ONE OF FOUR - RECENT
STRATEGIST AND COPYWRITER FOR DIGITAL REFRESH

Before

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After

TWO OF FOUR - RECENT
STRATEGIST/COPYWRITER FOR BRAND-BUILDING PROGRAM

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THREE OF FOUR

BRAND STRATEGY WORK I'M PROUD OF

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.

 

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Re-imagining 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.

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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.

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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.

 

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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.

 

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FOUR OF FOUR

MARKETING COMMUNICATIONS WORK I'M PROUD OF