Areas of Expertise
Positioning Work
Igniting possibility for brands.
My thinking is rooted in the belief that consumer needs, cultural trends, and competitive forces should surface new ways of seeing and experiencing brands in the marketplace.
CONSUMER INSIGHT - BRAND ARCHITECTURE
Communications
Developing top-down and bottom-up strategies.
Today's brand strategies should serve as 'anchors' for creative exploration, allowing for flexibility but firmly establishing a brand's point of view on the world. Today's communications must encourage and/or create new behaviors, enabling consumer contribution and creativity.
BRAND PLANNING - SOCIAL STRATEGY - COMMUNICATIONS PLANNING
Product/Service Innovation
Realizing new opportunities to embody a brand's promise.
Any new product or service not only needs to succeed in market, it needs to tap into and stretch or challenge an existing consumer perception, while amplifying the brand's overarching mission or promise.
BASES CONCEPTS - MVPS - LIGHT PROTOTYPES
User Experience
The trick of making the familiar feel new and the new feel familiar.
Developing and fleshing out personas, developing journey maps, building hunches, grouping opportunities, challenging conventions, and solving for pain points are essential skills. But it's the people - on both sides of the table - who make the difference. I'm passionate about assembling multidisciplinary teams of designers, analytics pros, writers, and strategists to ensure that brand stories come to life 'downstream' while fueling systematic thinking with creative sparks.
RETAIL EXPERIENCE - ECOMMERCE - WEBSITES
CATEGORY EXPERTISE
Specialty Retail
Food Co-ops/Beverages
Corporate Conglomerates
FMCG/Snack Foods
Personal Care
Beauty & Fashion
Beer & Spirits
Financial Services
OTC & DTC Pharmaceuticals
Real Estate
Online Retailers
CORE COMPETENCIES
CPG Innovation
Tech Innovation
Service & Retail Innovation
Brand Planning
Brand Architecture
Experience Strategy
Creative Strategy
Comms Strategy
Social Strategy
Product Design
Consumer Insights