Some of the incredible companies and brands with whom I've had the privilege of working:
Building Brands and the Organizations Behind Them
1
Shifting a Product-Led Organization to Campaign Thinking
Company: Resmed
A product-led company built on clinical innovation had never approached marketing as a brand-led discipline. Introduced conceptual creative and campaign architecture across both new product introductions and consumer marketing in a regulated category, on compressed timelines, and against a global rebrand happening in parallel.
2
From $500K Deficit to Strategic Growth Partner
Company: Synchrony (formerly GE Capital)
Inherited a creative function in crisis during one of the most disruptive moments a company can face. A spinoff and IPO from GE Capital. Stabilized the operation, made the case for a fundamentally different model, and left behind a world-class in-house agency that supported more than $5B in new business growth.
3
Repositioning a $5B Company for Its Next Decade
Company: Resmed
A new strategy needed a new brand to match. A six-month deadline, some
C-suite skepticism, and the most ambitious redesign option on the table.
4
When Creative Became a $1.5B Growth Engine
Company: The Coca-Cola Company
An internal team that had never touched business development helped win a global account away from the company's largest competitor.
5
Diagnosis Before Design
Company: Synchrony (formerly GE Capital
A senior leader was convinced the problem was new hire onboarding. It wasn't. Knowing the difference saved a costly misdirected investment and measurably improved new hire trust and engagement.
6
Operationalizing a Purpose
Company: The Coca-Cola Company
When a new purpose statement committed the company to sustainability as a core business objective, someone had to figure out what that actually meant organizationally. Designed a centralized operating model for enterprise ESG spanning governance, data and reporting, and culture and presented it to the CIO and senior leadership.
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