climate policy actually gets made—and most of our community was sitting them out. Everything under the Drop In & Vote banner either made that case or removed a reason not to act on it.
I set the strategy and creative direction and led a team of colleagues across policy, digital, athletes, partnerships, and events, each owning a piece of the execution. My job was to make sure it all added up to one campaign.
On the (c)(3) side, that meant a nonpartisan education program: why midterms matter, state-by-state registration deadlines, polling logistics, League of Conservation Voters scorecards so people could see where candidates had historically voted on environmental matters, and a steady drumbeat of reminders as deadlines approached. The tone was our community's, not a civics class.
On the Action Fund side, where we could name names, I developed the strategy and directed the creative for paid ads in the four battleground states—calling out climate-denying candidates, tying them to the places they represented, and pointing people to our digital Voter Guidebook—which a colleague then ran and optimized. The most visible piece was "Don't Be a Jerry," a localized video series with pro athletes built on the ski-culture insult for someone with no awareness of what's going on around them. Same argument as the (c)(3) track, delivered with an edge the (c)(3) couldn't.
Distribution carried both tracks: video targeted to swing districts, Drop In & Vote pop-ups and registration booths at snowboard competitions, film premieres, and across digital, a lifecycle email series serving voter guides by zip code, peer-to-peer texting in the final weeks, and brand partners pushing the nonpartisan resources through their own channels.
Impact
5 million potential voters reached across four battleground states — a scale the organization hadn't come close to before. Of the four climate-forward candidates the Action Fund backed, two won. Two out of four in a midterm, on a first-time campaign with a shoestring budget, told us the model worked and where to push harder next time. And the (c)(3)/(c)(4) structure held, which gave POW a legally sound playbook it could run again in 2020.
DG+ Clean Energy and Climate Tech Calendar
Role: Marketing Manager, Clean Energy – project director & strategy owner
Organization: DG+
Key Metrics: