Google Maps is the world's most-used mapping product with over a billion monthly users navigating roads, transit, restaurants, and entire cities through its desktop and mobile apps. I joined the Maps team in August 2011 and spent the next five years supporting product launches, brand communications, social growth, and integrated campaigns for one of Google's flagship consumer experiences.
Over that span I led marketing for community programs like Local Guides, cultural moments tied to the World Cup, a media partnership with VICE, interplanetary exploration on the Moon and Mars, and the platform's own 10-year anniversary.
Maps helped users experience the 2014 World Cup with Street View interiors of all 12 Brazilian stadiums, 3D aerial imagery of host cities, and indoor maps for airports and transit hubs, which I amplified with a hyper-lapse film and a soccer-uniformed Pegman Easter egg that fans surfaced worldwide.
I led marketing for the 2015 relaunch of Maps' contributor program, Local Guides—featuring a new 5-level point system, in-app scorecard, and richer rewards like 1 TB of Google Drive storage—with a 42-language website, launch film, and a paid media campaign across Display, AdMob, Gmail, Facebook, and Twitter that helped grow the program from 30K to 700K active contributors in just one year.
In February 2015, I celebrated Google Maps' 10-year anniversay with an Instagram influencer campaign featuring 10 photographers with a combined reach of 3.7M followers—the activation drove 23M impressions, 240K likes and comments, doubled the Maps channel following, and landed #7 on the global Instagram brand chart.
To mark NASA Curiosity's 2 years on Mars, I led the launch of 3D imagery for the Moon and Mars in Google Maps, coordinating a co-announcement between the Google Maps and Curiosity Rover Twitter accounts, and producing the launch film which became one of Google's first Instagram video posts.
Inspired by their legendary VICE Guide to Travel, I conceived and partnered with VICE on an interactive city guide series featuring hidden-gems and holes-in-the-wall curated by VICE's editorial team and save-able to a user's native Google Maps app. The collaboration spawned from a vision deck I'd built the prior year to push custom maps toward richer, more shareable user-generated content.
