Experience

krstffr

• United States
• Public Relations and Communications Services
• 1 - 100 Employee

• Senior Brand Strategist

  • Jul 2023 - Present

  krstffr maximizes transformational branding and rebranding outcomes for transformative SaaS, tech, healthcare, higher ed, and purpose-driven B2B and B2C businesses by creating stakeholder buy-in, leading insightful qualitative research, and developing strategic branding and marketing communications programs that drive growth and deliver value. ➤ 𝑩𝒓𝒂𝒏𝒅 𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒚 & 𝑫𝒆𝒗𝒆𝒍𝒐𝒑𝒎𝒆𝒏𝒕 Lead product or service brand strategy (positioning, architecture, differentiation… Show more krstffr maximizes transformational branding and rebranding outcomes for transformative SaaS, tech, healthcare, higher ed, and purpose-driven B2B and B2C businesses by creating stakeholder buy-in, leading insightful qualitative research, and developing strategic branding and marketing communications programs that drive growth and deliver value. ➤ 𝑩𝒓𝒂𝒏𝒅 𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒚 & 𝑫𝒆𝒗𝒆𝒍𝒐𝒑𝒎𝒆𝒏𝒕 Lead product or service brand strategy (positioning, architecture, differentiation, value proposition), naming, narrative, and platform development to drive growth and evolution for new and established brands. ➤ 𝑹𝒆𝒔𝒆𝒂𝒓𝒄𝒉, 𝑫𝒂𝒕𝒂 𝑰𝒏𝒔𝒊𝒈𝒉𝒕𝒔 & 𝑰𝒏𝒕𝒆𝒍𝒍𝒊𝒈𝒆𝒏𝒄𝒆 Conduct qual/quant primary and secondary research to unleash business intelligence and data that drive consumer, landscape, competitive and brand insights. ➤ 𝑶𝒓𝒈𝒂𝒏𝒊𝒛𝒂𝒕𝒊𝒐𝒏𝒂𝒍 𝑫𝒆𝒔𝒊𝒈𝒏, 𝑪𝒉𝒂𝒏𝒈𝒆 𝑴𝒂𝒏𝒂𝒈𝒆𝒎𝒆𝒏𝒕 & 𝑻𝒓𝒂𝒏𝒔𝒇𝒐𝒓𝒎𝒂𝒕𝒊𝒐𝒏 Lead teams through complex change, transition, and transformation by combining positive organizational psychology, human-centered design thinking, and a stakeholder-centric, strengths-based approach to brand strategy and development—resulting in brand clarity, consensus and buy-in. ➤ 𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒄 𝑩𝒓𝒂𝒏𝒅 𝑴𝒂𝒓𝒌𝒆𝒕𝒊𝒏𝒈 𝑪𝒐𝒎𝒎𝒖𝒏𝒊𝒄𝒂𝒕𝒊𝒐𝒏𝒔 & 𝑪𝒓𝒆𝒂𝒕𝒊𝒗𝒆 𝑪𝒂𝒎𝒑𝒂𝒊𝒈𝒏 𝑫𝒆𝒗𝒆𝒍𝒐𝒑𝒎𝒆𝒏𝒕 Lead development of compelling, results-driven marketing communications and creative execution (content, design, copywriting) across traditional, digital, OOH, print, and social to drive brand activation, acquisition, retention and awareness. ➤ 𝑴𝒂𝒏𝒂𝒈𝒆𝒎𝒆𝒏𝒕 & 𝑶𝒑𝒆𝒓𝒂𝒕𝒊𝒐𝒏𝒔 Manage cross-functional teams to deliver high performing work and outcomes that result in business success and reputational lift. Show less



Edelman DXI

• United States
• Research
• 300 - 400 Employee

• Director Global Brand Communications & Creative Strategy

  • Mar 2022 - Jul 2023

  [Left this position as a result of a reorganization.] Developed executive thought leader and enterprise branding and marketing positioning strategy through collaboration across multiple business units, including Client Strategy, Product, Management, Operations, and HR. 𝑹𝒆𝒔𝒖𝒍𝒕𝒔 & 𝑶𝒖𝒕𝒄𝒐𝒎𝒆𝒔: ➤ Championed development of positioning strategy and creative execution of sales and marketing materials for a first-of-its-kind trust management SaaS platform. ➤ Revitalized… Show more [Left this position as a result of a reorganization.] Developed executive thought leader and enterprise branding and marketing positioning strategy through collaboration across multiple business units, including Client Strategy, Product, Management, Operations, and HR. 𝑹𝒆𝒔𝒖𝒍𝒕𝒔 & 𝑶𝒖𝒕𝒄𝒐𝒎𝒆𝒔: ➤ Championed development of positioning strategy and creative execution of sales and marketing materials for a first-of-its-kind trust management SaaS platform. ➤ Revitalized sales enablement design systems for better clarity of position, differentiation and services. ➤ Spearheaded the integration of the Edelman parent brand into the DXI narrative and visual identity assets. ➤ Curated, created, and managed a centralized and comprehensive catalogue of mediagenic thought leadership resources—including a database of award competitions, conferences, and speaking opportunities. ➤ Led development of DXI positioning via integrated communication strategy and content development across website, social media, and traditional outlets. Show less



idgroup

• United States
• Business Consulting and Services
• 1 - 100 Employee

• EVP, Brand Strategy, Change & Transformation

  • Jan 2019 - Dec 2021

  Pensacola, Florida Area Strategic transformation advisory and implementation services. Helped organizations enhance top-line growth, manage risk, transform operating models and drive stakeholder engagement and shareholder value. 𝑹𝒆𝒔𝒖𝒍𝒕𝒔 & 𝑶𝒖𝒕𝒄𝒐𝒎𝒆𝒔: ➤ Led the development and management of the Brand Change & Transformation practice, managing a client portfolio of 130 clients. ➤ Analyzed over 6,000 points of qualitative data to develop 100+ brand platforms, positioning strategies and… Show more Strategic transformation advisory and implementation services. Helped organizations enhance top-line growth, manage risk, transform operating models and drive stakeholder engagement and shareholder value. 𝑹𝒆𝒔𝒖𝒍𝒕𝒔 & 𝑶𝒖𝒕𝒄𝒐𝒎𝒆𝒔: ➤ Led the development and management of the Brand Change & Transformation practice, managing a client portfolio of 130 clients. ➤ Analyzed over 6,000 points of qualitative data to develop 100+ brand platforms, positioning strategies and campaigns. ➤ Productized suite of services across corporate branding, research, strategy, website, social, and marketing communications. ➤ Co-developed, wrote, and published book, "Beyond Sizzle: The Next Evolution of Branding" with foremost expert on transformational change and values-driven organization development, Mona Amodeo, Ph.D. ➤ Mentored an award-winning creative team honored with 300+ excellence awards, including TELLYs, PRSA Silver Anvil, FPRA Image Awards, W3, ADDYs (Best of Show for 10 consecutive years) and publication in notable industry journals: Logo Lounge, Communication Arts and Print Regional Design Annual. ➤ Led the development of more than 600 employee-wide strategic planning sessions, 200 comprehensive organization-wide branding and rebranding campaigns. ➤ Launched and managed annual pro-bono program, securing $236k in earned media and a total lifetime contribution of $1mm+ in donated services.

• VP, Brand Strategy, Marketing & Communications

  • Jun 2015 - Dec 2018

  Pensacola, Florida Area

• Sr. Director of Brand Strategy & Creative Director

  • Jan 2013 - May 2015

  Pensacola, Florida Area

• Director of Account Services

  • Dec 2010 - Dec 2012

• Associate Creative Director

  • Jan 2007 - Nov 2010



Hansen-Davis Studio

• Senior Creative Strategist

  • Jun 2003 - Dec 2006

  ➤ Managed rotating portfolio of 8-15 clients, serving as lead client relationship liaison. ➤ Led concept, design, and execution of various creative projects across physical and digital mediums. ➤ Led manufacture and fabrication of large-scale, three-dimensional brand identity materials.