Tara Mcadam Kassal Email & Phone Number

New York, New York, United States

Ascent is a highly specialized provider of advanced engineering, marketing, advisory, capital, technology and data solutions for Intelligent Buildings & Infrastructure

Chappaqua, New York, United States

Greater New York City Area

Waypoint Real Estate Investments is a vertically integrated real estate investment firm specializing in rental housing. With six offices nationwide, the company acquires and develops conventional multifamily, student housing and senior housing properties throughout the United States. Founded in 2011, Waypoint’s investment activity totals approximately $4 billion across more than 27,000 units.

New York, Ny

Promoted to Brand Strategy lead in 2015 to develop and amplify corporate brand, drive market differentiation and enhance competitive advantage of Fortune 200, $20B integrated development, investment and professional services firm active in the development, design, construction and investment of commercial real estate and infrastructure assets in 150 countries. Led market positioning, campaigns, events, employer brand and internal creative agency. Achieved record wins, organic growth and backlog.

Greater New York City Area

New York, Ny

Led the development and execution of marketing and communications strategy aligned with business objectives of leading global construction management firm. Responsible for market planning, brand building and positioning, marketing communications, business development initiatives, market research and analyses, and win strategies for high-profile projects. Provide strategic support for client outreach, direct the development of collateral and client response materials, and provide comprehensive management of solicitation process from concept through procurement. Coach, mentor and develop an industry-leading marketing team.• Strategic planning and tactical marketing implementation plans to achieve new parent company goals for growth• Development of brand strategy and tactics to create and enhance positive brand awareness• Marketing/BD Integration lead for new acquisitions• Reorganization/restructuring of marketing department to create cross-functional national team• Comprehensive marketing and business development programs implemented across multiple end markets

Greater New York City Area

Independent advisor and marketing strategist for professional services firms seeking to develop and enhance their brand image, enter new markets and/or increase market share. Emphasis on sustainable development, renewables and green technologies.

Boston, Nashville, New York

Led strategic planning and detailed execution of marketing and communications programs to achieve business growth and operational goals of leading diversified property group active in Real Estate and Infrastructure Development, Public/Private Partnerships, Construction and Project Management, and Investment Management. Developed branded approach and innovative programming across project portfolio to differentiate developments and maximize tenant appeal. Built continuous in-depth knowledge of market space, competitors and industry trends to foster competitive advantage. Developed value proposition and built awareness of corporate brand in market, delivering a consistent message to highly targeted audience to increase market share. • Built brand for global entity with limited visibility in US market. Led and imlemented internal and external communications strategies. Established affiliations and led sponsorships. Developed and managed highly effective public relations program garnering first-time coverage from top-tier media including The Economist, Time Magazine, NPR, Wall Street Journal, New York Times, and USA Today. • Drove marketing programs and directed business development executions, securing in $3.2B in government contracts over four-year period. Dramatic increase in win rate resulting in a market-leading position and 22% market share for P3 business. • Conceived win strategies for startup masterplanned communities business, securing highly competitive initial projects including major development project valued at $1.6B. • Successfully positioned company to enter burgeoning privatized hospitality sector, securing the first and only project of its kind • Created corporate marketing and communications team and led portfolio marketing teams with oversight over range of assets including 40,000 units of multifamily housing• Initiated and managed brand positioning for multiple businesses lines and project companies within Americas portfolio

Greater New York City Area

Directed all B2B marketing business development and communications activities to maximize growth and profitability of international multidisciplinary design firm, a subsidiary of WPP Group PLC, one of the world’s largest advertising and marketing communications conglomerates. Developed positioning, wrote and edited content, and provided creative direction for all marketing collateral and proposals. Developed and managed public relations program resulting in top-tier media coverage of the firm. Secured national speaking engagements and liaised with media and trade press. Clients included American Express, Barnes & Noble, MTV, AT&T, Bank of America, Neiman Marcus, IKEA, Forest City, ING Development and the City of New York. • Achieved record new levels of business and record profits during tenure. • Launched Studio V brand to extend services into architecture and urban planning. Developed marketing strategies to secure host of prominent development and public space commissions. • As a member of WPP’s Brand Union, cultivated opportunities for cross-selling services of WPP agencies and firms to clients. Secured projects with Ogilvy, Landor and J. Walter Thompson.

Certificate In Business Excellence, Executive Leadership Development Program

Leadership, Strategy and Innovation

B.S., Urban Affairs And Planning

Urban Development and Planning with focus on Environmental Sustainability