EVE HORBOL

Role: Sr. Creative & Content Strategist/stand-in Creative Director at Think True agency

Summary: Led creative direction from concept to execution for event series that featured talks with celebrity talent and financial experts, interactive photo moments, local entertainment and more to promote the closing of the racial wealth gap. Created through a social-first lens with curated environmental design, guests, photo ops and more.

Highlights: 70% more leads than year before, 2% increase in likeliness to engage with Chase and agency was asked to support again next year.

Contribution: Research & Insights, Brainstorm Leading, Concept Creation, Creative Strategy and Direction, Content Promotion Strategy, Social Media Strategy, Copy Writing, User Experience Design, Project Management and Retroactive

Role: Sr. Content and Creative Strategist at Think True agency

Summary: Advised brand on ways to optimize narratives and overall quality of ‘Walk in their Shoes’ video series content. Series gave athletes such as Brandon Parker and Victor Diaz De Leon a platform to share their personal experience with the intersection of sports and social justice.

Highlights: Majority of videos met engagement benchmarks event over event and year over year.

Contribution: Narrative Direction, Editing Support, Content Capture Best Practices

Role: Sr. Content and Creative Strategist at Think True agency

Summary: Led content strategy and wrote copy for activation that featured exclusive content from NFL Legend Troy Vincent at the Super Bowl and NFL Draft experiences.

Highlights: 3,500 impressions with 150% above average dwell time per participant at 2 and a half minutes.

Contributions: Content Strategy and Direction, User Experience Design, Copy Writing

Role: Sr. Content and Creative Strategist/stand-in Creative Director at Think True agency

Summary: Experience for female founders that featured inspirational talks from Olympic athlete and business owner Kerri Walsh, local influential small business owners and Visa business experts. Founders were also given access to other networks and capital they need to run their businesses. Created through a social-first lens with curated environmental design, guests, photo ops and more.

Highlights: Exceeded KPI benchmarks with 54% attendees engaging with key resources on site and 68 clients in attendance.

Contribution: Creative Strategy and Direction, Design Direction, Content Strategy, User Experience Design, Copy Writing, Project Management and Retroactive

Role: Freelance Content Strategist for Indeed’s SMB Lifecycle Marketing Team

Summary: Led visual and messaging strategy for targeted content across paid media and social, along with email and .com. Content included ads, articles and product explainer videos, along with documentary-style ones featuring influential small business owners.

Highlights: Adding my role (content strategist) to the team supported +29% Quarter-Over-Quarter Growth and 189% YoY Growth.

Contributions: Content Strategy, Creative Strategy (Visual and Messaging Direction), Copy Writing, Data Findings Application

Role: Freelance Content Strategist for Indeed’s SMB Lifecycle Marketing Team

Summary: Created data, research and trend-informed visual and messaging guidelines for email, .com, social (Facebook, Instagram, LinkedIn, YouTube) and media (Google Search, Google Display Network, Spotify Ad Studio) content.

Highlights: Bringing a content strategist to the team to develp guidelines and more helped to support +29% Quarter-Over-Quarter Growth and 189% YoY Growth.

Contribution: Research, Data Findings Application, Content Strategy and Execution

Role: Sr. Creative & Content Strategist/stand-in Creative Director at Think True agency

Summary: Interactive hologram experience featuring exclusive content of NFL athletes inspired by social trends to show how VISA opens doors to the unimaginable.

Highlights: Ushered in a consistently full line queue in both store and outdoor Draft Experience.

Contribution: Research & Insights, Creative Strategy and Direction, Content Strategy, Copy Writing, User Experience Design, Project Management and Retroactive

Role: Digital Marketing Manager at Nike

Summary: Led the creation of new, data-driven programming strategy for Nike Run Club and Nike Training Club apps (plus running and training-related content in Nike App), which included weekly and 365 content franchises and supporting creative brief templates.

Highlights: Led new strategy that led to process efficiencies and +4% average increase in engagement.

Contribution: Data Analysis and Research, Insights, Content Programming and Strategy, Creative Strategy, Creative Brief Template Creation, Copy Writing, Project Management,

Role: Digital Marketing Manager at Nike

Summary: Led creation and roll out of first official data analysis process for content in Nike, Nike Run Club and Nike Training Club Apps. Managed team that executed process and reported learnings to broader team.

Highlights: Newfound data-informed understanding of and cross-functional alignment on what worked and didn’t work, informed an ever-evolving content creation best practices playbook, all creating day to day efficiencies.

Contributions: Data Analysis Process Creation, Data Analysis Execution and Reporting, Shareouts

Role: Digital Marketing Manager: Apps at Nike

Summary: Led the creation of the first Content Creation Best Practices Playbook for Nike App (Run and Train Categories), Nike Run Club App and Nike Training Club App. The purpose of these documents were to support onboarding of new team members, create alignment amongst teammates and optimize results. 

Highlights: Contributed to an increase in engagement of 4% on average. Led other digital channels to also craft a playbook. 

Contribution:

Playbook’s contents:

_Audience Segmentation and User Journey Planning Considerations;

_Creative Guidelines for Push Notifications, Inboxes, Stream Cards and Editorial, Editorial Carousel, Member Benefit Integration, Interstitials and CTA buttons;

_Overall and genre specific creative strategy (copy, imagery and concept) recommendations for stream cards including what to stop/reconsider, start and continue based on quantitative data and qualitative user experience research takeaways - updated on a quarterly basis;

_Capability and Feature Options and Use Cases;

_Cross-channel integration approach for Nike App, Nike Run Club App, Nike Training Club App, Email, .com, Paid Media, Comms and Social;

_Next Click Optimization Guidelines;

Leadership Alignment, Cross-Functional Alignment and Shareouts and Project Management;

Role: Digital Marketing Manager: Apps (Cross-Channel Lead) at Nike

Summary: Led strategies for hundreds of product launches in Nike App, Nike Run Club App and Nike Training Club App including push notifications, app editorial, merchandising strategies and more.

Highlights: Was asked to lead cross-channel teams (Apps, .com email, paid media, social, retail, PR/Comms and events) to develop integrated strategies with apps at the center.  

Contribution: Content Programming Strategy, Creative Strategy and Briefs, People Management, Content Editing, Cross-Functional Partnership and Alignment, Project Management 

Role: Digital Marketing Manager at Nike

Summary: Created content strategies and guided creative development for bottom of the funnel editorial in Nike App, Nike Run Club App and Nike Training Club App tied to brand anthem campaigns, often centered around influential talent.

Highlights: Initiated a new process for creating editorial tied to brand anthem campaigns that created stronger cross-functional partnerships and a +7% overage increase in content against hero benchmarks.

Contributions: Data Analysis and Application, Content Strategy, Creative Strategy and Briefing, Copy Writing, Content Creation Process Revamp

Role: Digital Marketing Manager at Nike

Summary: Ideated and executed an insight-driven app editorial franchise series with YouTube series extension in North America. The series featured Nike Run Club coaches sharing the most sought after running tips (informed by user experience and SEO keyword research).

Highlights: Overall/on average the series met KPI benchmarks;

Contribution: Concept Creation, Leadership and Cross-Functional Enrollment, Content Strategy, Creative Strategy and Brief, Copy Writing, Editing, Retroactive

Role: Digital Marketing Manager at Nike

Summary: Led creation of first audio-guided run created in North America for the Nike Run Club app. It featured a rare podcast interview-style conversation centered around fitness and purpose between Global Coach Bennett and influential boxer Shy Lebeau (who is a mix of Navajo of the Honàghàahnii clan and Sans Arc Lakota Sioux of the Cheyenne River tribe) crafted in honor of Native American Heritage month.

Highlights: The unique format and topics discussed, along with the timely launch contributed to top-tier global engagement. The supporting marketing content also met KPI benchmarks.

Contribution: Leadership Buy-in, Cross-Functional Team Enrollment, Production and Project Management, Talent Research, Interview and Relationship Management, Script Direction, Integrated Content Strategy, Creative Strategy and Brief, Shot List, Art & Photography Direction, Photoshoot Production, Design Direction, Copy Writing, Data Analysis and Application, Project Management

Role: Digital Marketing Manager - Apps (Cross-Channel Lead)

Summary: Led the digital strategy for Nike BETRUE Collection’s National Coming Out Day-inspired campaign that centered Olympic heptathlete Erica Bougard’s story: she invites people into her life to experience who she is, rather than “coming out".

It included a Teen Vogue article found exclusively on Nike Apps, a Nike Run Club playlist (a first for NRC North America) curated by Erica (she sees music as the ultimate form of expression and is known for her taste) and product purchasing opportunities. All elements were amplified by Erica on her social channels.

Results: Exclusive Teen Vogue article and playlist marketing content met KPI benchmarks, the playlist performed in top 10% of all Nike Run Club playlists and Erica’s social content performed at benchmark.

Contribution: Content Strategy, Creative Strategy and Brief, Cross-Functional Collaboration and Alignment, Project Management, Copy Writing, Data Analysis & Retroactive

Role: Digital Marketing Manager - Apps (Cross-Channel Lead) at Nike

Summary: Led strategy for Run Club Community Challenge and supporting marketing content. 

Highlights: First community challenge deployed in North America and highest performing challenge globally overall. 

Contribution: Brand Narrative Creation and Authentication, Content Strategy, Creative Brief, Copy Writing, Content Editing, Cross-Functional Collaboration and Alignment, Project Management, Data Analysis & Retroactive

Role: Digital Marketing Manager: Apps at Nike

Summary: Partnered with team in Los Angeles to create a 13 week, in-app experience to support members training for the first inaugural LA 13.1 Race. Content included a training schedule with tips from Nike Coaches, rewards from partners like Headspace, member spotlights, and more. 

Highlights: Contributed to 1.5M dollars in purchases.

Contribution: Content Strategy Consultant, Creative Strategy and Brief template creation, Content Editing, Cross-Functional Partnership and Alignment, Data Analysis Support, Project Management, Retroactive 

Role: Digital Marketing Manager at Nike

Summary: Crafted cross-channel digital strategies and managed a team to execute the implementation of campaigns for hundreds of holistic editorial activations that specialized in providing expert guidance on movement, mindset, nutrition, recovery and sleep provided by partners ranging from Headspace to Nicole Cardoza. Supported the additional placement of content in email.

Highlights: Identified the opportunity to categorize content into branded editorial franchises to create equity. Created franchises and launched at the same time each week to build anticipation and intrigue.

Contribution: Content Strategy, People Management, Content Editing, Cross-Functional Partnership, Project Management

Role: Global Integrated Marketing Consultant at Nike

Summary: Co-led the first comprehensively connected online to offline global campaign for Nike Shield/Utility Collection during Nike’s digital transformation. Advocated for using merchandising insights to cater product marketing to each geography’s unique cultural and/or seasonal nuances.

Results: First time merchandising team’s insights were fully integrated into work, which created more targeted and turnkey plans for each geography to execute, which supported rapidly sold out gear.

Contribution: Advocacy for all cross-functional teams to be at the table for a new way of working, Creative Brief, Social Concepting, Cross-Functional Alignment, Project Management

Role: EKIN/Integrated Marketing Manager/Stand-In Creative Strategist, Producer, Photographer and Copy Writer at Nike

Summary: Tapped to lead the creative concept and execution for the San Francisco stop of the Kobe 11 ‘Mamba Hunt’ Social Contest. Signed pairs of the yet to be released shoes were hidden in plain sight in 20 cities across the world. Consumers were given clues on @nikebasketball’s Twitter to help them find the pair in their city.

Highlights: Most difficult pair to find causing more people to come find it and extra buzz on Twitter.

Contribution: Content Strategy, Location Scout and Photographer, Copy Writing, Event Production, Project Management

Role: Digital Brand Design Specialist at Nike

Summary: Developed and produced content for localized Nike Chicago ecosystem including Twitter, .com, event pages and emails.

Contribution: Content Strategy, Shot List Creation, Art and Photography Direction, Talent and Photographer Scouting, Booking and Management, Location Scouting, Photoshoot Production, Design, Copy Writing, Styling