About me
Strategy leader at the intersection of brand and business
Respected leader and strategist with a proven track record of developing effective brand and business strategy for leading companies in technology, hospitality, healthcare and financial services. Extensive experience owning and nurturing client relationships, driving agency growth through new business and innovation, leading cross-disciplinary teams, people management and strengthening agency culture. Expert communicator, strategic-thinker and empathetic c-suite partner; uniquely able to build consensus and deliver business value.
Experience
Redscout, Lead strategist
April 2019 - Present
Senior strategic leader specializing in delivering actionable insights, brand strategies and innovation in order to create unique business value for leading consumer and B2B companies. Clients include: American Eagle Inc., PepsiCo. and The Herman Miller Group
Lead projects focused on brand development, M&A and investment strategy, international go-to-market, partnerships and JVs, and identifying innovative top-line growth opportunities
Work closely with executive teams to shape their corporate vision, define their transformation roadmap, and build socialization programs to encourage internal adoption and engagement
Directly manage associates and strategist, responsible for staffing, individual development and growth
Oversee domestic and international quantitative and qualitative research across agency projects
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Siegel+Gale, Strategy Lead
2016 - 2019
Senior-level strategist and c-suite advisor, using the lens of brand to help clients across diverse industries engage their workforce, build deeper connections with customers, deliver better experiences and achieve their business objectives, clients include: American Express, SAP, DXC, Wyndham and Vonage
Managed $6M+ portfolio of client relationships, including retainer relationships with SAP and Amex; generated more than $2M in account growth in 2018,
Led multidisciplinary teams of researchers, strategists, designers and content creators to serve client business; accountable for the quality and integrity of work throughout the project lifecycle
Shaped and oversaw the development of all strategy deliverables; collaborated with other disciplines to embed strategy across all expressions of the brand (VI, digital, messaging, employee experience, CX, etc.)
Owned creation of new business proposals and presentations, developed project plans and SOWs
Reported directly to the Strategy Group Director to define departmental strategy, expand our capabilities, and develop new deliverables; oversaw team culture, hiring, L&D and events; managed junior strategists’ projects, resourcing and performance
Selected client work:
Defined product architecture and go-to-market strategy for American Express Digital Labs, established a strategic roadmap for the future of payments, with implications for card design and member experience
Developed the organizational and brand strategy for the newly-formed Wyndham Destinations; redefined value proposition, ownership experience and GTM strategy for their vacation ownership portfolio
Led strategy and experience design for Valleywise Health, as part of the $1B Care Reimagined initiative to revitalize Arizona’s largest public health system
Repositioned Americas’ SAP User Group (ASUG), codified the user journey across multiple personas, establishing a new customer engagement strategy and web architecture
Facilitated multi-day CX-focused workshop for Syniverse’s top 30 executives to set global CX priorities
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Man Made Music, Senior Strategist, Innovation, Brand + Experience
2015 - 2016
Led research and brand strategy for a sonic branding agency
Developed methodology, business model and pricing strategy for Man Made Music’s proprietary SonicPulse® Research offering
Generated new business through sales and extending client relationships, accounting for 20% of annual revenue
Infused brand strategy into the creation of sonic identities for startups, Fortune 500 companies and entertainment networks including AT&T, Deloitte and Hulu
Managed cross-disciplinary teams of musicians, producers and engineers to develop and implement sound and music in products and across physical and digital brand touchpoints
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Interbrand, Strategy + Analytics Consultant
2014 - 2015
Provided unique value to the team as a hybrid research analyst and brand strategist. Collaborated with cross-disciplinary teams to develop brand strategy and identity for nonprofits and Fortune 500 companies such as Nissan, Thomson Reuters, Express Scripts and Girl Scouts USA.
Leveraged qualitative and quantitative research techniques and tools (SPSS) to model data, perform market analysis, understand customer needs, uncover opportunities and measure brand performance
Managed summer internship program and led culture and employee engagement for the strategy department
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Young & Rubicam group, Senior Analyst & Brand Strategist
2012 - 2014
Utilized data driven insights and worked closely with client teams to identify whitespace, understand consumer behavior, evaluate corporate reputation, explore emerging market trends and inform campaign development.
Principal consumer insights analyst for Dell, evaluated positioning and communication strategy, tested performance of ad campaigns, partnerships and uncovered brand building opportunities
Expertise
Brand Positioning
Architecture
Go-to-Market Strategy
M&A
Investment Case Development
Leadership Workshops
Quantitative & Qualitative Research
CX/UX
Employee Engagement
Organizational Design
Education
Brandeis University, Boston
B.A. POLITICAL SCIENCE
Graduated May 2011