University of North Carolina at Chapel Hill

The Glasgow School of Art

Director of Strategy at McKinney

PayPal  //  ProBio Nutrition

Currently, developing ground-up brand and messaging strategies for both start-up and established companies. Beyond developing brands with a sense of shared purpose, internally and externally, my goal is to make sure that brand strategy is integrated and actionable. As for marketing strategies and frameworks, mine always start understanding the consumer’s lived experience, and end with measurable impact.

Skills: brand purpose and core values • marketplace positioning •  consumer research and insights analysis • messaging and content strategy • comms and customer experience strategy • creative strategy and campaign development • measurement planning

Contract

Executive Director of Brand and Marketing Strategy

Now, Hims & Hers is known for its brand, as much as the conditions it serves. Transitioning the growth-focused company into a full-funnel, brand-and-performance juggernaut required success across three key aspects of my scope:

1. Creating an actionable brand strategy
- Authored brand purpose, values, and vision; and worked cross-functionally to generate guidelines to help groups across the org apply the brand strategy to their day-to-day work. Plus, landed clear positioning for a complex, cross-category brand, then tied that positioning to measures of brand marketing success

2. Introducing brand marketing, with an emphasis on consumer insights
- Launched 9 highly effective brand- and category-level campaigns with the internal creative team. In a short period, brand marketing work resulted in a 5% and 11% bump in awareness for Hims and Hers, respectively, as well as driving significant lifts in brand positioning attributes and leading to lower CACs for adjacent performance campaigns

3. Tying upper / mid / lower-funnel KPIs together to reflect the impact of interdependent mktg initiatives
- Developed a framework tied to the purchase funnel that flowed from consumer insight, to jobs to
be done, to key messaging, to content-specific KPIs; and overhauled the brand tracker to better capture brand perceptions and conversion indicators, with a focus on improving conversion down the funnel

hims & hers

Senior Director of Brand Strategy

Agency/Department leader + Brand steward on:
ESPN/ACCN // Sherwin-Williams // Pampers // Netflix // De'Longhi // Pulte Homes // Posh // Dims.

McKinney

Head of Strategy, Durham

Brand and Marketing Strategy

Tillamook // Match // LA28 // Pinterest // Agency business development

72andSunny

Group Strategy Director

Strategy Director

Wieden + Kennedy

Brand Strategy Director

Google Chromebook // Google Wallet & Offers

Freelance Senior Strategist

On the road with my father for a short bit—6 weeks, 27 states and 8,100 miles to be exact. Zig-zagging from Brooklyn to Portland. Check our trip blog: epic-american-road-trip-blog.tumblr.com

Driving across America

Epic American Road Trip

Microsoft // jcpenney // Almay // In the Raw // eMusic // BikeNYC.org

Mother New York

Strategist

ConAgra // PG&E // ConocoPhillips // Audi // Montana Meth Project

Venables Bell & Partners

Account Planner

Assistant Account Manager

Documentary about women's role in society, business, and politics, as told through the perspectives and experiences of three generations. It's a great film in my biased opinion.

Cat Eagan