Katie Wright

Now on Twitter's brand & studio team as a creative strategy lead. I partner with the Product Marketing team to produce great creative work, GTMs and product launches with our in-house creative studio. Weaving narrative, looking for human insight, connecting the dots. Sleeves rolled up while keeping the big picture in sight.

Led product marketing across Twitter's health, safety, civic integrity, misleading information, privacy. Launched Twitter's Responsible Machine Learning initiative, META. Led strategy and GTM across product launches & policy launches in a highly matrixed organization.

This job was the best! On Pocket’s leadership team, reporting to CEO as Director of Marketing, I was responsible & accountable for all things Marketing, from building the brand to full-funnel marketing to GTM and product launches to designing & driving company OKRs. I created our brand strategy in-house. Aligning to customer needs and aspirations, I repositioned the brand and ensured Pocket’s globally-recognized award-winning app could become a product portfolio. Passionate about keeping people and insight at the center of strategy, I researched and developed customer personas, keeping insight at the center of every brief. I built our marketing and creative team, then together we did a lot. We created a brand identity, brand voice, and brand guidelines including original illustration, animation, and motion design. I led strategy and GTM for the launch of the award-winning Pocket 7—and launched Pocket’s content recommendation platform. In pursuit of growth & experimentation, we created entirely new sign-up funnels using content marketing and syndicated stories, increasing Pocket Hits email newsletter and app sign ups by 20%. In partnership with editorial, we created unique content programs including Pocket’s Best of 2020, a Webby Award winner. These content innovations and collections allowed us to quickly respond to COVID and the social justice movements and demonstrated our purpose-driven mission that enabled people to consume content that’s worth their time and attention. We created top-of-funnel global product marketing pages in 16-languages. I led app store marketing and optimization, social and influencer marketing programs, Pocket’s social media channels and Twitter feed, email marketing, and the promotion of our flagship email newsletter. I led customer onboarding and Day-0 to week-4 retention. I led sales marketing, blogging, editorial innovation and programs. I also led PR, comms, internal comms, and executive comms.

Led brand and creative strategy for Huge Oakland & new business, contributing to 20% YOY growth. For Google, I led strategy and the team who developed a new Google for Education experience. Created an online campaign to marketing GSuite for SMB using original illustration. Pitched and won John Hancock's fin-tech innovation business. Concepted, positioned, and launched Twine, a robo-investment app to help couples align financial goals and invest together. Led creative and brand strategy to launch Nokia digital health & wearable products with digital campaigns & online marketing.

I led brand strategy across the Dignity Health brand and service lines. Ensured the brand idea—Hello humankindness—was integrated across all strategies, campaigns, touch points, and initiatives. Increased aided and unaided brand awareness. Inspired creative work that broke through and differentiated Dignity Health in a competitive healthcare landscape, working closely with talented creative teams. Went deep to bring human insight to strategies and creative so that Dignity Health was always tapping into a human truth. Created integrated campaigns—digital, video, social, mobile, print, OOH—that drove volume and results for service lines: cardiology, neurology, oncology, orthopedics, maternity, pediatrics, primary care, as well as open enrollment and population health. Used storytelling to reveal the character of caregivers, patients, and the experiences that make Dignity Health what it is. At Eleven Inc. I also worked on AAA, Next Issue - acquired by Apple, and new business. I managed, mentored and trained colleagues as well.

Senior Strategy Director for brand platforms and digital activation, working with Charles Schwab's Innovation and Brand Activation group. As a consultant to iCrossing (global digital agency), I developed strategy and concepts to digitally activate Schwab's "Own Your Tomorrow" brand platform. Developed a knowledge management system for Charles Schwab Advisor Services, collaborating with UX. Uncovered human factors through stakeholder and user interviews, shadowing, and observation. Created user journeys, and product strategy.

Clients: Stanford Children's Health (formerly Lucile Packard Children’s Hospital), GreatSchools.org, American Airlines, Eat24.com, Golden Gate University, Regis University, Intersect ENT, Silk Road Medical, Carondelet Health Network, Westport Contributed directly to 70% year-on-year revenue growth in 2011. Worked to transform Mortar to a fully integrated agency that could build brands and execute across all media on retained clients. Consulted directly with clients (C-level) on their brand, conducted qualitative research, stakeholder interviews, moderated brand workshops with large teams. Created the brand strategy and ‘big idea’ then partnered with creative teams to inspire a vision for the brand and advertising/communication platforms. Ran the strategy department, contributed to agency direction and success at the executive and partner level. Spearheaded agency social media efforts partnering with PR. Developed and mentored staff.

Projects: Treasury Wine Estate (Beringer, Rosemount Estates, Sterling, BV), Education.com, Microsoft, St. Ives, Accelerade, Brown-Forman, Yahoo! Ammo Marketing, a specialist in influencer marketing and social media, creates experiential marketing programs that get peer-influencers talking about brands within their social networks. Designed, managed and moderated extensive “Cultural Intelligence” studies, engaging hundreds of influencers in conversations where they lived, worked and played (including ethnographic research). Moderated lively, natural discussions in innovative settings. Managed team of in-house recruiters to ensure participants were true peer-influencers. Grounded in insight from research, created strategies that guided and inspired the creative concepts. Led brainstorming sessions and developed concepts with the team. Created and presented in-depth “Cultural Intelligence” presentations, laying out key insights, strategy and concepts with video accompaniment.

Developed brand identity, naming, and positioning—helped to launch this successful start-up. Created website and marketing collateral; trademarked The Storytelling Car; supported and advised on marketing and PR.

Yahoo! - Moderated groups with Gen Y auto enthusiasts for Yahoo! Autos. Explored reaction to a new portal concept and prototype. Made product recommendations based on audience feedback. Toyota SCION T3 launch for ATTIK - drove strategy and creative brief for advertising campaign. Miller Brewing Company—Miller Lite, MGD, Miller High Life—consulting to Agency.com Advised on trends in media, technology, mobile, digital and social networks among 21-34-year-old males. Translated insights into new digital marketing ideas with creative team. Sprint PCS for U30 Group Beta-tested Sprint PCS 3G mobile phone for product feedback. Explored role of device in Gen Y / Millennial lifestyle and how to position, price, and promote product.

Co-founded an experience design start-up—built from the ground up Projects: American Eagle Outfitters, Freebord, Mattel, New Line Cinema Launched an experience design consultancy with two partners. Brought strategy and consumer insight to the emerging fields of experience design and service design. Led and won new business pitches. Created an interactive denim guide for American Eagle Outfitter retail stores—a touch-screen experience that guided and oriented customers to AE's large denim collection.