Leading digital content strategy, voice, and execution for Veloz and its $43.5M national consumer education campaign — translating policy into people-speak and helping more drivers see themselves in the future of electric.
Across paid, earned, and owned media, the campaign drove over 2.5 billion total impressions and 2.4 million web visits to ElectricForAll.org, with at least 74% attributed to paid media.
1.7M conversions. 2.4M website visits. Audiences came looking for savings, incentives, and a path in.
A three-channel model — paid, earned, and owned — working in reinforcement, not isolation.
The campaign featured celebrity voiceover talent Nick Offerman across four creative executions — each optimized for its platform. Simultaneously, owned social content built a parallel presence grounded in real voices and trended formats.
Top-performing creative on Meta. Drove the highest engagement and conversion lift across the paid social buy.
Top performer across digital video placements — strong completion rates and brand lift scores.
Drove the highest organic lift on TikTok, connecting the Nick Offerman brand voice to a platform-native format.
By leaning into real-people voices, video-first content, and purpose-driven storytelling — content that felt timely, relatable, and connected to how audiences want to learn about EVs today.
Earned media significantly supported the paid media buy — 122 placements driving over 1B impressions and potential audience reach.
Press, partner amplification, and organic pickups extending campaign reach well beyond paid channels.
Three major outlets covered the campaign and Veloz's leadership role in the EV education space.
Forbes
Forbes covered the campaign's strategic ambition — translating a complex policy issue into a message that could move real consumers.
Read coverage →Ad Age
Ad Age featured the campaign's creative strategy, spotlighting the Nick Offerman partnership and the decision to lead with education over sales pressure.
Read coverage →NPR / KQED
Featured on NPR's Forum program discussing communications strategy and institutional messaging around policy change.
Listen →NBC — Late Night with Seth Meyers
The campaign earned a Late Night with Seth Meyers segment — extending national reach beyond traditional EV media into mainstream entertainment audiences.
View segment →As Digital Content Manager for Veloz and Electric For All, the mandate was clear but hard: take a technically complex, politically charged subject and make it feel accessible, urgent, and human — across two distinct audiences, multiple channels, and a national campaign with real money behind it.
I established multi-channel content strategy, authored tone of voice and messaging guides for both brands, and led creative execution from concept through distribution.
Established multi-channel content strategy to engage both industry leaders (Veloz) and general consumers (Electric For All). Authored tone of voice and messaging guides for each — distinct registers, shared purpose.
Managed social for two distinct audiences across platforms. Grew Electric For All's Instagram from 3,000 to 15,000+ followers by leaning into real-people voices, platform-native formats, and purpose-driven storytelling.
Wrote and edited newsletters distributed to thousands of partners, stakeholders, and consumers. Collaborated with web and policy teams to maintain consistent messaging across every channel touchpoint.
Directed digital execution of the national campaign. Aligned with creative and DEI agencies to ensure content was inclusive, accessible, and resonant across audiences and platforms.
Synthesized quarterly EV market data into digestible reports and social content. Produced the ongoing California EV Market Report series — translating industry numbers into stakeholder-ready narrative.
Facilitated cross-team collaboration with creative agencies, policy teams, DEI partners, and automaker stakeholders — keeping content strategy aligned across a complex, multi-stakeholder campaign.
Quarterly market analysis synthesizing California EV sales data into stakeholder-ready reports — turning raw numbers into narrative and distributing findings across press, partners, and social channels.
A landmark quarter — California crosses a historic threshold as EV adoption continues to accelerate.
Read analysis → Q3 2025Record-breaking quarter. California's EV market hit a historic milestone in market penetration.
Read analysis → Q1 2025Market resilience story — how the broader EV category held ground despite Tesla headwinds.
Read analysis → Q2 2025Signs of a maturing market — broader model diversity and growing trade-in activity.
Read analysis → Q4 2024Year-end growth story heading into the campaign's peak period.
Read analysis → Q3 2024A landmark milestone — and a content moment that drove significant earned media pickup.
Read analysis → Q2 2024Consistent growth narrative — market share momentum ahead of the national campaign launch.
Read analysis →View the full California EV Market Report dashboard — all quarters, all data, one hub.
Full Dashboard →Strategy, voice, execution, and results — built for a mission that matters and an audience that's still making up its mind.
That's what I build.
Work with Tess →Entrepreneurs, educators, & advocates driving social or cultural impact.
Change Management
Emotional Intelligence
Change-makers are the ones redefining what’s possible, redirecting the master narrative, and protecting communities.
I’m here to help you transform bold ideas into sustainable impact.
I thrive at the intersection of emotional intelligence and empathy-driven change management, helping you navigate the complexities of transformation with care and clarity.
Whatever you’re working toward, I would be honored to amplify the movement.
Artists, filmmakers, writers, & designers looking to scale their vision.
Strategy
Analytics
Marketing Yourself
…these things tend to give even the most successful creators a case of the spookies.
Let us translate your genius and back it up with data and narrative.
We’re the team you call when the creative sparks fly but the details start to weigh you down.
From capturing those behind-the-scenes moments to brainstorming bold ideas or locking in the opportunities that take you to the next level, we’ve got you covered.
Nonprofits, start-ups, mission-focused brands, & socially responsible companies.
Whether you need:
a creative partner
a strategist
an executor
all of the above
—I’m here for it.
I’ve worked with professionals at every level, from C-suites and executive directors to board members, strategists, managers, and individual contributors, making sure everyone understands their role and feels empowered to contribute to the project’s greater purpose.
Thank you for taking the time to explore my portfolio.
Every project here represents a relationship built on trust—trust from mission-driven organizations and individuals with big ideas and the courage to pursue them.
That trust is something I deeply respect.
Each campaign I’ve created, every strategy I’ve designed, and all the content I’ve crafted have been opportunities to amplify voices that matter, highlight meaningful work, and connect people through shared purpose.
For me, marketing isn’t about selling—it’s about serving. It’s about showing up with creativity, clarity, and commitment to help others bring their vision to life.
Thank you for being here. I hope my work inspires you to imagine what’s possible for your own purpose, and I look forward to the possibility of supporting your journey.
With gratitude,
Tess
What is Federated Learning?
Federated learning is an AI training approach that enhances privacy and security by keeping data localized on users’ devices instead of centralizing it in one location. This decentralized method allows models to learn from data across multiple devices or servers while only sharing insights—rather than raw data—back to a central system.
In the context of AI responsibility, federated learning minimizes data exposure, reduces the risk of breaches, and supports compliance with data protection regulations like GDPR and CCPA. It also promotes ethical AI development by preserving user control over personal information and enabling more inclusive and privacy-focused AI systems.
What is Dynamic Workload Scheduling?
Dynamic workload scheduling is an energy-efficient computing strategy that adjusts when and where AI workloads are processed based on real-time conditions, such as renewable energy availability, electricity prices, and server capacity.
In the context of sustainable AI computing, it means shifting AI training or inference tasks to times and locations where renewable energy sources (like solar and wind) are abundant to reduce carbon emissions and energy costs.
How Does Dynamic Workload Scheduling Work?
Aligning AI Training with Renewable Energy Peaks
Load Balancing Across Data Centers
Taking Advantage of Variable Electricity Pricing
AI-Optimized Scheduling Systems
Google’s Carbon-Aware Computing:
Microsoft’s Project Forge Global Scheduler:
What Is an AI Accelerator?
An AI accelerator is a specialized hardware component designed to speed up artificial intelligence (AI) and machine learning (ML) workloads more efficiently than traditional processors like CPUs (Central Processing Units) or even GPUs (Graphics Processing Units). These accelerators are optimized for parallel processing, lower energy consumption, and high-performance AI computations.
How Do AI Accelerators Work?
Unlike general-purpose CPUs, which handle a wide variety of computing tasks, AI accelerators are custom-built for specific AI operations such as:
Matrix multiplications & tensor processing (core operations in deep learning).
Neural network training & inference (faster model execution).
Optimized data flow (reducing memory bottlenecks).
These accelerators reduce the energy and time required to train AI models and process real-time AI applications, making them crucial for sustainable computing strategies.
Examples of AI Accelerators
1. Google Tensor Processing Units (TPUs)
What it is: Custom-built by Google for deep learning workloads.
Why it matters: Uses less power than GPUs while accelerating AI model training.
Example: Google’s TPUs power Google Search, Google Photos, and AI-driven healthcare research.
2. AWS Inferentia (Amazon Web Services)
What it is: A custom AI chip designed for machine learning inference (running trained AI models efficiently).
Why it matters: Uses lower power and costs less than GPUs for AI-powered applications.
Example: Powers Alexa, AWS AI services, and real-time recommendations for e-commerce.
3. NVIDIA Grace Hopper Superchip
What it is: A hybrid CPU-GPU superchip designed for high-performance AI applications.
Why it matters: Reduces energy consumption while handling massive AI models like large language models (LLMs).
Example: Used in supercomputers, autonomous vehicles, and generative AI models.
A specialized processor designed for parallel processing, originally developed for rendering graphics. GPUs have thousands of smaller cores that can process multiple tasks simultaneously, making them ideal for AI, machine learning, gaming, and high-performance computing. Unlike CPUs, GPUs are optimized for large-scale data computations, enabling faster processing of complex mathematical operations.
