20-year track record helping grow companies and non-profits by developing insights-driven brand strategies, crafting differentiated marketing programs, and managing initiatives from objectives through executions
Overcoming Category Challenges
How does a seventy-two-year-old Reform synagogue retain and attract members when “flat is the new growth”?
As Director of Engagement and Marketing – the first professional in that role and funded by a two-year foundation grant – I identified, developed, sold-in, and implemented initiatives across brand strategy, marketing communications, user experience, sales, and customer retention that have been addressing market challenges.
Reimagining Store Experience
How did an iconic brand grow when customers were “actively disengaged” and the market was confused about its value proposition?
As the Manager of Brand Strategy, my successes included infusing positioning and consumer research into a category-defining “store of the future” and re-imagining the tire, maintenance, and repair experience into a more customer-friendly encounter. I also addressed market confusion through a new name, tag line, and visual identity.
Creating Global Consistency
How did a top 10 pharma company address brand messaging inconsistencies that were hampering their recruitment and retention efforts?
As a Senior Brand Strategy Consultant, I led a wide range of primary and secondary market research that underpinned a new global employment brand used across online and offline touches.
Evolving Business Model
What if the solution to a legacy media property’s challenges was the wrong fit?
As Co-Lead at a consulting firm that operated as an Illinois Benefit Corporation and focused on helping small-to mid-size companies grow, I conducted customer discovery interviews and trend analyses. This led me to the conclusion that the app would not address the client’s flat revenue.
I evolved the business model to include a lifestyle brand and owners employed our analyses to guide growth strategies.
Extending Brand Relevance
What if a major brand conducted hundreds of thousands of dollars of market research but did not consistently use it to guide strategies to extend relevance with customers and partners?
As the Manager of Brand Strategy at a company with a national footprint, I led brand positioning, brand architecture, and marketing communications initiatives that more consistently tied market research with market opportunities.
Based on conducting and / or analyzing secondary research, develop actionable insights by understanding market dynamics, competitive landscapes
Uncover customer needs by leading discovery interviews, discussion groups
Help course correct by conducting top line social analytics
Take advantage of closer-in and further-out opportunities by leading ideation sessions
Build competitive advantage by crafting relevantly differentiated positioning and authentic brand stories
Foster portfolio efficiencies by shoring-up brand architectures
Create efficiencies by aligning business strategies and brand strategies
Support brand strategies by clarifying objectives, establishing metrics, leading internal teams, managing vendors, and serving as point person to clients
“Connect dots” between brand strategy and brand marketing by creating and managing integrated plans, content calendars, budgets
Support brand by writing on-strategy content (web site, landing pages, URLS, social, paid social, video, email, direct, print, collateral, environmental, naming, tag lines, thought leadership)
Support brand by crafting messaging hierarchies, driving consistent looks and feels, improving UX