XFINITY / BRAND & EXPERIENCE STRATEGY
Give a premium brand a cultural role.
A premium internet brand has to prove what its connection makes possible. Across gaming, advertising, Olympic hospitality, retail, and employee recognition, I developed strategies that gave people a reason to experience Xfinity’s promise for themselves.
I worked directly with Comcast’s senior marketing leaders across this portfolio, including Nader Ali-Hassan, then Executive Director of Marketing Communications, and Jennifer Marder, then Director of Brand Partnerships & Activation.
01 / XFINITY · GAMING & CREATOR STRATEGY
From strategy to Brand of the Year in 18 months.
As the brand strategist leading Xfinity’s experience strategy, I saw a clear imperative: a premium brand needed to lead at the edge of culture and technology. Its experiences had to demonstrate the innovation its positioning promised.
Competitors such as Verizon were moving into gaming. I saw a strong opportunity for Xfinity to make its own mark in a culture where speed, performance, and connection were essential. I made the case to leadership, developed the gaming strategy, and partnered with my executive creative director to translate it into creative ideas.
Within 18 months, the work progressed from my initial strategy through implementation and activation to Xfinity’s Brand of the Year win at the Tempest Awards. The broader program also earned two Comcast Top Partner Awards.
A world-record demonstration: In November 2023, Xfinity and the Esports Awards brought PAC-MAN to the vast outdoor screen at Resorts World Las Vegas, setting the Guinness World Record for the largest digital videogame display. The activation gave Xfinity’s gaming ambition a scale people could see.
PAC-MAN at the scale of Resorts World Las Vegas. ↗
The game becomes a shared experience. ↗Guinness World Records · Record holder. ↗
Film stills: GMR Marketing · Watch the activation ↗ · View the Guinness record ↗
FaZe Clan: 500 million followers across platforms.
For more than a year, I directly managed Xfinity’s work with creators from the gaming and esports organization.
In weekly meetings, I helped creators translate brand talking points into language that belonged in their streams. We connected product benefits to moments their audiences understood: when does speed decide the game? Those parallels gave creators a natural way to explain why Xfinity mattered.
My role: Brand and experience strategy, gaming strategy, leadership advocacy, creative strategy, and direct creator management. GMR Marketing / Omnicom.
Additional experience: A supporting contribution to Xfinity’s NASCAR event strategy.
02 / XFINITY · PARIS 2024
Bring fans closer to the Games.
Team USA at Café de ConneXion · Paris 2024 · Photography: GMR Marketing ↗
At Team USA House in Paris, Xfinity’s Café de ConneXion revealed the personalities behind the performances. A hand-drawn setting, athlete interviews, and playful “Fast Break” games created social content fans could enjoy and share, with posts delivered within hours of medal moments.
I developed the audience insight, experience strategy, and creative brief, then joined the creative team in ideation. The strategic task was to give fans a more personal connection to the Games through Xfinity.
5.4M
Instagram engagements34×
social value vs. the previous Instagram campaign64
athletes contracted, up from 16
Program-wide results reported by GMR Marketing. Shortlisted: Adweek Experiential Awards 2025.
Watch the campaign film ↗ · View GMR’s case & results ↗
03 / XFINITY · CAMPAIGN STRATEGY
Definitely Not Watching Basketball.
Watch the Pep Talk ad with Coach Mark Few · Xfinity ↗
With AT&T sponsoring the NCAA, Xfinity needed another way into the March Madness conversation. In 2021, homes were carrying the demands of work, school, and live sports at once—a timely setting for Xfinity xFi’s connectivity story.
The insight: People were keeping up with work and the tournament at the same time, switching between screens while pretending basketball wasn’t part of the day. The joke was widely understood. So was the need for internet that could keep everything running.
I connected that familiar behavior to xFi’s ability to support multiple screens. “Definitely Not Watching Basketball” made a technical benefit culturally relevant: the game could stay on while the workday carried on.
I developed the strategy and audience insight and named the creative. The idea became an advertising campaign and commercial, supported by social content, coaches’ pep talks, and partner amplification.
My role: Campaign strategy, audience insight, and creative naming.
Recognition: Bulbie Award for this work.
178.4M
impressions45M
video views+11 points
brand favorability
Campaign-wide results reported in the Shorty Awards entry. Good Kid, Comcast’s in-house agency, submitted the entry using my original strategy write-up.
View the campaign film & results at the Shorty Awards ↗
04 / XFINITY · RETAIL EXPERIENCE
Change how the wait feels.
Customers waiting in an Xfinity store were losing time. Reducing the queue was outside the brief, so I focused on making that time more engaging and useful.
I developed a mixed-reality game concept around the Comcast peacock: a playful hunt through products and plans. The proposal gave waiting customers something to explore while introducing them to the services around them.
My role: Experience strategy and creative concept development. GMR Marketing / Omnicom.
05 / XFINITY ELITE AWARDS · EMPLOYEE EXPERIENCE
Make recognition feel personal.
An awards trip tells top-performing employees how much they are valued. My audience research also showed that an unfamiliar luxury setting could create uncertainty. The experience needed to build confidence as well as excitement.
I structured the strategy around Anticipation, Moment, and Memory: prepare people before the trip, make the experience meaningful, and give it a life afterward. Practical information, thoughtful gifts, and concierge-style support considered the needs of honorees, partners, and families.
Personal dinners and time with senior executives made recognition a chance to connect. The experience was designed to help employees feel at ease receiving exceptional service and bring that perspective back to their own customer relationships.
My role: Audience insight and end-to-end experience strategy. GMR Marketing / Omnicom.