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a consumer-centric & brand-first approach to marketing
Whether you’re a startup building your brand from the ground up or an established brand looking for a refresh, my focus is on defining & building your brand first, then on marketing. It’s a foundational & mission-critical step that’s often getting lost in marketing.
At the start, I’ll help your organization crystallize your brand’s mission, vision, values and single, most powerful point of difference providing a strategic narrative to align your teams and drive big idea creative and marketing campaigns that inspire consumer action and create brand love.
services/
areas of expertise
From leading short-term marketing projects to providing CMO-level consulting services for early-stage startups or filling interim senior-level marketing team gaps on established brands, I’m here to help.
•Consumer Research & Insight Generation
•Branding: brand architecture & logo, brand story
•Brand Platform & Strategy: mission, vision, values, positioning, brand promise
•Creative Campaign Development & Implementation: traditional, digital, social
•New Product Development & Launch
•Rebrands & Brand Refreshes
•Marketing Plan Development & Implementation
•Advertising: traditional, digital, social
•Agency Management: branding, traditional/digital media & creative agencies
•Agency Search Consulting & Onboarding
•Business Opportunity Assessment
•Fractional CMO Consulting Services
experience/
clients
With over 25 years' big brand marketing & branding experience across the Consumer Packaged Goods, Health & Wellness / Weight Loss and DTC Pharma categories, I bring a breadth of experience and unique perspective to solving brand challenges and driving transformational business growth.
KEY SENIOR MARKETING LEADERSHIP ROLES
Weight Watchers Intl (WW) VP Brand Marketing
Ideal Protein VP Marketing & Branding
Aspen Dental VP Brand Marketing
Pfizer Director of Consumer Strategy & Advertising
Diageo PLC/The Pillsbury Company Director of Marketing
KEY MARKETING CONSULTING CLIENTS/PROJECTS
Pfizer Consumer Marketing Lead, IBRANCE
Publicis Worldwide Account Lead, AbbVie/Humira
TherapeuticsMD Marketing Consultant, Imvexxy/Annovera
Christopher.Studio Fractional CMO, LGBTQ+ agency startup
1315 Capital Business acquisition opportunity assessment
Verte Mode Fractional CMO, Sustainability eCommerce startup
case studies
IDEAL PROTEIN - A MAJOR REBRAND AND MARKETING REFRESH
The Situation: Ideal Protein, a $150M weight loss brand, was in desperate need of a brand refresh after 20+ years in market and recent decline in sales due to changing market dynamics.
As VP Marketing & Branding, it all started by developing a powerful new consumer-centric brand strategic platform that refocused the organization behind its purpose and provided the foundation to develop new, modern & differentiated branding (logo & architecture) that was grounded in the brand purpose. From there, I led and worked closely with the team to roll-out organizationally including launching a new website/app and major package redesign as well as developing a new, fresh marketing campaign that inspired consumer action that we rolled out across all consumer touchpoints.
WEIGHT WATCHERS – DRIVING TRANSFORMATIONAL GROWTH OF AN ESTABLISHED, WORLD-CLASS BRAND
The Situation: Weight Watchers was respected as a healthy & successful way to lose weight, but was considered old-fashioned and lacked relevancy. The Weight Watchers Meetings business was in decline and Weight Watchers Online, the brand’s growth engine, was growing, but not at the rate expected for a startup.
As VP Brand Marketing, I drove the development of a powerful new brand strategy that was the foundation for a global rebrand/relaunch and the blockbuster, omni-channel brand marketing campaign launch celebrating Jennifer Hudson’s inspirational success as well as the first major relaunch of the Weight Watchers Program in 10 years. In addition as part of the global brand relaunch, I led the team in the development of the new Weight Watchers Online strategy and hugely successful marketing campaign that catapulted Online to be the company growth engine. Leading each of these major, global initiatives, I worked closely with the team to further roll out the Weight Watchers rebrand & new marketing campaigns across TV, Print, Audio, Digital, Social, Website/App, CRM, Promotions, In-Store/Meeting Room and Media Partnerships/Integrations.
The results were phenomenal! Weight Watchers Online grew 82% while Weight Watchers Meetings came back to life and grew 27%...and the stock soared to triple its value in year 1!
THERAPEAUTICSMD - DISRUPTING THE MENOPAUSE AND BIRTH CONTROL CATEGORIES WITH A MODERN, EMPOWERED VOICE
The Situation: TherapeuticsMD brought me in to help launch 2 new and differentiated products in the Menopause (Imvexxy) and Birth Control (Annovera) categories.
Combining my experience in Pharma (Pfizer) and Health & Wellness (Weight Watchers), I believed there was a huge opportunity to disrupt these tired, old categories with a fresh, new and empowered voice. As a first step, I developed a thoughtful and consumer-centric overarching brand strategy/approach for each brand and then aligned on that strategy with key stakeholders. From there, I led the agency search to find the right agency partner to develop breakthrough creative to disrupt the categories and inspire consumers to take action. The campaign was then rolled out across the website, digital and social.
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