st. jude children’s
research hospital
CREATIVE STRATEGY
As a Post-Creative Strategy Resident with The Sasha Group (VaynerX), I had the privilege of working with St. Jude as a client. Navigating strategy was unsurprisingly tricky due to the brand limitations and touchy nature of the subject at hand, but proved to be very rewarding and more intuitive as time went on. To the left are creative SMAs ideated from the below trend that I researched and presented to the client that became a top performer, surpassing our benchmarks by over 150K through strategic usage of timely pop culture trends.
ST. JUDE
ST. JUDE
signal mining
The majority of my time spent working on St. Jude revolved around the research and presentation of platform-native and cultural trends, strategized to target specific audience groups, or cohorts, to increase engagement, and ultimately, donations.
live content
These are some examples of live content that I had the pleasure of presenting and later seeing come to life on the St. Jude social media pages across TikTok, Meta, and YouTube.