Strategic Leadership and Impactful Marketing
Redesign.co
2021-2024The Challenge: Redesign.co was experiencing growth, but without proper planning, this rapid expansion jeopardized the company’s long-term sustainability. The lack of structured processes and strategic foresight created operational inefficiencies, increased costs, and strained resources, threatening the company’s stability and future growth potential.
My Approach: To address these challenges, I implemented a comprehensive strategy focused on sustainable growth and operational excellence. Here’s how I approached the problem:
Strategic Planning and Process Standardization:
Developed and executed a strategic roadmap to align the company’s growth with long-term sustainability goals.
Standardized operating processes to ensure scalability and efficiency, reducing operational redundancies and improving productivity.
Financial Management and Cost Optimization:
Managed and administered a $7MM+ budget to ensure optimal resource allocation.
Conducted periodic audits to identify and eliminate outdated or unused subscriptions, resulting in significant cost savings.
Technology Implementation:
Deployed leading-edge tools and technologies to streamline operations, enhancing overall efficiency and reducing costs by $150K annually.
Corporate Restructuring:
Led a top-down corporate restructuring initiative to eliminate customer friction points and improve team productivity.
Boosted employee satisfaction to 97% and increased per-employee revenue from $66K to $126K post-restructuring.
Client Engagement and Satisfaction:
Spearheaded the development of innovative marketing and brand strategies, leading to a 20% increase in client engagement and satisfaction.
Team Building and Talent Development:
Effectively leveraged individual team member skills by tailoring roles and responsibilities, fostering a high-performing and motivated team.
Built mentor-mentee relationships to facilitate the promotion of team members to progressively senior positions.
I designed winning teams ensuring scalability across various departments, including Communications, SEM, Web Development, and Account Management.
The Outcome: Through these strategic initiatives, Redesign.co not only stabilized its rapid growth but also established a sustainable foundation for future success. The company achieved a significant improvement in operational efficiency, cost savings, and client satisfaction, ensuring its continued growth and profitability in a competitive market.
Thistle Farms
2017-2021
The Challenge: Thistle Farms is a complex organization with a multifaceted communications strategy. With a range of programs including a residential program, job readiness program, café, store, e-commerce store, manufacturing, product development, fundraising, education, global initiatives, and policy efforts, the organization struggled to maintain a clear and cohesive message across all platforms.
My Approach: To address these challenges, I implemented a strategic plan to streamline communications and enhance brand identity. Here’s how I approached the problem:
Defining a Voice and Identifying Audiences:
Developed distinct voices for each program to ensure clarity and consistency in messaging.
Identified various target audiences for each program, tailoring communication strategies to effectively reach and engage each group.
Rebranding and Visual Identity:
Developed a comprehensive brand guide, led a comprehensive rebranding initiative, including new product design and packaging, a Shopify website, launched an Amazon store, and secured a Google Ads grant.
Launched an apparel line, integrating it seamlessly into the existing brand narrative and visual identity.
Fundraising Support:
Supported and enhanced fundraising efforts through strategic communications, event planning, and donor engagement campaigns.
Contributed to raising over $1MM, significantly supporting Thistle Farms’ mission and expanding its impact.
The Outcome: Through these efforts, Thistle Farms achieved a unified and compelling brand presence, ensuring that each program’s message was clear and resonated with its intended audience. The rebranding initiative revitalized the organization’s image, boosting engagement and support across all platforms. The successful fundraising efforts not only provided crucial financial support but also strengthened the organization’s ability to continue its vital work.
FreshPair
2012-2015
The Challenge: Freshpair faced a unique challenge: a clash in customer identities between an outgoing, edgy men's underwear audience and women who desired high-quality, expertly fitting foundational basics. The customer experience needed to be segmented to ensure that the needs of both audiences were exceeded.
My Approach: To address these challenges, our team implemented a strategic plan to segment and enhance the customer experience. Here’s how we approached the problem:
Rebranding and Customer Segmentation:
Rebranded Freshpair and split the site experience to provide a clear and tailored message for women.
Ensured that both men’s and women’s needs were met through targeted marketing and personalized shopping experiences.
Innovative Solutions and Tools:
Launched a subscription box and virtual bra fitting tool to enhance customer convenience and satisfaction.
Educated customer service representatives on proper fitting techniques to improve customer support and experience.
Educational and Promotional Initiatives:
Created educational videos to inform and engage customers on proper fitting and product benefits.
Managed social media, event planning, and PR outreach to build brand awareness and community engagement.
Assisted in founding National Underwear Day and hosted awareness events like the Central Park Underwear Run.
Inclusive Marketing:
Ensured all body types were represented in our marketing campaigns to promote inclusivity and body positivity.
Organized photo and video shoots to capture diverse models and authentic brand imagery.
The Outcome: Through these efforts, Freshpair successfully harmonized its diverse customer identities, providing a tailored and exceptional shopping experience for both men and women. The rebranding and segmentation initiatives enhanced customer satisfaction and loyalty, while innovative solutions like the subscription box and virtual bra fitting app added significant value. The inclusive marketing campaigns and educational initiatives further strengthened Freshpair’s brand presence and community engagement.
Intimacy
2010-2012
The Challenge: Intimacy was renowned for its personal shopping experience, specializing in expert bra fittings to help every woman feel confident, comfortable, and beautiful. As the founder sought to be acquired, the main focus was on strengthening branding and PR efforts to attract potential buyers.
My Approach: To support Intimacy in achieving their goal, I assisted in their strategic plan focused on enhancing brand presence and executing impactful PR initiatives.
Branding and PR Focus:
Strengthened Intimacy’s brand identity through existing PR efforts, positioning the company as a leader in personalized lingerie fitting and customer care.
Executed compelling narratives to highlight the unique value Intimacy brought to its customers, reinforcing the brand’s commitment to confidence and comfort.
Media Engagement:
Assisted in PR efforts at the flagship store on Madison Avenue in New York, elevating the store’s visibility and reputation.
Positioned as a spokesperson for Intimacy in media placements, including appearances on shows like "What Not to Wear," showcasing the brand’s expertise and personal touch.
Strategic Positioning for Acquisition:
Supported strategic communications plan to enhance Intimacy’s appeal to potential buyers.
Highlighted the brand’s strengths and market position in PR materials to attract acquisition interest.
The Outcome: Through these focused efforts, Intimacy successfully elevated its brand presence and attracted significant attention, leading to its acquisition by Rigby & Peller, a prestigious lingerie company founded in London by two female corsetieres. This acquisition marked a significant milestone for Intimacy, validating the effectiveness of the branding and PR strategies implemented.