WORK
My expertise in running brand, creative, and global tactical teams paired with my MBA brings a unique perspective that will grow your business, increase market share, and engage current & new customers.
For full case studies please contact me directly.
Brand Revitalization
PORTER-CABLE has developed products to support tool users for over 115 years. Under my brand marketing leadership, Stanley Black & Decker evolved this beloved heritage brand into a beacon brand for self-reliant US-based makers and doers. This transformation was driven by a B2B2C strategy in partnership with the Tractor Supply Company.
D2C content strategy
Omni-channel marketing creates a thematic thread across the entire end-user experience. Strong content strategy creates a seamless experience in-store and online.
BRAND Vision & STRATEGY
The foundational elements that drive brand awareness begin with a clear understanding of vision, mission, and values. From there, a visual design language, tone of voice, and content strat. drive the story.
To enhance the customer experience at ZeroFox I led a cross functional team of brand marketers, studio creatives, TACs, TAMs, and Account Managers to develop a data delivery kit to kick off annual strategic planning. A personalized “surprise and delight” analog and digital experience leveraged AI and user data to deliver key insights related to performance and upcoming product innovation. The results bolstered ARR cross/upSell opportunites that made a lasting impact for customer brand security.
KPI ALignment
KPI alignment across marketing and sales functions creates agility in providing focus. Repeatable and consistent reporting/insights allows teams to automate, test, optimize, and scale on a global level.
B2B Customer Marketing
Brand Loyalty & Data
From defining user segmentation to rebuilding the end-user database, to activating web and media personalization, I lead the digital M&A transformation of the Craftsman tool brand.
CSR + Community engagement
The Junior Achievement Youth Workforce & Innovation Center creates an immersive learning experience for school-age youth in Baltimore City. As a corporate sponsor of Junior Achievement of Central Maryland, Stanley Black & Decker supported the build-out of two immersive learning spaces. I served as project lead, brand, and creative director on this impactful project.
In a large brand portfolio, project prioritization is critical. Simple processes make production more efficient. Content tiering allows organizations to move faster.
UX/UI StrategY + Design
At Stanley Black & Decker I had the honor of building an incredible UX/UI team. This dynamic group partnered with web and IT teams to develop the first global CMS UX/UI strategy tied to enterprise security, PIM, & DAM systems. This experience has catapulted digital innovation for every business I’ve worked for over the last 8 years. A cohesive design system creates guidelines for foundational elements that include A11Y compliance, component libraries for each brand, page templates, and layout recommendations for CMS managers.
Web, PIM & DAM
I’ve led Social and PR functions for Fortune 250s and B2B tech firms. This work is critical in building brand awareness by engaging directly with fans and media to amplify user benefits.
ABM LEad GenERATION
To build the sales pipeline, I’ve led cross-functional marketing teams to achieve common goals in large and small organizations by leveraging account based marketing and omni-channel campaign media strategy.
Process Optimization
I led an international team focused on complexity reduction by assessing and integrating CMS, PIM, & DAM systems into one global enterprise solution.