With over eight years of experience in brand and creative strategy, I am passionate about synthesizing cultural, company, and consumer truths to create compelling stories that resonate with diverse audiences. I have a Bachelor's Degree in Information Systems from Howard University, where I learned to leverage data and technology to inform and enhance my creative thinking. As a Sr. Creative Strategist at Target, I worked with the internal creative agency, Target Creative, to provide direction and inspiration to teams across multiple channels and projects.In my most recent role, I generated actionable insights that helped to strengthen and nurture customer journeys and guest experiences. Some of the projects I contributed to include Deals, Mas Qué, Internal Communications, and various Store Experience activations, such as Lunar New Year. I also helped to launch MATERIAL, the monthly newsletter of the Global Creative Strategy team, to provide an inspirational throughline across Target Creative.My areas of expertise include:✔ Brand Positioning and Messaging: Honing in on what makes brands and organizations unique and molding strategies that help these differentiating attributes to shine through to consumers.✔ Primary/Secondary Research: Asking critical questions to inform strategies that resonate with how people are feeling about a brand, company, or organization.✔ Creative Storytelling: Thoughtfully crafting compelling strategies that will captivate internal and external stakeholders and drive creative teams to successful activations. ✔ Customer Journey Mapping: Leading with empathy toward customer emotions throughout their time interacting with a product/brand. ✔ Competitive Analysis: Scouring available resources to develop a deeper understanding of what drives success for competitors.✔ Social Listening: Keeping an ear to the streets when it comes to the powerful conversations unfolding on social platforms like Reddit, TikTok, Instagram, and more.I am open to new opportunities either in-office / hybrid in Columbus, Ohio, or remotely, please contact me at shelby.williams22@gmail.com