PROFESSIONAL EXPERIENCE

Ogilvy a WPP Company | 2020 to 2025

Global Principal, Brand and Innovation, New York NY 

Brand Innovation lead and organizational SME in using brand architecture to shape narratives, establish a brand operating model, enable change management, and provoke market growth activities

• Developed a brand operating model, brand measurement framework, and governance structure for Cargill’s decentralized brand portfolio of 4,000+ brands and inflight business transformation initiatives
• Shifted Albemarle’s brand architecture and positioning focus from lithium and bromine to their areas of modern, high- impact applications and innovations
• Built a business case in partnership with the newly appointed Dayforce CMO to shift the GTM brand from Ceridien to Dayforce and reduce the initial brand impairment costs
• Developed a new frame of reference with future forward brand architecture frameworks for Hilton and Enterprise Mobility based on customer needs, TAM, and internal growth targets
• Broadened Gerber’s brand architecture to extend beyond baby food and provide room for new audience segments and category expansion

Key clients include: Albemarle, Cargill, CDW, Columbia University Irving Medical Center, CRH, Corteva Biologicals, Dayforce, Enterprise Mobility, Frontier, Hilton,  H&R Block, Hyatt, Hy-Vee Health, Lending Point and Nestle.

BrandScenario LLC | 2018 to 2020

Senior Brand and Marketing Strategist, Fairfield CT

Expert strategist with a client focus on big picture vision and strategy alignment; design, plan, and conduct leadership workshops while positioning brand(s) across organizations and developing marketing strategies that support brand priorities. 

• Enabled Baker Hughes to determine the most-effective brand strategy and organizational name to drive customer impact following its spinoff from GE.
• Conducted comprehensive market research to identify the best partner for William Hill to expand its sportsbook business in the United States.
• Developed a range of brand architecture models that enabled Facebook to better position its marketing partners third-party ecosystem to small and mid-size business customers.
• Co-designed and facilitated a fast-moving, global Toshiba Home Appliance brand redefinition sprint and strategy with executive, marketing, sales, and product management leaders from Midea and Toshiba.

Key clients: Baker Hughes, BetStars, Booz Allen, Carrier, Facebook, GE, Geisinger, Microsoft, Midea/Toshiba, TD Bank, Verizon, William Hill

Clear an M&C Saatchi Co. | 2017 to 2018

Brand Director, New York NY

Recruited to increase awareness of Clear’s capabilities with CMOs and establish a $2M B2B vertical business in self-starter mode. 

• Recruited to raise awareness of Clear’s capabilities and build a 2 million USD (sales) B2B vertical business
• Designed an innovative B2B offering and created a business plan to grow the new vertical in the US and China
• Co-created a marketing plan that included IP, articles, speaking engagements and email marketing

Key clients: Allianz Global Investors (strategy), Ellucian (analytics and strategy), Heineken (flavor innovation), Johnson & Johnson (talent acquisition marketing)

Interbrand an Omnicom Co. | 2005 to 2017

Senior Director, Shanghai China and Toronto | 2016 to 2017

Handpicked to mentor incoming CEO, accelerate creative and strategy integration, and motivate cross-functional teams between the Shanghai and Beijing offices. 

• Recruited during a leadership transition to onboard a new CEO and accelerate creative and strategy team integration in the Shanghai and Beijing offices
• Executive Committee member and crisis management point-person:
• ensuring security of the Shanghai office and personnel safety 
• stabilizing operations process, finances and business performance
• strengthening recruitment, hiring and team depth

Key clients: Aisino, Brookfield, BRP, Delta Electronics, Didi Chuxing, Haier, Huawei, M Industrie, Neusoft, Tmall (Alibaba), Underwriters Laboratory

Senior Director, New York NY | 2009 to 2016

Client engagement director and manager of direct reports with annual performance reviews. Projected financials, conducted monthly revenue reviews, and introduced client growth plans. 

• Recruited to scale client relationships with a 4 million USD target, including Omnicom partnerships (advertising, PR, Digital, Media)
• Client engagement director and manager of direct reports with annual performance reviews
• Forecasted financials, managed checkpoints and budgets, updated monthly revenue reviews and established client growth plans

Key clients: 3M, Acción, BNY Mellon, Chamberlain University - College of Nursing and Public Health, Datsun, DTCC, Emerson Electric, GlobalFoundries, Golf Channel, Herc, Hertz, Hyatt, John Deere, Johnson Controls, MUFG, Nissan, Nongshim, PGA of Great Britain & Ireland, Qualcomm, Ryder Cup, S&P Global, TD Bank Group, TE, USGA, Vertiv

Head of Strategy, Singapore | 2006 to 2008

Selected to re-structure the client engagement model and transform a regional office from narrowly focused, phased projects to multi-year client relationships generating the office $4M per year. 

• Recruited to reshape the client engagement model and pivot the regional office from narrowly focused, phased projects to multi-year client relationships generating $4 million USD per year
• Restructured the strategy team, workflows and implemented performance standards that were based on client outcomes, collaboration, and professional development goals

Key clients: AIG (Hong Kong), Astro (Malaysia), Bank NISP (Indonesia), BDO (Philippines), Bridge Mobile Alliance, CIMB Bank (Malaysia), EDB, Far East Organization, LTA, MiTEC (Taiwan), SCB (Thailand), ST Engineering, VIB (Vietnam)

Director Corp Branding and Strategy, New York NY | 2005 to 2006

Hired to solve complex brand portfolio challenges with brand strategy and migration plans, establish and managed budgets, report performance, manage checkpoints and supervise project team members

Key clients: AT&T, ChoicePoint, GE Healthcare, EMC, Kraft, Intel, Miller-Valentine Group, NYSE, Tellabs, Time, Valassis, 

Additional Experience 

Senior Associate - Boston MA with Lippincott - an Oliver Wyman Company

Associate - New York NY with Lippincott - an Oliver Wyman Company 

Client Manager – New York NY with Hadtke Design 

Marketing Executive – New York NY with Addison 

Intern, Technical Services – Greenwich CT with Coca-Cola Bottling Co of NY