digital media scaling the brand
At Red Bull, I manage a large portfolio of digital campaigns, over 100 annually, using emerging technology or combinations of sms, web development and social media engagement.
Red Bull Dream Day
Generative AI experience, digital campaign product
and design management
Dream Day was a regional campaign featuring Midwest snowsports talent Levi LaVallee, centered around a generative AI experience where visitors described their ideal dream day and received a series of AI-generated illustrations bringing it to life. Powered by DALL·E image generation technology, the campaign represented a major step forward in Red Bull’s use of consumer-facing AI content.
I led the planning, design, and launch of the campaign site, overseeing agency creative development and the delivery of the AI experience in collaboration with our Emerging Technology group.
Dance Your Style
AR game, digital campaign product and design management
Dance Your Style was a national campaign promoting Red Bull’s premier freestyle dance event in October 2025. The campaign featured a custom AR game that invited aspiring dancers and video creators worldwide to join a virtual dance-off and submit their performances for a chance to attend the World Final in Los Angeles—where winning videos were showcased at the Intuit Dome.
I led the planning, design, and launch of the campaign site, overseeing agency creative development and the delivery of the AR game experience.
tracking the customer experience
Company-wide we seek consistent data on our media campaigns tracking the effectiveness of new and existing marketing approaches. Tailored comprehensive campaign data is a challenge area I’ve addressed in partnership with our global analytics team.
One of the most important challenges our teams faced was visualizing the full customer experience in our campaigns, from advertisement, to engagement, to potential conversion. Harnessing my ux and design experience, I started building user journey diagrams for each project to help teams better visualize the experience we were building together. These I used to help teams bring their ideas to life, feasibly build the mechanics, and track performance at key conversion points.
In parallel, I built a relationship with US and global analytics teams to implement a consistent tracking install for all US engagements. With this in place, I outlined tracking for each campaign and managed installation, building a clean data set for reporting and insights on a project level. We now had the power to share engagement insights midcampaign an allow project teams to adjust course in real time for better engagement.
