Serving as the first Chief Brand Officer for Paul Newman’s 38-year old non-profit focused on providing “a different kind of healing” to seriously ill children and their families. 

Refocused the organization around a cohesive brand purpose, and developing their first mass-marketing brand campaign, resulting in YOY 400%+ website traffic and 160%+ reach and engagement levels (across platforms).

Executive leading the global rebranding as the business evolved from a 100% tire focus to a sustainability focused. mobility solutions SaaS platform. 

Managed the strategic brand efforts across key stakeholders (B2C and B2B) to identify how the strategic reassessment drove business development implications – from product development, HR, operations, partnerships, and marketing/advertising. 

Grew agency revenue 25% over the course of 3 years by launching a Center of Excellence within Bridgestone that leveraged brand strategy as the conduit for integrated, cross-vertical brand-led initiatives.    

Chief Brand Officer focused on reframing an American Icon for the next generation of diners.

Managed cross-functional marketing team through development of new brand strategy and marketing campaign – Think BIG – omni-channel distribution – TV, Print, Outdoor, In-Store, Digital, Social, Content.  Grew social traffic by over 200% YOY, website traffic increase 150% YOY, and restaurant visits grew by 28% YOY.  

Developed and opened a new Fast-Casual restaurant model – focused on attracting Millennial consumers.  New restaurant leveraged evolve brand identity, menu, digital operations, delivery systems, and overall guest experience.  Restaurant traffic exceeded existing store (avg) by 35% in first 6-months. 

Launched a seed funding business to Series A in the eco-conscious water category leveraging a deeper philanthropic purpose focused on helping women and girls. 

Worked across business verticals, from Marketing – brand strategy, packaging, go-to-market plan, and lifestyle partnerships; Operations – distribution generation from mom and pop stores to Waldorf Astoria NYC; and Development – growing sales team from 2 to 8 within first 24 months of operations driving 150% increase in revenue.     

Disrupting the competitive, me-too home meal delivery category, Nutre needed to reposition itself to directly take on Factor (which had recently been purchased for over $220M by PE). 

The new brand strategy ‘Real Food for Real Life’ took on the authenticity and realness of not just the food, but sought to create an audience-tribe focused on ‘real living’ in a world of ‘factory-made fakes’. 

Through the repositioned strategy, evolved brand identity, operational shifts (expansion from the Northeast to Southeast and Midwest) and changes to the go-to-market customer engagement; the brand is seeing significant shifts in Customer Acquisition Cost, Lifetime Value, Brand Awareness and most importantly Business Valuation – seeking a shift from $17M to $38M. 

Developed and launched brand with Private Equity Group, focusing initial 5+ investors on brand vision and strategy – ‘Together we elevate’ as an effort to carve out a distinct niche in the luxury, outdoor adventure development category.

Created the brand ecosystem – logo, colors, photography, type package.  Implemented and  coordinated marketing efforts to drive membership and launched internal operations structure focused on core brand purpose. 

Working with the next generation of business leaders to understand the role and impact that Marketing plays on the overall business objectives. 

Currently I teach both undergraduate and graduate courses with the approach of gaining the basics of marketing from textbooks, but from a real-world perspective.  Courses are expanded upon through Harvard Business School case studies where-in students are charged with realizing how a brand-led management consulting firm would approach business challenges through a marketing lens.