SKILL HIGHLIGHTS

 

Brand STRATEGY

Strong brands start with clarity about what actually makes them different and where they can win. I get there through positioning work, customer research and competitive analysis, then turn that into a platform the rest of the organization can actually use to make decisions — not just a deck that gets filed away.

The James Hotels
Led a comprehensive brand positioning initiative that evaluated the "Luxury Liberated" platform through customer research, media perception, competitive analysis and stakeholder insights. The work culminated in an evolved brand position, Inspired, which informed marketing strategy, guest experience and activation across every customer touchpoint.

agencyEA
Directed the repositioning of Event Architects into agencyEA, evolving the organization from an event production company into a full-service brand experience agency. The new positioning established a clearer market identity and supported continued growth with clients including Harpo Productions, Boeing and Target.

Audience Strategy
Designed and executed a 1,000+ person audience research study to better understand customer motivations, perceptions and market opportunities. The resulting customer personas and brand index informed capital investments, renovation planning, development and go-to-market strategies across the organization. 

BRAND DEVELOPMENT

I help build the strategic and creative foundation that shapes how customers experience a business — positioning, messaging, visual identity, tone of voice — the whole creative system a brand runs on.

Whether I'm leading an in-house team or coming in as a consultant, the goal is the same: a brand platform clear enough that everyone building on top of it, from the design team to the call center, ends up telling the same story.

GROWTH Marketing

Growth marketing is where strategy meets accountability. I connect brand, content, e-commerce, CRM, paid media and analytics into one strategy — built to win new customers and keep them — without losing sight of the customer experience along the way.

Selected Results

  • Grew year-over-year e-commerce revenue by more than 50% for a national home furnishings retailer through an integrated growth strategy spanning website optimization, paid media and lifecycle marketing.

  • Increased web revenue by more than 30% for a luxury hospitality portfolio, pairing brand storytelling with performance marketing and conversion work.

  • Improved paid search return on ad spend (ROAS) by more than 40% through campaign restructuring, audience optimization and ongoing performance management.

  • Led performance marketing across Google, Meta, Pinterest and e-commerce booking platforms, managing multi-million-dollar media budgets while consistently exceeding return-on-ad-spend goals.

  • Built SEO, content and website strategies that lifted search visibility and qualified traffic across multiple brands.

Brand Communications

A compelling brand story creates value when it reaches the right audiences at the right time. I believe in integrated communications — PR, content, social, creator partnerships — as one connected effort instead of separate work streams competing for attention.

The aim isn't visibility for its own sake. It's awareness that actually converts into affinity, and affinity that shows up in the business.

Public Relations

My career began in public relations, where I developed a deep appreciation for storytelling and earned media. Today, I shape communications strategies, oversee internal and agency partners and identify opportunities that elevate visibility and strengthen reputation.

Content, Social & Creator Strategy

Today's audiences discover brands through trusted voices and authentic content. I architect strategies spanning editorial, photography, video, social media and creator partnerships, delivering cohesive narratives across owned, earned and shared channels.

Selected Results

  • Doubled media impressions for an iconic Chicago brand by diversifying media outreach and implementing an audience-centered communications strategy.

  • Increased social engagement by more than 230% while growing brand mentions by 300%+ for a luxury lifestyle brand.

  • Elevated a luxury hospitality brand from the lowest-performing social presence in its competitive set to one of the strongest within three months through a robust content strategy and repositioning.

  • Leveraged creator partnerships to produce authentic, multi-channel content, expand audience reach and strengthen credibility through trusted voices.