Experience

Recon Dynamics

• United States
• Telecommunications
• 1 - 100 Employee

• Brand Development

  • Oct 2019 - Present

  Helping a tenacious team of brilliant engineers and seasoned entrepreneurs to streamline their engagement with prospects, clients and potential partners as they navigate the breadth of possible applications for this not-so-new-anymore Industrial Internet of Things (IIoT) solution. Helping a tenacious team of brilliant engineers and seasoned entrepreneurs to streamline their engagement with prospects, clients and potential partners as they navigate the breadth of possible applications for this not-so-new-anymore Industrial Internet of Things (IIoT) solution.



Bysshetank

• Greater New York City Area

• Strategisteducatordesignerprenuer

  • Apr 2010 - Present

  www.bysshetank.com I'm an industrial design-trained brand strategist who helps clients and students to re-imagine how they engage and create engagement with brands, co-workers, clients, and experiences in ways that are more natural, often more primal, and ultimately more meaningful and profitable. Artists and designers have been exploring such depths of engagement for centuries but not until recently has the market been so openly welcoming of this approach. I guide companies and students to explore, design and deliver in this ancient and modern way. For more than twenty years my unique curricula, strategic frameworks, and blended pedagogical approaches have produced measurable results in myriad industries and academic settings. http://www.bysshetank.com/



MyCounterpane

• United States
• Wellness and Fitness Services

• CMO

  • Nov 2016 - Present

  Leading the advancement of the real and perceived 21st-century value of this online community as a psycho-somatic pharmaceutical. Partnered with MIT and Johns Hopkins in attempts to validate our reduction of harmful stress hormones in those living with illnesses commonly perceived to be chronic. Using uniquely interactive quizzes to customize each members' experience, I designed, launched and delivered semi-custom variations of two self-paced online courses with more than 40 modules and messages that aimed to systematically inspire and guide people out of the loneliness that often accompanies chronic illness. The marketing and uptake of the content were quantifiably successful. The biological effect on stress hormones still remains a challenge to measure. Developed and executed the MCP email and digital marketing strategy with 4-6x weekly content. Adjusted content and strategies in accordance with traditional metrics including open rates, clicks, time spent, bounce rates, unsubscribes, shares, purchase conversions and measurable changes in net-promoter metrics. We are currently seeking additional investment and have browned out the site as we regroup.



Bates College

• United States
• Higher Education
• 700 & Above Employee

• Practitioner in Residence, 2016 & 2018

  • Apr 2016 - May 2018

  Re-imagined what the Liberal Arts could illuminate in students' search for purpose by inviting them behind the scenes of brand culture consultants in an effort to not only humanize intimidating large corporate cultures but also to arm students with tools to objectively observe and evaluate cultures or contribute, manage and build-from-scratch smaller cultures in which they may find themselves after graduating. This course is based on a practice of using the design process to develop solutions for emotionally driven business challenges. This process is messy and uncertain and it required us to learn how to be present, ready, and able to learn from those uncertain moments all that which we would have missed had we approached the challenge more predictably. In the last decade, there has been a small chorus singing that an MFA the new MBA… This course left them thinking that there might be some truth to that.



The Nantucket Project

• Greenwich, Connecticut

• Chief Strategist - Scholars & Fellows Engagement

  • Jun 2016 - Oct 2016

  Tenaciously invigorated a real and operational connection between the paying TNP Fellows and the TNP Scholars program, resulting in the first ever sold out event and standing-room-only sessions between the two groups now bonded by their own non-profit distinction and finally structured for unbridled success. Tenaciously invigorated a real and operational connection between the paying TNP Fellows and the TNP Scholars program, resulting in the first ever sold out event and standing-room-only sessions between the two groups now bonded by their own non-profit distinction and finally structured for unbridled success.



Hitchcock Partners, LLC

• New York, NY

• Chief Strategist, Partner

  • Mar 2012 - Jan 2015

  Wrote and executed proprietary 12 Peaks reinvention plans for billion dollar portfolio of clients, re-defining Maidenform before it sold for $547MM, re-imagining Spruce & Bond (Completely Bare) before doubling its NY real-estate footprint and scripted, directing and moderating The Vanguard Forum, for budding CEOs of some of the largest pharma companies. At Hitchcock, we believe that a business and its story are inseparable. We believe that understanding and addressing one without the other undermines growth potential. Our expertise is in addressing both, articulating that story and operationalizing it. With that alignment intact, the market responds.



Mindshare

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Freelance Senior Brand Strategist, Sprint Nextel

  • Sep 2011 - Dec 2011

  Reinvented Sprint brand’s long-term reason for being to shift irresponsible, reactive, and unproven media buying behaviors to something more stable, deliberate, and effective. Wrote a future for Sprint that created a detailed plan on how to get there. Used design thinking to expand the agency team members’ mindsets so they could not only build a believable and ownable long-term vision for Sprint but, for the first time, they could also populate a detailed plan to see their ideas become operational.



Landor

• United Kingdom
• Advertising Services
• 200 - 300 Employee

• Interim Client Director, Kraft Foods

  • Mar 2011 - Aug 2011

  Acted as turn-key Client Director for Landor Cincinnati's East Coast Kraft Foods Business. Pioneered gum industry first by reimagining how gum packaging is printed with the idea of uploading 90 distinct pieces of art per print sheet, allowing for 450 different gum package designs per 5-flavor run, revolutionizing Kraft Foods’ approach to gum packaging. Elevated the perception and role of design for business-minded people by working daily within clients’ walls to uncover and solve real business challenges using design & design thinking. Built and nurtured new levels of respect between agency teams and their respective Kraft design and brand teams. Evolved Landor’s role on new initiatives like Mio, Gevalia, and Belvita as well as on classic brands like Crystal Light and Planters by slowly and very deliberately shifting the structure and language of design presentations and related communications to more closely reflect the purchase cycle. This ultimately yielded more fruitful collaboration and improved Landor’s status as a trusted advisor.



The ITO Partnership

• Director, Brand Development & Engagement, Partner

  • May 2008 - Apr 2010

  Invented proprietary 12 Peaks brand re-invention and evaluation tool based on timeless indications of admiration. Used the tool as basis for brand alignment of every touch point as well to re-imagining K-12 education from scratch during 2009 sabbatical (2040EDU). Reimagined, designed and executed training program for Morgans Hotel Group in collaboration with PhD psychologists to deliver a training program that helped Morgans meet and exceed occupancy goals for two new properties, even in the face of recession. Designed and curated a vending machine earning more press than the Mondrian Hotel in which it stands by bringing to life the daring and borderline crazy story of Morgans that no one in the industry has the chutzpah to copy. Partner with Gensler Architects to design and curate a similar vending machine for the Hyundai Card lounge in Seoul, Korea. Successfully worked with designers and engineers through drawing and gestures only because the translators were unable to grasp the innovative nature of our discussions!



FutureBrand

• United Kingdom
• Advertising Services
• 300 - 400 Employee

• Director, Brand Development & Engagement

  • Sep 2005 - May 2008

  Account lead on Western Digital, Verizon Wireless, FCB, Diageo and Chevrolet relationships. Empowered and directed teams on both the design and strategy sides to creatively address and successfully deliver solutions to clients' brand and business challenges. Other clients included Intel, LifeMasters & Barr Pharmaceuticals. Account lead on Western Digital, Verizon Wireless, FCB, Diageo and Chevrolet relationships. Empowered and directed teams on both the design and strategy sides to creatively address and successfully deliver solutions to clients' brand and business challenges. Other clients included Intel, LifeMasters & Barr Pharmaceuticals.



McCann Worldgroup

• Advertising Services
• 700 & Above Employee

• Media & Account Management

  • Jan 1996 - Aug 2002

  International Media and Account teams working with Coca-Cola, ExxonMobil, Bacardi and Johnson&Johnson International Media and Account teams working with Coca-Cola, ExxonMobil, Bacardi and Johnson&Johnson



Pedigree Ski Shop

• Retail Sales

  • 1995 - 2002

  Equipment Sales and Service Equipment Sales and Service