Insights-Driven Marketing, Brand and Communications Leader
Marketing and Brand Communications Leader with over 20 years of expertise in boosting brand visibility, driving team collaboration, and crafting strategic narratives to elevate organizational profile. Known for innovative problem-solving skills and the ability to seamlessly connect brand positioning with demand generation, which is key to driving growth and building a strong reputation.
Nerdery, Minneapolis, Minnesota
Marketing and Brand Director: 2017 - Present
Devised and executed innovative, integrated marketing strategies
Lead the development, growth and success of the marketing team by building engaging and differentiated integrated marketing strategies. Leveraged insights and analytics to conduct market and consumer research, create voice-of-customer programs, personas and buyer journeys.
Developed market offerings along with comprehensive go-to-market strategies and company-wide trainings. Coordinated creative, demand generation and growth teams to build integrated campaigns that bring market offerings and brand to life across strategic channels — doubling engagement against industry benchmarks.
Led a comprehensive and award-winning rebrand effort
Established Nerdery as a respected player in the digital business consulting space — directing research, workshops and strategic development, positioning and messaging, visual identity and design.
Partnered with sales teams to implement impactful Account-Based Marketing strategies
Created analytics programs and programmatic advertising strategies to reach highly engaged targets ahead of the competition. Oversaw the implementation of a predictive and connected marketing technology stack.
Spearheaded brand communication strategies and campaigns
Created, implemented and managed brand and communications strategies to raise awareness, build brand confidence and establish long-lasting client relationships; leading creative teams in the strategic direction and development of brand-driven campaigns and collateral including the website, advertising, events, print and digital collateral, video and multimedia production.
Developed and executed public and analyst relations strategies
Oversaw messaging and branding across digital marketing, social media, website thought leadership and press relations (often capturing 30% or more share of voice).
Basics Group, Providence, Rhode Island
Creative Director: 2004 - 2017
Drives creative process to determine strategy
Guided leadership and aligned staff at the Rhode Island Foundation to create a comprehensive rebrand and communications strategy that drove giving by 21.6% and increased community engagement.
Set creative strategy for HealthSource RI’s 2016 enrollment campaign — with 99.5% success rate of targeted enrollment and a 20% increase in new customer growth.
Inspires creative teams to produce consistently compelling solutions
Spearheaded HealthSource RI’s 2017 enrollment campaign — designing a state-wide, digital, social, print, radio, video, outdoor and web-based effort with a $650,000 marketing budget.
Orchestrates large-scale branding and communications projects
Produced the “Rhode Island: It’s all in our Backyard” campaign, bringing together designers, web-developers, photographers, videographers, animators, writers and community stakeholders to deliver a comprehensive and captivating community engagement campaign in less than 3 months.
Expands new and existing business
Grew accounts such as Sugar Fix Dental Loft and Site Specific LLC, by over 75% total revenue.