I’m multidisciplinary by nature. I have hands-on experience in producing every brand/marketing workstream that I can lead and direct.
My capabilities include:
Strategy and Design
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I use research in all areas of my work to gain a deeper understanding of marketplaces, trends, categories, opportunities, and stakeholders. I have also incorporated AI-driven survey and testing methods, including digital twins and synthetic research panels constructed from ICPs.
In strategy, I’ve coordinated vendors and defined frameworks to conduct AI-driven and qualitative research for my agency’s annual brand survey, and to run quant and qual studies on brand health, performance, and attribute analysis.
In design, I’ve pioneered our agency’s synthetic AI-based research approach to creative validation and led focus groups to evaluate perceptions.
See how primary research informed the brand I created for CommScope
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I lead naming for clients undergoing transformation and new product lines. I use my established process frameworks for ideation within the realm of linguistic constructs and ownable brand characteristics. I am well versed in coordinating with lawyers for legal vetting of brand names, and I have created new AI process automation skills for vetting names as well.
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I believe a great brand acts as a positive force that leads a business forward. To do this effectively, it needs to be defined by a clear, compelling, appropriate, and ownable strategic framework that represents how the business or product wants to be perceived. I do this by establishing an emotional foundation for the brand that leverages research to tap into the non-rational decision-making processes of stakeholders. I see brand strategy as fundamental to every other part of a brand's execution.
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I bring order to brand portfolios shaped by M&A, new product lines, or years of organic sprawl. Using hierarchical frameworks, I define how brands relate to one another and rationalize the portfolio, nomenclature, terminology, and product matrices. I clarify purpose, simplify the buyer's decision, and streamline the sales cycle. These frameworks then guide the incorporation of future acquisitions, divestment of spin-offs, and other brand decisions.
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I helped shape and lead the brand identity process for new corporate and product brands at my agency, MBLM. We defined brand identity as going beyond mere visuals—it forms the core of a company’s identity. I coordinate and red-team designers while providing creative direction and detailed sketches. I lead brands towards the creation of a cohesive and complete visual language, including logos, type, color, photography, fonts, and secondary graphics, all meticulously curated to resonate with positioning and succinctly communicate the essence of a brand across media and channels.
My process includes internal and external testing and validation, collaborative work sessions with executive teams, and iterative design. I have also incorporated AI-driven visual testing methods, including digital twins and synthetic research panels constructed from ICPs.
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I have decades of experience helping build, manage, and maintain brand performance.
Ensuring brand excellence across touchpoints builds recognition and fosters trust. Enabling employees to be brand ambassadors deepens customer relationships.
The process I co-developed at my agency involves brand guidelines, templates, assets, and training, leveraging DAM software and AI ideation engines with training guardrails to facilitate brand oversight and management.
Narratives and Content
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I have codified narratives for numerous high-profile B2B brands. This extends core positioning down to proof points and tone, governance models, style guides, message maps, and approval workflows that keep everyone telling the brand story consistently.
Discipline here shows up directly in sales velocity, since fragmented messaging forces buyers to reconcile the story themselves.
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I write and produce scripts, then direct production, treatments, storyboards, and edits. I help compress complex value propositions into a format executives will actually watch through, making them visually engaging with the effective and exciting use of brand assets. I personally have deep editing and motion graphics experience and have animated and edited multiple videos in my agency history.
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I develop and write executive perspectives, research-backed reports, and category point-of-view pieces that establish credibility ahead of any sales engagement.
I’ve worked on content for industries as diverse as K-12 Education Software and Healthcare AI Tools to Air Barriers for Building Construction and Polyolefin Production. I’ve led content creation for our agency’s in-house study of brands based on emotion for multiple years.
Experiences and Activations
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I orchestrate go-to-market moments by sequencing strategy, creative, and channel rollout. This ensures that internal teams are in sync, trained, and excited, and that external market perception on day one is powerful. A launch is a single, non-repeatable opportunity to set the narrative before competitors or the market does it for you, so I plan the sequencing with the same rigor as the underlying strategy.
See my brand work and launch sequence for Emids
See my launch work for symplr -
I define and design configurators, calculators, 3D product viewers, and interactive presentation tools.
I have worked with design and dev teams to build a tailored, data-driven experiences that succinctly capture value brand value propositions while also drilling down to product-specific detail.
These experiences are architected on web technologies to maximize maintainability and compatibility. I craft their user journeys and content to maximize engagement and enable cross-portfolio selling in sales conversations.
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I have worked with design leads to define physical and experiential spaces, showrooms, trade show environments, and briefing centers.
I create and map customer journeys, interaction points, experience goals, content requirements, and production needs. I often create much of the content as well, working hand in hand with design teams to structure interactivity and narrative throughout every digital and physcial touchpoint.
I have worked alongside fabricators and fitout specialists to translate brands into three dimensional experiences.
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I work with digital teams to architect sites around the buyer's journey. I can help map content requirements and define page structures to create targeted experiences that amplify the sales funnel.
I work hand in hand with UI/UX designers, motion designers, and development teams to ensure brand is implemented to the highest degree of sophistication while creating an incredible visitor experience.
I write and edit content for technically complex sites and for brands that are very aspirational, and can direct content population and QA teams.
For complex offerings, the site does pre-sales work long before a rep enters the conversation.
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I can craft integrated, brand- product- or content-focused campaigns. I create compelling campaign narratives and hooks that extend established brand platforms for specific targets.
I’ve used traditional media platforms and newer tools such as AI-assisted ABM to showcase, promote, and build richer bonds with audiences of all kinds. Through analytics and intent data, I’ve helped optimize campaigns to maximize results.
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I have coordinated external media agencies to operate paid and organic programs, search, social, and display.
I use these tools to help clients drive qualified demand. I have broad knowledge of setting targeting, budget allocation, and creative testing cadence.
My key strengths lie in establishing creative frameworks based on audience and channel data. This enables me to help teams deploy campaigns that move the needle on CTRs and engagement while making the brand look exceptional.
See my work for CommScope
