The Challenge

With thousands of titles available and decision paralysis plaguing nearly half of all streaming consumers, HBO Max needed a new approach to content discovery. The goal: help users answer "What do I watch next?" while surfacing hidden gems across the catalog — from TCM classics to animation deep cuts.

My Role

I led the creative development from concept through execution, managing in-house and external production teams. Working cross-functionally across Editorial, Product, Design, Marketing, and Social, we distributed 80+ pieces of content across the platform homepage, social channels, and email in the Phase 1 rollout.

The Approach

Internal data showed users trusted personal recommendations over algorithms. I brought this insight to life by creating a curated selection of in-window titles for talent to choose from, ensuring their picks felt authentic while meeting platform priorities.

The Challenge

Paramount Streaming's 3,000-person global technology organization was building innovations across two platforms (Paramount+ and Pluto TV), but siloed teams lacked visibility into what others were working on. The CTO needed a tool to showcase technical work across the organization and help teams see how their contributions connected to larger goals.

My Role

I led the end-to-end development of a scroll-based microsite featuring 10 motion graphics illustrating key tech advancements — from dynamic personalization to AI-enhanced CDNs. I wrote creative briefs, managed vendor partnerships, and coordinated cross-functional stakeholders across Product and Engineering for both tech stacks. I navigated a complex approval process involving 10+ senior leaders and delivered on a tight timeline despite shifting priorities.

The Approach

I worked with senior leadership to strategize scope and identify key priorities, then partnered with Product and Engineering teams to access current Figma files and roadmaps. Collaborating with motion designers, I translated technical specs into visual storytelling that explained what teams were building and illustrated how AI integrations were opening new possibilities for streaming technology. The motion graphics balanced technical accuracy with elevated visuals conveying scale and cross-platform impact, delivered as flexible assets (.MOV, .MP4, GIF) for repurposing across presentations.

The Impact

Featured at Streaming Tech Town Hall, the showcase became a core resource for internal alignment — used in team meetings to connect individual work to department goals. It helped break down silos by giving technical teams visibility into what colleagues were building and unlocked conversations with external partners by positioning Paramount Streaming's technical capabilities in a compelling way.

Overview

Led integrated and influencer marketing initiatives for Fortune 500 brands across CPG, beauty, retail, tech, and entertainment verticals. Developed audience-first campaign strategies and branded content solutions that leveraged ViacomCBS' IP, talent access, and cross-platform ecosystem to deliver creative storytelling with measurable business impact.

Scope & Impact

Produced 360° activations spanning digital, social, linear, experiential, and retail touchpoints, with budgets ranging from $25K to $6MM. Oversaw end-to-end campaign development — from concepting and influencer collaborations to production and post-campaign analysis — driving engagement, ROI, and long-term brand growth.