MY ETHOS
Putting clients and brands in stronger positions by pushing boundaries with purpose and conviction
PROFESSIONAL EXPERIENCE
A career forged through partnerships with mentors, clients, and colleagues at three of the world’s leading agency and brand consulting firms.
Guided by curiosity and grounded in discipline, I’ve continuously expanded my expertise through hands-on experience—laying the foundation for a purpose-driven journey of growth, impact, and possibility.
Harnessing human, cultural, and competitive insights to create brands with lasting relevance and clear differentiation.
Driving real impact by aligning brand with business ambitions and total addressable market—broadening the frame of reference to resonate with investors, customers, employees, and partners alike.
Defining clear brand roles and relationships to build frameworks that drive growth, enable innovation, and optimize brand investment.
Enabling success in risk-averse environments—marked by rapid AI adoption and market volatility—through precise jobs-to-be-done and stronger flows of brand equity across the portfolio.
Developing brand measurement frameworks and governance structures that engage leadership and link brand priorities to business strategy.
Empowering organizations with the tools, processes, and systems needed to drive consistency, align teams, and deliver measurable business impact.
LIFELONG PRACTIONER
My approach has been tested and refined across a range of industries, categories, and audiences.
From FMCG to highly complex B2B environments, I draw on deep domain expertise and strong relationships to deliver solutions with speed, precision, and impact.
Comprehensive brand strength assessment to define strategic priorities within a future-focused roadmap, anchored in the 3M’s brand maturity framework.
Quickly immersed in the active investment business to develop global positioning platforms for a senior leadership retreat.
Re-structuctured the brand architecture to evolve the brand portfolio beyond property and casualty into a full-spectrum financial services provider
Developed industry benchmarks and brand strategies for two prospective regional sports network acquisitions
Defined the corporate brand name, purpose. architecture, and portfolio strategy to succeed BHGE ahead of the GE divestiture
Created a brand platform and naming strategy — delivering two new brand names — for a pioneering consumer diabetes diagnostic system.
Unified 30+ legal entities and brands through a strategic brand architecture and portfolio optimization to advance a 'one firm' operating model
Assessed how Dept of Defense and Civilian purchasing teams evaluate and respond to innovation — interest, cautious consideration, or dismissal
Created a brand purpose and architecture that articulates BRP’s relevance across the changing mobility landscape in urban, aquatic, and rural contexts
Crafted a brand experience and consistency strategy to safeguard and scale the Caesars brand, while deepening its connection with the design target
Built a brand portfolio strategy and brand operating system roadmap to unify and empower a complex, decentralized business environment
Defined a brand portfolio strategy for 20+ brands to elevate priority brands, define a migration path and craft a compelling narrative for the fire and security portfolio
Transformed brand architecture and portfolio to support a shift from transactional engagements to outcome-based solutions for SMB clients
Revitalized a legacy nursing college brand to build authentic relevance, scale nationally, and strengthen competitiveness against Tier 1 institutions
Led brand repositioning during a period of accelerated crisis and restructured the brand architecture to help ChoicePoint restore key relationships and expand into new markets
Contributed to the creation of a unified brand architecture for the Travelers–Citicorp merger and helped shape a decade-long brand migration strategy
Crafted a brand portfolio and positioning strategy to enable an agriscience transition to biological solutions, gene-editing tech and new service model.
Led the development of brand purpose, architecture, and an impairment case to guide the organization’s transition from the Ceridien brand to Dayforce
ELYSE BURACK
HEAD OF MARKETING, CAPSULE
Andrew is an incredible partner. He provides exceptional leadership and perspective. His ability to manage complex projects and foster client relationships was inspiring. Many people throw around the word strategic but that is the precise word that I would use to describe him.
Led brand strategy to reposition the portfolio and minimize impairment costs associated with retiring the Ceridian brand
Led the flagship strategy for the Precision Management portfolio, focusing on high-impact brands that enable cross-selling and fuel growth
Defined brand and architecture strategy to clarify DTCC’s role and relevance in the post-financial crisis ecosystem.
Led communication planning for Enbridge Consumer Gas during the transition from IPL Energy Inc. to Enbridge.
Reimagined the brand architecture and portfolio to move beyond ‘pushing metal’ and address consumer, business, and government needs.
Built a brand architecture for the Facebook Marketing Partners to simplify how SMB customers access martech, creative, and e-commerce services.
Created a brand architecture framework aligned with customer life stages and service touchpoints, spanning from student life to retirement living
Created a unified brand architecture spanning the healthcare ecosystem, including health insurance, education, food as medicine, and care delivery across practices and hospitals.
Led brand strategy and naming for the expected spin-off of the consumer products division in the wake of asbestos litigation
Modeled a future-ready brand architecture and portfolio that repositioned Gerber to engage a broader audience—from parents of newborns to up-age segments
Led the development of a brand architecture that established clear, differentiated roles across Golf Channel, e-commerce travel platforms and Golf Now.
Built a brand architecture strategy aligned with guest needs to extend portfolio reach and accelerate growth objectives
Co-developed a brand strategy and narrative to reposition a leaner GE portfolio, restoring brand authenticity and competitive distinction
Co-created a brand portfolio strategy built around the TurboTax flagship, positioning Intuit as a complete, year-round financial management experience
Created a unified brand architecture after the AlliedSignal–Honeywell merger and crafted a targeted portfolio strategy for fire and security
Crafted a portfolio strategy to strengthen leisure positioning and sharpen brand differentiation between Grand Hyatt and Hyatt Regency
Crafted a brand portfolio strategy anchored in the care cycle to deliver integrated wellness experiences across the digital and physical ecosystem
Partnered with the design team to establish a unified visual and verbal language, enhancing brand consistency and clarity across the Infiniti portfolio
Defined brand purpose and value props across core businesses and built a brand education curriculum to power its continuing learning platform.
Provided guidance on identifying the most effective brand license partner for William Hill to expand into US sports betting markets.
Created a talent-acquisition focused communications platform that introduced Johnson & Johnson’s new brand purpose and positioning to the market
Built a unified brand operating system for Buildings and Power Solutions, and crafted strategic positionings for flagship brands York, Metasys, Varta, and Optima
Led the development of a brand strategy to position Knight for growth amid increasing demand for discount brokers and a digital institutional trading platforms
Helped shape a brand strategy and identity to articulate Pentair’s brand role across its portfolio, including Porter-Cable, Delta, Fleck, and Hoffman Engineering
Developed a brand strategy and architecture to position the PGA as a key catalyst in the golf ecosystem, powered by its golf and business professionals
Developed a brand strategy and communications plan to restore its reputation with shareholders, trustees, employees and regulators.
Led the development of a brand strategy and architecture to sharpen Qualcomm’s focus on core businesses and strengthen flagship brands
Created an iconic brand strategy that harnessed the contrast between golf’s disciplined tradition and the high-stakes drama of competition
In the aftermath of the financial crisis, created a dual-brand strategy with common brand DNA to align S&P’s Ratings and Information divisions
Led a rebranding effort transitioning Victim Services to a new brand Safe Horizon, empowering victims of domestic violence and sexual abuse.
Created a cohesive brand strategy that leveraged strong regional brands to solidify the core franchise and drive growth with national clients
Defined the TD Asset Management brand ecosystem and provided integration guidance for the acquisition of an investment boutique
Developed the brand strategy and communications plan targeting HNW and corporate segments to drive engagement and differentiation
Established a brand strategy and architecture to articulate UL’s role in safety, control brand proliferation, and protect brand equity
Defined the USGA’s role in the golf ecosystem and created an integrated brand strategy and architecture for the USGA and its flagship property, the U.S. Open
Designed a strategic co-branding framework to enable internal teams and functions to identify, evaluate, and express high-value partnerships effectively
Served as strategic lead for the Emerson Network Power spinoff, developing the brand positioning, a new name, and a comprehensive launch plan
Identified and modeled the optimal brand partnership strategy for William Hill’s new U.S. sportsbook offering
Led brand strategy to reposition the portfolio and minimize impairment costs associated with retiring the Ceridian brand
GLOBAL EXPERIENCE
Living and working across four continents has sharpened my global perspective.
These experiences taught me to appreciate common threads across cultures while respecting the distinct ways business is conducted, decisions made, and relationships built.
MANILA PHIILIPPINES
Developed brand, architecture, and experience strategies following the EPCI merger, forming the second-largest bank in the Philippines
HONG KONG
Created market-aligned brand strategies for AIA Insurance and AIG Wealth Management in high-growth Asian markets
BEIJING CHINA
Led brand and portfolio strategy development for information security and tax solutions, supporting growth across China
KUALA LUMPUR MALAYSIA
Led the development of brand strategy and architecture for Malaysia’s top media company, integrating digital, broadcast, and production business units
SINGAPORE
Created a brand strategy and co-branding framework for Asia’s leading operator-owned mobile roaming service
KUALA LUMPUR MALAYSIA
Created a new brand and strategic direction for CIMB Asset Management’s venture capital and private equity divisions
TAIPEI TAIWAN
Led the development of a brand architecture and nomenclature strategy for Delta’s mobile phone power and components portfolio
BEIJING CHINA
Led naming analysis and developed alternatives to the Didi Chuxing brand, supporting international expansion efforts
Crafted a global-facing name and brand strategy to elevate Singapore’s apparel industry on the international stage.
SINGAPORE
Led a portfolio transformation, introducing a new flagship brand and tiered architecture for hotels and serviced apartments
SHENZHEN CHINA
Led a brand strength analysis to develop a targeted growth strategy for the Enterprise and Carrier Network divisions
SINGAPORE
Developed a brand strategy and communications plan to better articulate LTA’s impact on local commerce, community, and the environment
GUANGDONG CHINA
Co-designed and facilitated a brand strategy sprint for Toshiba Home Appliances in collaboration with China and Japan based teams.
TAIPEI TAIWAN
Developed a brand strategy for global GPS brand Mio and led the integration of the Navman acquisition
TOKYO JAPAN
Led the development of a brand strategy, integrated communications plan, and go-to-market roadmap for the Americas
DALIAN CHINA
Created a brand and portfolio strategy covering automotive offerings, health diagnostic equipment, and data platforms
YOKOHOMA JAPAN
Developed a brand measurement and planning tool to establish brand priorities and activities across local markets
SEOUL SOUTH KOREA
Led the development of a brand portfolio and naming strategy to position current products and future pipeline for growth
JAKARTA INDONESIA
Led the development of a brand and migration strategy for Bank NISP aligning with OCBC’s vision for regional expansion
BANGKOK THAILAND
Developed a brand strategy to enhance differentiation and increase relevance among high-net-worth audiences
Created a global brand, strategic framework, and visual identity to elevate the national furniture industry on the world stage
SINGAPORE
Developed a brand strategy, architecture, and communications plan to support the business mission as a total airline solution
HANGZHOU CHINA
Led the development of a brand architecture narrative to enhance the authenticity and credibility of branded product offerings
CORE SKILLS
Uncover Insights
Build Platforms
Activate Strategies
Measure Impact
WHAT COLLEAGUES SAY
CHRIS FEUELL
CEO CHRYSLER, RAM AND ALFA ROMEO
I engaged Interbrand for a brand strategy engagement at Johnson Controls, Power Solutions and Andrew Martschenko was the Brand Strategy leader for the project - which turned into a multi-year engagement due to Andrew's strong strategic capabilities and partnership across the global business.
During the more than 4 years in which we worked with Andrew, we successfully created a brand architecture and definition model for the business and individual product brands. Throughout the process, Andrew thoughtfully challenged our conventional thinking to achieve a better strategic and business outcome. We also initiated and sustained a brand measurement system, which informed our marketing and product strategies.
Andrew also helped to design and facilitate an operating system to drive data and insight-driven performance and accountability.
Andrew is an incredible partner. He provides exceptional leadership and perspective. His ability to manage complex projects and foster client relationships was inspiring. Many people throw around the word strategic but that is the precise word that I would use to describe him.
ELYSE BURACK
HEAD OF MARKETING, CAPSULE
When I look for a brand/marketing partner, I want someone with the intellectual horsepower to understand my business, the imagination to be unique when needed/tried and true when appropriate, and savvy to understand what actions generate results. That’s Andy.
JAMES E. LEE
PRESIDENT, ID THEFT RESOURCE
BILL DAVIDSON
COO AMIONX
I had the great pleasure of engaging with Andrew at two separate companies while he was at Interbrand. His work with me at Qualcomm made it a no-brainer to seek him out again when I was with GlobalFoundries.
Andrew is well-versed in brand and all aspects of marketing. He is zero fluff and all substance - rare with marketing consultants. I had no hesitation in having him brief the executive staff, and he is comfortable and highly effective in that setting.
He speaks with a confidence that projects his deep knowledge - not arrogance. He is highly efficient and persuasive. Andrew is someone I'd work with or hire in a heartbeat.
Andrew is incredibly insightful and experienced in understanding complex branding questions and providing clear and actionable plans that clients appreciate. I have been lucky enough to work with Andrew many times and its always a learning experience that is a lot of fun in the process.
LUCY FIELDING
VP GLOBAL BRAND, MASTERCARD
RAY LI
CEO, SENE
Andrew has incredible and diverse experience in brand building. Having personally worked under him on global projects, I’ve been impressed both by his leadership and his care for his team. It is rare to encounter leaders who don’t BS - Andrew is a straight shooter which makes him refreshing for both clients, colleagues and the people he manages.
We collaborated on a complex,
end-to-end brand transformation project. Andrew was quick
to develop a trusting and collaborative relationship with the client. He took the same approach with us, his juniors: I found Andrew to be clear and concise with well-considered feedback.
SAMANTHA HAYDEN
DEP DIRECTOR, MCKINSEY & CO
Andrew is a highly-experienced brand strategist who specializes in complex assignments for senior leaders. He has a strong ability to connect brand to business results, and is able to serve as both strategist and brand evangelist. His attitude is unfailingly positive as his approach is rigorous.
WILL TAYLOR
STRATEGIC BRAND, AMAZON
I worked under Andrew. Andrew was the project’s strategic lead and I witnessed and learned from his:
NITIN DAS RAI
DIRECTOR, YONDER CONSULTING
Andrew is good at brand localization and helps global brands understand the market/culture differences and conflicts between Asia and America. He can sharply capture opportunities and translate them into brand strategy. I learned a lot when working with him!
CECILIA (QI) WANG
BRAND DIRECTOR, TENCENT
Andrew's enthusiasm for his work is top notch, but even more so, his ability to understand the human element is a trait I consider a unique quality in his field. He approaches projects with a static work ethic and keeps people involved in productive and comforting ways.
SCOTTIE LOPATIN
SPECIAL PROJECTS, APPLE
Andrew's years of multidisciplinary global experience working with clients of all sizes, cultures, categories, and personalities gives him the ability to diagnose, prescribe, and implement brand solutions no matter the scenario, without ego. A straight shooter - you'll learn from and enjoy working with.
JOSHUA INGRAM
FOUNDER, MOST WANTED CO.
LUCY FIELDING
VP GLOBAL BRAND, MASTERCARD
Andrew is incredibly insightful and experienced in understanding complex branding questions and providing clear and actionable plans that clients appreciate. I have been lucky enough to work with Andrew many times and its always a learning experience that is a lot of fun in the process.
JOSHUA INGRAM
FOUNDER, MOST WANTED CO.
Andrew's years of multidisciplinary global experience working with clients of all sizes, cultures, categories, and personalities gives him the ability to diagnose, prescribe, and implement brand solutions no matter the scenario, without ego. A straight shooter - you'll learn from and enjoy working with.
SAMANTHA HAYDEN
DEP DIRECTOR, MCKINSEY & CO
We collaborated on a complex,
end-to-end brand transformation project. Andrew was quick
to develop a trusting and collaborative relationship with the client. He took the same approach with us, his juniors: I found Andrew to be clear and concise with well-considered feedback.
SCOTTIE LOPATIN
SPECIAL PROJECTS, APPLE
Andrew's enthusiasm for his work is top notch, but even more so, his ability to understand the human element is a trait I consider a unique quality in his field. He approaches projects with a static work ethic and keeps people involved in productive and comforting ways.
WILL TAYLOR
STRATEGIC BRAND, AMAZON
Andrew is a highly-experienced brand strategist who specializes in complex assignments for senior leaders. He has a strong ability to connect brand to business results, and is able to serve as both strategist and brand evangelist. His attitude is unfailingly positive as his approach is rigorous.
CECILIA (QI) WANG
BRAND DIRECTOR, TENCENT
Andrew is good at brand localization and helps global brands understand the market/culture differences and conflicts between Asia and America. He can sharply capture opportunities and translate them into brand strategy. I learned a lot when working with him!
JAMES E. LEE
PRESIDENT, ID THEFT RESOURCE CENTER
When I look for a brand/marketing partner, I want someone with the intellectual horsepower to understand my business, the imagination to be unique when needed/tried and true when appropriate, and savvy to understand what actions generate results. That’s Andy.
NITIN DAS RAI
DIRECTOR, YONDER CONSULTING
I worked under Andrew. Andrew was the project’s strategic lead and I witnessed and learned from his:
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