JOY Collective

Overview

As Vice President of Marketing at JOY Collective, I led strategy and execution for national campaigns that blended creativity, culture, and impact. I oversaw a high-performing team and partnered with leading brands such as Dove, Google Fiber, SheaMoisture, ESPN, WW, and Ad Council. My work spanned everything from social-first campaigns to creative development, platform strategy, influencer partnerships, and large-scale public health initiatives.

Challenge

Clients needed culturally intelligent marketing strategies that could drive awareness, engagement, and behavior change—often under tight timelines, high visibility, and sensitive subject matter (racial equity, public health, hair discrimination). We had to create work that was emotionally resonant, creatively compelling, and backed by data—all while maintaining cultural authenticity.

Strategy

• #PassTheCROWN (Dove + The CROWN Act): Created the digital campaign supporting Dove's national initiative to end hair discrimination. Led overall strategy, influencer engagement, content planning, and execution across social platforms.

• Ad Council – It's Up to You (COVID-19 Vaccine Awareness): Directed digital strategy and toolkit development for the Ad Council's largest public health campaign to date. Created culturally relevant digital assets and resource packages for national partners.

• Google Fiber – It's How I Connect Campaign: Developed content strategy and produced two original videos to support product rollout in underserved communities. Positioned messaging around digital inclusion and connectivity.

• SheaMoisture – It Comes Naturally Campaign: Partnered with BBDO and cross-functional teams to create a holistic brand campaign across linear, radio, social media, print, and digital.

• United States Naval Academy – Recruitment Marketing Strategy: Designed and executed a multi-channel strategy—including paid social, organic content, email marketing, and SEM—to boost digital engagement and recruitment efforts.

Results

• #PassTheCROWN: Delivered 5.7M organic impressions, over 500K engagements, and 86,000% growth on Instagram. Named a Top 3 Social Campaign of the Year by Brafton.

• Ad Council – It's Up to You: Campaign achieved 25.3B impressions in its first month and was distributed via major partners including NAACP, GRAMMY's MusiCares, and public health organizations.

• Google Fiber: Generated over 1.5M video views on YouTube in the first week, with strong sentiment and community alignment.

• SheaMoisture: Strengthened brand equity and cultural positioning, increasing brand affinity and contributing to sales growth.

• United States Naval Academy: Instagram followers increased by 1,000% and engagement by over 6,000%. Email campaigns outperformed industry benchmarks with open rates averaging 20%+.