SKILL

Highlights

Brand Positioning

I have helped establish and define customer acquisition and positioning strategies for over a dozen brands, including the development of comprehensive, foundational guides encompassing everything from unique selling propositions and core values to graphic identity representation.

A few highlights include a project for The James Hotels that assessed the position of 'Luxury Liberated' within the current boutique hotel environment. The project evaluated customer and media perceptions, internal stakeholder feedback, a thorough competitive analysis and culminated with takeaways on The James' ability to compete moving forward. The end result? An evolved 'Inspired' position that was then activated through all customer touch points and marketing channels.

I also managed the identity development and repositioning of Event Architects - largely known as a production company at the time - to agencyEA, a brand experience agency that counts Harpo Productions, Boeing and Target amongst their clients. 

Audience Development + Customer Acquisition

As part of The James' evolution, I spearheaded an audience study project where 1000 guests and non-guests who met specific profile criteria were surveyed on their feelings and opinions on The James and boutique lifestyle hotels in general. The study resulted in the development of customer persona(s) and a brand indices map which measured areas of opportunity and pain points for future development. I then distilled the findings and shared across the larger organization and with agency partners which influenced capital, new hotel and renovation planning and go-to market tactical strategies. 

Visual Identities

I've managed creative teams, both internal and external, of all sizes in creating everything from a comprehensive visual language and flexible identity system, down to branding around integrated programs, campaigns and events.  

Digital Marketing

To enhance a brand’s digital presence as well as demonstrably message key brand pillars, I have developed multiple integrated content strategies including blog identity development and deployment. Blog efforts have encompassed determining SEO and brand valuable content buckets, as well as all copywriting, photography and video development as required.

ECOMMERCE + SOCIAL

I've also guided customer strategy and digital tactics in all SEM and paid social areas, as well as managed brand web content on a variety of CMS platforms. My work in overall e-commerce strategy and paid digital has seen a home retailer improve their web revenue by over 50% YOY.

I've also managed multiple brand social identities on channels such as Facebook, Twitter, Pinterest, Instagram and Tumblr.

Integrated Programs

An impactful way to illustrate a brand's position, the integrated programs I've deployed have activated a core brand value through all marketing channels including public relations, events, digital, social, CRM, community involvement and customer facing initiatives. 

Public + Community Relations

Starting out in PR, I've drafted press releases, pitched and secured media. In more recent years, I've hired and managed national, local and international PR agencies and internal positions everywhere from New York and Chicago to London and Miami.

PARTNERSHIPS

Audience sharing by connecting like-minded organizations amplifies a brand's presence and can often illustrate a point of view. Partnerships I've secured include: Drybar, Shinola, Grey Area, Merchandise Mart, Architectural Digest and Fast Company.