Cengage Learning engaged me to support the launch of its first digital subscription offering—a major shift in business model and market positioning.
Challenge:
Cengage was preparing to launch a new subscription-based learning platform (Cengage Unlimited) in a highly competitive market, with real concern that a competitor could move first. The work required a confidential, accelerated timeline to create multichannel assets to signal this major shift in the company’s offering.
My role:
Led the translation of an established creative direction into a cohesive, cross-channel launch.
Directed cross-vendor production under tight timelines.
Ensured consistency and quality across social, digital, and large-scale environmental placements.
Guided execution from concept through rollout and installation, balancing speed with brand integrity.
Impact:
Delivered a unified, high-impact launch presence across digital and physical environments.
Supported the successful rollout of a new platform, contributing to adoption by more than 5 million students.
Extended the campaign into high-visibility local placements, reinforcing brand presence in key markets.
