CLIENT: GE HealthCare (Spin from General Electric Company)
● Led integrated brand marketing workstreams and collaborated with GE HealthCare's global leadership teams to deliver the strategic launch plan for the new brand's $18B spin-off from General Electric Company in January 2023.
● • Directed $5MM in scope across 20+ global brand launch workstreams, including positioning, purpose, visual identity, employer value proposition, voice, ESG, employee engagement, and launch planning.
• Revitalized partnerships with CMO, Global SteerCo, and brand leadership by improving day-to-day communication, enabling better co-creation, and simplifying the sell-through and approval process.
• Developed bi-weekly C-suite presentations and senior leadership briefing sessions to gain organization alignment at crucial business milestones over eight months of brand transformation activities.
• Streamlined collaboration and project delivery processes across four agency partners and in-house advertising,

CLIENTS: Meta, Disney, StubHub, Weber Grills, Visa, McKinsey Digital, UnitedHealthcare, Stanford Medicine, American College of Surgeons, BNSF, West Monroe, BMW, and ZoomInfo
● Oversaw the development of breakthrough brand transformations and integrated global marketing campaigns.
● • Built trusted partnerships and became a go-to creative strategy resource for senior brand, communications, and talent leaders at Visa, Meta, Visa, McKinsey, StubHub, UnitedHealthcare, and Weber Grills.
• Engineered over $4M in new business wins, steering the pitch process from RFP response, insight gathering, strategic recommendation, client presentation, and scope negotiation.
• Drafted insight-led strategy briefs to guide reputation building, IPO, sustainability, DE&I, recruiting, and employee engagement programs for leading healthcare, tech, lifestyle, and consulting brands.
• Facilitated over 15 in-person and virtual co-creation workshops to align business leaders around a shared brand vision and

CLIENTS: Bank of the West, Comcast, GE, MillerCoors, Tesoro, and Chevron
● Sharpened brand strategy skills while leading account teams to year-over-year revenue growth by convening creative workshops with brand marketing leadership teams.
● • Achieved 70% organic revenue growth with Comcast over two years through rigorous account planning, strengthening senior-level partnerships, and extending reach across the portfolio of Xfinity, Comcast Business, NBCUniversal, and Comcast Advance Advertising (AdTech) businesses.
• Oversaw $1.5MM retainer supporting GE's global brand team on brand architecture strategy, visual identity, and portfolio naming, and guided industry brand strategy for GE Healthcare, GE Power, and GE Aviation.
• Supported new business pursuits, including qualifying leads, responding to RFPs, developing proposals, organizing pitch teams, negotiating fees, and onboarding new clients.
• Implemented the full brand integration, identity refresh, and employee engagement pro

CLIENTS: Procter & Gamble, Land O'Lakes, Mars, Nestle, and McKee Foods
• Co-created GTM strategies and retail activations in partnership with senior brand, sales, and product marketing leaders at Procter & Gamble, Land O'Lakes, Nestle, and McKee Foods.
• Scaled up one-off promotional activations into fully integrated shopper marketing partnerships with national grocery, mass, big box, and specialty retail chains.
• Engaged and drove trial with over 1.5MM grocery consumers through an experiential campaign spanning major US and Canadian markets.
• Increased scope and drove record profitability across 50 workstreams for the firm's largest retained client through effective program execution and financial management.