







2020 US Election
Opportunity
Create Twitter's 2020 Election (Biden - Trump) consumer facing narrative.
Action
I was responsible for creating a cohesive narrative (message + visual identity) for Twitter's 2020 Election. This involved writing the consumer strategy, working with our agency to create the look & feel, working with our research team to understand insights and test messaging, and ultimately deliver the overall narrative to be used in all consumer materials. I then was responsible for distributing and holding all teams across the organization (including consumer marketing, product marketing, social, product, comms, policy, support, partnership, sales & HR) accountable for laddering up to this strategy & framework.
Result
A cohesive narrative that was used across the many teams and departments during one of the most critical and visible moments.