Fuseproject is an independent innovation and design partner to the ambitious leaders who make tomorrow today.Founded by design industry luminary Yvés Behar, Fuseproject believes design accelerates the adoption of new ideas. From zero to launch, Fuseproject shapes the products and experiences that define categories and transform the way we live. Clients include over 100 early stage ventures like August Locks, Happiest Baby / Snoo, Kind Humanoid, TELO Trucks, and hundreds of products for brands like Samsung, Herman Miller, L’Oréal, and SodaStream.

Smart Design is an innovation and design consultancy which sought a marketing transformation. I collaborated across teams, disciplines and business verticals to rebuild their marketing stack, create top-of-funnel marketing programs, and illuminate their brand story across channels. I mentored staff and built internal processes. I opened new relationships, set standards and practices, and established a monthly communications strategy which created a dialogue with hundreds of business decision-makers.StrategyTo transform marketing, I purpose-built content and programs to engage with innovation leaders, including an executive profile series, a blog to drive awareness of technology capabilities, a conversation series that generated 150 leads per event, and an alumni program to facilitate referrals. I launched brand collaborations, speaking and event sponsorships, and led a PR team to secure placement in Fast Company and Forbes. I negotiated and led a multi partner brand activation with NASA, Brooklyn Navy Yard, and NYCxDESIGN to build brand awareness, facilitate new collaborations, and preview a new tech platform. In the process, I built strong relationships with the leadership of these strategic partners.OperationsTo underpin the strategy, I led a UX overhaul of the digital experience to enable the sales funnel and optimize lead generation. I owned the marketing budget, encompassing all vendor negotiations and contract teams. I established a marketing process across teams and leadership. I introduced and onboarded project management platforms and a CRM to segment and track engagement, completed an SEO audit, and implemented Google Analytics, Tag Manager, and Search Console. With this foundation in place, I engaged paid media campaigns to drive inbounds, implemented landing pages and delivered weekly lead reports. I coached leaders to develop their voice as writers and speakers, orchestrated a schedule of published content and produced live conversation events.

The Dandy Group is a Creative Investment Agency® offering strategy, brand architecture and brand experience. It is my home where I collaborate with trusted partners to deliver marketing and brand transformation to clients across categories.A selection of clients highlights the diversity of expertise on offer. The Dandy Group has developed creative branding for an A-list star’s labels and media platforms; led digital transformation for a private equity mortgage servicing fintech business; developed key employee engagement activations to attract and retain top-tier talent at a premier hedge fund; led the naming, branding, creative and activation for a real estate development for a top national realtor; built the brand marketing, creative content, and GTM strategy for an AI startup, developed marketing strategy to grow local communities for the most well-known company for short-term housing rentals.

An enterprise IAM cyber security startup sought to reposition its fledgling brand. I guided the founding partner to navigate a brand voice recalibration, content creation, investor and event activations, and a marketing stack to serve the specific needs of the category.StrategyIn collaboration with key stakeholders, including sales, C-suite, board and investors, I rewrote the brand narrative to reach the correct buyers, and to establish clarity and distinction. I then guided strategic implementation of the narrative with PR and analyst teams, and content creation of product videos, thought leadership, white papers, webinars, and battle cards, rolled out across digital marketing, social media and email campaigns.OperationsTo implement strategy, I led a series of stakeholder conversations to achieve a refreshed narrative. I then constructed a marketing budget, guiding vendor negotiations and contracts, and onboarding the organization’s first CRM. I optimized website lead generation, analytics, and SEO to boost site traffic by 150%, capturing inbounds from the Fortune 100. I then led development of buyer personas, segmentation, lead scoring, MQL, MEL, SQL. I launched a social presence that resulted in a 700% increase across all channels.

The MET MediaLab was the best-kept secret innovator housed at one of the greatest art museums on Earth; I joined the passionate team of volunteers to help unveil that secret so that the public and the museum staff would benefit from its offerings. I led concept development and integration strategy for the lab, guiding the team to develop visible and memorable integrations of new technologies in the museum experience, for the use of curators, museum professionals, internal innovators, and the visiting public.

Brought in as a director within a new brand team to grow brand awareness and engagement for the principal online audiobook and podcast service, I produced live events and partnered with stakeholders across the organization to reveal and act on new opportunities.StrategyTo solidify and expand brand identity, I worked both within the organization on a global rebrand and employee communications strategy, and externally, to secure partnerships in aligned communities with compatible missions and customers. I targeted campaigns in new media and advertising verticals for wider audience acquisition.OperationsI developed high-visibility global events, executed a series of film festival activations with live tapings and celebrity podcast guests, built assets for a global rebrand, and an employee communications toolkit for technical recruiting. I conducted qualitative research on the internal developer community and led a task force to overhaul the employee on-boarding experience.

Acting on an observation about the lack of decision-making data available to retailers, I founded a startup to build a big data platform connecting cloud-based POS systems that would securely transform disparate customer data into actionable insights.I guided a team of four senior executives through development and MVP product launch. I defined MVP App and project management and deployment to App Store. I led business operations, branding, product development and GTM strategy, and built retail relationships for an enterprise SaaS for cloud-based point-of-sale systems.

I led the concept and execution of Goldman Sachs’ first ever public-facing integrated ad campaign.

As a member of a team that brought to life integrated digital experiences for Samsung product launches, I directed creative for a digital camera release, a refrigerator launch featuring a celebrity chef, and an Icon campaign celebrating the career of fashion designer Valentino.

I partnered with account, strategy, and creative leaders to develop 360º campaigns that defined new product and service offerings for IBM, Glaxso Smith Kline, Hospital for Special Surgery and Schools That Can.

I joined a small, highly collaborative team to define new brands, products, and services. One of my more iconic and enduring brand creations from this work, the jetBlue Airlines name, positioning, visual identity, standards, and launch, was developed alongside diverse brand work for Citibank, the Twin Towers Fund, BMW Motorcycles, and the American Museum of Natural History.

I developed brand marketing materials to support programming and special events for the cable television channel.