I have hands-on agency and in-house experience across marketing strategy, brand strategy, customer research, user experience design, website development, and product innovation.
I thrive at the intersection of strategy and execution where I know how to earn outsized impact for challenger brands—brands with big business ambitions that exceed their conventional marketing resources. I have a successful track record of leading teams through large-scale advertising campaigns and design projects that deliver real business impact.
I've dedicated the past 8 years to developing and maturing the marketing organization and processes for The General and American Family Insurance.
Beginning as a team of one, I scaled the in-house User Experience & Design team that led the digital transformation of The General's mobile app, primary sales website, and accompanying UX/UI design system.
My proudest accomplishment is building and leading the hybrid Brand Strategy, Customer Insights, and Advertising Execution team that led the strategic, multi-year evolution of The General's brand. Projects included crafting a long-lasting brand position, a designing a refreshed logo and character, and launching a new brand campaign centered on emotional appeal that delivered double-digit sales growth. Check out the case study!
Cannes Lions, Effie Awards, Clio, Shorty Awards, The One Show