Experience

20nine

• United States
• Advertising Services
• 1 - 100 Employee

• Executive Vice President

  • Oct 2022 - Present

• VP Brand Strategy & Storytelling

  • Sep 2018 - Oct 2022

  Success has a need for speed, agility and creativity. 20nine is built to deliver all three. We're a creative branding agency specializing in brand strategy, story and identity. We're part brand consultancy, part design agency and part innovation group. Our size and experience give us the flexibility to identify emerging opportunities, build strategy and execute like hell. We believe in the virtues of delivering brainpower without the bureaucracy. Clients ranging from billion-dollar companies like Accenture to scrappy start-ups like Staffgeek come to us to help them manage change, galvanize communities and grab a bigger piece of the future.



Branding Strategy Insider

• United States
• Advertising Services

• Contributing Writer

  • Mar 2018 - Present



Storyworks

• Founder, Global Brand Strategist

  • Feb 2018 - Sep 2018

  Every time I am fortunate enough to be asked in to help an organization with their branding, I am amazed at the untapped value that is lying there just out of sight. The journey starts with making choices for strategic goals, then transforming the way we build their brands together through the establishment, celebration and sharing of their stories. This work directly impacts Employees, Partners, Suppliers, Customers, Investors, as well as disrupting the way Salespeople, Marketers , PR teams, and HR inspire, engage and build relationships with the brand community they come into contact with.My part.Corporate + Product Branding.Lead process with key stakeholders to reveal and establish strategic core story, brand personality, language, design and establish usage policies for brands new or mature.Brand Story Implementation.Manage buy-in and adoption, create tools and processes to evangelize, engage and empower participation.Brand Engagement.Create and manage brand programs with HR, Sales, Marketing + PR; including internal + partner communications, brand books, websites, media outreach and social media campaigns.Strategic Communications.Craft content designed for specific personas throughout the brand community, internal + external, including proposals, business and marketing plans, brand messaging, and executive communications.Team Leadership.Inspire and drive productive, high impact collaboration between individuals and groups to achieve common goals and strategic imperatives.Market Insights.Discovery research, in-depth interviews, facilitate workshops + summits, online surveys and success measurement.b2b + b2c.Digital commerce. Wellness + beauty. Footwear. Cycling. Professional services. Educational technology. Consumer products.Global vs. Local.Masters degree in International Relations, business experience in understanding cultural diversity, building communities and communicating unified global identity with local sensitivity.Skillset.



Astound Commerce

• United States
• Information Technology & Services
• 700 & Above Employee

• Global Brand + PR Director

  • Aug 2016 - Feb 2018

  Astound Commerce is the world's largest privately held digital commerce agency, serving b2b and b2c global brands, including adidas, L’Oréal, Under Armour, Jimmy Choo, Versace, boohoo, Allergan, PartsTown.Key Achievements:Brand Work. Revealed, communicated and leveraged unique nature of the brand, including core values, market positioning, competitor analysis, key storylines, transformation plan and value added for staff, partners, clients, and influencers. Delivered brand book, style guide, global policies, trade event communications, managed partner brand + pr relationships, website and social media oversight, all supporting significant YOY growth.Internal Communications. Began process of unifying 650+ staff spread across the globe. Delivered global communications plan, directed creation of digital library of brand assets, instituted internal e-letter and integrated communications for internal executive events, building business unit alignment on mission and celebrating success.PR + Thought Leadership.Took Astound Commerce from a relatively unknown in the industry beyond direct partners and clients, by positioning Astound as thought leaders in the industry, including the packaging and sharing of research and expert opinions on the industry to achieve brand exposure, recognition, and positive associations.



Taos Footwear

• United States
• Retail Apparel and Fashion
• 1 - 100 Employee

• Director of Communications

  • Sep 2006 - Mar 2015

  Taos is a global, women’s comfort footwear brand that has aggressively taken market share from traditional brands by delivering beautiful, quality footwear with lasting comfort. - Established the character and voice of the brand to differentiate from competitors - Helped build a network of more than a thousand independent retailers- Created strategies, tactics and directed communications tools, growing sales 12-times over eight years - Developed in-store branded fixtures and POP displays to grab highly prized footprint in leading retailers- Directed seasonal lifestyle photo shoots and product photography that were compelling enough to receive free placement in leading retail websites and catalogs, as well as industry publications and blogs- Managed PR firm resulting in more than thirty features annually, reaching readers in the millions- Responsible for branded trade show presentation that attracted and energized sales with dozens of key independent retailers



Storyworks - SRAM

• Brand & Marketing Insights Advisor

  • 2009 - 2011

  SRAM is a leading manufacturer of bicycle components sold under a collection of brands, including category-leaders Rockshox and Avid. - Conducted a competitive analysis of SRAM versus Shimano (the industry leader) to differentiate the brands, guiding the voice and personality of future marketing campaigns - Defined sub-brands Rockshox and Avid’s mission, refocusing the story for growth- Conducted global research project to clarify the flow of product and brand stories throughout the brand community, leading to a redirection of resources for more efficient and effective communications.



Storyworks - Giant Bicycles

• Brand, Marketing & Retail Programs Advisor

  • 2001 - 2008

  Giant Bicycle is one of the world’s largest bike manufacturers, sold by independent cycling retailers. - Wrote mission statement, core story and directed brand manifesto to facilitate strategic evolution from commodity to premium brand, resulting in higher margins, increased sales and joining Trek & Specialized as a top three seller in US independent bike retailers- Directed creation of women’s program that encompassed everything from product development to consumer retail experience, dramatically increasing sales to women - Participated in building a retail partners program, gaining highly valued, branded space in independent retailers and directly increasing sales significantly



Storyworks - Noble House Hotels & Resorts

• Brand & Marketing Advisor

  • 1999 - 2000

  Noble House is a portfolio of over a dozen national luxury boutique hotels and resorts.- Conducted brand workshop with key corporate and property executives to better define the unique value that Noble House offers staff and guests, resulting in improved recruiting and increased repeat business and leisure guests - Wrote and co-creative directed web content, along with printed and electronic brochures for business and leisure guests that contributed to expansion of the brand into new markets



Storyworks - Learning Tools

• Brand & Marketing Advisor

  • 1998 - 1998

  Learning Tools International developed a web-based educational software, named Goalview, that tracks the progress and achievement of special education students in school districts across the US. - Facilitated brand workshop, resulting in core story to drive all sales and marketing communications- Managed creative content of website, printed & e-brochure and created school district sales presentation - Assisted founder in exit strategy to have the company acquired Learning Tools International developed a web-based educational software, named Goalview, that tracks the progress and achievement of special education students in school districts across the US. - Facilitated brand workshop, resulting in core story to drive all sales and marketing communications- Managed creative content of website, printed & e-brochure and created school district sales presentation - Assisted founder in exit strategy to have the company acquired