My Work | Mysite

I'm a Change Agent Partner

I help companies reinvent, reimagine, and stay relevant at pivotal stages of equity. By defining the fundamentals of a brand’s architecture, I guide companies in reigniting around core purpose, using this as the cornerstone in developing differentiated marketing and communication experiences that drive results. I collaborate closely with experts across the organization including marketing, research/analytics, product development, IT, customer service, human resources, operations, and the C Suite.

My expertise is in brand and marketing strategy, reputation and PR management, social and digital media, and performance marketing. As a marketing leader and agency consultant in disrupted B2C and B2B industries, I've helped guide some of the most well regarded companies and brands including McGraw-Hill Education, Highlights, Samsonite, P&G, California Closets, Stride Rite, and Keds.

REINVENT

Re-Positioned an Education Publisher

Amid Digital Disruption

With the high cost of textbooks, the pressures of meeting K-12 performance standards, and new digital entrants, this leading education publisher needed to evolve to deliver a more affordable, personalized, and democratized learning experience for students. With the launch of a new digital platform and content ecosystem, they re-positioned from textbooks to a "learning science" digital platform company, elevating the brand's position in adaptive learning.

CRM Platform Rolled out a new CRM tool and integrated marketing funnel strategy increasing marketing qualified leads by 60%.

Thought Leadership Crafted compelling social and content campaigns to reinforce the new "learning science' positioning. The first thought leader campaigns were developed with industry and company leaders, designed to educate and engage customers on the values of digital platform learning.

Social Media and Content Created ‘The Science of Learning/The Art of Teaching’ documentary-style video campaign (generating over 10K views) recognizing the heroes of education by chronicling the day in the life of teachers and principals.

Watch here:

The Art of Teaching: I THINK The Art of Teaching: I KNOW The Art of Teaching: I BELIEVE

With a flood of fashion brands entering the luggage category, and changes in travel after 9-11, this leading travel goods wholesale and retail brand was threatened with price erosion and commoditization in the mass market. How would it elevate the image to command a price premium in the US and across the world, and with global consistency? The brand’s first global consumer ethnography and segmentation research study informed a new brand positioning and marketing strategy focused on revitalizing the brand. The company moved from reliance on feature and function messaging, to romanticizing travel through the addition of new product innovations and marketing that connected emotionally to consumers. As a result, the North America business secured premium distribution in leading retailers and grew by 19%.

Omni-Channel Communications Re-positioned the brand using marketing tactics including web, celebrity advertising, in-store displays, collateral, and Fashion Week PR events in NY, London, and Hong Kong, driving high post-campaign scores and 70% product sell-through.

Partnerships/Alliances Elevated the brand through symbiotic marketing alliances and partnerships with film, TV, and sports properties.

Elevated a Global Travel Brand to Premium Status

REIMAGINE

In the increasingly competitive and evolving category of children's 'edutainment', relevance among new generations of parents and kids is crucial, This beloved children's brand required a reset of its positioning, key attributes, and image. Through brand architecture and pyramid development the refreshed positioning helped the organization clarify it's marketing and messaging, elevating brand sentiment from 58.1% to 81.8%, With an internal focus on brand alignment, teams moved from narrow channel focus to an integrated omni-channel marketing model that aligned all customer touch points of web, social media, influencers/bloggers, CRM/email, newsletters, strategic partnerships, podcast, PR, and customer service.

Purpose-Focused To appeal to young parents who seek brands that 'do good', the brand harnessed its strong equity of being a voice for kids in a survey of 2,000 children ages 6-12 to understand who influences and empowers them. Results were released in a highly targeted social, PR, and media relations campaign generating 153% more impressions than prior years.

Brand-Led Campaigns Shifting the marketing campaign strategy from focusing on promotional price, to marketing that conveys the brand's unique value proposition, drove a 10% increase in customer acquisition and increased merchandise revenue by 18%.

Crisis Communications Established the company's first formal crisis communications plan, policies, and preparedness initiatives for urgent and proactive response.

Modernized a Children's Media Brand

RELEVANCE