We are BrandHrt Evolution, an award-winning, highly creative, digital marketing communications agency helping high-value lifestyle businesses diversify and expand their audience base to grow purchase consideration through informed, creative, and flawlessly executed campaigns.

BrandHrt Strategic Marketing Communications is an Agency…on a Mission!Our mission is to help companies, organizations, and brands ACHIEVE MORE in MODERN MEDIA. Modern media strategy recognizes the reality of the new ‘communications’ normal – which is highly fractured, highly digital, and rewards integrated omnichannel communications. Modern media strategy also recognizes the power and expectations of today’s consumers who seek one to one connection that is empathetic, relevant, timely, and real. Companies, organizations, and brands that want to grow need a solid market presence that is guided by a modern media strategy.However, not everyone knows how to effectively pursue a modern media strategy, so we’ve designed an approach that works. Learn more at www.brandhrt.com

For me, life is exciting when I’m taking on challenges! When asked to assume this role due to my record of success with Team Detroit, I knew it would be an adventure establishing an insights practice from the ground up.Key highlights:• Founded the Cross-Channel Analytics & Insights Team of eleven analysts representing all digital channels, advanced analytics, and market insights. • Introduced an integrated approach of analyzing data across disparate sources, leading to holistic insights that Drove Better Messaging, Strengthened GTM Plans, and Optimized Consumer Experiences.• Instituted new ways of Evaluating Social Listening that quantified performance in context of the competitive landscape and identified drivers of performance, through statistical modeling.• Recognized the need and actioned the process for identifying, vetting, and implementing ‘best fit’ tools/services for research and analytics, based on goals and objectives. This Reduced Duplication and Increased Efficiency.During my tenor: – Generated significant growth in analytics scope (10X’s), over a period of 2 years– Informed and closely supported the launch of 3 New Nameplates, 2 Grammys Activations, and a new Mid-Funnel Messaging Strategy– Recognized, by key clients, in an annual agency review

Navigating and growing in this role was a joyful experience, as it established my reputation as a recognized thought leader in the space of consumer intelligence. Key highlights:•Innovated the perception and use of Digital Consumer Research, moving it from an ‘As Needed Tactic’ to a ‘Strategic Insights Step’ frequently required before launching new experiences. • Founded the Attitudinal Research Team and managed its growth across Ford digital properties by identifying new opportunities and communicating solutions through the use of research.• Implemented and Launched a Customized Research Tool across most Ford US Digital entities. Produced the business case, awarded the contract, socialized roadmap, and managed development to launch.• During my tenor: – Drove ~200% growth in incremental research business scope– Recognized, by clients, as a positive factor in an annual agency review– Nominated twice for an Ad Color Award (recommended by supervisor, colleagues, and clients)– Asked to participate in the first Edmunds Auto Hackathon as an industry thought leader for automotive shopping

During my time in this role, I was able to establish a reputation for thoughtful and visually intriguing storytelling, informed by consumer research and analytics. Key highlights:• Identified new insights that Mapped the relationship between Subject Line Copy and Unsubscribe Rates, during an evaluation of email campaign data. Results were well received and used to inform future copy planning. • Mapped the Health and Beauty Competitive Landscape based on Digital Maturity, during a competitive evaluation of the way various H&B manufactures developed their online presence. Analysis and visuals depicted vast differences among industry players, ranging from static imagery to fully personalized experiences. Results informed planning for the agency’s H&B client.

During my time at Digitas, I directed the insights and strategic planning efforts of two distinct teams, managed a group of offshore analysts, and provided problem solving direction resolving a multi-agency communication issue. Key highlights:• Managed the transition of report development to a team in India, and provided oversight for the training, monitoring, and QA of the offshore team of analyst and their deliverables.• Provided guidance for the development of a framework and process that fixed a major multi-agency communication issue that often resulted in technical problems during project hand-offs between agency teams.• Provided oversight for an analytics team charged with continually Optimizing Paid Media Performance and Landing Page Experiences, through variant testing and web analytics.

I was recruited to Beazer Homes to lead Consumer and Market research for the Midwest Division, stationed from the newly established Michigan office. In this role, I quickly assessed and defined Standard Operating Procedures, and oversaw the individual research initiatives of seven analysts to ensure quality and consistency in reporting. Key highlights of the role:• Introduced a predictive approach to forecast sales in planned communities, based on location of land acquisition. This was a correlation based model that applied census data, industry benchmarks, competitive metrics, and zip code profiling (through tool formally known as Claritas).• Introduced learning sessions for sales team. These sessions did considerably more than just inform the team of customer satisfaction research findings; Rather, results were prioritized by the attributes that most impacted satisfaction (through regression modeling), and then used as the foundation of group workshops where I led discussions with sales reps to ideate solutions for consumer based issues that were a drag on satisfaction.

I was recruited to Crosswinds Communities to establish a marketing research department and help make good use of existing survey data. Upon accepting the role, I evaluated the current business situation, communicated a vision and path, and hired/trained a team of analysts.Key highlights of the role:• I designed a predictive approach to forecast sales in planned communities, based on location of land acquisition. This was a correlation based model that applied census data, industry benchmarks, competitive metrics, and zip code profiling (formally known as Claritas). I branded the model as the General Market Assessment Plan (GMA), automated the process, and packaged it to tell a visual story about the market, consumer, and competitive landscape, and provide direction to optimize sales. The GMA became Standard Operating Procedure, informing marketing and sales planning. • Trained the teams' research analysts to effectively apply the GMA process and serve as SMEs for addressing feasibility questions, assessing competitive positioning, and consumer preferences. In addition, our team advised GTM plans prior to launch, evaluated performance post launch, and applied learnings to future initiatives. • Introduced and continuously applied primary research established to inform new product design and identify the most important attributes to communicate in advertising. This research was often mixed method, including conjoint analyses (trade off analysis), focus group input, and buyer profiles - all designed to generate strategy, based on holistic understandings.

My services included the design and implementation of consumer research that evaluated product performance, company image, and marketing promotion effectiveness through the use of qualitative and quantitative methods. Key highlights of the role:• On behalf of Diageo, the largest distributor of adult beverages: Established a new research approach to capture in-store promotion performance, which included randomly inserting Money Cards into product boxes that could be activated upon the completion of a phone survey. This approach reduced the need of intercept surveyors, thus generating significant savings of $10K per study.• On behalf of RDK Homes (Regional Builder): Introduced the company to the benefit of gathering consumer insights designed to optimize marketing communication, prior to the opening of a new community. The results of these qualitative product acceptance studies were applied to RDK’s advertising, for several communities.

During my tenor with MORPACE International, I managed a wide array of research studies across multiple industries (healthcare, private label CPG, adult beverage, and home improvement), wrote new business proposals, developed research plans, directed the implementation efforts of support staff, and produced final analyses.Key highlights of the role:•I proposed, designed, and directed the implementation of the first Multi-Method research approach for our CPG Private Label client. The design resulted in the sale of three sequential phases of research, all acting as building blocks for a GTM launch of new packaging. The research started with a quantitative market study, leading to several rounds of in-store observation research, and ending with several focus groups for new package design acceptance. Results unearthed key insights around the use of color coding and positioning important product attributes on the front label, both efforts supporting effective breakthrough on crowded store shelves.• Added new business by persuasively introducing the opportunity to work with Diageo to MORPACE, and communicating the value of MORPACE services to Diageo. I did this through identifying and persuasively communicating the similarity of the central location automotive research already conducted by MORPACE to the In-Store/On Premise (Bars/Clubs) research needs required by Diageo. My conversations and winning research proposals built upon our ability to effectively translate this existing know-how to a new industry.