Anthony Tharpe

CLIENT: Nissan

• Led Nissan’s multicultural strategy across North America, including the development of the FY25 go-to-market plan, advising on multi-million dollar budget allocations, marketing prioritization, and media investment strategy in close partnership with the Executive Marketing Committee, as well as the CEO and CMO of Nissan North America.
• Architected culturally attuned strategies across 7 major car launches, helping drive double-digit lifts in brand favorability, purchase intent, and loyalty among Black and Latino audiences, deepening Nissan’s resonance with key growth segments and contributing to sustained brand transformation.
• Played a catalyst role in maintaining Nissan’s no. 1 market share in Mexico—holding steady at ~18 %, and in the record-breaking launch of the Nissan e‑Power hybrid in Mexico, with electrified sales growing ~44 % YOY and the brand surpassing 10,000 units sold.
• Partnered with global and regional teams across 30+ markets, working closely with Nissan’s Global HQ Marketing Leadership, including the Global CMO and CEO, to localize and activate the “Dare to Do” platform and ensure strategic alignment, cultural relevance, and measurable business impact.
• Drove creative strategy for campaigns recognized by the Shorty Awards and Webby Awards, spotlighting Nissan’s rising influence in digital culture and brand storytelling.

Client: UOVO Footwear (U.S. Launch)

• Led brand development for UOVO, a European footwear brand launching in the U.S., crafting the brand purpose, positioning, and go-to-market strategy for its debut product lines, including a versatile boot and casual sneaker aimed at style-forward urban consumers.
• Developed a foundational social media strategy to establish the brand’s voice, drive awareness, and build community ahead of launch, laying the groundwork for content planning and influencer alignment.

Clients: GLAD, Botox, Juvederm, Pine-Sol

• Developed a bold new brand purpose for GLAD, informing product innovation and communications, and supporting successful launches of Flex’n Seal and ForceFlexPlus.
• Designed and led a social + influencer strategy for Botox and Juvederm, generating 20K+ consumer submissionsand contributing to double-digit growth in online interest and product inquiries.
• Spearheaded a brand transformation roadmap for Pine-Sol, partnering with the VP of Pine-Sol and Clorox’s CMO to modernize brand identity, reformulate product packaging, and enhance relevance among younger, eco-conscious consumers.

CLIENTS: Samsung, McDonald’s

• Led global strategy and launch planning for Samsung’s Galaxy S8, S9, and Note series, developing insight frameworks and go-to-market toolkits used across 60+ markets, supporting the rollout of devices that sold a combined 95M+ units globally.
• Led content strategy for Samsung Pay across seven global markets, developing localized social content to drive awareness, brand consistency, and feature adoption, supporting its expansion and download growth across 20+ countries.
• Directed strategy and inter-agency coordination for McDonald’s “Adult Business” team across key launches including the New Mobile App, All Day Breakfast, and Crispy Chicken Sandwich. The All Day Breakfast campaign contributed to a 4% lift in U.S. same-store sales and 5.5% global comparable sales growth, marking McDonald’s strongest performance in six years.

CLIENT: Taco Bell

• Developed strategic platforms for breakthrough Taco Bell campaigns, including Doritos Locos Tacos and Breakfast Defectors, driving cultural buzz and new product momentum during the brand’s breakfast market entry.
• Built and launched a digital audience intelligence tool to track and socialize cultural trends, keeping creative and client teams aligned with evolving Gen Z and millennial behaviors.
• Supported major new business wins totaling $20M+, contributing to pitch strategy for clients like Vanity Fair and Sprint.

CLIENTS: Showtime, HBO, Warner Bros, Paramount, NBC, Carvana

• Led strategic development for TV and film launch campaigns, partnering with top entertainment networks including Showtime, HBO, Paramount, and NBC on go-to-market strategies for new shows and premieres.
• Launched the first-ever national campaign for Carvana in 2014, helping introduce the brand to U.S. audiences and shape its early positioning in the automotive disruptor space.

CLIENT: Honda

• Led consumer research and cultural insight development to inform launch strategies for the Honda Accord, Odyssey, and Civic.
• Partnered with executive strategy leadership to craft a new brand positioning for Honda across the North American market.