Rivian Automotive
Media Operations Lead
A year inside one of the most recognized electric vehicle brands in the world, leading campaign strategy, program management, and media operations across a fast-moving, cross-functional marketing organization. What started as integrated campaign management grew into owning the full end-to-end creative production process across paid social, display, CTV, OOH, and YouTube, the kind of cross-channel marketing experience that shapes how I approach strategy, content, and creative production for every client today.
Media Operations
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Campaign Strategist
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Cross-Functional Program Manager
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Creative Operations
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Media Operations ❋ Campaign Strategist ❋ Cross-Functional Program Manager ❋ Creative Operations ❋
Past Campaigns and Event Activations
Limited Edition Rivian Dune Launch
Product Marketing, Program Management, Cross-Functional Campaign Coordination
The Rivian Dune was a limited-edition release of the R1S and R1T, and getting it to market required every channel, every team, and every stakeholder moving in the same direction at the same time.
My role sat at the intersection of product and marketing, making sure the marketing team had everything they needed from the product side, from specs to updates to last-minute changes, and that email, organic social, paid media, retail, and web were all aligned to the same goal on the same timeline. Clear communication, tight coordination, and a shared sense of what launch day needed to look like kept everything on track.
The campaign launched on time with a teaser going out a week before the full reveal, building anticipation in a way that felt intentional rather than rushed. That is the goal with any launch: make the audience feel like something worth waiting for is coming, and then deliver on that promise.
Full Funnel, Full Audience Paid Media Campaign
Creative Production, Media Operations, Campaign Management
This 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, and every decision along the way was made with intention and urgency in equal measure.
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. Finals came back from the photography teams within a week. The creative team turned those into campaign-ready deliverables in under a week. From there I shipped finals to the agency, worked through QA, and launched 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. Five weeks from start to launch. Four audiences. Three locations. One weekend of shooting. That is what intentional production looks like when everyone is moving toward the same goal.
Rivian x Alterra Mountain Resort Activation
Partnership Management, Experiential Marketing, Program Management
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, 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. A Gear Guard plushie scavenger hunt ran 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 brought on mountain to showcase the vehicles and bring the Rivian brand story to life for an adventure-spirited audience.
The biggest learning from this one was the importance of building contingency plans from the start. Mountain activations come with variables that cannot always be planned for, and that flexibility mindset is something I carry into every project today, because the best laid plans still need room to breathe.
The Outcome
Leaner production, clearer processes, and campaigns that launched on time, on strategy, and built to perform across every channel they ran on. Every project was an opportunity to raise the bar, and that is exactly what we did.
What Was Delivered
Limited-edition product launch strategy and execution
Brand activation partnership with Alterra Mountain Resort across three properties
Full funnel, full audience paid media campaign across paid social, display, CTV, OOH, and YouTube
End-to-end creative production including photographer procurement and photoshoot management
Jira-based marketing management system built for integrated campaign visibility across all channels
Creative A/B testing and performance analysis
80% reduction in creative production costs through workflow optimization and agency transition
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Let’s Work Together!
You do not need to have it all figured out before we talk. Book a free 30 minute consultation here and let's explore what your brand needs, what is possible, and whether we are the right fit for each other.
Prefer to reach out directly first? Send me a note at tiff.kwok@daydreamswithtiff.com and we can go from there.