Alicia Keys
OVERVIEW
You don’t need help knowing who Alicia Keys is. That’s why becoming her Head of Digital Strategy was such a thrill. MMP Digital made Alicia’s legacy brand relevant and timeless in today’s digital world by building the blueprint for her from scratch: processes, operations, strategies… Everything she needed to be the groundbreaking leader her music made and her claim the crown of social media relevance.
MMP drove global strategy and execution
of all digital channels reaching and audience
of 80MM including:
Brand Partnerships
Created Partnerships & relationships with digital first brands to help cater to the younger demographics (Google, Teen Vogue, Netflix, Obama Foundation & more).
Led strategy to ensure that our partnerships were mutually beneficial and authentic to Alicia’s brand.
Social Media
Oversaw all of Alicia’s social media channels & created strategies on how to best utilize each platform based on best practices and user behavior.
Created the first ever Alicia Keys social media fan club on Facebooked, called The AK fam—over 60,000 fans signed up in the first week.
Content Development
Directed and managed the production of the “behind the scenes” look at Alicia Keys and Swizz Beatz during their first ever magazine cover shoot together with Cultured Magazine.
Led strategy & creative ideation for Alicia’s social media content.
Operations Manager
Created a new workflow at AK worldwide by building out new operations and processes for the digital department, record label and media agency.
Led Recruiting and hiring for Alicia’s digital team.
Paid media
Led media planning for Alicia’s paid media campaigns.
Oversaw the media buying process.
Led and managed cross channel reporting.
Public Relations / Communications
Oversaw all of Alicia’s social media community management.
Ensure that AK’s fans are communicating and conversing in the right light on her social media feeds.
Commerce and Products
E-commerce: Led strategy for Alicia’s online storefront (Merch, Albums,etc).
Album strategy: Led Digital strategy for the 15 year anniversary for The Diary of Alicia Keys.
Social Impact / Philanthropy
Managed all income requests from non profits and brands spanning from The Obama Foundation to Oprah’s Magazine.
Led and oversaw all digital strategy for Alicia’s philanthropic causes.