[a story about Jane Hall, also known as jpeg jane]
Jane Hall is a marketing leader with a track record of building brands, products and teams in high-growth industries. She thrives at the intersection of technology, commerce and culture.
Don’t worry — she won’t make you read this all in third person.
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Hi, I’m Jane.
Over the past decade, I’ve challenged myself to build as many things, alongside as many interesting people, across as many industries, as possible. I’m a fervent believer that the best leaders have nonlinear experience and are highly curious. Below is an overview of my career. I’ve called out a handful of professional strengths, so that you can understand not only what I do but how I do it.
@jpegjane: a creative leader,
empowering brands
to show up boldly.
Jane Hall is a marketing leader with a track record of building brands, products and teams in high-growth industries. She thrives at the intersection of technology, commerce and culture.
Don’t worry — she won’t make you read this all in third person.
︎︎︎
Hi, I’m Jane.
Over the past decade, I’ve challenged myself to build as many things, alongside as many interesting people, across as many industries, as possible. I’m a fervent believer that the best leaders have nonlinear experience and are highly curious. Below is an overview of my career. I’ve called out a handful of professional strengths, so that you can understand not only what I do but how I do it.
︎︎︎
welcome to the janebrain
estimated read time: 10 minutes
estimated read time: 10 minutes
1. LIFELONG STORYTELLER
my superpower:
translating an idea into something that real people want to talk about.
creating things that resonate with the cultural zeitgeist—
whether it’s brand, advertising or editorial work.
A FEW EXAMPLES︎︎︎
GOOGLE’S GLOBAL BRAND TEAM
I shook up the brand’s storytelling strategy & also:
︎︎︎Championed the consumer Sought opportunities for the brand to show up where modern consumers were—shifting ad dollars and partnership agreements to ensure the brand was at the forefront of trends. Gained a reputation for understanding what was ‘cool’; and for having a pulse on what would resonate across social.
︎︎︎Rewrote the brand’s digital strategyfor how, and where, Google should tell stories. Launched Snapchat’s first branded editorial partnership, piloted TikTok in its infancy. Built partnership between Global Comms and Global Marketing to implement strategy.
︎︎︎Launched @Google on Instagram
wrote strategy and single-handedly produced the first two years of content (art direction & production); grew the audience to 5MM organically.
Also overhauled about.google.com & the Google Blog. Advised company’s CEO & CMO on their social / brand presence.
︎︎︎Rewrote the brand’s digital strategyfor how, and where, Google should tell stories. Launched Snapchat’s first branded editorial partnership, piloted TikTok in its infancy. Built partnership between Global Comms and Global Marketing to implement strategy.
︎︎︎Launched @Google on Instagram
wrote strategy and single-handedly produced the first two years of content (art direction & production); grew the audience to 5MM organically.
Also overhauled about.google.com & the Google Blog. Advised company’s CEO & CMO on their social / brand presence.
@google
BUT NOT JUST TECH STORIES...
@demconvention
︎︎︎Democratic National Convention
︎created Democratic National Convention Instagram presence
︎ produced all convention week content: took photos & wrote copy (from her iPhone 4S!) Launched @demconvention on Instagram
︎︎︎NASA
︎created Democratic National Convention Instagram presence
︎ produced all convention week content: took photos & wrote copy (from her iPhone 4S!) Launched @demconvention on Instagram
︎︎︎NASA
︎ invited to spend 2 days at Kennedy Space Center documenting the launch of NASA’s Osiris-REx mission, producing editorial content to engage more young women in space exploration via ︎
︎︎︎Tanya Taylor ︎hired to shoot photo & video editorial for @tanyataylor’s Instagram account during the brand’s SS19 NYFW presentation
VISUAL STORIES ︎ WRITTEN STORIES ︎EMOTIONAL STORIES ︎THOUGHT-PROVOKING STORIES ︎ TRUTHFUL STORIES
2. PROVEN BUILDER
BUILDER OF CAMPAIGNS
INTEGRATED MARKETING
Alongside 3 colleagues, she built Google’s largest marketing campaign ever.
At the intersection of brand & product, the campaign drove mobile adoption of Google’s core products: Search & Maps.
JANE’S AREAS OF FOCUS: product testing, user research, TV ad production, agency management, digital asset strategy, product landing page development and contextual social ads
OPERATIONS: helped brief+lead advertising agencies, media buyers and internal Creative Lab during campaign development, balanced multi-million dollar budget, production spanning 3 quarters.
HIGHLIGHT: led creation of #1 Out Of Home campaign of 2014:
BUILDER OF EXPERIENCES
GOOGLE RETAIL
Invited to join newly-formed Retail Marketing Team, leading:
- Comms: Social & PR
- Consumer Engagement: event programming and experiential store design
︎︎︎Executive decision-making:Managed key strategic decisions around branding/identity for Google’s physical retail spaces vs. online retail store (launching concurrently).
Conversations included CMO, 3 Marketing VPs & 2 Product VPs.
︎︎︎Oversaw 7 agencies & 40+ contractors: ︎ led editorial with 3 external creative/media agencies
︎ managed 25+ contractors to build physical store prototypes in Mountain View, California, iterate and launch first 3 stores in London, UK.
︎︎︎Experiential Strategy: designed interactive storefronts for Google’s first 3 shops, centered on a bespoke “gravitram” machine that allowed visitors to interact with 20+ Google products.
︎︎︎Global Collaboration: Worked closely with UK / EMEA teams on store programming. Events & Experiential both aimed to increase foot traffic & in-store dwell time.
︎︎︎Oversaw 7 agencies & 40+ contractors: ︎ led editorial with 3 external creative/media agencies
︎ managed 25+ contractors to build physical store prototypes in Mountain View, California, iterate and launch first 3 stores in London, UK.
︎︎︎Experiential Strategy: designed interactive storefronts for Google’s first 3 shops, centered on a bespoke “gravitram” machine that allowed visitors to interact with 20+ Google products.
︎︎︎Global Collaboration: Worked closely with UK / EMEA teams on store programming. Events & Experiential both aimed to increase foot traffic & in-store dwell time.
BUILDER OF EXPERIENCES
EDIE PARKER
Invited to join newly-formed Retail Marketing Team, leading:
- Comms: Social & PR
- Consumer Engagement: event programming and experiential store design
︎︎︎Executive decision-making: Managed key strategic decisions around branding/identity for Google’s physical retail spaces vs. online retail store (launching concurrently).
Conversations included CMO, 3 Marketing VPs and 2 Product VPs.
︎︎︎Oversaw 7 agencies & 40+ contractors: ︎ led editorial with 3 external creative/media agencies
︎ managed 25+ contractors to build physical store prototypes in Mountain View, California, iterate and launch first 3 stores in London, UK.
︎︎︎Experiential Strategy: designed interactive storefronts for Google’s first 3 shops, centered on a bespoke “gravitram” machine that allowed visitors to interact with 20+ Google products.
︎︎︎Global Collaboration: Worked closely with UK / EMEA teams on store programming. Events & Experiential both aimed to increase foot traffic & in-store dwell time.
Conversations included CMO, 3 Marketing VPs and 2 Product VPs.
︎︎︎Oversaw 7 agencies & 40+ contractors: ︎ led editorial with 3 external creative/media agencies
︎ managed 25+ contractors to build physical store prototypes in Mountain View, California, iterate and launch first 3 stores in London, UK.
︎︎︎Experiential Strategy: designed interactive storefronts for Google’s first 3 shops, centered on a bespoke “gravitram” machine that allowed visitors to interact with 20+ Google products.
︎︎︎Global Collaboration: Worked closely with UK / EMEA teams on store programming. Events & Experiential both aimed to increase foot traffic & in-store dwell time.
BUILDER OF TEAMS
THE SOCIAL LAB
Jane founded the Social Lab, an internal creative group focused on driving cultural relevance and consumer conversation.
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Jane founded the Social Lab, an internal creative group focused on driving cultural relevance and consumer conversation.
She wrote the team strategy and vision in partnership with her Marketing Director. Quickly proving it’s impact, the Lab grew into a 15+ employee operation with hubs in San Francisco, New York, Singapore and London. While building the Social Lab, Jane was promoted in the top 5% of the company.
DEVELOPED GLOBAL WORKING MODEL
Building the team from scratch was incredibly energizing to Jane. A two-pronged strategy enabled the Social Lab to stay lean despite servicing the entire global Marketing Org as well as the Comms and Product groups.
CASE STUDIES & BEST PRACTICES
Consulted with ~20 teams per quarter on go-to-market campaign strategy and creative best practices. Built pilot projects to push innovation within marketing organization.
Throughout the evolution of the Social Lab, Jane continously managed team Objectives & Key Results (OKRs), a multi-million dollar budget and annual updates to the Lab strategy. In 2016 she and teammate Tobi Rauscher were invited to give a lecture at UCLA Business School as part of a course focusing on marketing innovation at Google.
Jane’s experience creating the Social Lab taught her that building something from nothing—and bringing people along for the ride— is what she does best.
It is a job meant for the janebrain: equal parts strategic and creative, with a million potential outcomes and lots of “firsts” along the way.︎︎︎︎︎︎︎︎︎︎︎︎
3. DYNAMIC LEADER
THE SKILLS
Jane’s rapid leadership trajectory includes the corporate world + multiple start-ups. She’s built hard skills in managing large agencies, direct reports, global counterparts, tricky internal politics, interns... you name it.
Equally, if not more, important: Jane has developed soft leadership skills, taking pride in ensuring that everyone, regardless of level, has clear strategic directives for their role in the work. Everyone should understand the output of their inputs; the sum of the parts.
THE PASSION
Jane is passionate about helping more young women see themselves as future creative executives. Graduating from Advertising school, Jane entered a field where 3% of Creative Directors were women. The gender ratio of the tech industry has gotten better, but exec lineups rarely reflect that. Currently, Jane is focused on mentoring young BIPOC women and pulling more seats up at the table. As always, she plans to champion diversity in her next leadership position.
THE MOTTO
ONE TEAM
ONE DREAM
THE TRENCHES
When internal politics get heavy, or deadlines are tight, or unexpected hurdles appear, Jane will be the first in the room to champion a “one team one dream” mentality. And then she’ll dive into the trenches with you and figure it out.
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a dynamic leader:
high IQ, higher EQ ︎brings a point of view to the table ︎an active listener︎proven track record building cross-functional relationships ︎experience leading indirectly via influence (key for individual contributors) ︎ can lead the way or be part of the pack (not territorial) ︎draws from a diverse range of experiences︎ok with not knowing the answer (stay humble, keep learning)︎understands psychological safety ︎deeply values diversity︎empathetic4. CULTURAL ADVOCATE
“Cultural relevance” is a buzzword that is used too much while evolving too little.
Participating in Pride each June was once a progressive (& authentic) brand statement, but has become an oversaturated (& oft-inauthentic) brand circus. See also: @BrandsSayingBae.
Jane advocates for Cultural Strategies that leverage a broad set of methodologies: editorial, campaign, participatory, product, events.
The hard part? The initiative should add value to the community in a way that only [your brand name] can.
This approach champions the consumer. It requires keeping a finger on the pulse; constantly learning & iterating — “rinse and repeat“ is the death of cultural relevance.
This approach champions the consumer. It requires keeping a finger on the pulse; constantly learning & iterating — “rinse and repeat“ is the death of cultural relevance.
MAKE BRAND MOMENTS PARTICIPATORY
INTERNATIONAL WOMEN’S DAY
This 2015 campaign invited girls all over the world to share a vision for their future on Twitter or Instagram using the hashtag #OneDayIWill.
The Google Doodles team illustrated the messages in realtime for 24 hours straight, sharing a piece of original artwork with thousands of women and driving +135% campaign mentions without any paid media support.
TAP INTO SUBCULTURES
#WeWearCulture
Find what makes a community tick, and nail it. When Google Arts & Culture launched it’s massive online fashion retrospective, it was important to be seen by the fashion community as a credible voice.
A launch event in partnership with Vogue, in the museum entryway famous for the ‘Met Gala’ grand staircase. Jane designed an installation for the staircase (a nod to Gala’s past), that projected elements of the online retrospective, creating an immersive experience that the fashion elite approved of (looking at you, Ms. Wintour).
IGNITE COMMUNITY WITH CREATORS
#TEAMPIXEL
Built a roster of creators & influencers to kick off #TeamPixel: an online community championing mobile photography. #TeamPixel Creators were celebrated with an IRL art installation showcasing their images on the NYC High Line, plus weekly features on @Google’s Instagram.
BEFRIEND THE DATA
Google Assistant
When leading the Google Assistant Cultural Working Group (35 employees from 5 orgs), data was Jane’s best friend.
For the 90th Academy Awards, the team built Oscars-related Google Assistant voice queries and promoted them across a variety of channels:
Jane built an integrated reporting system to measure the impact of each individual promotional channel on product adoption.
This enabled the executive team shift to resources and optimize the Assistant for consumer trial during cultural moments.
︎︎︎@Google’s Instagram Story drove 20k trials of Assistant voice
query “Hey Google, give me an award” during the Oscars
query “Hey Google, give me an award” during the Oscars
5. MULTI-DISCIPLINARY CREATOR
In 2018 Jane expanded the Social Lab to NYC,
helped spin off an ‘Influencer Lab’ and started to crave a fresh challenge.
She was eager to gain experience outside of the tech bubble:
︎ to strengthen her creative skillsets by gaining fresh perspective
︎ to strengthen her leadership capabilities by working with new types of people
helped spin off an ‘Influencer Lab’ and started to crave a fresh challenge.
She was eager to gain experience outside of the tech bubble:
︎ to strengthen her creative skillsets by gaining fresh perspective
︎ to strengthen her leadership capabilities by working with new types of people
so she left Google and gave herself a challenge:
spend two years making as many things, across as many mediums, and in as many industries, as possible.
and that began her next chapter as
FOUNDER
of
part creative studio.
part brand consultancy.
CREATIVE PRODUCTION
Produced photo and video shoots; led website development and media strategy for a variety of brands.
Specialized interest in producing work for female-led startups. example clients:
Social GoodsSpecialized interest in producing work for female-led startups. example clients:
PRODUCT DESIGN
Designed & developed proprietary products, including the crowd-favorite flightsuit, bespoke outerwear and capsule furniture collection.
‘Statement Outerwear’ collection recieved global interest, including commission from RuPaul’s Drag Race hosts.
Led all product development and production, using NYC-based, female-owned factories.
Fun Fact: of the first 500 bespoke units Jane sold, 98% of sales came from Instagram
BRAND CONSULTING
Specializing in projects that sit at the intersection of strategy & creative, consulting work included:
creating brand identities, optimizing user journies, and, with larger projects:
becoming embedded in the company to help scale business trajectory & creative practices.
Tia Women’s Health:
Hired to create a unique user journey for Tia patients, imagining what women’s health would be if it were created “by women, for women.”
Re-designed the generic “patient robe” into bespoke garment with considerations for female bodies & OBGYN needs.
Built brand anthem to launch alongside Tia’s first NYC Clinic.
ADDITIONAL CONSULTING SPOTLIGHT ︎︎︎
CONSULTING CASE STUDY:
GESUNDHEIT FILMS
One of jane’s favorite consulting projects
involved spending a year as interim
CREATIVE DIRECTOR AT LARGE
&HEAD OF PRODUCTION
at a boutique film company called
where she worked across strategy & creative to produce campaigns for brands across America:
Jane led creative direction, go-to-market strategy, messaging,
post-production editing and media delivery.
It was exhilerating to juggle many roles,
reminiscent of her years in the tech world.
post-production editing and media delivery.
It was exhilerating to juggle many roles,
reminiscent of her years in the tech world.
which, 2 years later, 2 years wiser, and right on schedule: brings her to 2021.
In 2021 Jane upleveled all 5 of these skillsets,
splitting the year between two high-growth, unique opportunities:
Shopper Marketing Lead: Facebook Commerce
Director of Marketing: Edie Parker
LIFELONG STORYTELLER | PROVEN BUILDER | DYNAMIC LEADER
CULTURAL ADVOCATE | MULTI-DISCIPLINARY CREATOR
she did a lot in 2021: building the commerce brand and driving $50MM incremental revenue for Facebook and Instagram. building the Edie Parker brand and driving expansion of Flower by Edie Parker, the brand’s cannabis sister brand. She built teams, created robust brand strategies, and—most importantly—realized that she’s most passionate when working at the intersection of technology, commerce and culture. She’s looking for an opportunity to build an outstanding brand rooted in outstanding product. And hopefully will embark upon a multi-year journey, building a strong team and having some fun along the way.
we’re gonna keep this chapter short, because hopefully we’ll have more time to discuss IRL (meaning, via Zoom). building something big this year? hiring for a unique leadership position?
let’s chat further:
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