Brand Strategist.

Business Builder.

Clarity Bringer.

Is your organization at a crossroads, pursuing more meaningful connections with your audiences, or poised for your next leap forward?

Wherever you are headed, I can help you get there. I am a brand and business strategist deeply experienced at working with leaders to build enduring brands and bold plans that foster growth, inspire teams and—ultimately—make their organizations essential to their audiences.

Areas of Expertise

Experienced at guiding organizations through foundation-setting initiatives for their brands, sub-brands and long-term vision, ensuring boldness, distinctiveness and simplicity in the deliverables. I merge strategy and creativity to create resonant brand positionings, stories, missions, audience profiles, brand architectures and message platforms, bringing brands to life authentically across organizations (from marketing to HR to external partners).
Skilled at conducting and digesting market research, extracting key insights and guiding into action plans, ensuring that maximum value is derived from investments. I lead research efforts, focus groups and panel discussions, and harness market segmentation and audience personas to drive planning, product development and communication efforts.
Experienced at all aspects of leadership, having co-led organizations and built their success. I can drive and support business development efforts, advise and earn the trust of C-suite executives, manage strategy and creative teams, and craft thought leadership content (white papers, trend reports, competitor analyses, case studies, articles, etc.).
Capable of leading the strategic planning of campaign initiatives large and small, aligning campaign objectives to business challenges and providing clarity and inspiration to everyone responsible to the effort. I ably work with teams to craft inspiring and focused briefs, set clear measures for success, optimize work based on performance. and build dashboards to monitor the cumulative impact of our efforts.

About Me

A brand and business strategist with more than 25 years of experience across a wide range of industries, I work closely with organizations to build distinctive brand foundations and experiences that deepen bonds with audiences and create new pathways to growth.

Complex challenges excite me, as does working alongside clients and colleagues to unearth solutions. By taking on strategic initiatives large and small, I harness the potential of brands to activate teams across organizations (from marketing to HR to business development), so they can truly drive their overall success.

Client Experience

AVMA

Led the rebranding of one of the nation’s largest professional associations and guided its strategic efforts for 10 years, resulting in record year-over-year membership growth and retention and increased revenue across all business units.
Discover Financial Services

Over 10 years, I developed loyalty strategies and programs for Discover Cardmembers, focused on cultivating appreciation and usage of their built-in member benefits and products. Led to increased engagement, share-of-wallet and loyalty among their audiences.
Art Institute of Chicago

Led a segmentation profile and analysis of the Art Institute's Member population—leading to more tailored and meaningful engagements with each member segment—and a strategic rebrand of their Annual Fund, driving critical financial support for their preservation, operational and conservation efforts.
Greater Chicago Food Depository

Led the strategy behind the rebrand and advertising campaigns for one of the Chicago region's most highly-regarded non-profit organizations. The Food Depository has experienced record fundraising since their brand's launch, empowering them to expand their community programs and advance their critical mission.
NorthShore University Healthsystem

Over a period of 12 years, I helped guide NorthShore's evolution into one of the Chicago region’s largest healthcare systems, evolving its brand and positioning strategy, shaping its brand architecture, and leading successful efforts to drive service line growth, launch new hospitals, support internal culture and power community engagement.
Nitel USA

Led the strategic rebrand of the next-gen technology service provider, positioning it to appeal to multiple audiences across several distinct business units—all under one unified brand. Resulted in a new brand that drove both internal culture and unprecedented growth.
AIHA

Guided the strategy and brand evolution of the leading professional association for occupational and environmental health & safety professionals, establishing the hierarchy between the master brand and its sub-brands, LLCs, education programs and annual conference. Led several initiatives to encourage deeper engagement with AIHA programs and benefits.
CEFCU

Led the strategic development of omnichannel campaigns to support the growth of one of the largest credit unions into new markets, resulting in successful efforts that consistently exceeded conversion goals and established a repeatable model for continued expansion.