Dell Technologies
Dell Pro AI PC Family Launch
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In order to successfully launch Dell’s first line of AI PCs, we need to translate AI features into business outcomes that align with our audience of builders, connectors, producers, and specialists. We found that our audience cared more about real-word impact than technical jargon.
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Develop a persona-focused campaign that highlights key benefits without heavy specs. This approach lets users experience the value of Dell Pro AI PCs by connecting our simplified message to the insights that matter most.
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As co-lead of the Dell Pro launch, I tracked the production of site assets, 3D viewers and product pages. I drove the development of 130+ marcom assets, leading the team through rounds of review with stakeholders and executive leadership. When a major messaging shift emerged just three weeks before the launch, I swiftly reprioritized our timeline to make space for change. The team hunkered down, adapted the assets, and successfully handed over on time.
Live Sites:
Alienware 27 4K QD-OLED Gaming Monitor - AW2725Q
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How do we convince hardcore gamers that the new AW 27″ QD-OLED Gaming Monitor surpasses the benchmark for peak pixel clarity and visual fidelity?
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A multimedia experience that showcases the monitor’s striking design and performance through cinematic site videos and an immersive product page. The site is interactive allowing gamers to explore the monitor’s vivid colors and razor-sharp details.
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I managed cross-functional teams through initial concepts to final QA by coordinating tight timelines and making agile pivots. We were one of the first projects to pilot the new site build process, which included quick review rounds we called Sprints. My first solo Tier-1 product launch reinforced AW’s reputation for power and precision!
Live Site:
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Craft an engaging aircraft safety briefing that enables Dell’s executives to feel safe, confident, and equipped in the event of an emergency. The briefing should be specifically tailored for executive passengers who travel aboard Dell’s company aircraft.
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Drawing from our recognized Dell brand, we developed a briefing that elevates the inflight experience and clearly communicates essential emergency protocol - leaving guests feeling empowered the moment they step aboard.
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From initial concepts, production, and final handover, I collaborated with producers, creatives, and Dell pilots to deliver an engaging safety briefing. I kept the team motivated during quiet periods caused by client-side delays. Additionally, I mentored a young professional in Dell’s Marketing and Development Program, providing hands-on leadership and project management experience.
Dell’s Gulfstream G280 Aircraft Safety Features
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Showcase Dell’s role and leadership in the AI ecosystem through the lens of Roe Thiessen’s thought leadership background and career journey, as well as her learnings from the AI & Us: Navigating our Future Together podcast.
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Threads of Innovation with Roe Thiessen is an installment that weaves together Roe’s personal career narrative and speaks to potential job seekers answering, “Why Dell?”. We used a green screen to visually represent Roe’s journey centering her as the hero. We loved how this concept could expand into a compelling series featuring other thought leaders.
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From creative approach to aligning executive feedback, I led a project that delivered engaging content designed to inspire curiosity and ambition among potential job seekers and thought leaders. As a team we collaborated closely with Roe to capture her authentic voice. On set I oversaw video scripts and maintained continuity throughout the production.
Threads of Innovation: Roe Thiessen
Disability Index®: 2024 Best Place to Work for People with Disabilities
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Dell Technologies earned the title of Best Place to Work for People with Disabilities for the seventh consecutive year. How do we announce this accomplishment while also acknowledging the responsibility for continuous improvement?
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A campaign that places team members with disabilities at the forefront, capturing their journeys and perspectives on working at Dell Technologies. The idea is to turn the campaign into more than just an award celebration - it’s about showcasing our team members lived experiences.
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I handled the end-to-end execution of this campaign including interview planning and closely working with creatives to ensure every story felt authentic. This was a powerful campaign. Distilling hours of meaningful conversations into social-friendly formats was no easy task.
Video Conferencing Room Solutions
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IT decision makers (ITDMs) are facing inefficiencies caused by incompatible conference space systems. The benefit of finding a solution through Dell is the certainty of matched components.
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Develop compelling room bundle visuals, refined product detail pages, and lifestyle imagery that highlight the ease of deployment and top-tier conferencing quality.
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Through coordination with art directors and photo producers we engineered a site experience that emulates our brand standards. During this process I built a better understanding of photo production and Computer-Aided Design (CAD) files while overseeing that our media gallery and standard product images featured the proper logos and visual consistency.
Live Sites:
Employee Value Proposition
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Dell Technologies is a company that champions human progress by putting people first and building tech that powers better ideas. At Dell, your unique skills drive innovation and make a lasting impact.
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This campaign is about empowering thinkers, dreamers, and go-getters to see themselves shaping the future with Dell. The narrative evokes curiosity and emotional connection, transforming the message into a celebration of possibility.
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I partnered closely with creatives and stakeholders to build a cohesive message that reflected Dell’s people-first values. The project was turbulent, with significant roadblocks during concept rounds. I navigated through collaboration dynamics and restructured our timeline to accommodate early deliverables like social and marcom banners. In the end we developed a strong and inspiring campaign.
OEM: Vertical Campaign Kit
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OEM’s efforts to engage with audiences across energy, retail, healthcare, and safety verticals struggled with inconsistent marketing material. To solve this, Dell Blue and OEM teamed up to create a unified marketing approach rooted in Dell’s refreshed brand identity.
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The Vertical Campaign Kit is a one-stop resource, bundling banners, images, and tailored messaging for each OEM vertical. Through this kit, regional teams can launch brand-aligned campaigns that are consistent with Dell’s refreshed strategy.
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From kickoff through global delivery, I guided the team through evolving requirements, brand and stakeholder feedback, and managed numerous review rounds which exceeded our initial scope. I also led the transition from Monday.com to Adobe Workfront, a tool adopted by Dell for workflow optimization.
