communications / strategy
Led communications strategy and execution for consumer, business and industry campaigns, as well as crisis and corporate social responsibility. Experience with earned, owned and paid media across online, print and broadcast publications, as well as events and partnerships.
Yelp Top 100 Places to Eat
Led creation of this annual marketing campaign, along with copywriting, positioning and media strategy. The program was one of Yelp’s most effective for earning national and local media coverage (earning more than 120 pieces of coverage for the inaugural launch and more in following years), encouraging user engagement and driving traffic (both on Yelp and to physical business locations).
Yelp & ProPublica Partnership
Led messaging, positioning, media strategy and media relations for this high-level partnership that reached across product, corporate and policy initiatives. Washington Post exclusive led to 109 additional pieces of coverage and measurable increase in Yelp site traffic to healthcare businesses, the focus of the project and a key area of development for consumer awareness.
Popular Science: 'Now You Can Pick Your Hospital Like Your Restaurants--On Yelp'
Yelp’s 10th Anniversary
Worked with small internal team to create multifaceted PR campaign that earned coverage in publications with lifestyle, data and industry angles. Campaign included data-powered microsite, CEO profiles and local outreach. Earned 332 pieces of media coverage and 487M impressions.
NPR's Marketplace: 'Yelp's CEO on the end of the professional critic'
Inc (Associated Press): 'After 10 Years, Yelp CEO Reviews His Own Business'
Led messaging and strategy for crisis response and proactive security work, including promoting Yelp’s bug bounty program.
TechCrunch: 'Yelp’s bug bounty improves security and attracts talent'
Worked alongside Yelp’s data science editor and team to build data journalism program highlighting Yelp's high-quality data with the goal to increase brand awareness and media interest in Yelp data.
A heatmap showing what areas of a city had the most usage of certain words in Yelp reviews. Worked with data science team on naming, presentation and messaging. Earned 76 pieces of coverage.
TimeOut New York: 'Find—or avoid—tourists, hipsters and more with Yelp's new Wordmap'
Realtor.com & Yelp's Hottest Hipster Markets
Partnered with Realtor.com communications and data teams to compare data about businesses with home listing and sales prices. Earned 52 pieces of coverage.
Partnerships & Product Launches
Worked with internal business development, sales and communications teams to develop media strategy and market positioning. Led communications with external partners to sync on strategy, execution and messaging.
Yelp Platform partner integrations
Worked with 21 external partners to secure more than 58 articles over multiple years and launches, leading to growth surpassing 10,000 transactions per week on Yelp.
Entrepreneur: 'More Businesses Can Now Offer Booking Options on Yelp'
Cash Back rewards program
Worked with business development to lead positioning, messaging and communications strategy for Yelp's first loyalty program. Earned 24 pieces of coverage, and user sign up reached 1,000+ per day after one month.
Amazon Echo Yelp integration
Earned 63 pieces of coverage following the product announcement.
Alipay Yelp integration
Earned 23 pieces of coverage through a joint partner announcement.
Earned 14 pieces of coverage following a TechCrunch exclusive.
Product launch earned 45 pieces of media coverage.
Marketplace: 'You can now search Yelp for emojis'
Fast Company: 'Now You Can Use Emoji To Search Yelp'
Burrito Bomber Drone
Restaurant Health Scores
Managed messaging and outreach for executive interviews, advertising products, brand campaigns, policy and corporate initiatives.
Wall Street Journal: 'Yelp Looks Beyond Reviews'
Vanity Fair: 'What You Should Know About Jeremy Stoppelman'
The Atlantic: 'The Restaurants Hurt Most by Minimum-Wage Hikes'
Planned press trips and pitched media to earn coverage of Charlotte, NC, as a travel and meeting destination. Worked with regional and state tourism organizations as well as local businesses and attractions.