Experience

Freelance Consultant

• Australia
• Advertising Services
• 1 - 100 Employee

• Brand and Strategic Consulting

  • May 2017 - Present

  Greater Detroit Area Client Projects: NextEra Energy, FPL, PG&E, Microsoft, Norton/Symantic, NuScale Power, DTE Energy, CLIF, Chuck E. Cheese, Bissell, Vroom, NAPA, American Car Centers, Wag!, McLaren Health System, Humana, Arapahoe County, Franklin County, ROBAL, Norsk, RL Labs, Walker Healthforce, CQ Medical, CDOT, U of M/Flint. Agency Partners: CCOM Group, Current Global/Weber Shandwick, CHWA, Ludwig+, Banker & Brisebois, DP+, SMZ, Storefront Political, Finn Partners, Amelie, Brand X. Scope of… Show more Client Projects: NextEra Energy, FPL, PG&E, Microsoft, Norton/Symantic, NuScale Power, DTE Energy, CLIF, Chuck E. Cheese, Bissell, Vroom, NAPA, American Car Centers, Wag!, McLaren Health System, Humana, Arapahoe County, Franklin County, ROBAL, Norsk, RL Labs, Walker Healthforce, CQ Medical, CDOT, U of M/Flint. Agency Partners: CCOM Group, Current Global/Weber Shandwick, CHWA, Ludwig+, Banker & Brisebois, DP+, SMZ, Storefront Political, Finn Partners, Amelie, Brand X. Scope of Work: Brand positioning and architecture, messaging/creative strategy, new business strategy, product development, market research. Show less



Current Global

• United States
• Public Relations and Communications Services
• 100 - 200 Employee

• Senior Vice President, Strategic Planning

  • Jan 2020 - May 2020

  Birmingham, MI (Detroit) Weber Shandwick Detroit's non-OEM practice merged into Current Global with continued part-time, half-FTE role. COVID impact displacement.



Weber Shandwick

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Senior Vice President, Strategic Planning

  • May 2018 - Dec 2019

  Birmingham, Mi. (Detroit) Lead brand strategist for PR, Digital, and Social practice with clients in B2B, non-profit, healthcare, and the automotive ecosystem. Part-time, half-FTE role concurrent with freelance strategy work.



McCann Worldgroup

• Advertising Services
• 700 & Above Employee

• Senior Vice President, Director of Brand Planning

  • Feb 2011 - Apr 2017

  Birmingham, Mi. (Detroit) Led brand strategy and consumer research for ALDI, Ameriprise, Columbia Threadneedle Investments, Priority Health, MGM Grand Detroit, Florida Power and Light (FPL), and PG&E. For ALDI, led Truth 2 Meaning strategic process for the “ALDI Truths” and “Like Brands” campaigns, contributing to 3 years of double-digit sales growth. Single-handedly built the client's research discipline from zero to more than $1M annually. Provided data analysis that was instrumental to gaining first-time… Show more Led brand strategy and consumer research for ALDI, Ameriprise, Columbia Threadneedle Investments, Priority Health, MGM Grand Detroit, Florida Power and Light (FPL), and PG&E. For ALDI, led Truth 2 Meaning strategic process for the “ALDI Truths” and “Like Brands” campaigns, contributing to 3 years of double-digit sales growth. Single-handedly built the client's research discipline from zero to more than $1M annually. Provided data analysis that was instrumental to gaining first-time approval of credit card acceptance. Strategist for winning Ameriprise pitch team, developing creative strategy for the “Be Brilliant” campaign which drove the brand’s highest ever in-market awareness. For Columbia Threadneedle, developed brand's "Consistency Wins" positioning, leading to it's first post-merger global campaign. Business was awarded without review based on my strategic work with Ameriprise. For Priority Health, created the “A Healthier Approach to Health Care” positioning which also became the campaign platform and tagline, achieving a 37% individual plan market share as a 7% share brand. For FPL and PG&E (Fortune 200 energy), acquired brand consulting engagements for the agency and developed positioning strategies that led to new corporate campaigns. Designed and moderated dozens of executive interviews and focus groups. FPL’s “Changing the Current” campaign helped the brand be named “The Most Trusted Utility in America”. Received IPG's Organic Growth Award for generating nearly $1M in agency revenue for these engagements. Show less



Doner

• United States
• Advertising Services
• 300 - 400 Employee

• Senior Vice President, Brand Planning

  • Aug 2005 - Feb 2011

  Southfield, Mi. (Detroit) Director of Strategic Planning and Research for Minute Maid, Odwalla, Bush's Best, PNC Bank, Lexmark, Pennzoil, AutoTrader, and U.S. Cellular. Developed strategic positioning for PNC Bank's "Leading the Way" campaign and positioning of Virtual Wallet product, the most successful launch in client's history. Led strategic efforts for Minute Maid's "Put Good In, Get Good Out" platform and Odwalla brand within the Coca-Cola USA marketing organization.



Leo Burnett

• United States
• Advertising Services
• 700 & Above Employee

• Senior Vice President, Brand Strategy Group

  • Jun 1992 - Aug 2005

  Troy, Mi. Director of Brand Strategy, Planning and Research for Cadillac at D'Arcy Detroit (now Leo Burnett). Developed vision and creative strategy behind Cadillac's resurgence as a preeminent luxury brand, created vehicle line launch positioning for Escalade, and designed Deprivation Research methodology for DeVille.



KPMG US

• United States
• Financial Services
• 700 & Above Employee

• Senior Accountant

  • Jul 1988 - Jul 1990

  Washington, D.C. Auditor for Fannie Mae, Fairfax County (VA), Bureau of National Affairs, AAA, and Planning Assistance. CPA - State of Maryland (inactive).