Neon (Ne)

Although a very common element in the universe, it is rare on Earth. 

a b o u t t h e b o o k

This is a compilation of work from my time at Miami Ad School. Everything enclosed is the result of a team of minds.

My teammates tell me that my strongest contribution is my ability to funnel complex and seemingly discrepant information into simple chunks, and highlight the significant points.

Enclosed are four case studies which exemplify this approach to problem solving.

t a b l e o f c o n t e n t s

m y f i r s t t i m e one

r e l i v e t h e g o o d t i m e s four

k e e p i n g i d e a s a l i v e seven

s h e l t e r ten

a b o u t m e twelve

c h a l l e n g e Prevent teen tobacco use.

i n s i g h t The first cigarette is disgusting, and the experience, uncomfortable.

s t r a t e g y Encourage teens to be frank about the awkwardness of their first cigarette experience so they will choose to not do it again.

y o u t u b e & h u l u a d

t w i t t e r

Collections of individual teens speaking about the awkwardness of their first cigarette experiences.

three

c h a l l e n g e Protect and grow Netflix’s subscriber base in 2012.

i n s i g h t If life were a movie, age reflects the number of roles we’ve played, lines we’ve said, and plots we’ve experienced.

s t r a t e g y Convince our target to retire with Netflix and relive the good times.

k i n d l e a d

1.37% of Kindle users are age 55+ (Amazon.com)

d i r e c t m a i l e r

In the form of a vintage microphone that opens to a cozy living room movie watching setting.

Strong preference among age 55+ for printed mail. (ChiefMarketer.com)

six

c h a l l e n g e Help small businesses become more competitive.

i n s i g h t Behind every great entrepreneur was a great failure.

s t r a t e g y Give entrepreneurs the confidence to continue taking risks.

c o f f e e s l e e v e 

In Their Offices - Reach the Nascent Entrepreneur in his/her office, the coffee shop.

nine

c h a l l e n g e Develop a brand with the potential to change the world’s lodging landscape.

i n s i g h t What is fundamental for one person is a luxury for another.

s t r a t e g y Stay-One-House-One Model

twelve

s e e m e o n l i n e

JanetDoubleU.com JanetDoubleU.tumblr.com

Founding Team Member rippleQ. Social Venture Technology Start-up 11. 2010 to 4. 2011

Strategy. Performed market competitive analysis and compiled educational kit for internal, investor, and client use.

Brainstorm Moderation. Led discussions and drafting of product feature value propositions for use in business strategy, sales, and customer development.

Consumer Journey. Created use cases for software product testing and drafted detailed product FAQs.

Worked with ‘Creatives’. Collaborated with engineers and customer development manager to develop and test product to customer specifications.

Behavior. Helped develop the company product - behavior management software using game mechanics.

Operations. Established enterprise as a Benefit Corporation. Managed financial, legal, and human resource activities.  

Senior Economic Consultant Deloitte Tax LLP. Global Transfer Pricing 12. 2007 to 5. 2010

Brand & Intellectual Property Valuation. Managed an intellectual property migration for one of the largest U.S. multinational companies in the hospitality industry as the sole staff person on a multi-partner engagement, assessing brand lifecycle and value, conducting research, client interviews, economic and financial analyses, and drafting qualitative support for analyses. Project resulted in follow-up engagement.

Macro Trend Analysis. Executed economic downturn analysis for $2 billion revenue client in the computer and information technology industry, analyzing profitability, and managing two-person India-based team in performing comparable company analyses to identify economic trends.

Client Relations. Directed client relationship as sole staff member of a senior level tax team and managed team of two to complete international tax restructuring for major client in semiconductor industry. Project resulted in avoidance of $1 million penalty.

i n s e a r c h o f

Opportunities to use my love for absorbing and synthesizing seemingly discrepant information in order to create experiences that inspire social behavior.

c o n t a c t m e

415 . 937. 4288 Janet.DoubleU@gmail.com

Associate Producer of Content Social Capital Markets. 6. 2010 to 10. 2010 & 5. 2011 to 9. 2011

Large-scale Impact. Helped produce an international social enterprise conference that drew 1,300+ social entrepreneurs, venture capital investors, university professors, and foundations from 40+ countries. Attendees included representatives from the Bill & Melinda Gates Foundation, Acumen Fund, JP Morgan, McKinsey & Company, and Stanford University.

Right & Left Brain. Created internal processes for content development, balancing brainstorming and ideation with operation and execution.

m o r e a b o u t m e

Origami & Collage Arts Practitioner Dancer. Performance & Competitive since Age 5 Yoga & Meditation Enthusiast Vegetarian

Strategy & Operations Consultant Community Action for Rural Development. Kenyan organization engaged in micro-enterprise bee-keeping initiative. 6. 2007 to 9. 2007

Interviews. Visited 40+ farmers on the back of a dirt bike.

Mediation. Drafted and implemented agreements between community organization, farmers, and honey suppliers.

Moderation. Led strategy discussions with non-profit managers.

Immersion. Lived with a host family and participated in community activities. Learned basic Swahili. B.A. Mathematics/Economics

Minor in International Studies University of California at San Diego 9. 2003 to 6. 2007

UCSD Provost’s Honors Ernest C. Mort Leadership Award

Introduction to Communication Design Extended Education California College of the Arts Summer 2011

Account Planning Boot Camp Miami Ad School 1. 2012 to 3. 2012

Top Dog, First in Class