Scripps National Spelling Bee 100th Anniversary

The Scripps National Spelling Bee was celebrating it's 100th anniversary, yet overall awareness and viewership did not reflect one of America's most iconic educational competitions.

I was brought on to lead the integrated marketing strategy and tune-in campaign for this milestone across brands, creative, social, partnerships, communications and product marketing teams. A big part of my role was to break down silos cross-functionally, create more collaboration between the Spelling Bee and Scripps Networks teams, align all marketing efforts to one unified vision, and optimize creative so that the ION branding and tune-in was more prominent.

Additionally, I championed and led collaboration on a social-first activation with Apple TV+ and their agency partner that leveraged the cultural momentum of the hit show Severance with content that featured fan-favorite character "Mr. Milchick" who is known for his love of words.

Impact:

• Finals viewership significantly increased YoY with a 16% lift of new viewers to the network.

• Strengthened cross-functional relationships while showcasing the brand's ability to participate authentically in non-traditional, cultural conversations.

• Because of my efforts, I represented the Marketing team at the Nasdaq Closing Bell alongside other executives an the 2025 Champion, with my 15 seconds of fame on a Time Square billboard.

Key Campaign Beats:

• Cross-Channel Spot

• Social tease & tune-in campaign

• Launch of "ION the Street" UGC content

• Social Stunt with Apple TV+ and Severance