Strategist
Led and collaborated on insights-led, brand and marketing strategy for positive impact organizations. Based on human-centered design principles and research and values-based frameworks.- Audience Research – Designed, wrote, fielded, and presented quantitative & qualitative audience research studies, including 1:1 In-depth Interviews, Digital diaries, In-home ethnographies, Quantitative Surveys.- Audience Insights – Translated the data from those studies into audience insights, informed brand & marketing strategy & recommendations.- Brand & Marketing Assessment & Planning – Assessed clients’ existing brand and marketing strategies to develop an 18-24 month plan for brand & marketing. Included stakeholder interviews.- Brand Naming projects — Led strategic research and discovery to develop creative briefs to guide naming. Collaborated with the creative team to gut check creative recommendations.- Brand Strategy – Facilitated collaborative worksessions with clients to hone brand beliefs & strategy, applied brand frameworks to guide brand expressions.- Marketing Strategy & Implementation – Developed insights-led pilot marketing campaigns along with measurement frameworks. Provided guidance on campaign planning, implementation, media channels and partnerships, and social media recommendations.