Google Maps is the world's most-used mapping product — over a billion monthly users navigating roads, transit, restaurants, and entire cities through one app. I joined the Maps team as Global Marketing Lead in August 2011 and spent the next five years owning communications, social, and integrated launch campaigns for one of Google's flagship consumer products.
Over that span I led marketing for product launches that reached tens of millions of users — community programs like Local Guides, infrastructure expansions like UK Transit, and viral cultural moments tied to the World Cup, planetary exploration, and the platform's own 10-year anniversary. The selected work below captures the most distinctive campaigns from that run.
Led the integrated launch for Google Maps' 2014 World Cup coverage — Street View interiors for all 12 Brazilian host stadiums, 3D aerial imagery of host cities, and indoor maps for airports and transit hubs — amplified with a Sprint to Brazil hyper-lapse film made with Teehan+Lax and a soccer-uniformed Pegman Easter egg that fans surfaced worldwide.
Led marketing for the November 2015 relaunch of Google's contributor program — new 5-level points system, in-app scorecard, and richer rewards like 1 TB of Drive storage — with a 42-language community site, syndicated launch announcement, and a global paid media campaign across Display, AdMob, Gmail, Facebook, and Twitter that helped grow the program from 30K to 700K active contributors in a year.
Built #Maps10, an Instagram influencer campaign for Google Maps' 10-year anniversary with 10 photographers and a combined reach of 3.7M followers — the activation drove 23M impressions, 240K likes and comments, doubled the Maps Instagram channel, and landed #7 on the global Instagram brand chart.
To mark NASA Curiosity's #2YearsOnMars, I led the launch of 3D imagery for the Moon and Mars in Google Maps — produced the launch film, coordinated a co-announcement between the Google Maps and Curiosity Rover Twitter accounts, and cut a vertical version for one of Google's first Instagram video posts.
Partnered with VICE on an interactive city-guides series powered by Google My Maps — starting with New York and Los Angeles, with hidden-gem POIs curated by VICE editorial and saveable to a user's native Google Maps app with one tap. The collaboration grew from a vision deck I'd built the prior year to push My Maps toward richer, more shareable user-generated content.
