FEATURED WORK
Challenge: Tonal had a category-defining product but the story they were telling limited their ability to grow: the competitive landscape had expanded with lower-cost and free-standing alternatives, longevity took center stage in health and wellness culture, and consumers’ relationship with at-home fitness solutions shifted post-COVID.
My role: Senior Manager of Brand Marketing, leading brand strategy, social, and major go-to-market campaigns for Tonal’s most critical sales periods.
Approach: We built and executed a full repositioning of the Tonal brand, including…
Establishing new purpose, mission, vision, and brand values.
Evolving Tonal’s tone of voice.
Building brand-new audience segmentation and strategy.
Redefining Tonal’s value proposition.
Evolving Tonal’s social strategy, managing Tonal’s social team and social channels. » More here.
Managing strategy, creative development, and go to market for Tonal’s biggest brand campaign moments.
Leading research and positioning, and managing creative development for Pilates on Tonal (a new modality) in partnership with Product Marketing.
Leading research, positioning, and go to market for Tonal’s expansion into Healthcare.
Leading coach brand strategy and positioning work for Tonal’s full-time coaches.
Running creative ad tests in partnership with Paid Media.
Collaborating with Product Marketing and Product Team, Influencer and Event Marketing, Paid Media, Business Strategy, PR partners, Partnerships Team, CRM.
Result: 4x increase in unaided awareness in one year; highest year-over-year aided awareness growth in Tonal’s competitive set (+10%).
Challenge: Introduce a beauty brand to the US market perceived as “special event makeup” in a culture saturated by low maintenance looks and no-makeup makeup. Consumers described Il Makiage products as what they'd reach for on the weekend, not on the go or every day: makeup that felt sexy and bold, but required sitting down to apply.
My role: Senior Brand Strategist, worked the pitch, won the business, then worked on the positioning, creative development, and social-first launch strategy.
Approach: In a world of pink-washed, unadorned beauty brands, there was space for Il Makiage to be defiant and distinctive. We owned the product truth and built the launch around the women it was actually for: the ones who don't apologize for having high standards, in beauty or anywhere else in their lives. It came to life through Il Makiage’s Instagram, influencers, PR, NYC out-of-home including subway takeovers, billboards, and wildpostings, and a pop-up store in the heart of Soho.
Repositioned Il Makiage from occasion-only makeup to an everyday, unapologetic standard: Makeup for Maximalists.
Built the launch narrative and look and feel around unapologetically embracing high standards.
Designed a social-first launch strategy to maximize impact, teasing the launch to build excitement and buzz, and refreshing at launch.
Result: 2M+ social media impressions per week; 70k% follower growth on Instagram in the first two months.
Challenge: For 45 years, Vanguard grew almost entirely on word of mouth and the outsized legacy of their founder, Jack Bogle. But competitors were challenging their point of difference: low-cost investment products. Plus, Vanguard was a company built on conscientiousness and prudence, and was historically advertising-averse, so there was a risk of working against everything the brand stood for.
My role: Senior Brand Strategist / Associate Brand Strategy Director, working across enterprise, B2B, and B2C.
Approach: We developed a brand platform that reached back to what has always been radical about Vanguard: it’s investor owned, built to return profits to them rather than outside shareholders. “How Radical” spotlighted Vanguard’s investors and highlighted its radical, people-first position in the financial industry.
“How Radical” was Vanguard’s first-ever brand campaign.
We translated the platform to B2B for their financial advisor audience, highlighting Vanguard’s prowess in active investing, specifically their Active Taxable Fixed Income funds as proof — Vanguard had been known by and large for passive investing only.
Additional projects:
Experience strategy for Vanguard’s Financial Advisor business.
Social strategy for Vanguard’s B2C business.
Product campaigns for various B2C products.
