For Advertising Media, I managed a $300 million budget and developed a comprehensive media plan for the launch of Doritos Dredge, a new Doritos breadcrumb product. My role involved allocating spend across traditional and digital media channels to maximize awareness and trial while ensuring alignment with Doritos’ bold brand identity.

The challenge was to position the new product in a completely new market and effectively reach an older target audience without losing the energetic, rebellious tone that defines Doritos’ personality. This required careful audience segmentation, media mix optimization, as well as creative consistency across touchpoints.

For Advertising Campaigns, I managed a $5 million budget and developed the media plan for Carter BloodCare, a nonprofit blood donation organization based in Dallas, Texas. The campaign addressed a growing disconnect between Gen Z and blood donation efforts and organizations.

My role was to develop a strategic media plan that reintroduced Carter BloodCare to this younger audience by placing the brand where Gen Z naturally engages with content. The strategy emphasized authenticity, relatability, as well as selective frequency, ensuring the message felt organic rather than overwhelming. The final plan integrated social media, streaming audio, influencer partnerships and experiential activations to drive both awareness and real-world participation, totaling over 130 million total impressions throughout the campaign.