brand
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Brand Strategy That Connects, Converts, and Scales
I lead brand strategy that tells a compelling story while driving measurable growth. From rebrands to campaign architecture, I align narrative clarity with business goals, ensuring every touchpoint reinforces trust, drives action, and scales with demand.
With deep experience across B2B, B2C, and B2B2C models, I bring a hybrid lens to brand-building where user insight, performance data, and cross-functional input shape every brief. I collaborate closely with creative, product, and data teams to move quickly from strategy to execution, leveraging AI-powered tools and predictive analytics to enhance content, design, and user experience.
My strength lies in bridging brand and business: securing stakeholder alignment, communicating brand value through data, and building the internal momentum needed to operationalize vision. Whether defining positioning, leading thought leadership initiatives, or launching high-impact creative platforms, I focus on systems that deliver consistency, resonance, and results
Foster School of Business rebrand
overview
The Foster School of Business faced a fragmented user experience and a brand identity that undersold its value in a competitive graduate education market. Partner-led content decisions led to inconsistencies across web, email, and social channels, diluting our message to prospective students, current students, and alumni.
my role
As Director of Marketing, I led the strategy, alignment, and execution of a comprehensive rebrand alongside a cross-functional team of designers, content creators, and project managers. I partnered with leadership to define key narratives and worked closely with our Director of Design to reimagine the visual identity. In parallel, I introduced a funnel-first content framework to unify messaging across the applicant journey—from awareness to application.
Internal Advocate for Advancing Operational Efficiency and Innovation
the work
Market and Messaging Strategy: Validated product-market fit and refined key personas to ensure the rebrand addressed high-intent decision drivers.
Positioning and Brand System: Led development of new brand architecture and guidelines to align messaging across internal teams and partner touchpoints.
Agency Partnership Oversight: Selected and managed external agencies, aligning creative execution with business strategy.
Content and Funnel Strategy: Designed and implemented an end-to-end content ecosystem with narrative alignment, CTAs, and nurture flows built into the website structure.
Brand Activation: Launched new branded merchandise as a tangible expression of the brand refresh, boosting internal adoption and community affinity.
outcome
The rebrand positioned Foster with a more differentiated, premium identity in the graduate business education space. Early indicators show improved engagement and lead quality, with web performance and program-specific inquiries trending upward. The new messaging system created internal alignment and provides a foundation for continued lifecycle optimization.
"Best Rebrand" Awarded by UCDA Annual Design Awards.
Foster School of Business | University of Washington
As Director of Marketing at the Foster School, participated in full brand refresh, including website, multimedia assets and content approach, internal lead nurture materials, and more.
Old Foster branding
Refreshed brand and site UX
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