Fractional leadership
Customer insights
Ideation & future vision
Product-market fit
Executive consensus building
Segmentation & personas
Customer journeys
Product roadmaps
Brand strategy / positioning
Brand architecture / platforms
Brand narratives / key messages
Brand activation brainstorms
Brand & product launch plans
360 customer engagement
Targeted brand experiences
I dig deep to understand your most important customers—and recommend new ways to engage them through content, experiences, services, and community.
I host innovation and ideation sessions with cross-functional groups, where we envision customer-facing experiences that drive growth.
I dive in, add value, and build momentum among key stakeholders—e.g., executive leaders, business customers, pitch teams, and delivery teams.
I worked with DeutschLA to envision fun and helpful ways for consumers to shop and manage insurance policies.
A true collaboration between strategy, research, UX, design and copywriting, we explored concepts spanning the customer’s lifetime relationship with the brand across all touchpoints.
This culminated in interactive prototypes that we tested with actual shoppers and policyholders. From there, we prioritized a concise set of future-facing initiatives to launch in a two-year timeframe.
Instacart is a same-day delivery service that lets customers order their groceries online or through the app. Their entire focus is to make grocery shopping effortless.
I worked with the company's founders to craft an employee-facing manifesto that expresses the good created in the world when Instacart achieves its mission.
The purpose of the manifesto is to make everyone at Instacart feel personally vested in shaping the brand's legacy.
I worked with Intel’s Global Marketing Team to help form a Digital Strategy Office. This new internal team is tasked with ensuring a familiar and seamless brand experience to customers as they journey across multiple lines of business. My key deliverables included:
A vision, mission, and roadmap to support collaboration between sales, marketing, and IT
Interdisciplinary planning tools (e.g. personas and customer journeys)
A set of customer-facing pilots to test the new model
KPI's and success metrics
Working on assignment in Paris for Possible, Inc., I partnered with the Dairy Division of Groupe Danone to establish a new Digital Center of Excellence, co-financed by the division’s Global Marketing Team and participating geographic regions.
In six months, we quickly moved from a non-existent team to a high-performing supplier of digital marketing education and martech infrastructure available to all international units.
Walt Disney Studios invited Fox, Universal, SONY, and Warner Bros. to be distribution partners in a scaled-up version of the cloud-based streaming service, Movies Anywhere.
As Interim VP of Marketing, I built a coalition among the five home entertainment marketing heads. I streamlined the efforts of a multidisciplinary marketing team and hired a global branding agency for identity design. I also led the gathering of feature requirements to ensure improvements to the service following launch.
Working with Horizon Media's consumer research group, I developed target audience insights for Jack in the Box, Constellation Brands, Tillamook, Guitar Center, and Focus Features.
For each client we presented key opportunities surrounding: Moms, Millennials, Latinos, and African Americans.
I worked as lead strategist with Sequence, a digital design and UX agency (subsequently acquired by Salesforce), to envision a forward-thinking shopping experience for Best Buy customers.
First, we explored how consumers use mobile technology in-store, on-the-go, and at home. Then we recommended pilots and new technologies Best Buy should test and implement within the next 18 months.
The Almond Board of California promotes the consumption of California almonds worldwide. I worked with DeutschLA on a website relaunch strategy to address the information needs of almond producers, almond processors, food professionals, and consumers.
Our competitive analysis, user research, and insight development yielded a detailed strategy to 1) help a diverse set of international stakeholders quickly find useful and actionable information and 2) integrate exciting new agtech that enables unprecedented access to real-time data and market insight.
