rivian automotive
Media Operations, Creative Production, Campaign Strategy, Paid Media, Program Managementmedia operations creative
production campaign strategy
paid media project manager
program management media
The Role
This was an in-house role spanning program management, campaign strategy, and media operations across a fast-moving marketing organization. Over the course of the engagement, the scope grew from campaign management into leading the full end-to-end creative production process across a diverse paid media mix.
Past Campaigns
Alterra Mountain Resort Activation
Partnership Management, Experiential Marketing, Program ManagementThis was a four-day brand activation across three Alterra Mountain resort properties, bringing Rivian into a live environment where their audience was already in the spirit of adventure. I managed the creative team, the activations team, and the Alterra Mountain partners throughout the process, keeping all three moving together toward a seamless on-mountain experience.
On-site, Rivian vehicles were available for viewing and demo drives at each resort. We also ran a Gear Guard plushie scavenger hunt across the mountain, with the resort posting daily clues on social media to keep guests, skiers, and snowboarders engaged throughout the activation. An influencer was also brought on mountain to showcase the vehicles and communicate what Rivian stands for as a brand built for the adventure-spirited family.
The biggest learning from this one was the importance of having a contingency plan for winter weather. Mountain activations come with variables that can't always be planned for, and building that flexibility into the process from the start is something that carries forward into every experiential project since.
Full Funnel, Full Audience Paid Media Campaign
Creative Production, Media Operations, Campaign ManagementThis campaign was one of the first times Rivian launched a truly full funnel, full audience paid media campaign rather than building it out channel by channel. I managed the entire process from production to launch in five weeks.
It started with photographer procurement, working alongside the procurement team on contracts and creative briefs before moving into a one-week pre-production and location scouting process. Over a single weekend, four different audience segments were shot across three locations, capturing both stills and video. Final assets came back from the photography teams within a week and the creative team turned those into campaign-ready deliverables in under a week. From there, I shipped finals to the agency, where we worked through QA and launched the paid ads into paid social. The result was a cohesive, audience-specific campaign built and delivered at a pace that set a new standard for how the team approached production going forward.
*Creative completed by internal team with myself as a PM supportLimited Edition Rivian Dune Launch
Product Marketing, Program Management, Cross-Functional Campaign CoordinationThe Rivian Dune was a limited-edition release of the R1S and R1T, and getting it to market required close alignment between the product team and every marketing channel touching the launch. My role sat at that intersection, making sure the marketing team had everything they needed from the product side, from specs to updates to changes, and that all channels, email, organic social, paid media, retail, and web, were moving toward the same goal on the same timeline. The campaign launched on time with a teaser going out a week before, building anticipation before the full reveal.
The Outcome
Leaner production. Clearer processes. Campaigns that launched on time, on strategy, and built to perform across every channel they ran on.
What Was Delivered
Limited-edition product launch strategy and execution
Alterra Mountain partnership activation
Jira marketing management system
End-to-end creative production across paid social, display, CTV, OOH, and YouTube
Photographer procurement and photoshoot management
Creative A/B testing and performance analysis
80% reduction in creative production costs