Over 15 years experience understanding the changing global consumer landscape.

PROFESSIONAL SUMMARY

I am a dynamic brand strategist with a proven track record in creative expression, strategic planning, product marketing, and business development. I've driven impactful results by leading complex projects, cross-functional teams, and successful promotional programs. My recognized efficiency, persuasive communication, and compelling presentations set me apart. As a consumer-focused entrepreneur, global traveler, trained spokesperson, and brand ambassador, I bring a bold perspective. Skilled in Microsoft 365, Adobe Creative Suite, Figma, Smartsheets, and ClickUp, I excel in executing creative projects to the highest standards.

EXPERIENCE

TDG, Microsoft - Redmond, WA

Microsoft Edge and Bing Brand Strategist - My current role

As a Creative Brand Strategist for Microsoft Edge, I steward our brand’s identity, ensuring that every touchpoint aligns with our core values and visual language. I am not just a guardian of the brand but its champion, constantly seeking new ways to elevate our presence and connect with our audience. With a keen eye for aesthetics and a deep understanding of our brand’s essence, I guide the creative process from concept to execution, ensuring that every piece of content resonates with our audience and reinforces our brand identity.

Key Responsibilities:

Brand Guardianship: I meticulously protect and nurture the brand’s expression, acting as the go-to authority on brand positioning and voice. I ensure all company initiatives reflect our brand’s ethos and support its long-term vision.
Brand Guidelines: Develop comprehensive guidelines that serve as the blueprint for all marketing and communication efforts. I regularly update and publish these guidelines to ensure they remain relevant and are adhered to by all stakeholders.
Creative Review: Lead the creative review process, providing critical feedback to internal and external teams. My keen eye for detail and design ensures that all creative outputs meet high standards and are on-brand.
Strategic product naming: Manage the naming of all brand features and products. I develop customer-centric narratives, adopting a descriptive approach to naming that emphasizes the benefits and functionality of AI and non-AI features and functionalities.
Creative Art Direction: I provide creative leadership and direction for Microsoft Edge's visual content. My expertise in art direction ensures that our brand’s visual communication is compelling, consistent, and strategically aligned with our marketing goals.
Graphic Design: Utilize my graphic design knowledge to support creative teams in building visually compelling assets that resonate with consumers and reinforce brand identity. I collaborate with designers, engineers, and integrated marketing teams to refine concepts and deliver innovative design solutions.
Brand Education: Educate and empower agency partners and employees across the organization on the importance of brand consistency. I conduct workshops and create educational materials that foster a deep understanding of our brand values.
Cross-Functional Project Management: Manage cross-functional creative projects with a strategic lens, ensuring that brand objectives are integrated into every stage of project development. I work closely with teams across the company to bring cohesive and impactful brand experiences to life.
Executive-Level Presentation Skills: With exceptional executive-level presentation skills, I articulate and sell our brand vision to stakeholders at all levels. My ability to craft persuasive narratives and present complex ideas clearly and confidently ensures buy-in and support for creative initiatives.
Presentation Building Skills: I excel in creating high-impact presentations that tell a story and drive decision-making. My presentations are visually stunning and structured to convey data and insights in an engaging and digestible manner.
Data-Driven Creative Decisions: I leverage data and insights to inform our creative strategy, ensuring our decisions are grounded in real-world metrics. My analytical approach allows us to tailor our creative output to meet the needs and preferences of our target audience, maximizing the impact of our brand campaigns.
Brand Development: Drive the evolution of our brand, identifying opportunities for growth and innovation. I stay ahead of market trends and consumer insights to inform brand development strategies.
Brand Strategy Development: Craft and execute forward-thinking brand strategies that position brands for success in a competitive landscape. I analyze market data, consumer behavior, and business objectives to create strategic plans that propel our brand forward.
Brand Strategy for New AI Products and Features: I integrate insights about user perceptions of AI into our brand strategy and creative approach, encouraging excitement, curiosity, and product exploration. My strategy involves educating our audience about the advantages of AI, demystifying the technology, and battling the fears of AI most consumers still harbor.

Bensussen Deutsch - Woodinville, WA 2021 - 2021

Program Manager - Sales and E-commerce

I directed the development and execution of comprehensive marketing plans to drive organic sales growth, increase profitability, and expand revenue and margins. The main focus was managing strategic plans within the contracted scope to demonstrate significant return on investment for clients. This involved a meticulous review of profit and loss statements, in-depth data analysis, and the creation of client-facing reports showcasing the tangible value generated. I oversaw client contract specifics and managed program expenses to align with budgetary constraints, creating detailed timelines for program execution. I cultivated existing revenue streams and pioneered new sales channels while ensuring communication of client requirements and brand direction to internal partners. Additionally, I led weekly client-team meetings, managed all aspects of assigned accounts, and collaborated with internal teams to exceed client objectives.

Kaye Smith - Portland and Seattle 2017 - 2020

Brand Strategist & Account Manager

I built strong relationships with image-conscious companies, overseeing branded merchandise and private-label apparel collections. Managing product lifecycles from ideation to distribution, I aligned with company missions and brand narratives. I enhanced sourcing and merchandising strategies, focusing on cost control and efficient supply chain management. I drove incremental revenue growth and market expansion by negotiating pricing and contracts with customers, vendors, and production facilities. 2018, I boosted promotional product sales by 35% and company revenue by 10%. Within eight months, I secured the largest account for Kaye-Smith in a decade, earning a commendation.

Endurance Conspiracy, Ltd. – Boulder, CO, and Worldwide 2009 - 2017

VP of Sales & Operations

I crafted start-up marketing strategies, identified target demographics, and established manufacturing and international distribution channels. I maintained strong relationships with vendors and retailers, analyzed sales data, and forecasted revenues. I led product branding, promotional initiatives, and new product development. Managing teams of 10-20 employees, I oversaw complex projects and direct-to-consumer event sales. I attended key industry events, set retail pricing, led merchandising initiatives, and promoted brand messages globally. Additionally, I managed operational budgets, assumed P&L accountability, and consistently surpassed goals and objectives.

PREVIOUS WORK HISTORY

Eco-Products – Boulder, CO 2008-2009

Purchasing Manager

Hello Mommy, Inc. – Boulder, CO 2003-2007

Founder & President

AWARDS & RECOGNITION

Kaye Smith - Top New Sales Champion (2018, 2019)
Denver Office of Economic Development – Grant Awarded for International Trade Expansion (2015)
City of Richmond, VA – Commendation by the Mayor’s Office for Pop-Up Retail Concept (2015)
Denver Office of Economic Development – Grant Awarded for Women & Minority-Owned Business (2005)
Hello Mommy – Business Recognized by People Magazine, US Weekly & Star Magazine (2005)
Ironman New Zealand - Youngest Competitor in Event History (1998)