SydneyCodrington

Messaging for Verizon Business lived in too many places at once — product, vertical, and campaign teams each writing their own version of the story, with no agreed hierarchy underneath it. Built the brand architecture and message house: a single source of truth defining the top-line narrative, the proof beneath it, and how each audience and vertical ladders up — maintained and governed through Slides, so every request routed to one framework instead of a new deck. The outcome was alignment before launch rather than reconciliation after it: leadership signed off on one narrative, full-funnel creative was briefed from the framework, and Sales was equipped with use cases drawn from the same language the campaigns ran on.

Owned channel strategy for a first-of-its-kind AI agent partnership launch — orchestrating paid social, programmatic, and display against an enterprise audience that is famously hard to move. The result: breakout engagement well above category benchmarks and a measurable lift in brand perception.

Verizon Frontline faced immense pressure from telecom competitors fighting for the first responder market. Drove the messaging strategy across the 2025 and 2026 Frontline campaigns, driving brand preference and consideration for Frontline's solutions and support. The 2025 campaign centered on network capabilities and positioned Verizon Frontline as a partner rather than a provider, emphasizing an unwavering commitment to first responders. The 2026 campaign shifted to championing the solutions themselves — and how they resolve the pain points customers face in the field. Under the Frontline umbrella, also led the NASCAR sponsorship activation, developing strategies that drove leads, brand affinity, and recognition across multiple audiences.

Marriott signed on as an official sponsor of Taylor Swift | The Eras Tour — a global tour spanning multiple regions, which meant a seamless digital experience across staggered launch dates matched to the tour schedule and localized languages for every fan, anywhere in the world. Owned campaign delivery end to end: every asset created to spec, launched on time with the correct URL, shipped and trafficked — managing stakeholders across creative, dev, QA, and operations to protect a seamless experience for Bonvoy members. The campaign did two things at once: drove Bonvoy loyalty registrations and amplified one of the biggest musical tours on the planet.

With gas prices running well above normal, ExxonMobil needed its rewards program to work harder — re-engaging current members, activating dormant ones, and winning new registrations while driving loyalty app downloads and usage. Led multi-channel strategy and asset trafficking across programmatic, paid social, search, SEO, SMS, push, and CTV, activating on cultural moments and the consumer day-to-day, with loyalty and commerce partnership integrations across Walmart and AARP.