Marketing Strategist & Researcher
I help ambitious teams steer their marketing strategy through custom research that generates memorable, actionable insights.
Experience
Over 12 years working with the most innovative brands, agencies, and media companies across both B2C and B2B sectors.
Capabilities
Research & Brand Strategy
Qualitative and Quantitative Research
Mission, Vision, Values
Creative Briefing & Development
Brand Identity & Naming
Brand Architecture
Positioning, Messaging & Guidelines
Brand Tracking & Performance Metrics
Campaign & Comms Planning
Product Strategy
User Experience & Content Strategy
Consumer Journey Mapping
Competitive Audits
Segmentation & Personas
Data Analysis
Information Architecture
Usability & Prototype Testing
Work With
Findhelp.org
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Bumble
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Delta Airlines
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Netflix
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Meta
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Spotify
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Apple
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Findhelp.org • Bumble • Delta Airlines • Google • Netflix • Meta • Spotify • Apple •
Recent Projects
Marketing Research
Designed a mixed method research study (focus groups, ethnographies, and surveys) for a major tech company to identify key barriers and motivators for bringing the next billion users online in global emerging markets.
Defined new user segments and personas through in-depth interviews and surveys that uncovered user needs and challenges for a SaaS company's newly launched public, non-profit offering.
Reporting, Testing, & Data Analysis
Launched first brand tracker for major consumer tech company to track consumer perceptions, brand KPIs and category attitudes across 6 distinct global markets and manage ongoing fielding and vendor workflow.
Analyzed website user behavior data to identify and successfully complete a multi-phased A/B test that determined best combination of optimized content and pathing to lift downstream sales metrics for major technology company.
Brand Strategy
Conducted competitive audit and market research to distill differentiated positioning territories and refine messaging to increase consideration in the US for the leading global mobile OS.
Created a go-to-market plan for a major tech company's new link-in-bio product, including prioritization of MVP features, brand identity and name, positioning, messaging, and campaign tactics for the upcoming launch.