Call on me to lead your projects in Strategy, Innovation and Branding:

 

INSIGHTS, STRATEGY & ANALYTICS

Desktop Research Projects:  I recently performed a social media audit which informed key engagement opportunities across 6 major brands.  I have extensive experience in online research to assess product mix, user reviews, digital marketing, pricing, and retail presence.

Consumer Segmentation Projects:  For a multibillion-dollar beverage company, I designed and led a comprehensive project with an outside strategy agency that quantified consumer segments and need states for US beverages (~$100B in total retail). This work was pivotal in justifying three company acquisitions and became the company framework for brand innovation strategy. 

Business Performance Reporting Projects:   For a portfolio of global brands, I created executive reporting templates that guided international strategy.  

INNOVATION

Stage-Gate Projects: For a world leader in art materials, I aligned executive leadership on an entirely new stage-gate process and web-based project management system that accelerated product launch frequency, reduced inefficiency, and tracked project ROIs.  This work led to a dramatic acceleration of innovation revenue, exceeding the net sales target. 

New Product Launch Projects: I successfully launched over 30 national or global new products from concept through commercialization, including building retail selling presentations and collateral, pricing and promotion architecture, and marketing support plans. 

BRANDING

Brand Essence Projects:  I have led multi-agency teams, repositioning major brands via robust category analysis, data-validated customer journeys, brand essence refinement, and style guide creation.   I have hands on success establishing these brand guidelines in complex global organizations via creative review processes and digital asset management systems. 

Content Creation Projects: I have led internal creative teams and external agency partners to create content that grew consumer engagement exponentially.   I have extensive experience overseeing the end-to-end creative process for TV advertising, videos, experiential brand events, and trade shows.  

Partnership Licensing Projects:  I have led numerous licensing partnerships including brand fit evaluation, drafting of contracts, and overseeing creative expression.