BRAND ELEVATION: From launching new brands to refreshing existing ones, I provide brand strategy that improves perceptions, increases market performance, and delivers meaningful customer brand experiences.
• Launched new products ETS Revised GRE, HiSET, and TOEFL Junior; Ortho XT analyzers, OrthoCare, and COVID-19 tests; AT&T Prepaid WebCents and AT&T Walmart Prepaid Cards
• Launched new brands Maxim Group, Broadbeam Corp, Comstar, and Euphoria Water
• Rebranded ETS as a branded house vs. a house of brands; rebranded Spirits Unlimited
• Conducted brand reviews on all work executed by the in-house team and external agencies
• Authored brand standards, assets, and training for agency clients as well as brands I personally championed
• Launched Ortho as an independent brand post carve-out from J&J
• Helped GRE gain market share over GMAT by getting 1,000+ business schools to accept GRE scores
• Helped TOEFL gain market share over IELTS for ESL admissions
• Launched new brands Maxim Group, Broadbeam Corp, Comstar, and Euphoria Water
• Rebranded ETS as a branded house vs. a house of brands; rebranded Spirits Unlimited
• Conducted brand reviews on all work executed by the in-house team and external agencies
• Authored brand standards, assets, and training for agency clients as well as brands I personally championed
• Launched Ortho as an independent brand post carve-out from J&J
• Helped GRE gain market share over GMAT by getting 1,000+ business schools to accept GRE scores
• Helped TOEFL gain market share over IELTS for ESL admissions
CREATIVE EXCELLENCE: I’ve won dozens of awards for my own hands-on creative and led teams to win scores of awards for theirs. I consistently deliver the creative product that helps businesses reach or exceed their goals.
• Won industry awards nearly annually in categories including branding, collateral, logo design, social media, motion graphics, web design, digital marketing, internal communications, editorial, production, and marketing
• Served as founder and partner of a successful full-service marketing and creative agency
• Authored articles for trade publications on production techniques as well as brand building perspectives
• Mentored talented creative professionals to realize their full potential as effective creative leaders
• Designed packaging systems for various clients that resulted in zero errors when filling orders and eliminated costly returns
• Managed high-functioning teams of talent including designers, writers, editors, video producers, and project planners
• Served as founder and partner of a successful full-service marketing and creative agency
• Authored articles for trade publications on production techniques as well as brand building perspectives
• Mentored talented creative professionals to realize their full potential as effective creative leaders
• Designed packaging systems for various clients that resulted in zero errors when filling orders and eliminated costly returns
• Managed high-functioning teams of talent including designers, writers, editors, video producers, and project planners
THOUGHT LEADERSHIP: As both a business owner and senior leader in agencies and organizations, I partner with colleagues to provide solutions that improve processes, drive content, and shape marketing and branding strategies.
• Reimagined how Ortho handled end-to-end customer communications around issues awareness and resolution
• Developed a vision for ETS Endorsement Branding. Strategized how ETS could engage Endorsement Branding relationships
• Helped define both Ortho’s and ETS’s RFP response mechanism, setting the standard of quality for templates to be used globally
• Worked with my management team on process revisions that resulted in zero published errors year after year
• Received the Dale Carnegie Innovation Award as voted by my peers
• Collaborated on global websites as a key member of the leadership team, working within an Agile methodology while assuring 508 compliance
• Received the Ortho Leadership Award for increasing Ortho’s brand consistency worldwide
• Developed a vision for ETS Endorsement Branding. Strategized how ETS could engage Endorsement Branding relationships
• Helped define both Ortho’s and ETS’s RFP response mechanism, setting the standard of quality for templates to be used globally
• Worked with my management team on process revisions that resulted in zero published errors year after year
• Received the Dale Carnegie Innovation Award as voted by my peers
• Collaborated on global websites as a key member of the leadership team, working within an Agile methodology while assuring 508 compliance
• Received the Ortho Leadership Award for increasing Ortho’s brand consistency worldwide
RESOURCE MANAGEMENT: From developing talent, to staying on budget, to managing the right agency for the right purpose, I get results efficiently and effectively.
• Helped stand up the Ortho global brand as a senior leader without staff—only supplemental agency assistance
• Directed a team as large as thirty-five designers, editorial staff, video producers, and project planners
• Managed a budget of $4MM that included staffing, professional development, training, conferences, vendors, supplies and the overall marketing spend for product strategic business units ending the fiscal year under budget with a variance of less than 5%
• Annually set department objectives, conducted staff reviews and established development plans
• Wrote, vetted, and socialized in-house department SLAs
• Conducted RFPs for various vendors including photographers, agencies, printers, premiums suppliers, and fulfillment houses. Managed client and vendor relationships for my own agency and organizations I worked for.
• Directed a team as large as thirty-five designers, editorial staff, video producers, and project planners
• Managed a budget of $4MM that included staffing, professional development, training, conferences, vendors, supplies and the overall marketing spend for product strategic business units ending the fiscal year under budget with a variance of less than 5%
• Annually set department objectives, conducted staff reviews and established development plans
• Wrote, vetted, and socialized in-house department SLAs
• Conducted RFPs for various vendors including photographers, agencies, printers, premiums suppliers, and fulfillment houses. Managed client and vendor relationships for my own agency and organizations I worked for.