• Teach MBA level Brand Strategy course at Rice University’s Jones Graduate School of Business to all MBA programs including MBA@Rice, the hybrid online degree program• The Brand Strategy course consists of theory, frameworks and case analysis of major global brands in a variety of business stages. The purpose of the class is to engage students in understanding the link between business and brand strategy, showcasing brand decisions at play in every aspect of business from raising capital to product line extensions to mergers & acquisitions and entering new markets

• Reporting directly to the dean of the business school, responsible for driving revenue from three sources: degree programs, non-degree (executive education) programs, philanthropy• Launched Rice Business nickname to position the business school more closely to Rice University to drive brand awareness and application growth; awareness grew from 39% in 2016 to 73% in 2021• Launched Rice Business Wisdom, the online (and now print) ideas magazine that features clear translations of faculty peer-reviewed research in a lively, witty format, brief enough to read on your phone; Winner of the AACSB “Innovations that Inspire” award, 2019• Renamed Jones Journal alumni magazine to Rice Business, with a completely new design• Frequent panel moderator, speaker at Rice University events as well as others (Harvard Undergraduate Women in Business Conference; HBS Women’s Leadership Conference; Harvard Business School Club of Houston; American Marketing Association Houston Chapter featured luncheon speaker)• Consult with start-ups and top companies on brand strategy, sub-brand strategy and naming• Hold frequent brand strategy and naming workshops for start-ups in the Houston entrepreneurship ecosystem• Oversee the Athena Group, Rice Business student-run marketing agency• Manage team of 11 employees

As a consultant to a diverse array of B2B and B2C businesses, I create strategic marketing plans and new creative processes to support dynamic marketing campaigns that advance both specific and larger-scope organizational goals. Working onsite, I serve as a true partner in decisions and provide the ideas, analysis, and structure to maximize ROI of branding and marketing initiatives.My clients include ABS (brand audit), Baylor College of Medicine (quantitative market research, brand definition, and new website); St. Luke’s Episcopal Health System (new creative processes, market research, and review to select new ad agency), Texas Children’s Hospital (new organizational structure) and NRG/Reliant Energy (new marketing strategies and plans to increase revenue from high-volume customer segments).www.cartamarketing.com

As leader of the Astros’ marketing organization, I led the effort to streamline functions, introduce the use of analytics, and hire top tier marketing executives to support new owners’ inaugural season in 2012. We rebranded the team’s logo and uniforms and introduced an updated communications program, all leading to national coverage and a successful start to the season.

For this online library providing assistance to undergraduate liberal arts students, I created and recruited an experienced team for a world-class marketing organization. From market research to brand strategy and detailed go-to-market and sales plans, my group was a key factor in the firm’s ability to raise more than $140M in venture capital in just 18 months.

Working with a group of experienced Compaq executives, we re-capitalized this public company focused on network storage. I performed in-depth industry and customer research and analysis, created a new marketing strategy and recommended the sale of company to larger, more established storage player.

Compaq’s $100M U.S. advertising budget was under my purview as head of brand and creative strategies, media spending, and B2B and consumer advertising. I also reviewed and managed relationships with global ad agencies. Two key areas of innovation were advanced as I served as lead product manager on handhelds and executed the launch of the first convertible notebook/tablet computer with pen-based capabilities.