Campaign Strategy
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Content Development
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Creative Direction
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Social Media Marketing
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Campaign Strategy 〰️ Content Development 〰️ Creative Direction 〰️ Social Media Marketing 〰️
The Corporate Trail
Women leaders have to deal with some serious BS on the daily. There’s no shortage of facts and figures to prove it, but sometimes you just need a little validation (it’s not you, it’s them) and a reprieve from all the nonsense (laugh to keep from crying, anyone?). Cue The Corporate Trail by Chief — a pioneering adventure in double standards. Suddenly fording a river seems easier than being called “too nice” or “too emotional.” The Corporate Trail is a reminder of all the absurdities women face in their own career game — and why it’s long past time to change it.
What began as an idea I pitched in a Slack group evolved into Chief’s most unique brand campaign to date. I led the initiative from conception to execution, overseeing campaign strategy, creative direction, content development, project management, and partnerships with both creative and communications agencies.
Being a woman in business is like playing on hard mode.
Between the Glass Cliff and the Glass Ceiling, the threat of being “too much” or “too nice,” women in corporate leadership face a treacherous path. Introducing The Corporate Trail — a take on the classic Oregon Trail computer game, only, instead of rivers and dysentery, think double standards and constant interruptions. Your goal? Maintain your likeability without burning out.
Irreverence + Nostalgia = Maximum Social Buzz
With its cheeky tone, retro 8-bit graphics, and custom memes accompanying each outcome, The Corporate Trail was built to be highly shareable.
On social, we introduced the concept that a career is like a game — a series of strategic moves mixed with moments of sheer ridiculousness. We took over Chief's social channels with a flurry of funny, relatable workplace memes — an intentional departure from Chief's usual content but designed to break through the feed, spark organic shares, and drive more attention to the game.
Spoiler: Over 30k people joined in to mock the madness, sparking a social sharing frenzy.
