EMILY
MCLINTOCK

INTEGRATED MARKETING SPECIALIST

Where creativity meets business acumen - with a dash of whimsy

WORK PORTFOLIO

TED's newest initiative: TEDinArabic 

Launched TED's first initiative designed to provide a global platform to broadcast the voices ideas from thinkers, researchers, artists, and change-makers across the Arabic-speaking world.


Three-year partnership with Qatar Foundation including global PR effort, custom TED website in both English and Arabic with curated content for Arabic community, a TED Talks ideas search, TED flagship event to debut TED Talks and regional events.


Managed all the website activities: building website, content translation, voiceover, design, content curation, client management. Content: 26 videos, 50 articles, 2 custom content videos


Global Reach: Traffic from 191 countries, 50% consumed content in Arabic, 30% VCR.

www.TEDinArabic.ted.com

TEDinArabic custom website:

Arabic and English

TEDinArabic Content Assortment

Spotlight film of the winning idea, produced by TED Ideas Studio

27% higher engagement than other custom films 


6.4x higher VCR vs. TED benchmark.

Teaser film on partnership, produced by TED Ideas Studio.

TED + LEXUS:

First-to-market partnership centered around innovation.

Lexus partnered with TED to explore ideas to reimagine the future of automated vehicles. TED tapped into the great minds in the TED Fellows initiative, a global multidisciplinary group of thought leaders, to develop new designs for automated vehicles that prioritize people over technology. 


The Fellows were invited to submit their ideas and 3 were selected to be showcased via custom spotlight films, virtual events a national PR campaign and received an honorarium, compliments of Lexus.


“Partnering with TED has allowed us to explore new human-centric ideas for an automated future with visionary experts in their fields.” --Vice President, Lexus Marketing.

SOCIAL MEDIA

LINKEDIN

TWITTER

Social Media Management

Managed TED Partnerships Twitter and LinkedIn Accounts. Maintained the voice of TED on our TED-sanctioned promotional social channels.


Included: writing, designing, editing and posting the content and leading the strategy, community engagement, analytics, partnering with TED social media teams on large scale social programming. 


Twitter (@TEDPartners): Grew engagement +10% and impressions by 83%. 76K followers.

Developed new editorial franchises - I.E., #TEDThoughtThursday - a weekly poll tying a relevant topic back to TED, new content formats (quote cards, video cut downs), frequent engagement with fans/followers, including the TED community of partners, speakers and followers.


LinkedIn (TED Partnerships): Launched the platform and grew followers to 7,600 in a year. Differentiating the account from the main TED account (the 2nd largest account on LI) with industry and business-focused content. Increases our visibility to the B2B audience.


BRANDED CONTENT

INFLUENCER PROGRAMS

CREATIVE WRITING

INTEGRATED PROGRAMMING

REMY COINTREAU
THE SEARCH FOR THE COINTREAU AMBASSADOR OF LIBATIONS:
MULTI-CITY COMPETITION & CUSTOM VIDEO SERIES. 
WINNER WAS NAMED OFFICIAL COCKTAIL OF THE CANNES FILM FESTIVAL.
 8 MIXOLOGISTS COMPETED VIA A LIVE MIX OFF AND A PANEL OF JUDGES VOTED WINNER. 
CUSTOM VIDEO SERIES WITH MIXOLOGISTS
WINNER WAS NAMED THE 'COINTREAU AMBASSADOR OF LIBATIONS' AND THE OFFICIAL COCKTAIL OF THE CANNES FILM FESTIVAL.
TARGET HOLIDAY PROGRAM:  A WEEK OF WONDER
Multi-platform program leveraging Latina's authority and capitalizing on the cultural significance of the Holidays to the Hispanic consumer.  Multiple touch points bring to life the 'Wonder' of the holiday traditions through modern Latino influencers and communicating Target as the resource for all things Holiday. 

CUSTOM CONTENT: VIDEO

CUSTOM VIDEO SERIES WITH THE LATIN KITCHEN:
CADILLAC-SPONSORED 'DIY STYLE' 5 PART RECIPE SERIES 
IKEA-SPONSORED EDITORIAL 'HOW-TO' 14 PART SERIES

EXPERIENTIAL: TENTPOLE AND CUSTOM EVENTS

EXPERIENTIAL: HOLLYWOOD HOT LIST - click to view sizzle reel
Drove $100K incremental revenue, garnered 800M media impressions & was a trending topic on Twitter.
B2B EVENTS
  • People StyleWatch Retail Summit
    • Panel discussion with CEO of Lord & Taylor, HSN and Gilt Group, lead by editor in chief.  Topics focused on consumer shopping and purchasing behaviors across the retail landscapes after the economic downfall in 2008. Attended by top level clients. 
First-ever Thought Leadership Event for StyleWatch

B2C EVENTS
  • Latina's Hollywood Hot List
    • Red Carpet event celebrating the hottest Latino stars in Hollywood, sponsored by BMW.
    • (See sizzle reel at left)
  • Bride's and Modern Bride's Wedding March on Madison
    • Weekend long event, attended by 200+ bridal consumers, featuring retail events on Madison Avenue, kick off at Barneys New York, Vera Wang event at Whitney and closing fashion show at The Pierre.
  • J-14's InTune
    • Live concert featuring up and coming teen musicians, attended by 250 teens, hosted at The Hard Rock Cafe, NYC.
  • Gotham and Hamptons Red Carpet Events:
    • Red carpet events featuring cover talent including Billy Joel, Tina Fey/Alec Baldwin, Kevin Spacey, Christie Brinkley. Events integrated luxury sponsors. 
  • Exclusive Events
    • Retail fashion/beauty in-store events - runway shows, etc.
    • Philanthropic benefitting events (James Beard & Audi, Lincoln Center & Moroccanoil, Leary Firefighters Foundation & Sephora)
    • Influencer events  

CASE STUDIES | PLATFORM DEVELOPMENT

RESEARCH & INSIGHTS | SALES ENABLEMENT

WHAT IS IT? Custom research study fielded in 2009, when print media began declining to communicate to advertisers how to reach this new plugged in 'digital native,' by understanding who she is, how she consumes media and what she values: Content she can trust. The presentation illustrated how she is on all platforms, each for a different purpose and print has an important part, as a trusted content source.  
WHAT IS IT? Custom research presentation designed to challenge the obstacle that advertisers are reaching our acculturated Latina with in-language Hispanic media buys (total market approach). Latina speaks to her in-culture, understanding the nuances of who this American Latina. The research study included a focus group with an array of American Latinas. The presentation incorporated video shorts of the focus group to show first hand how she feels and further punctuated the research findings. Click to download and view videos. 

SALES TOOLS

DEVELOPED ALL MARKETING PLATFORMS INCLUDING:
 ICONS ON THE RISE (MUSIC), LATINA LEADERSHIP SUMMIT, INFLUENCER NETWORK. 

BRAND EXTENSIONS

LICENSED MERCHANDISE
WHAT IS IT? Latina's exclusive e-commerce website offering fashion and home pieces with culturally-relevant messaging, curated by the editors. 
STYLEWATCH | JCPENNEY MUST-HAVES PROGRAM
WHAT IS IT? Brand partnership with JCPenney that featured seasonal installations with StyleWatch editor-selected trends.  Program included subscription offer with purchase, digital and social extensions and in-circular exposure.  

SOCIAL MEDIA

WHAT IS IT? Latina/The Latin Kitchen found an additional revenue stream via monetizing social media via sponsored Facebook Live broadcasts. The sponsored videos drive over $50,000 in incremental business for the brands.  Brands included: Target, M&M's, Twisted Sista, Beazer Homes

PRINT: CUSTOM CONTENT

ABOUT EMILY

Emily is a two time Marketer of the Year recipient with a career of nearly 20 years in B2B and B2C marketing.  She has developed and executed multi-platform marketing solutions at an array of marquee media brands and category verticals including luxury, bridal, teen, fashion, beauty, retail, news and multi-cultural.

She has worked with all brand stakeholders including editorial, research & insights, PR, events, digital, finance, ad ops and social media.
 
Read more
Read more
EXPERTISE
  • Digital marketing: pre sale to post sale
  • Branded content
  • Social media
  • Events: planning, execution. B2B/B2C
  • Partnership development
  • Influencer marketing
  • Sales material development
  • Creative writing
  • Brand management
  • An ideas wizard
OFF THE CLOCK 
Resource for recommendations of all things New York City 
Broadway regular
Proud Hamilton ticket holder
Unofficial Director of Whimsy
Active social media user
Former Texan, current Upper West Sider
Share by: