Creative Strategy

Developing the positioning & brand identity for a newly acquired fertility company seeking to reposition itself as an easier, less complicated IVF option; collaborated with creative and copywriting to bring messaging to life.

Building the brand positioning and identity of a death-tech start-up as well as their marketing and creative strategy for growth. Providing visual & verbal guidelines across content & social media channels, strategic KPIs to measure against and leading their marketing and social media teams as well as the development of all creative & production assets.

Built a "Black Fan Playbook" equipped with guidelines and guardrails for deepening a media brand's relationship with Black audiences after a thorough analysis into the cultural history, lives and experiences of Black sports fans to win back their viewership and loyalty.

An in-depth cultural analysis providing strategic guidelines and guardrails to inform the content and programming considerations of a national media company seeking to ensure it evolves it's language parameters for an increasingly diverse mix of young Hispanic viewers.

A semiotic decoder analyzing how ethnicity is portrayed in finance in order to identify unique opportunities for fresh, new, relevant portrayals in advertising and content creation.

A cultural context analysis of the evolution of the creator economy to 1) understand the state of creativity today, 2) identify creator-driven innovation opportunities and 3) provide thought leadership pillars to activate against for a well-known creator brand to utilize and solidify its place as the leader of the category.

Building a global positioning platform for a toxin and filler brand seeking to enter and penetrate the US marketing and working with the creative, copywriting, PR and marketing teams to bring the brand messaging, pack design and more to life.

Developing the brand architecture framework for a successful, high-end salon brand in need of a centralizing north star. Included developing the brand positioning, values, key pillars, brand voice & archetype as well as honing in on target audience benefits and more

An in-depth, mixed method investigation of the jewelry category in order to understand what it means to consumers, why it resonates and what brands need to do in the space to catch their attention in order to develop & finalize a North American positioning strategy and 360 degree marketing & activation plan.

Utilizing consumer research & cultural insights to explore innovative DTC retail strategies and inform the pillars of a refreshed brand and marketing channel strategy for brand seeking to get back in touch with the modern woman of today.

An immersive investigation into how meanings of self-expression have evolved overtime in order to better understand how it comes to life in culture and throughout the jewelry and retail categories.

Positioning a DTC retail brand and developing a detailed a strategic marketing playbook after an in-depth exploration of who the modern woman of today is, what drives her, and what shapes her clothing and shopping needs.