MY

Services

Insights

Deeply understanding the lifestyle, needs and psyche of key target segments can be core to identifying new, meaningful business opportunities. I have more than a decade of experience uncovering actionable insights for brands to turn into marketplace differentiation. 

Strategy

A clear strategy helps businesses quickly seize opportunities and know which to not pursue. My background is not only in defining strategies that build successful brands but in activating those strategies in the real world of daily business challenges.  

Brand

Clearly defining a brand's position in the marketplace, not only provides long-term focus for the business but maximizes the brand's relevancy in the minds of its customers and distinctiveness in the marketplace. 

I know firsthand the challenges businesses face when defining what they want to stand for and aligning an entire business to achieve that identity. 

Product

Launching a successful product doesn't stop at product development. What unmet market needs does this product tackle? What are the business goals for the product? How should the product be positioned in market, including price and messaging?

I have extensive experience designing product pipelines, leading lifecycle and pricing analyses, and launching innovations and line extensions in market.   

ecosystem

Telling a brand or product's story can be difficult. What content is effective? What touchpoints should be used to tell the story? Why would someone engage with the brand on multiple touch points? How will content be sourced - is it original, user generated or licensed from a third party? Who should see the content and when? There's no one answer, but I can help. 

Research

With a background in quantitative and qualitative primary research methodology as well as secondary trend analysis, I understand how to answer the killer questions brands face.  

Activation

According to Ernst & Young, 66% of business strategy is never executed. Why? Because doing something new is hard.. Alignment with the plan across business functions is key to success, but sometimes we can plan ourselves right out of business. Walking the line between internal buy-in and experimentation can ultimately be the key to success. 

B2C

There are a number of ways to capture the attention of consumers. From TV commercials to local events and influencer marketing, I have led activation plans from grassroots activities to multi-million dollar national ad buys. 

B2B

No matter where a brand sits in the category's value chain, it is important to bring the brand's and product's differentiation to life in the hearts and minds of customers. 

I have led the development of sales kits and marketing tools for the trade, trade show design and execution, and trade advertising and PR efforts. 

measuring success

Defining key performance indicators (KPIs) prior to market launch is critical to understanding ROI and planning future investments. If a piece of creative or execution was successful, should the business double down? If something was not successful, should it be abandoned or optimized? I have helped many brands leverage data to optimize success.