Successful Brands Are Built
On Authentic Pillars.
Here’s How I’ve Built My Own.
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
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
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
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.
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