Sony 4K Ultra HD TV FIFA World Cup Campaign

Overview: Exclusive sweepstakes with Best Buy to support the marketing and sales of Sony’s 4K Ultra HD TVs with a grand prize trip to watch the 2014 FIFA World Cup in Brazil.

Channels: Best Buy desktop and mobile microsites, social channels, and digital banners.

Project Role: Project lead responsible for developing creative direction, briefing and partnering with creative agency (Catapult), facilitating production and logistics with sweepstakes management agency (Gage), and routing approvals and execution with Best Buy.

Results: Within the 2 week timeframe of the campaign, it achieved over 90K entries with higher than industry average mobile engagement and strong CTR for product purchase consideration, surpassing previous sweepstakes campaigns.


Sony World Cup Sweepstakes Microsite   Sony World Cup Mobile Sweeps Mircosite





Best Buy Display | Camera Experience Shop

Overview: New digital imaging store layout called the Camera Experience Shop in which Sony participates with their own freestanding display able to assort ~18 SKUs plus additional camera lenses. Best Buy launched 6 pilot store locations with the participation of Canon and Nikon, in addition to Sony, with the objective of competing with camera specialty shops that historically have a wider assortment and deeper knowledge of premium and DSLR cameras.

Channels: Best Buy stores, 6 locations (Denver, CO; Schaumberg, IL; Downers Grove, IL; Boston, MA; New York; NY; Alpharetta, GA).

Project Role: This project was transitioned to me during the installation of the display. I took over as project lead to see through installation and repair & maintenance (R&M) plan. I worked with the display manufacturer (AGI), security vendors (InVue and MTi), print vendor (The Bernard Group), and creative agency (Catapult) to finish display execution and gather feedback from the shopfront to prepare for graphic refreshes as new SKUs have been added to the display and in anticipation of Best Buy expanding this experience to additional locations.

Results: Shopper feedback has been extremely positive since the launch in April 2014 with anecdotes that customers didn’t realize Sony had such a wide assortment of premium interchangeable lenses. Sony’s credibility in the digital imaging category is greatly improving as a result of this new freestanding display.

Sony Freestanding Display







Best Buy Display | Digital Camera Endcap

Overview: Interchangeable Lens Camera endcap display in Best Buy stores featuring 3-4 Sony alpha models and lenses. Display includes graphics (magnetic and backlit), HDTV monitor with video loop, product video buttons, and lens accessory museum case. Nine different versions of the display were built in total (3 different assortment variations on 3 different store endcap base decks).

Channels: Best Buy stores, all locations (1,000+).

Project Role: Project lead, gathering display requirements, working with display manufacturer (AGI), security vendor (InVue), and creative agency (Catapult) to evolve display & messaging strategy for the shopfront, and coordinating internal feedback for review and build (from prototype to production). I also coordinated requirements and approvals externally with the Best Buy retail operations team and managed the install and repair & maintenance (R&M) plan.

Results: Deployment has just commenced with an anticipated completion at the end of July 2014.

BBY DI6 ILC Endcap 1

BBY DI6 ILC Endcap 2





Sony Networking Group | MBA Inc.

Overview: MBA Inc. (now called the Sony Professional Intrapreneur Network) is a networking group within Sony Electronics that encourages sharing best practices, promotes career development, facilitates internal case studies, and plans an annual MBA Case Competition for recruiting purposes.

Channels: Sony Electronics HQ in San Diego.

Project Role: I started as a group participant and was selected to join the Executive Board in 2012 when leadership transitioned. I cultivated guest speakers for Lunch n’ Learns, facilitated monthly coffee talks to discuss industry trends, and assisted in coordination of the annual MBA Case Competition.

Results: MBA Inc. has an active core membership base of 10 people, with a wider membership of 50-75 employees. The annual MBA Case Competition hosted 40-50 MBA students from universities across the US and brought in anywhere from 1-8 new recruits annually.

MBA Inc LogoMBA Inc Case Competition


Student Ambassador Program | Smile Campaign

OverviewSony Student Ambassadors were selected to participate in a photo shoot; creative was featured on graphics in the Sony Direct Retail Stores across the US in the Fall of 2011 as part of the “Smile” campaign.

Channels: Sony Direct Retail Stores in the US (~25).

Project Role: As the Program Manager for the Sony Student Ambassadors, I helped to create the selection criteria and interview process which narrowed down 100 students to the final five that were chosen to be featured in the campaign to best reflect the Sony brand.

Results: after a successful photo shoot, the Student Ambassador profiles were featured in large graphics and signage inside the Sony Direct Retail Stores, including graphic “fin” walls, department POP, and large format window signs.

Student Ambassador Smile Campaign 4 Student Ambassador Smile Campaign 3 Student Ambassador Smile Campaign 2 Student Ambassador Smile Campaign 1


Best Buy Display | Action Cam Inline

Overview: Inline display refresh in Best Buy stores featuring Action Cam models, one for the camera body and another for the Live View Remote accessory. Displays includes graphics, HD monitor with video loop, and mock units. Display graphics and mock camera unit were refreshed and the Live View Remote mock unit was added to the accessory inline display to showcase breadth of premium accessories.

Channels: Best Buy stores, majority of locations (700+).

Project Role: This project was transitioned to me at the end of the design phase and I led it through execution of the refresh. Working with procurement, I managed the project with the installation vendor (ActionLink) and coordinated repair and maintenance (R&M).

Results: Displays were refreshed on time and with 98% completion in stores where display was present.

Action Cam Inline Displays