Led cross-channel customer experience oversight for Best Buy’s LG March Madness campaign, ensuring the messaging was clear, consistent, and aligned across every consumer touchpoint.

The campaign leveraged the momentum and media investment of LG’s national television campaign, extending it into a connected Best Buy retail experience across online, digital, social, print, and in-store channels. My role focused on ensuring that the campaign translated effectively from broad brand awareness into actionable customer engagement at the point of consideration and purchase.

By aligning campaign messaging across channels, we created a more cohesive path from media exposure to product discovery, education, and conversion. The work helped ensure that customers encountered a unified message whether they saw the campaign on TV, engaged with it online, viewed digital or social content, received print communication, or visited a store.

The result was a more integrated marketing and retail experience that maximized the impact of LG’s national campaign investment while strengthening Best Buy’s ability to connect brand storytelling with customer decision-making in the Home Theater category.