Revitalized this storied brand through a new strategy to increase relevance and consideration with Gen Z and Millennials. Led the launch of new channels of engagement, influencer partnerships, and an innovative approach to digital experiences. Responsible for brand strategy, brand architecture, and brand naming projects for North America.- Developed brand naming and strategy for eBay Top Star, a new loyalty program offering special access to seasonal sneaker collections, special events, and concierge service. Led qual testing with prospective members. - Partnered with cross-functional teams to build and implement a comprehensive end-to-end seller journey and brand messaging playbook, consolidating data-driven insights to create a unified marketing language across teams.- Oversaw development of brand narrative, brand voice and message architecture, co-led positioning workshops, and brand architecture conversations. Led team of strategists. Developed naming process and strategy for all key brand programs.- Initiated the launch and growth of an innovative brand programming strategy for social, developing four vertical market channels across platforms and growing total followers to over 1M and significantly improved favorability and 4x engagement in less than one year.

Set vision and brand narrative for North America. Direct agencies and internal social, creative, and project management teams to develop integrated digital and social campaigns, packaging, and custom photoshoots. Oversee qualitative and quantitative research of creative campaigns. •Led 30-person cross-functional team to launch two new social handles for sneakers (growing followers to 105K with 1.39% average engagement rate), and watches (17K followers and 1.31% engagement rate). • Directed creative for eBay Authenticity Guarantee campaign which outperformed the benchmark on recall and motivation while increasing brand trust, unaided awareness (+7) and consideration (+5) across display, audio and video. Campaign also featured partnership with Teen Vogue exceeding benchmarks over 2x favorability and purchase intent. •Guided creative for eBay Motors campaign, netting +9% uplift in unaided brand awareness, +6% perception of eBay motors as a trusted place to shop, +3% increase in consideration.

Develop brand strategy, brand architecture, employer value proposition, and creative expression for small and medium-sized businesses for this boutique brand firm. Conduct interviews, social and competitive assessments, and co-lead brand workshops for clients. Drive business development, including lead nurturing, content marketing, and identifying partnership opportunities.

Drove the strategic vision and comprehensive global rebrand of this SAAS corporation, countering negative market perception and re-establishing preference with target audience. Built and led a high-performance creative team to execute cutting-edge integrated campaigns, refreshing the visual design and messaging across all channels.- Re-positioned the brand as a human-centered technology partner, leveraging enhanced brand narrative to redesign the company’s website and update existing collateral within six months.- Launched the new brand expression at the company’s signature customer event, increasing attendance by 15% year over year. - Improved market awareness of the brand’s core product suite through a targeted demand generation campaign, outperforming click-through rates generated during testing and achieving a 24% gross open rate.

Developed a holistic corporate brand strategy and creative expression to reposition this rapidly growing organization well known for a single product into a leader in the enterprise security solutions space. Built a multi-disciplinary in-house team, driving the development and launch of global integrated campaigns to acquire, retain, and grow new user segments.• Built in-house team of writers, art directors, copy editor and project managers. • Collaborated with product marketing and field marketing to create and implement global integrated campaigns featuring digital, print, event and OOH channel mix

Developed brand strategy and recommendations to enable this group to reassert leadership in rapidly changing medical environment. Deliverables included brand platform: value proposition, personality attributes, and key messages per audience, competitive brand audit.

Revitalized brand through new brand strategy, messaging, architecture, identity and expression, company-wide activation, and governance. Oversaw qualitative testing of new logo and brand expression with key audiences of employees and students. Set brand vision, strategy, budget and execution for all brand marketing initiatives, including content strategy, brand, and lead-generation advertising campaigns, events and video.• Improved brand perception 11% for polarizing $7B brand through strategic rebrand, national advertising campaign, compelling storytelling and branded customer experiences.• Earned international ReBRAND Award of Distinction as a top 25 global rebrand of 2011.• Set creative vision and oversaw execution of all school and college integrated campaigns. School of Nursing integrated campaign increased unique visits to Phoenix.edu by 65% and generated 2,948 leads. School of Business campaign resulted in 8150 leads, and increased Phoenix.edu visits 76% as well as time on site by 46% over the previous year.• Led transformation of 40-person brand team across three offices into a highly motivated, award-winning team.

Led brand strategy for acquired brand, Applied Biosystems. Developed brand architecture, enabling stronger, more focused connections between brands, reducing cost to launch products and increasing customers’ ability to find and buy products.• Designed and executed quantitative brand study for Applied Biosystems sub-brand, assessing perception and preference.• Led repositioning of Applied Biosystems sub-brand, updated brand personality attributes and refresh of brand expression.

Led brand strategy and redesign for this venerable life sciences brand, known for tools used tosequence human genome. Defined brand positioning for MDS Sciex business unit pre-sale. Built brand architecture and nomenclature system and decision-tree for future acquisitions.• Built award-winning in-house creative team that won 8 major creative awards 2 years after inception, including Business Marketing Association: Best of Brand.• Increased total number of projects from previous agency’s 40 per month to 120 per month, doubling total output of projects year-over-year to 1.45K total projects.