Mary Hill

Brand: Unique Sports Management

Campaign: Various

Marketing Type: 360

Media Type: Owned

Objective: Oversaw brand image and endorsement deals for Unique Sports Management NBA talent, Tobias Harris and Kelly Oubre Jr.

Roles & Responsibilities:

- Managed media agency relationship on behalf of brand

- Owned talent and partner contracts

Brand: LA Clippers

Campaign: Bobi & Tobi Pre-Season Show

Marketing Type: 360

Media Type: Owned

Objective: Launch a YouTube series featuring NBA players and best friends, Boban Marjanović and Tobias Harris. The show's pre-season campaign included: prank videos, social comedic videos, brand partnerships (Soul Cycle, State Farm). Shows success led to a larger, evergreen linear endorsement deal with Gold Fish.

Roles & Responsibilities:

- Led media strategy and talent approvals

- Led IAT roles & responsibilities

- Production shoot manager

- Owned talent and partner contracts

Brand: Totino's

Campaign: March Madness

Marketing Type: Social

Media Type: Shared, Paid

Objective: align brand to March Madness, a tournament that fans have culturally attached Totino’s snacks to for years. 

Roles & Responsibilities:

- Cultural trend analysis

- Media insight pulls (Data Driven) 

- Led media and creative strategy

- Led partner RFP and negotiation process

- Legal contracts (talent, partner)

- Led IAT roles & responsibilities

- Production assistant

Brand: The Coca-Cola Company (Sprite)

Campaign: Obey Your Verse

Marketing Type: Integrated

Media Type: Owned, Earned, Shared, Paid

Objective: to celebrate hip-hop culture and engage consumers by featuring iconic lyrics from artists like 2Pac, Missy Elliott, and J. Cole on limited-edition packaging. The campaign aimed to inspire and empower fans to be true to themselves, aligning with Sprite's longstanding connection to hip-hop and its values. Campaign continued under Obey Your Thirst narrative and featured future talent like LeBron James and Anthony Edwards.

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Led IAT roles & responsibilities.

- Built stakeholder relationships to align marketing with business goals.

- Owned legal contracting

Brand: Sprite

Campaign: #WannaSprite

Marketing Type: 360, Integrated

Media Type: Owned, Paid

Objective: Make the brand endorsement experiences relatable by featuring both celebrities and everyday people, and to have fun with the concept of endorsements.

Roles & Responsibilities:

- Partnered with marketing and product teams to innovate media strategies and drive revenue.

- Directed integrated marketing campaigns across multiple channels, achieving substantial brand awareness growth.

- Analyzed performance to optimize campaign strategies and outcomes.

- Fostered stakeholder relationships to align marketing with business goals.

- Partnered with vendors and agencies to enhance integration and expand reach.

- Led influencer initiatives in tool development, trend analysis, and campaign management.

- Led talent and agency contracts.

Brand: IHOP

Campaign: Pancoins

Marketing Type: Engagement

Media Type: Earned, Shared, Paid

Objective: Drive customer engagement and loyalty by gamifying dining experiences, encouraging repeat visits, and positioning IHOP as a fun, rewarding choice for breakfast enthusiasts.

Roles & Responsibilities:

- Creative strategy leadership

- Oversaw integrated influencer campaign

- Used proprietary data-driven tools to identify influencers and optimize campaigns.

- Led talent and agency contracts

Brand: IHOP

Campaign: Minions

Marketing Type: 360, Integrated

Media Type: Owned, Shared, Paid

Objective: Create a memorable experience for customers by collaborating with Universal Pictures and Illumination Entertainment to create unique menu items and memorable experiences.

Roles & Responsibilities:

- Creative strategy leadership

- Oversaw integrated influencer campaign

- Leveraged agency data driven influencer tool to identify influencers and monitor campaign for optimization

- Led talent and agency contracts

Brand: Unilever/Dove

Campaign: The CROWN Act

Marketing Type: Lifecycle, Integrated

Media Type: Owned, Earned, Shared, Paid

Objective: Champion inclusivity and redefine beauty standards by advocating for legislation that combats hair discrimination, empowering individuals to embrace their authentic selves.

Roles & Responsibilities:

- Led multicultural media strategy, inclusive of social media page and petition development

- Led inclusive influencer strategies

- Led IAT roles & responsibilities

- Oversaw focus group production (survey, scouting) & logistics

- Enhanced cross-cultural campaigns leveraging data driven insights

Brand: Sprite

Campaign: Live Your Life: Ahhh

Marketing Type: Engagement

Media Type: Shared, Paid

Objective: Leverage influencer to authentically engage and amplify brand relevance, as well as celebrate individuality through shared cultural moments woven together through the satisfying drinking sound effect, “Ahhhh!”.

Roles & Responsibilities:

- Led brand storytelling to enhance visibility and deepen consumer engagement for CPG brands.

- Developed and executed brand architecture for cohesive cross-channel messaging.

- Led cross-functional collaboration to enhance campaign alignment and impact.

- Streamlined creative operations using data to improve efficiency, quality, and outcomes.

- Talent and agency legal contract liaison

Brand: The Coca-Cola Company

Campaign: Coca-Cola x Six Flags partnership

Marketing Type: Engagement

Media Type: Paid

Objective: Drive engagement for Six Flags Coke summer discount codes by using influencers Gen Z (then teens) identify with.

Roles & Responsibilities:

- Led media strategy

- Led inclusive influencer strategies

- Led IAT roles & responsibilities

- Identified influencers using agency’s SaaS identification tool

- Production shoot manager

- Owned talent and partner contracts

Brand: The Coca-Cola Company

Campaign: Coke with Meals

Marketing Type: Integrated

Media Type: Shared, Paid

Objective: Drive awareness for the flavorful pairing of Coca-Cola with ethnic foods.

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Led IAT roles & responsibilities

Brand: The Coca-Cola Company

Campaign: Coke with Meals & Chefsfeed

Marketing Type: Integrated

Media Type: Paid

Objective: After discovering the cultural insight that many restaurants have an employee/family meal ahead of dinner shifts, Coke thought to highlight the culture while also driving awareness for the flavorful pairing of Coca-Cola with sense of family and the importance of meal time.

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Led IAT roles & responsibilities.

- Built stakeholder relationships to align marketing with business goals.

Brand: The Coca-Cola Company

Campaign: Coke with Meals

Marketing Type: Integrated

Media Type: Shared, Paid

Objective: Drive brand loyalty and relatability with black women through candid sisterhood conversations involving cultural meal preps.

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Led IAT roles & responsibilities

- Production assistant

Brand: The Coca-Cola Company

Campaign: Coca-Cola Gives

Marketing Type: Lifecycle

Media Type: Paid

About: The BET M.A.D. Girls Award is an award presented at the BET Awards, which celebrate Black entertainment in music, film, television, and sports. The 2023 winner of the BET M.A.D. Girls Award was City Girls.

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Led IAT roles & responsibilities

- Production assistant

Brand: The Coca-Cola Company

Campaign: 100 Years

Marketing Type: Lifecycle

Media Type: Paid

About: Culturally connect Hulu’s original series, The Mindy Project’s 100th episode with Coca-Cola’s 100th year. Two brands worth toasting. View press release

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Led IAT roles & responsibilities

- Production assistant

Brand: The Coca-Cola Company

Campaign: Coke with Meals

Marketing Type: Engagement

Media Type: Shared, Paid

About: Coca-Cola and Tastemade have had existing, evergreen paid partnerships across Facebook and Instagram that feature mouth watering DIY recipes and mini-cooking tutorials dating back to 2015.

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Led IAT roles & responsibilities

- Production Assistant

Brand: The Coca-Cola Company

Campaign: Coke x Marvel Super Bowl Mini Cans

Marketing Type: 360, Lifecycle, Integrated

Media Type: Owned, Earned, Shared, Paid

About:

Coca-Cola and Marvel joined forces for a superheroic commercial in Super Bowl 50.

Co-branded mini-cans of Coke were issued to influencers to entice followers to follow clues across on and offline to receive their own. Cans featured illustrations of Iron Man, Black Widow, Hulk, Ant-Man, Captain America and Falcon. 

Roles & Responsibilities:

- Partnered with marketing and product teams to innovate media strategies and drive revenue.

- Directed integrated marketing campaigns across OESP, achieving substantial brand awareness growth.

- Tracked analytics to assess and optimize campaign performance.

- Cultivated stakeholder relationships to align marketing with business goals.

- Collaborated with vendors and agencies to enhance integration and expand reach.

- Led influencer initiatives across tool development, trends, and campaign management.

Brand: The Coca-Cola Company, Odwalla

Campaign: Up Close & Purposeful

Marketing Type: 360, Social

Media Type: Shared, Paid

Objective: celebrate those living in their purpose while also taking care of their bodies.

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Legal contracts (talent, partner)

- Led IAT roles & responsibilities

- Production assistant

Brand: The Coca-Cola Company

Campaign: Fanta, Be Bold

Marketing Type: Integrated, Engagement

Media Type: Owned, Paid

Objective: Produce and connect all 5 flavors of Fanta in a ways millennials relate to (music, dance, influencers)

Roles & Responsibilities:

- Led media strategy

- Led inclusive influencer strategies

- Led IAT roles & responsibilities

- Identified influencers using agency’s SaaS identification tool

- Production shoot manager

- Talent and partner contracts

Brand: Sony Pictures

Campaign: Goosebumps & theAmplify Partnership

Marketing Type: Engagement

Media Type: Paid

Objective: Merge industry forward tech (AR prior to consumer 2020 prime) with film high quality animation to drive awareness amongst tech forward consumers via influential voices.

Roles & Responsibilities:

- Production Manager

- Owned partner RFP and negotiation process

- Owned legal contracting

- Partnered with marketing and product teams to innovate media strategies and drive revenue.

- Directed integrated marketing campaigns across multiple channels, achieving substantial brand awareness growth.

- Monitored analytics to evaluate and optimize campaign performance.

- Built stakeholder relationships to align marketing with business goals.

Brand: Sony Pictures

Campaign: Chappie

Marketing Type: 360, Integrated

Media Type: Owned, Earned, Shared, Paid

Objective: Produce and launch video game tournament to connect gamers to the upcoming movie that skews high for gamers. 1st to market campaign that led to multiple industry awards (Gold IABB Mixx, MediaPost OMMA). 

Roles & Responsibilities:

- Led media strategy

- Led inclusive influencer strategies

- Led IAT roles & responsibilities

- Production shoot manager

- Owned talent and partner contracts

Brand: Sony Pictures

Campaign: Annie x Shazam Partnership

Marketing Type: Lifecycle, Integrated

Media Type: Owned, Shared, Paid

Objective: Enable every piece of audio within the movie Annie across OESP via consumers mobile QR code capabilities (first to market!).

Roles & Responsibilities:

- Production Manager

- Owned partner RFP and negotiation process

- Owned legal contracting

- Partnered with marketing and product teams to innovate media strategies and drive revenue.

- Directed integrated marketing campaigns across multiple channels, achieving substantial brand awareness growth.

- Monitored analytics to evaluate and optimize campaign performance.

- Built stakeholder relationships to align marketing with business goals.

Brand: Sony Pictures

Campaign: Hotel Transylvania 2 DIY Tutorials

Marketing Type: Social

Media Type: Shared, Paid

Objective: Reach target audience with the help of their favorite DIY YouTube influencers. Influencers created DIY Halloween makeup tutorials mimicking the movies characters and encouraged viewers to try the styles ahead of hitting theaters. 

Roles & Responsibilities:

- Cultural trend analysis

- Media insight pulls (Data Driven) 

- Led media and creative strategy

- Led partner RFP and negotiation process

- Legal contracts (talent, partner)

- Led IAT roles & responsibilities

- Production assistant

Brand: Sony Pictures

Campaign: #TweetToEscape, 1st Market Ad-Placement

Marketing Type: Engagement, Social

Media Type: Owned, Shared, Paid

About: The #TweetToEscape campaign was a social media marketing strategy used to promote the 2014 movie No Good Deed starring Idris Elba and Taraji P. Henson. The campaign involved the actors using Twitter to promote the film. The campaign was successful in helping the movie exceed box office expectations, earning $24.5 million in its first three days of release.

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Legal contracting (partner)

- Led IAT roles & responsibilities

- Production assistant

- Led content approver

Brand: Imagination Worldwide

Campaign: Forbidden Attraction

Marketing Type: Engagement

Media Type: Owned, Paid

Objective: Secure independent film for international and domestic distribution (theater, TV, Digital)

Roles & Responsibilities:

- Led content creation of marketing materials; oversaw media planning and buying to amplify brand visibility.

- Coordinated leadership travel logistics for film festivals, handling vendor partnerships, office setup, VAT submissions, and press scheduling.

- Cultivated cross-functional collaboration and streamlined communication to ensure cohesive marketing and seamless logistics.

Brand: Imagination Worldwide

Campaign: Film acquisition

Marketing Type: Lifecycle

Media Type: Owned, Paid

Objective: Secure independent film for international and domestic distribution (theater, TV, Digital)

Roles & Responsibilities:

- Led content creation of marketing materials; oversaw media planning and buying to amplify brand visibility.

- Coordinated leadership travel logistics for film festivals, handling vendor partnerships, office setup, VAT submissions, and press scheduling.

- Cultivated cross-functional collaboration and streamlined communication to ensure cohesive marketing and seamless logistics.

Brand: Imagination Worldwide

Campaign: Film acquisition

Marketing Type: Lifecycle

Media Type: Owned, Paid

Objective: Secure independent film for international and domestic distribution (theater, TV, Digital)

Roles & Responsibilities:

- Led content creation of marketing materials; oversaw media planning and buying to amplify brand visibility.

- Coordinated leadership travel logistics for film festivals, handling vendor partnerships, office setup, VAT submissions, and press scheduling.

- Cultivated cross-functional collaboration and streamlined communication to ensure cohesive marketing and seamless logistics.

Brand: Imagination Worldwide

Campaign: The Return of Joe Rich

Marketing Type: Direct, Lifecycle

Media Type: Owned, Paid

Objective: Secure independent film for international and domestic distribution (theater, TV, Digital)

Roles & Responsibilities:

- Led content creation of marketing materials; oversaw media planning and buying to amplify brand visibility.

- Coordinated leadership travel logistics for film festivals, handling vendor partnerships, office setup, VAT submissions, and press scheduling.

- Cultivated cross-functional collaboration and streamlined communication to ensure cohesive marketing and seamless logistics.

Brand: RLS Associates

Campaign: The Better Man Show

Marketing Type: Digital

Media Type: Owned, Paid

Objective: Launch a digital video series about Gen X to bloomer males taking steps to better their lives and health journeys.

Roles & Responsibilities:

- Production assistant

- Paid media strategist

- Cultivated cross-functional collaboration and streamlined communication to ensure cohesive marketing and seamless logistics.