I’ve worn many hats over the years, and with each I’ve had one mission: Helping brands identify and connect with the people most likely to love and grow with them.
That was true from my earliest days as a Brand Strategist and Copywriter, and has held through a litany of roles including: Creative Director at an integrated marketing agency, Head of Brand and Creative building the teams and campaigns that made StubHub an industry leader, VP of Marketing launching - from brand inception to go-to-market strategy - an early eBike company, and then in a variety of travel-industry roles where I’ve had the pleasure of developing winning brand strategies and identities for multiple startups as well as TripAdvisor.
In each instance, my success was built on a belief that brand building is more than a marketing function. It’s a company-wide, highly collaborative discipline focused on defining and establishing the unique, ownable, authentic role your brand can play in peoples’ lives, then working every day across every aspect of your business to show how you fulfill that role.
Some of the tangible things I’ve done to put that belief system into action include:
Consumer research, segmentation, and insights development
Brand vision, position, and message development
Creative direction and brand identity development
Brand-based product ideation and innovation
Integrated marketing / advertising / campaign development
Team creation / growth / leadership
Perhaps more importantly than the what is the ‘to what end’ - in which case I should add that my unique combination of creative and strategic acumen has enabled me to:
Craft the brand strategy and marketing campaigns that made StubHub a household name - taking it from a solid, $500M/yr business to a $3.2B/yr industry leader.
Chart the course that has helped TripAdvisor come out of COVID with the world’s largest Experiences booking platform, posting >100% growth in each of the first two years post-pandemic.
Launch multiple startups that helped define or redefine an industry.
If you believe your business is ready to put brand building at the heart of its growth, let’s talk!