Joi Brown

• 35% — Increase In YouTube Watch Time
• 2.3x — Lift in YouTube Click‑through Rate
• **20% ** — Growth In YouTube Engagement Rate

FlixBus had low awareness despite strong consideration once people discovered the brand. Generic travel ads weren’t stopping skip‑prone YouTube viewers or reflecting specific routes and audiences. They needed a YouTube‑first creative that made discovery impossible to ignore and drove first‑trip bookings.

I built a YouTube‑native campaign using 4 audience‑specific stories tailored by route and region. We used strong hooks and curiosity loops in the first 3 seconds to reduce skips and reveal FlixBus through relatable moments. Localized promo codes and high‑volume assets enabled ongoing testing and measurable ROAS by market.

I increased YouTube watch time by 35% and view‑through rate by 40%, while boosting CTR 2.3x. Regional promo codes drove 25% more first‑trip conversions and higher ROAS. Engagement grew by 20%, strengthening Gen Z brand relevance.

• 30% — Aim to Raise At-home Recovery Plan Adherence
• 25% — Goal to Increase Program Completion Rates
• **2x ** — Launch Objective to Double Qualified Patient & Provider Leads

Arplo Health was a pre-scale healthcare product that needed a clear Phase I go-to-market strategy before full launch. The challenge was defining positioning, simplifying complex product capabilities, and building trust with both patients and providers.

I developed the Phase I GTM foundation for Arplo Health, including positioning, audience-specific messaging, and a launch roadmap. This created a clear market narrative to support early adoption, provider outreach, and future growth.

I established the strategic foundation for launch through clear positioning, messaging, and go-to-market direction. I built a scalable framework for patient acquisition, provider engagement, and Phase II growth.

• $50,000 — Scholarship Funds Awarded Through the JBL SoundScholarships Business Case Competition
• 100% — Program Adoption Across 4 Functions: HR, DEI, Marketing, Campus Recruiting
• 72% — Average Attendance Rate for SoundSessions Events, Calculated from Registrations Across 6 Sessions
• **4.6/5 ** — Average Post‑event Satisfaction Score from Attendee Surveys
• 38% — Year‑over‑year Increase in Diverse Intern Applications Attributed to The Sound Sessions Program

JBL needed to raise awareness and build a stronger pipeline of diverse interns and employment applicants. The goal was to connect these students to careers in production, marketing, business, technology, and engineering, but existing campus efforts were not delivering enough qualified, diverse candidates.

I launched JBL SoundSessions, a 6‑part virtual series of intimate, educational conversations led by industry professionals for HBCU and minority‑serving students. The program delivered career insights, personal stories, and networking opportunities, with certificates for students who completed all 6 sessions and eligibility to compete for $50,000 in JBL SoundScholarships, creating a structured, high‑engagement pipeline into JBL internships and roles.

I extended SoundSessions from a 1‑year pilot to a 3‑year flagship program, whose rebranded model now powers JBL’s main college initiative and primary talent pipeline for student hires across campuses.