Situation: I ran this project for SpringWorks Therapeutics last summer. The ask was simple: "tenacity is at the heart of all that we do. Patients, families, and SpringWorkers are tenacious and that is a core facet of our identity. How can we engage our SpringWorkers and build morale around this concept?" As program manager, creative director, and strategist, I owned every aspect of this project.

Task: Some background: This was not the first time we ran this program. A year prior we created email templates that were sent to the whole company– trying to solicit responses to the question of "Who is someone in your life who exemplifies tenacity." We were met with a whopping 2 responses. In approaching a refresh to the program, a copywriter and I strategized and thought about the goals of the program, what the client needs, and what the bottlenecks were in achieving widespread participation. Our responsibility was to refresh the program in a way that engaged the company further.

Action: We first engaged our connections in the company to get to the bottom of why participation was low. The issue was that having SpringWorkers write entire essays was an overwhelming ask. In order to solve this, I devised of an AI-powered solution to utilize an internal LLM to do the story writing for SpringWorkers. All they would need to do is input some details about the person, and the LLM would do the heavy lifting of tying everything together. By creating an internal web app for SpringWorkers to use, their stories would have a home allow for easy participation.

The process involved pitching this idea to the CMO of the company, who initially expected another set of email templates to do the trick. We explained how an internal web app would solve the ask better than any email could. From here we engaged in a design thinking process utilizing the double-diamond framework in order to land on a solution. In working with 3rd party development resources as well as internal security and privacy stakeholders, I was responsible for maintaining a focus on feasibility as well as branding.

Result: We received 100+ responses in the month after the program launched. This was a great exercise in running every part of the program development. I was involved in initial ideation and concepting, working with internal and external stakeholders, as well as delivering the final solution.