Work experience
Digitas / Leo Burnett - Publicis
SVP Group Director Creative Strategy, Brand Planning- June 2017- September 24, 2024
Responsibilities:
As the brand steward, my primary role is to lead, guide, and manage every aspect of the GMC brand. This responsibility involves overseeing target audiences, product differentiation, and generating creative insights that lead to breakthrough work. My goal is to maintain brand integrity for successful campaigns, with the objective of creating compelling creative briefs that inspire and ensure the effectiveness of each campaign.
Experience:
Writing and develop testing (quantitative and qualitative)
Conduct ethnography – consumer mindset
Development of key customers- consumer motivations
Communication Whitespace
Positioning- clear differentiation
Creative Brief(s)
Channel Strategies (CRM, Social, Broadcast, Owner, Digital)
Creative testing
Optimization Strategies
Influencer Development
Categories:
Automotive (GMC National and Retail)
Luxury Goods
McCann Worldgroup - IPG
VP, Cross Channel Strategy– January 2012- June 2015
Responsibilities:
Vice President, Director Cross Channel Strategist responsibilities are to aggregate all pertinent consumer information to develop holistically effective branding campaigns by utilizing consumer insights and analysis to develop strategic solutions that are aimed to deliver advanced results for clients. Other tasks include creating overarching client strategy and manage the development of each campaign from creative development through media implementation and reporting. Further responsibilities are to manage and work with the creative, account management, and media teams to provide the client with the best possible solutions and often the drivers of new business development with intrinsic involvement in new business pitches.
Experience:
Writing and develop testing (quantitative and qualitative)
Conduct ethnography – consumer mindset
Development of key customers- consumer motivations
Communication White Space
Positioning- clear differentiation
Creative Brief(s)
Channel Strategies (CRM, Social, Broadcast, Owner, Digital)
Creative testing
Optimization Strategies
Media development & Integration
Categories:
Tobacco - Swedish Snus
Travel & Resort - Travel Michigan, Colonial Williamsburg
Grocery - Aldi
Team Detroit - WPP
Vice President, Digital Brand Strategy – June 2008- January 2012
My role as the Digital Brand Strategist played a crucial role in shaping the brand's presence in the digital landscape. By defining clear business goals and understanding customer needs, I helped guide the development of all digital experiences in collaboration with the User Experience Planner. As the key strategist, I not only focused on immediate objectives but also explored new opportunities, paving the way for innovative solutions that drove brand success. My expertise in the digital realm allowed me to navigate challenges and break new ground, ensuring that the brand remains relevant and competitive.
Experience:
Digital Ethnography
Digital Ecosystem Strategies
Digital Channel Strategy
Digital Media Integration
Creative Briefing
Creative Brainstorming
Creative Testing
Categories:
Automotive (Ford)
Sporting Goods (Warrior Sports)