Portfolio

 Alexandra_Fletcher

A highly creative producer with a wide range of expertise and passion for constructing branded experiences in the digital space.

 

SKILLS

Project Management

Social Media

CRM

UX/User Experience

Branded Content

Pharma





PROJECT MANAGEMENT

 

mars-feature-logo

Prepared schedules, budgets, and oversaw digital production on several projects for MARS candy brands at including:

  • • Skittles Mix the Rainbow rich media units and Facebook tab experience.
  • • Display and rich media campaigns for Skittles meeting specifications for Eyeblaster and Pointroll
  • • The geo-targeted test launch of Fling, a low-cal chocolate wafer bar
  • • An online contest for Twix

(Agency.com 2008 – 2009)

 


Wendy's_Shorthand_Logo
    Led digital production efforts for the Wendy’s Old-Fashioned Hamburgers account (Kaplan Thaler 2009-2010).
  • • Produced specifications and oversaw production for Wendy’s Real Time, a destination website that served as a hub for all branded social media activity.
  • • Oversaw email production for a highly successful CRM program including digital couponing and geo-specific promotions.
  • • Managed relationships with partner media agency, Coupons.com, CRM agency, and technology vendors.

 


 NICKELODEON_Logo
    Supervised the integrated marketing project management team of producers, designers, and developers.
  • •Produced websites, digital games, and sponsored videos for the network’s national advertising clients, including General Mills, Kellogg’s, Johnson & Johnson, Frito-Lay, Mars (Skittles).
  • • Structured online marketing campaigns, promotional efforts, contests and sponsorship opportunities for integration on the Nick.com digital network.
  • • Reviewed vendor capabilities and management of contracts for awarded projects.
  • • Served as daily point of contact for clients.

 

SOCIAL MEDIA

 

Wendy's_Shorthand_Logo
    Supervised digital production process for branded social media initiatives including:
  • @UrBaconMeCrazy, a highly successful Twitter contest designed to increase awareness and enthusiasm for Wendy’s Applewood Smoked Bacon
  • The Wendy’s Boneless Wings March Madness Facebook Challenge (a bracket game in which entrants could win a party catered by Wendy’s)
  • The 30-Seconds of Wendy’s YouTube contest, which received over 300 entries.

CRM

 

citibank-logo Supervised production on email communications for Citibank’s AAdvantage program.

 

colehaan-logo-home-est

Developed a cross-channel loyalty program aimed at millennial shoppers based on common values between the brand and the generation. The program combined in-store events with online promotions and blog content to offer millennials entering the workforce expert advice, experiences, and wardrobing tips. (Wednesday Agency 2013)




UX/USER EXPERIENCE

 

WEDNESDAY_FINAL-LOGO Conducted taxonomy audits to reorganize navigation and developed sitemaps, wireframes, and userflows for e-commerce website redesigns for:

 

J Brand logo-ragandbone Estee_Lauder_logo
 


 

ctg_logo_black Produced wireframes and sitemaps for luxury retail e-commerce clients including:

 

burberry-logo frette-logo1-e1448104990989  

movado-logo

Estee_Lauder_logo Stella-Mccartney-logo st-regis-aficionado
 


 

Spring studios Produced wireframes, userflows and design annotations for:
michael_kors  

aerin_logo_chiseled_2_

 

tom-ford-logo1



BRANDED CONTENT

 

Wattpad_logo.svg

I am a featured writer as part of the
Wattpad Stars program under the pseudonym Zoe Aarsen.

  • Room 9C: I wrote an original short story in support of the theatrical release of Ouija: The Movie for Universal Studios.
  • Initiation: I wrote an original short story in support of the theatrical release of The Gallows for New Line Cinema. Read the Wattpad Case Study on the program.
Ouija cover Initiation_Wattpad_cover

NICKELODEON_Logo

As Senior Project Manager in Nickelodeon’s Promotions Marketing group, I oversaw scheduling, budgeting, and delivery for several co-branded programs:

  • • “Sick Day Solutions,” A 2-minute video for Children’s Tylenol which ran on NickJr’s ParentsTV.
  • • Printable Sick Day tips from Children’s Motrin
  • • Honda Odyssey Mom’s Blog, part of a Kids Choice Awards 2005 Sponsorship Microsite

 

PHARMA

HAVAS_Lynx_CMYK_1 Management of scheduling, budgeting and submissions to client legal & regulatory as well as FDA review for:

  • • A physicians’ responsive portal website (Quo.Novartis.com) presenting prescribing information for all of Novartis’ general medications
  • • Brand website updates (Gilenya, Exforge, Tekturna)
  • • Banner ads (Arcapta)