PAYTON + COMPANY

Development of strategic partnerships and programming for Faena District, Miami Beach beginning with the creation of the restaurant programming through to the layers of partnerships that activate all of the District's buildings and spaces from nightlife, to spa, to retail bazaar to theater and art center. Responsible for multiple millions of $ in revenue and partnership sponsorship per year.

Otto's Tacos opened their first store in 2013 in the heart of the East Village. This no-frills taqueria keeps it simple letting seasonings and flavors outweigh the need for sour cream, cheese and other Tex-Mex gimmicks. Although initiating Public Relations outreach on QSR isn't historically that easy, these guys make it simple by carefully creating a delicious menu that even the foodiest of foodies can't help but love. The results have been fantastic - NY Mag's Cheap Eats, in Top 20 of Top 100 Time Out New York's best eats...and so much more. Favorite? The brand building of the world-wide phenomenon known as the "Gorgon."

Mandarin Oriental, New York is the flagship property for the brand within the United States. In 2013, we launched the first of a series of storytelling campaigns positioning Mandarin as the premiere destination authority on the city that never sleeps for luxury hotels within NYC. The inaugural campaign "365 Reasons Why We Love NYC" invited guests and followers to go on a journey with Mandarin, with a custom shot image shared each day along with a corresponding reason. This campaign generated over 100 MM impressions, over 150,000 consumer engagements + garnered 10 awards from within the marketing + hospitality industries, individually. Sometimes the simplest stories have the greatest impact.

Social media and digital are important direct-to-consumer tools for start-up brands, allowing them to efficiently find and engage their bulls-eye niche target consumer. Starting from the ground up, BULLDOG Gin acquired over 100K Facebook LIKES, drove higher engagement rates than the entire competitive set and acquired over 20 MM impressions with the right consumer within one year, driving geo-targeted measurable sales in the US, UK + Spain. In 2014, BULLDOG Gin's distribution was acquired by Campari.

Coming off the heels of a successful inaugural CNN Grill at SXSW, we sought to amplify efforts by connecting partners and programming to better own CNN share of voice during SXSW. This included: partnerships with brands, concert series, social influencers, real-time social and digital amplification, 3D printing and sharing with Maker Bot and unexpected pop-up programming.  SXSW is perhaps the most crowded social moment in each calendar year and CNN remained in the top 5 most talked about brands throughout the CNN Grill tenure.

Working as a proxy for Magic Bullet Media, initiate targeted blogger + social influencer outreach to drive amplification for key client programs and campaigns. Influencers participate in media tours interviewing experts and then sharing individually-curated rich content - videos, Q+As and custom editorial. Since 2011, have implemented over 50 successful, individual campaigns for Magic Bullet.

SOL REPUBLIC's brand DNA has a foundation in empowering consumers - ridding the world of hollow sound - and democratizing the headphone landscape, giving consumers and affordable yet powerful headphone alternative. Starting before product hit shelves, we went a mile deep and a mile wide, crafting the most in-depth social connectivity within the competitive landscape via a network of blog partners, affiliates + social influencers. The proof was in the results with 8-10x more social impressions + engagements than any competitor during all key sales cycles yielding over 10 billion social impressions annually.

Working hand-in-hand with the brand team and creative agencies, we worked to efficiently launch Robert DeNiro's VDKA 6100 in the United States in conjunction with Tribeca Film Festival. With short lead time and minimal expenditure, we garnered an increase of 250% in digital and social share of voice for the brand with the niche target consumer in less than 90 days, while seeding product to the top 50 vodka tastemakers in NYC yielding over 17 MM impressions.