Callie Grant

Built and led the digital content team responsible for blending the art (design) and science (media) for hundreds of campaigns to drive business objectives, including sales, product launches, key category initiatives, cultural and seasonal moments, ultimately building upon the H-E-B brand to connect with Texans through innovative and effective storytelling, with a customer-first mindset.

• Creative Concepting and Execution: Led the creative team to evaluate strategic briefs, concept, and execute award-winning, platform-tailored campaigns. Guided ideation for impactful stories, efficient and expertly produced content, organized, goal-oriented media/creative mix, and monitored performance to make adjustments throughout campaigns.
• Insight-driven strategy: Practiced constant curiosity and an opportunistic mindset to study platform evolution, audience behavior by placement, and a holistic view of the current human mindset using tools, research, and a balance of instinct, experience, and data-driven insights.
• Relationship management: Acting lead for managed relationships with agency partners, production teams, key influencers, and vendor contracts, including project and budget oversight.
• Creative Collaboration: Launched and led the creative team of 50+ members in weekly creative reviews to streamline feedback, and nurture collaboration with teams across the business, including agency partners and internal stakeholders. Led brainstorming sessions and creative workshops for major key initiatives and campaigns.
• Leadership and mentorship: Fostered relationships with team members across the organization at every level to proudly serve as a trusted and valued partner, and gain understanding and perspective on different parts of the business.
• Influencer Marketing: Created and continuously evolved an award-winning influencer/creator marketing program with a tiered strategy to include bespoke relationships with hundreds of Texans, a core set of ambassadors, celebrity endorsers, and subject-matter experts, including the planning and execution of two in-person summit events.
• Innovation: Led with a 'what if' mentality to create memorable and effective stories that addressed the challenge in front but stayed rooted in overarching company objectives and opportunities.

Social & Innovation Strategy

• Influencer practice group lead
• Member of the global leadership council
• Ongoing team management with 6 team members and orchestrated campaigns leading teams of 20+

Google Store

• Social AOR Account Director responsible for driving results using creative strategy and innovative storytelling.
• Orchestrated social content strategy, campaign implementation & management for ~180K followers (+271% YoY) for Google’s flagship e-commerce site, Google Store across owned, earned, and paid.
• Led and coordinated an award-winning campaign for Google Store’s first physical activation at SXSW to 2.5K on-site participants, 27M social impressions, and 20K new Periscope followers.
• Google Store I’m Feeling Lucky Experience at SXSW: In2 Sabre Awards North America winner, Shorty Award finalist in multiple categories, AME Award finalist
• Led the strategy and execution of Google Store’s Shorty Award-winning campaign, #HolidaysByUs, which comprised UGC, surprise and delights, influencer partnerships, cross-partner support, and a live Periscope event with tech celeb Marques Brownlee and four perfect puppies.

YouTube

• Led strategy for building and executing a private community within Lithium for YouTube Music’s beta product to gather feedback and create advocates for the product’s public launch. Included managing site build, community growth, analytics and feedback analysis and reporting.

Google Brand Lab

• Campaign lead for Google’s Year In Search Campaign, consisting of global team, content development and distribution, as well as influencer outreach strategy resulting in 288 million earned impressions from influencer content including Taylor Swift, Emma Watson, NASA and more.
• Led global newsroom engagement for Google’s 2014 World Cup campaign, which involved over 100 team members, globally. Designed and executed global content management system and workflow to coordinate distribution of 1,000 owned posts across Google teams in 22 countries in 15 languages. The campaign garnered over 4 billion unpaid impressions over the span of the tournament.
• Co-managed war room of more than 20 team members from 4 different agencies from 8 countries.
• Controlled and managed the global influencer ID and Outreach which resulted in 250 influencer posts and 30% of campaign shares.
• Led Google Brand Lab’s influencer campaign for the 2016 shorty-nominated 2017 Olympics Google Trends campaign.
• Other notable campaigns for Google Brand Lab include Super Bowl 2016, International Women’s Day, National Emoji Day, Natural History Museum VR experience launch, Black History Month, Hispanic History Month, Earth Day, Election, Beyond the Map.

Chevrolet

• Integral member of a small initial task force of 5 on-site in Detroit to become Chevrolet’s social agency of record, ultimately resulting in a multi-million dollar contract for management and execution of 28+ social channels.
• Led Chevrolet Small Cars division marketing efforts targeting millennial consumers.

The Weather Channel

• Developed and executed a social media crisis strategy for The Weather Channel on-site with the Client during DirectTV buyout crisis.

AT&T

• Supported social strategy for the award-winning CSR campaign “It Can Wait” (5 million Facebook followers) program for AT&T.