Developed and designed Orchid Black's website, increasing time on site and marketing qualified leads.Created service model architecture and value propositions for Hilco Global, resulting in lift in customer conversions.Spearheaded projects for founder-led tech start-ups, enhancing investor pitch decks and regional acquisition strategies, leading to successful seed funding rounds.Collaborated with C-level executives to align brand positioning with strategic business objectives.

Assisted in development comprehensive systems maps for Campbell's Company, detailing information and technology governance, security, and integration of technology and data across their food supply chain.Created a growth vision blueprint for Wesco, facilitating workshops with cross-functional executive teams to align leadership on a five-year plan.Designed visual training materials for APC thought leaders, including distilling complex presentations into interactive visuals for Harvard Professor Lynda Applegate and digital transformation expert Didier Bonnet.

Mentored in-house creatives teams in brand design, process improvements and client project guidance. Guided leaders of 30 product and sales divisions in value propositions and brand portfolio. Management of brand architecture, brand standards, website architecture and usage across media and packaging. Oversaw process improvement for emerging markets worldwideCollaborated with leaders in developing and commercializing solutions.▪️40% reduction in creative expenses while overseeing growing department and adding services. 37% work shift to in-house China team.▪️45% increase in team productivity through shift to more digital, templating, artwork process, and training.▪️ Reorganization for full-funnel marketing strategy, planning and creative skills.▪️ Oversaw more than 3000 creative pieces/year across packaging and communications, with a team of 16, freelancers and nine in China.▪️ Introduced cross-divisional integrated marketing strategy along shared customer need states which drove a 167% increase in web traffic, 14,000 MQLs and $9.6M rise in marketing attribution.▪️ Led enterprise brand repositioning and content development through campaign video and static content resulting in 6% enhancement in brand equity scores from 2021 to 2023 while driving 50,000 click-throughs to web and approx. 500,000 video completions.▪️ Improvement in on-time and on-budget project completion plus client satisfaction ratings, increasing from <75% in 2013 to >90% in 2022.▪️ Transformation from a house of brands to a branded house, driving greater creative efficiency, unified equity.▪️ Developed total brand architecture for enterprise, product and service offerings.▪️ Brokered strategic partnership with virtual discharge care provider that integrated AI-based care to enhance Medline’s presence from healthcare systems to home care.▪️ Overhauled web strategy and creative for all properties.▪️ Overhauled senior executive sales pitches for multi-million dollar agreements.

• Led all forms of brand, design and consumer insights research: Online and focus group concept validation, shop-alongs & in-store perception research, culturally-oriented brand visual language research (across different international brand regions), cultural design landscape secondary research and in-home ethnographies.• Elevated agency status with General Mills, transforming from "lowest-rated" agency to "poster child for agency excellence." by developing Phase 0 pre-design stage that drove better briefs, earlier client alignment and more meaningful and high-performing creative solutions.• Established Design Strategy Department, culminating in a 6-figure revenue increase and creation of new agency competency• Directed brand revitalization projects with creative team and client stewardship for major, multi-million and billion-dollar brands like Nature Valley, Yoplait, Healthy Choice and Tropicana. These were comprehensive projects that involved brand meaning shifts, brand leadership stakeholder management, brand research and deployment tactics across touchpoints.• Conducted semiotic cultural analyses for P&G brands like Downy and Puffs, Coppertone, Mars/Cadbury, and a Global Nuclear Power Collective• Developed design videos, principles and standards for major brands to guide partnering agencies and client company onboarding• Keynote speaker at How/Dieline Design Conference in Chicago, 2012 on design trend evolution and brand meaning.

• Worked on Fortune 500 Brands focused in Corporate Identity development. Worked closely with the vanguard in brand redesign, Courtney Reeser, Todd True and Axel Albin.• Brand Identity Designer for major B2B and B2C brands like 3Com, FedEx and John Deere• Collaborated with brand strategists to develop and present corporate identity systems.• Developed brand design standards systems that included guidelines for environments, advertisement, multi-media, web standards and business communications.