leading with a
social-first mindset
As an expert in navigating the always-changing digital landscape, Kelleen brings valuable expertise to the world of branding. Holding experience in entertainment and traditional marketing and a passion for cutting-edge campaigns, Kelleen is able to connect brands to their consumers through compelling narratives, innovative modes, and meaningful partnerships.
In her time as a Business Development & Growth executive at XX Artists & Media.Monks, Kelleen played pivotal roles for several clients, like Google, Snap, and Disney+. Kelleen helped clients strategize and ideate to creatively position their brands to reach desired digital goals. Kelleen has a deep understanding of the Creator and Influencer marketplace and loves bringing creatives together to create branded programs that move the needle and inspire viewers. Originating from the traditional Talent and Entertainment world at William Morris Endeavor, Kelleen is able to flawlessly enter into high-profile environments and confirm business, always supporting the creative visions of her clients.
program highlights
Kelleen & the XX Artists team produced seasons 2 and 3 of Kerry Washington’s YouTube original series, Street You Grew Up On. In this series, Kerry and a celebrity guest take a trip down memory lane, sharing stories of their childhoods across the globe, reaffirming the idea that we are the heroes of our own stories. Our team handled all pre-production strategy and planning, execution of on-site production days, and post production needs, including video editing, thumbnails, and social cut downs. The XX team worked in tandem with Kerry’s camp to outreach and contract all guests for episodes across both seasons. Some fan favorites include: Reese Witherspoon, Kelly Rowland, and Jay Shetty. XX Artists also provided strategy and execution of the paid media spend to boost episodes via YouTube. The team also worked in lockstep with Kerry’s representation and Walmart to confirm sponsorship for a special episode release supporting Black owned products and businesses.
In 2023 & 2024, Kelleen worked with Google to bring forth a new offering to brands as a way to engage with creators on YouTube: Project Greenlight. Knowing the desire to authentically connect with creators and the creator economy, Kelleen worked to structure this program alongside Google keeping talent at the forefront. This caught the attention of brands like Macy’s, EA, Target, and more. Each brand was able to work with one creator to generate and a branded content series on behalf of each brand. Allowing talent to own creative control allowed audiences to connect more deeply with the narratives framing each episode. Pulling in the larger XX team to execute, this was a real team effort and a great success, seeing nearly 100,000 viewing hours across creators’ series.
Kelleen and the Business Development team at XX Artists brought in Dreamworks Jr for a social programming partnership. The XX team worked with DWJR to create a positioning on social that allows parents and children to have a deeper relationship and to understand each other in new ways. XX was able to expand to new audiences and reinvigorate existing fans. This strategic social narrative provided space for parents to engage on behalf of their children while connecting them with entertaining, culturally relevant themes via educational and interactive content.
For their most fan forward event of the year, NBC worked with Kelleen to enlist XX Artists to perform a total Social Media takeover for the 48th annual People’s Choice Awards. This three-month campaign targeted existing and potential fans of the PCA’s, utilizing preexisting social channels while launching an official PCA TikTok account. Building a social strategy playbook, XX worked to cover the awards event from nomination, to voting, all the way to when cameras started rolling live. The team was on the ground, running the event’s social coverage, which lead to the show’s record breaking audience growth and engagement.
Kelleen partnered with Google’s Creative Works to bring XX Artists in to execute influencer programming promoting The Disney Bundle. The team contracted creators to help share information about The Disney Bundle deal across YouTube. The campaign was developed to encourage audiences to sign up. After curating a vetted list of diverse influencers, XX Artists worked with Disney to determine the perfect influencer partners for the program. Once content had been created, XX worked with Google to understand the launch timing and flight strategy for content to go live on YouTube based on KPIs set forth by Disney.
Throughout 2020 and 2021, Kelleen and Addison Rae’s representation team at William Morris Endeavor worked with IPSY Cosmetics to launch ITEM Beauty, Addison’s own beauty and skincare line. From ideation to execution, the team worked in lock step with all participants to confirm all deal determinations, marketing materials, product creation & shooting, and launch planning. With a social-marketing plan centered around TikTok - Rae’s native platform - the brand saw success upon launch. Originally operating exclusively in a direct-to-consumer capacity, the team expanded sales through partnering exclusively with fan-favorite retailer, Sephora.
An avid fan of the brand, Benito Skinner created his own lip product with MAC Cosmetics through their MAC Makers influencer program. Kelleen, along with Benito Skinner’s endorsement agent at William Morris Endeavor, helped the brand bring this partnership to life. Kelleen and the WME team worked with Benito and Mac to align on creative visions as well as handle all deal points, negotiations, and executional oversight. The program follows Jenni - loud and lovable makeup artists and one of Skinner’s many iconic characters - as she mans the makeup counter helping customers get their perfect look. The collaboration marked Benito’s first branded product launch and saw great success in the marketplace.
