As an independent consultant, I worked with smaller non-profits or departments within larger non-profits on an ad hoc basis to refine strategy formation and strategic planning through reporting, analytics or consumer insights initiatives. Key client projects:- Defined performance evaluation strategy, redesigned and maintained monthly reporting system to collect data from over 500 women's health services grant recipients; generated period forecasts and performance reports to guide annual growth strategies and major donor engagement strategies, resulting in nearly $1 million in additional gifts- Facilitated strategic planning effort for niche publishing company with over 50 employees through team building and cross-functional work groups using active learning approach- Crafted donor profile and development plan for regional non-profit, evaluating opportunities to reengage more than 1,000 donors to increase annual revenue- Conducted change readiness assessment among 200 staff members for global publishing/media non-profit

On June 7, 2017 the Hanon McKendry Colorado office rebranded to become Diverge Branding. Diverge provides a comprehensive range of branding services including research, strategy, portfolio management, identity, standards and governance, strategic driven communication design, and brand management. Diverge Branding is part of JDA Worldwide that provides full service advertising in addition to media and business strategy.As Director of Strategy & Insights, I was responsible for brand strategy development, consumer insights, sensory positioning, training, change management and client services.- Led Brand Formation practice, supervised three Brand Strategists; initiated StrategicInsights competency; defined appropriate discovery datacollection approaches and methods and incorporated research findings into strategic brandpositioning for client engagements- Optimized client performance reporting - Innovated weekly, monthly, quarterly and annual utilization reports for key client that represented 90% of revenue stream- Defined strategic brand platforms, managed related marketing and strategy formation deliverable through 6 phases of BrandLife offering

Hanon McKendry, now Diverge Branding, is a fully integrated brand-building, strategic design and marketing communications agency that is dedicated to helping for-profit and non-profit organizations make a positive impact on the world around them. The firm provides a comprehensive range of services that includes market research, brand strategy, marketing strategy, outsource marketing, brand identity, brand management, advertising and media services.As Director of Brand Strategy, I was primarily responsible for consumer insights, brand formation and client services.

As the Strategic Insights Director, my role focused on designing and executing consumer insightsstudies to support brand strategy formation.- Established Strategic Insights competency at newly launched branding agency; incorporated research findings into strategic brand positioning for client engagements valued at over $100,000- Led consumer insights initiative that identified new customer segment, target audience definition and brand positioning strategy through integrated and synthesized analysis of focus group findings, on-site customer surveys and third-party Experian customer profile data for newly acquired entry-level home brand for a leading national home builder- Designed comprehensive 2-3 phase consumer insight projects from proposal stage to final presentation for a national transportation company, regional senior living community, global publishing/media non-profit and national higher education group

As the Research Director at Focus on the Family, an international non-profit providing faith-based resources to help families thrive, I led the insights discovery practice in understanding the needs and opportunities to engage new and existing audiences.- Guided global research spanning discovery, sensory positioning and verbal/visual validationprojects for $2 million corporate identity master brand and two sub-brand initiatives- Provided insight and training on change management strategies to 10 member brand development team to integrate new corporate brand throughout organization- Directed the design and implementation of research studies for employee engagement, strategy formation, product development, and market positioning for 10-15 departments or sub-brands; presented findings to C-suite, senior executives and staff- Expanded Insights group by assimilating research staff from three different functional areas; managed and led 11-person consumer insights team

- Managed third-party appends and consumer profiles on 35mm customer database- Collaborated with Forecasting, Media, and Finance to execute $63 million marketing expense budget - Conducted historical analysis, analyzed market conditions to refine marketing models- Supported customer privacy throughout the organization by serving as the Marketing Department Data Steward and participating in Sarbanes-Oxley documentation team

- Directed and designed the process for generating marketing analytics, providing guidance for campaign planning & direct marketing tests- Initiated standardized metrics and benchmarks for marketing and customer analysis integrating perspectives from marketing, customer service, finance and operations - Collaborated with statisticians to develop and manage ongoing donor Lifetime Value model; presented model to CEO and Board of Directors- Provided thought leadership for data warehouse design and marketing intelligence system; served as point of contact with consultants, defining business requirements, marketing dashboards, and identifying processes to redesign

- Performed analyses and presented findings for all internet marketing activities, provided insight on effective customer offers- Increased efficiency and shortened turn-around on analyses through improvements in data retrieval and analytical processes

- Project shepherd for cross-functional installation of customer relationship management (CRM) solution, including business practice re-engineering, end-user training by functional group and change management for redesigned processes; completed on time and on budget - Generated marketing analytics to improve campaign performance and customer targeting- Led the development and integration of data analyses into the strategic decision making process, growing analysis team from one person to staff of three