FEATURED WORK
Carta
As the world’s largest professional network, LinkedIn has no shortage of users or impact—but its story had grown complex. Teams across marketing, product, and communications were working in silos, making it harder to convey a unified, compelling view of LinkedIn’s value—especially around fast-evolving areas like AI.
Ted partnered with LinkedIn to develop a smart, practical messaging strategy rooted in a clear, powerful idea: LinkedIn is the network that works for you. He created tools, playbooks, and internal frameworks that helped teams ladder their work to a shared brand vision—bringing clarity across everyday messaging, product narratives, and long-term positioning.
This work culminated in Songsheet, a company-wide initiative that aligned cross-functional teams around a common way to communicate. The strategy was not only embraced—it was implemented at scale, helping LinkedIn show up with more consistency, creativity, and confidence around the world.
Uber
Since its launch in 2011, Uber has delighted millions of customers across the globe with the comfort and convenience of on-demand transportation. Despite the massive volume of rides under their economy offerings, Uber saw a huge growth opportunity within Uber Black, its premium ride experience.
Ted was part of the strategy and innovation team that was tasked with shedding light on the luxury customer and how Uber Black might play a larger role in their lives. Through in-depth qualitative research across 9 global markets, the team uncovered the myths, nuances and opportunities held by this key demographic. These insights helped Uber craft a more compelling value proposition and design a more enjoyable premium product.
As the world’s largest professional network, LinkedIn has no shortage of users or impact—but its story had grown complex. Teams across marketing, product, and communications were working in silos, making it harder to convey a unified, compelling view of LinkedIn’s value—especially around fast-evolving areas like AI.
Ted partnered with LinkedIn to develop a smart, practical messaging strategy rooted in a clear, powerful idea: LinkedIn is the network that works for you. He created tools, playbooks, and internal frameworks that helped teams ladder their work to a shared brand vision—bringing clarity across everyday messaging, product narratives, and long-term positioning.
This work culminated in Songsheet, a company-wide initiative that aligned cross-functional teams around a common way to communicate. The strategy was not only embraced—it was implemented at scale, helping LinkedIn show up with more consistency, creativity, and confidence around the world.
