I sit at the intersection of brand marketing, brand strategy, creative strategy and engagement strategy offering a wide and rich range capabilities in-house and for clients.
Disruptive creativity.
Contagious enthusiasm.
Passionate about growing radical brand love.
15+ years of stepping into customer's shoes and getting results.
8+ years of people leadership.
REEL
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REEL *
What I deliver
CASE STUDIES
AMAZON PRIME
SITUATION
Amazon Prime Members were spending less overall.
GOAL
We need to get Amazon Prime customers to value the emotional benefits from their membership, too. I set out to re-position the Amazon Prime Brand and develop a new campaign platform pulling through to a go-to market plan and tactical execution.
APPROACH
Discovered the insight that Prime Members saw Amazon as a fast shipping solution only and were not emotionally invested nor aware of all of their Prime Member benefits. (and they were fast losing a reason to care once a better option came out!)
RESULT
Infuse the brand platform with Joy. Delivered. the human, universal and relatable moments that help make shopping with Amazon part of your life - from date night, to family party night, or your kid’s new favorite birthday gift - the experience is what delivers, not just reliable, fast shipping. Above-benchmark scores on the campaign: $169M OPS and 48% lift in OPS vs norms; +8 pts to 50% lift in brand perceptions; 26% impact on consideration.
SITUATION
Amazon - both Prime and Non-Prime Members - showed dipping Brand Trust scores. Brand Trust is directly related to Brand Love. Declining brand trust scores had to do with a negative news spiral for the brand - from Amazon’s impact on Fulfillment Center Workers, its infamous corporate work ethic image, and finally Amazon’s harmful carbon footprint on the planet.
GOAL
I needed to get customers to hear Amazon’s side of the story and not just communication it with yet another ad from a mega-corporation saying it would do better XYZ - Amazon needed to do brand ads and brand acts in the world to show and make a difference so customers really paid attention to what the formerly black box of Amazon’s monolithic corporate machine really meant.
APPROACH
Amazon customers felt guilty using Amazon - if it worked so well for them they reasoned, it must be hurting someone else. This guilt insight was the foundational element for the new brand positioning for the Corporate Brand and the campaign platform that followed.
RESULT
The new brand positioning flipped this zero-sum game model on its head and said otherwise: it works best when it works for everyone - the employees who work at Amazon, the customers we serve everyday, and the planet. From this Amazon raised workers’ minimum wage to $15 per hour, offered free education, and Jeff Bezos committed $1B to the planet by launching the Earth Fund, now helmed by his wife, Lauren Sanchez. The campaign exceed norm scores on Likability, Reputation and moved key brand perceptions (58% vs. 48%); (64% vs 52%); (68% vs 55%) with a 600 bps increase in Trust perceptions to 47.2% setting a record. Finally, I established a new leadership principle at Amazon; see Strive to be Earth’s Best Employer and Success and Scale Bring Broad Responsibility (that’s a big deal there!).
AMAZON CORPORATE BRAND
SITUATION
Rite Aid had an everything problem: shrinking sales, store theft, a declining brand image and limited items moving off the shelf in parts of the store outside of the pharmacy. People simply weren’t interested in visiting a Rite Aid and it felt like the brand stood for nothing. The company had 6 months to turn the business around.
GOAL
Increase brand affinity and the volume of transactions by giving Rite Aid’s positioning a refresh and driving foot traffic.
APPROACH
To launch a new brand positioning and campaign platform, I needed to figure out what people still loved about Rite Aid beyond the pharmacy - its’ reliable, local help. With competitors like Walgreens on the corner of happy & healthy, I positioned Rite Aid as the Rx for Life - just the remedy you need for all your moments in life - big, small and last-minute.
RESULT
To win with Core Loyalists (Gen X and Boomers) and still draw in Future Loyalists (Gen Z), I developed a strategy to humanize and crystallize the brand: Rite Aid is the Rx for Life - the store that has your back for your last minute needs no matter big or small. The result was an increase in store transactions up +23% vs Ago and brand affinity scores up 37%.
RITE AID
KFC
SITUATION
KFC was #16 out of #16 places kids want to eat.
GOAL
Position and launch the new Kids Brand and Kids Meal developing a brand platform and campaign appealing to Kids and Parents.
APPROACH
In a world where competitors define food joy by everything other than the kids themselves - adults (Chick-fil-A), entertainment (McDonald’s), rebellion (Wendy’s) - the insight for KFC was defining food joy from the perspective of the kids themselves.
RESULT
To win with Kids and Parents I dived deep to understand these little humans and discovered a strategy base don their world, the fresh eyes of a Kid: ignite the joy to Kid. We made Kid a verb and landed a platformed based on playing with everything from the brand to culture called PlayFC. Campaign and Roblox partnership launched Fall 2024 results TBD!