work experience
The bulk of my career has involved strategy work for a few of our bigger global brands. First as an account planner at Chiat/Day advertising and then as a senior consultant with Sterling Brands. This chapter put me at the center of positioning strategy, new product development, ethnography and marketplace segmentation. I am eternally amazed at how the role of brand strategist allows one to jump from topic to topic and truly learn with a beginner's mind over and over again.
Today I continue to help well known brands look ahead. In addition I partner with regional and start-up clients. I believe that this project mix actually makes me more apt to deliver sage advice with an independent, awake voice. In a crowded marketplace this kind of perspective makes a huge difference.
recent projects
> innovation pipeline for a global coffee company
> future trend work for a global entertainment/media brand
> cultural tourism campaigns around creative city issues (DUMBO & Providence, R.I.)
> brand growth & fine tuning for a local creative fabric retailer
> marketing strategy for an 'aging-in-place' home service start-up
> smart phone consumer relationship research
> brand fine tuning for a Rhode Island-based digital communications consultancy
> responsible consumer audience segmentation (US & UK)
long-term work history — categories & topics
> Nike global brand equity study and audience insight across
> MTV global brand equity study and 'sources of cool' mapping across country markets
> Positioning studies and audience segmentation for MTV Networks & E! Entertainment Television
> IBM Global Next IT Customer study following their ebusiness launch
> Pepsi beverage US brand innovation and audience research
> Unilever US brand innovation pipeline strategy
> Calvin Klein brand innovation and naming
> Outward Bound USA vision and positioning across business units