During my time at Monks, General Motors was looking for a new agency and ways of working to reaffirm their position as the top American automaker. Through a rigorous 6 month New Business pitch, I developed essential components of our final AI-centric sell that landed the client, with Monks as the foundation agency across all brands. Once onboard, I led the Creative Strategy, ranging from re-developing brand guidelines to competitive analysis / positioning, creative process development, conceptualization, and iteration. This was complimented by a full assessment of the consumer funnel, designing media and creative touch points to deliver the maximum impact on engagement, key performance metrics, and ultimately sales.