Consult and collaborate with clients - C-suite, cross-functional teams, marketing teams and their agencies - to develop and implement marketing strategies, brand architectures/positioning, creative strategies and optimized marketing organizations.Clients: OpenAI, Vinyl Me, Please, Fjällräven, Rocket Homes & Mortgage, Jersey Mike’s, Beam Suntory, LEGO, Boom Supersonic, MillerCoors, HP and Stitch Fix.Established, with OpenAI’s Worldcoin crypto protocol brand leader, Worldcoin’s global brand positioning, voice and architecture.Authored creative strategy and oversaw creative execution for Rocket Homes & Mortgage Super Bowl 56 integrated marketing activity. The Barbie Dreamhouse television commercial won first place in USA TODAY’s Ad Meter and drove dramatic brand awareness and brand affinity increases and site traffic.Spearheaded the development of long-term brand strategy for Boom Supersonic’s (supersonic passenger airplanes) 2029 launch based on cultural trends, audience research/insights and brand/ business opportunities. This work helped the team secure airplane pre-orders from American Airlines, United Airlines and Japan Airlines.Developed new brand position strategies based on exploration, definition and distillation of the competitive landscape for Coors Banquet and Coors Light brands in the MillerCoors portfolio. Oversaw the execution of these narratives across multiple internal teams and agency partners. The resulting work stopped downward velocity for both brands with the Coors Light brand showing .5% velocity increases versus YAGO during the following 12-month period.Collaborated with Stitch Fix CEO and C-suite on development of a differentiated brand positioning for the company as they approached their IPO. Stock price at IPO was $15 and went up to over $50 within one year while unique site users more than doubled.

Moved from an external consultant role to a full-time internal position for a one-year project to develop a global creative narrative for this beloved Swedish outdoor brand. Managed a 26-person creative team in Stockholm to deliver day-to-day creative output while collaborating with all internal functions and the C-suite to develop and socialize the new creative idea.Spearheaded an audit of the competitive, consumer and cultural dynamics driving the outdoor apparel sector globally (pre- and post-pandemic).Married insights from the above audit with unique Fjällräven/Swedish cultural ideologies to create a new global brand strategy which was presented to and approved by Fjällräven management.Oversaw the first creative execution of this new concept via Fjällräven’s biggest brand experience: the 2023 Polar dog-sledding expedition in Sweden. The global campaign achieved a 4,000% increase in site traffic related to the event and drove 20x the number of event applicants versus YAGO.2022 Polar Expedition team member.

Senior executive at this creative boutique agency owned by Omnicom-TBWA\Chiat\Day. Managed a 20-person strategy team across both offices and oversaw all the creative output of the agency. During my tenure the agency grew top-line revenue by $35 million, won more than 20 Cannes Lions and multiple Effies for marketing effectiveness.Clients: HP, MillerCoors, Boost Mobile, Expedia, UNICEF, Asics Tiger and Benetton.Oversaw creative output for Boost Mobile’s Boost Your Voice campaign which turned Boost stores into polling places for the 2016 Presidential Election. The campaign increased brand awareness by 108%, same store sales by 29% YOY, won 9 Cannes Lions (including the Titanium Lion, Integrated Grand Prix and Promo/Activation Grand Prix) and the Gold Effie for marketing effectiveness.Conceptualized, with global CMO, and oversaw the brand repositioning of HP’s consumer group in response to the HPE/HPI company split. The operating tagline for the strategy was Keep Reinventing and it was designed to unify HP’s global marketing efforts while increasing the brand’s tracking metrics of creativity and tech-savvy. After one year the strategy increased both metrics — 35% and 28% respectively — while reinforcing the brand attributes of reliability and fair price. Anecdotally share price increased from $11 to $21 within 24 months of launch.

Held dual senior roles while at McCann. Founded — with two partners — a creative spinout of McCann-Erickson, 215 McCann, to launch Microsoft’s Xbox 360 globally. Led the agency from a four-person, one-client, $12 million revenue agency to a world recognized creative powerhouse with 135 people and $60 million in revenue. As a Global Strategy Director at McCann Workgroup was deployed against select global brands on large-scale assignments. 215 McCann won 30+ Cannes Lions, multiple global Effies for marketing effectiveness and was named the Gunn Report’s most creative agency office multiple times.Clients: Microsoft, Xbox, Halo franchise, Guitar Hero, Gears of War franchise, Nestlé (Nescafe LATAM), Under Armour and the Cola-Cola Company.Headed the agency with two partners, oversaw all aspects of agency management and organization, team building, new business, P&L management and agency output. Led pitches for and won every account the agency had after Xbox.Oversaw and orchestrated the global launch of Xbox 360 via a team of external agency partners and internal clients. This launch propelled Xbox’s global installed base of consoles from 20 million to 86 million, boosted them into a battle for category primacy with Playstation and generated billions of dollars of revenue for Microsoft.Directed and authored the integrated creative strategy, along with my creative partner, for the Halo 3 Believe campaign. This global, integrated video game campaign delivered the biggest entertainment launch of all time (2008), outperformed Microsoft’s sale target of 9 million units by over 50% and was the most awarded marketing campaign in history as of 2008 winning best-in-show in every creative award show that year, the Grand Effie and more than a dozen Cannes Lions including the Integrated Grand Prix.As EVP Global Strategy Director for McCann, supervised strategy work for multiple Nestlé and Coca-Cola global projects.

Originally hired as a Group Account Director was shifted to the Chief Strategy Role for the San Francisco office in early 2001.Clients: adidas, Starz Entertainment, Fox Sports and Mars (Uncle Ben’s brand).Spearheaded the agency’s strategy function, built the department and oversaw creative output.Authored adidas’ global strategy designed to increase awareness/market share in the United States and to blunt Nike’s ascendency in EMEA (particularly in global football) during the run-up to the Germany hosted World Cup in 2006. The Impossible is Nothing work drove brand awareness up 39% globally and 89% in the US, brand momentum increased by 33% in the US and in the eight months post-campaign launch stock performance increased 24%.