Collaborating with YMCA England & Wales as a full-time independent consultant on strategy.

Independent consultant in brand strategy, brand integration, marketing, and communications. How can I contribute to your organization? Examples include conducting research, defining purpose, identifying ideal target audiences, adjusting positioning and messaging, developing a content strategy, boosting your digital presence, creating organizational buy-in and growing external and internal engagement with the people whose support and interest you need. Extensive experience in nonprofits, charities, and work with social impact. Currently on a full-time consulting contract with YMCA England and Wales.

Led the team driving the nationwide adoption of the largest-ever rebrand of a non-profit organization, extending across 870 associations, 2,700 branches, 10,000 program sites, 20,000 full-time staff, and 600,000 volunteers across the country.Directed a national compliance and certification system, with ongoing monitoring and national re-certification. Deputized a national team of local brand champions and coach them on an ongoing basis to equip them to serve as local point people on brand alignment and compliance standards.Managed three national brand research projects, partnering with agencies and representatives from local Y associations. Used insights gained to revise all brand guidelines, partner with the national staff development training team to revamp organizational training, developed and delivered presentations using the data to Ys across the country to equip them with the consumer insights gained.Redesigned and revitalized the national process to protect the Y’s $8.9 billion brand value, managing everything from questions submitted by individual associations to matters concerning national brand integrity and alignment requiring consultation with the Y’s national executive leadership. Built a partnership with the General Counsel’s team to extend the Y’s ability to identify and resolve trademark and IP infringement.Took on the responsibility of “gatekeeper” and internal consultant for brand alignment on major initiatives, including the Y’s first-ever national advertising campaign, cause marketing relationships with national commercial brands, national event speakers, and program and service partnerships.

Brought in to create a marketing team and strategy from scratch for this 135-year-old Y association consisting of three branches with a residential camp, an early childhood center, a men's residence, youth programs, and a wellness/fitness center. Developed their first-ever process for aligning a marketing budget and strategy to the business needs on an annual basis.Designed member acquisition and retention strategies that produced a 30% increase in membership over five years, including audience identification and persona development, positioning, messaging, design, and advertising through all channels. Supervised in-house staff in photography, the development of print collateral, digital content, and environmental graphics.Directed the advertising creative, direct mail and digital strategies, including a comprehensive digital upgrade. Built a new website incorporating all branches, working with a vendor and small user focus groups to ensure intuitive information architecture and navigation attuned to likely users.Completely reworked program promotion to members and potential program participants to move the Y from print to digital. Increased program enrollment while saving tens of thousands of dollars a year in print production and mailing costs. Segmented audiences and tailored digital promotions, tracking results on the back end for email and on the website for conversions.Stepped forward as an early adopter of the national brand and executed the rebrand, revising the physical facilities' environmental displays and exterior signage, the website and other digital properties, graphic design, and positioning and messaging. Led in-house staff training on the new brand to create understanding and buy-in.

Acquired and reorganized this boutique business aimed at the Chicago Mexican market. Increased sales by an average of 250%. Increased profitability by refining product selection and leading the relationship and sales skills effective in the Latino market.

Ran this Mexican Arts and Crafts store as part business, part social enterprise, buying arts, crafts, furniture and paintings direct from Mexican artisans, managing all purchases, importation, merchandising and sales. Created a sustainable business while directly improving the lives of artisans in small towns and rural villages in Mexico.