Building brands in a digital world requires brand, marketing and production to meet in the middle. Brand strategies cannot live on a presentation anymore. They have to translate into applicable vocabularies, design templates, and asset libraries. It requires a systems-oriented approach that integrates channels and audiences with rigorous planning, resourcefulness, and creative thinking to achieve cultural and commercial impact.
I've developed frameworks, tools, and operating rhythms that ensure marketing messages, media investment, and revenue goals are working together in tandem. I have experience doing this for Nestle, Estee Lauder, and most recently Newell Brands.
A most common request in my conversations with CMO's and marketing teams has been for faster, cheaper, speedier content production. However, as I learned from my experience at Newell, without ironed out internal processes for briefing, approving, and delivery, speedier production does not exist. Internal and external processes must be considered, reworked, or developed as part of Content & Commerce Design work.