Phillip Morris International
IQOS
Despite not being a smoker, I had the opportunity to advance a Fortune 500 company’s digital marketing strategies through a product that is redefining what life looks like for smokers. Through my strategic implementation, IQOS became the first PMI brand to use social media. The task of marketing a heavily-regulated FDA brand comes with many challenges, but those challenges have sharpened my skillset in ways I was unaware of needing. These challenges led my colleagues and I to invent a full digital ecosystem to understand the product in full journey most fitting to them. By structuring paid media and organic social strategies and supporting the .com digital enterprise, a digital experience that serves the consumer and furthers the brand was brought to life.
For the sake of the brand’s ongoing work, documents around my strategic executions in the FDA regulated digital space cannot be shared on my site. If you wish to view and discuss these projects, I’d be happy to share upon request.