CLIENT
Allstate Insurance
via TubeMogul / Adobe

ROLE
Senior Director Advertising Solutions
(Team Lead, UX Strategist, Ad Product Consultant, Tradeshow Presenter)

THE CHALLENGE
Allstate wanted to evolve beyond simply repurposing TV commercials for online video (OLV). They needed a scalable digital-first approach that could unlock platform-native performance and insights—not just repackaged broadcast assets.

THE SOLUTION
Leading a 16-person global Ad Solutions team at TubeMogul (pre-acquisition by Adobe), I partnered with internal Sales, Media, and Product teams to deeply consult with Allstate and their AOR, Leo Burnett.

We created a bespoke OLV campaign—“Fact or Fiction”—built specifically for multi-variant testing. Designed for insight generation, not just output, the campaign served as a strategic sandbox to explore format innovation, creative performance, and cross-platform behavior.

We expanded the initiative into a digital advertising roadmap grounded in data, UX, and ad product iteration. My team effectively became a consulting layer to their agency, helping shift their creative and media approach from reactive to experimental and insight-driven.

THE OUTCOME

• Shifted Allstate’s digital creative model from repurposed TV to digitally native experiences
• Led creation of a custom campaign framework used to guide future online video efforts
• Helped position TubeMogul as a strategic partner, strengthening the agency–tech–brand triangle
• Relationship scaled into ongoing advisory support and collaborative experimentation
• Presented findings and strategy frameworks via “TubeU” workshops to broader agency and client teams