Brand Building & Strategic Communications
Marketing and Advertising | San Francisco Bay Area, US
Versatile brand, communications, and insights leader who has worked with companies of all sizes, from the scrappiest of start-ups to the most sophisticated of enterprises
• Strategic and systems savvy
• Fresh ideas and creative approaches
• Customer focus and research mastery
• Executional discipline with extensive hands-on experience
• Collaborative spirit, big energy, cool under pressure
Corporate brand | Consumer brand | Talent brand | Employer brand | Integrated brand | Global brand strategy | Brand strategy | Brand strategy development | Brand strategist | Brand platform | Brand repositioning | Product positioning | Brand identity | Messaging strategy | Brand experience | Customer experience | Integrated marketing strategy | Integrated campaign | Brand launch | Global campaign | Brand campaigns | Brand management | Brand guidelines | Strategic planning | Strategic communications | Strategic messaging | Employee communications | Internal communications | Employee Engagement | Content development | Customer insight | Agency management | Consulting | Commerce | Consumer technology | House rabbit wrangling
2015 - Present
Global Communications & Brand - Consultant / eBay Marketplaces
Leading development of an integrated narrative and campaign to build confidence in the New eBay following the PayPal spinoff, spanning customer, corporate, employee, and talent acquisition communications across global markets.
2009 - Present
Senior Brand & Communications Consultant / Independent Consultancy
Consulting with companies of all sizes to cultivate fresh market and customer insights, to divine astute brand and marketing strategy, and to craft communications, programs, and experiences that people love and act on. Especially enjoy working at the intersection of culture, technology, and commerce.
Global Brand Strategy - Consultant / eBay Inc
Provided strategic counsel to grow a vibrant global brand that not only rose from 36 to 28 in Interbrand's Best Global Brands ranking in 2013, but also maintained that ranking despite the biggest customer password reset in history. Managed strategy, identity, experience design, and governance for the corporate, customer, and talent brands.
Employee Experience - Consultant / Cisco
Led a high visibility strategic initiative to build the brand for the total talent experience spanning prospective, active, and alumni employees and their families around the globe. Worked with the Employee Experience Group to develop brand strategy, clarify the service portfolio, create visual and verbal style, and to craft messaging.
Internal Communications - Consultant / Intel Security
Elevated the employee communications practice in the Communications Bureau that managed communications for the McAfee CIO and CSO (Chief Security Officer). Led an internal IT change management campaign that set the bar for future initiatives.
Internal Communications Reinvention - Consultant / Brocade
Transformed the internal communications function at this networking technology leader. Set strategy, established a program governance office, crafted the CEO transition communications plan, and architected the shift from email centric to social.
Business Launch - Consultant / Forshay
Served as strategic advisor to the CEO and founder of this new kind of talent agency. Helped to create their breakout business and brand strategy, brand identity, and strategic messaging, setting the company on a trajectory for rapid growth.
Business Development - Consultant / Moving Brands
Created pitches and won new business for this award wining and highly innovative London-based brand agency, developing perspectives and approaches for strategic positioning, brand strategy, and brand identity development across a variety of industries.
Brand Relaunch - Consultant / Watermark
Worked alongside the CEO to craft a transformational new positioning and brand strategy for this prestigious executive women's organization. Collaborated with the award-winning agency Moving Brands to develop an integrated physical and digital identity. Crafted strategic messaging and a marketing plan to re-energize the management team, board, and membership.
Executive Briefing Center Reinvention - Subcontractor / Brocade
Re-imagined the executive briefing center experience for this global networking services leader. Conducted comprehensive investigation of competitive and best-in-class practices, and developed a blueprint for innovating how the company engages, inspires, informs, and collaborates with executive visitors.
Global Strategist, Social Innovation Office / Hewlett-Packard
Transformed HP's global philanthropy practice from adhoc investment in divergent and discrete special interests to a cohesive strategic initiative aligned to the world's most pressing social needs and HP's greatest business and brand interests.
Global Strategist, Brand Innovation Lab / Hewlett-Packard
Partnered with executive leaders to identify and pursue new opportunities to grow HP's business and brand value. Drove breakthrough customer insight programs, catalyzed HP's focus on the youth market, and led employee innovation programs that garnered rave reviews.
Worldwide Customer Loyalty Lead, Consumer Business Organization / Hewlett-Packard
Drove HP's shift from homogenous installed base marketing programs to cutting-edge customized and value-scaled profiling, retention, and growth initiatives, extending the profitability of HP's printing business during market maturity.
North America Brand Experience Lead, Consumer Business Organization / Hewlett-Packard
Pioneered end-to-end brand experience design for HP's North American consumer business by quarterly selling window, spanning brand building, demand generation, shopping, purchase, and ownership.