Brand
Brand strategy that connects, converts, and scales.
I lead brand strategy that tells a compelling story while driving measurable growth, from full rebrands to campaign architecture.
With experience across B2B, B2C, and B2B2C models, I bring a hybrid lens to brand-building, where user insight, stakeholder input, and business context shape every brief. My strength is bridging brand and business: securing stakeholder alignment, translating brand value into terms leadership can act on, and building the internal momentum to take a brand vision from concept to fully operational reality.
01
Foster School of Business rebrand
Overview
Foster faced a fragmented user experience and an identity that undersold its value in a competitive graduate education market. Partner-led content decisions had created inconsistencies across web, email, and social.
My role
As Director of Marketing, I led strategy, alignment, and execution alongside a cross-functional team of designers, content creators, and project managers. I partnered with leadership on narrative and with our Director of Design on visual identity.
The work
- Market and messaging strategy: validated product-market fit and refined personas around high-intent decision drivers.
- Positioning and brand system: new architecture and guidelines aligning internal teams and partner touchpoints.
- Agency oversight: selected and managed external agencies against business strategy.
- Content and funnel strategy: an end-to-end content ecosystem built into the website structure.
- Brand activation: new branded merchandise as a tangible expression of the refresh.
"Best Rebrand," UCDA Annual Design Awards
A more differentiated, premium identity in graduate business education: web engagement up 30%, lead capture up 20%, with a messaging system that gives the team a foundation for continued lifecycle work.
02
Donuts Inc. → Identity Digital rebrand
Overview
Donuts Inc. operated under a name that no longer reflected the scope or ambition of the business. As the company expanded its category leadership, the brand needed an identity that could carry a broader, more credible story to partners, media, and customers.
My role
As Senior Marketing Manager, I was part of the core marketing team through the rebrand, focused on partner engagement, content strategy, and market positioning alongside an external creative agency.
The work
- Maintained partner and community trust through the transition.
- Collaborated with the creative agency on market research and positioning.
- Represented marketing's perspective in the renaming process.
- Led social and PR strategy introducing the new identity to media.
The repositioning held partner trust through the transition and set up the reseller conversions that followed, turning 6+ pilot partnerships into recurring revenue relationships.
03
The NALA: agency rebrand
Overview
As Marketing Director, I led a complete in-house rebrand of the agency and its OOH advertising division, STARKART.
The work
- Review and restructure of agency service lines.
- Overhaul of sales materials, scripts, and outbound lead generation.
- New product packages and a membership renewal model.
- Launch of a cause marketing program.