Product, Design, & Brand Strategy
20+ years of experience developing strategies for long-term competitive differentiation that accelerate company top priorities, and playbooks on how to do it. Deep understanding of customer needs, business drivers, prioritization, trade-offs, and collaboration.
Product Strategy
Collaborated closely with the CPO and CEO of MiSalud (early-stage startup)
Contributed to top priorities including strategic planning, operational strategy, and stakeholder management. Drove process improvements in operational velocity, collaboration, prioritization, product feedback, psychological safety, and supporting high-functioning teamwork.
Partnered with the President, CFO, and executive team at KCAI
Facilitated operational improvements in organizational transformation and customer experiences including strategic planning, vision, product-market fit, growth, stakeholder management, and executive development. In 18 months, established key metrics for psychological safety, boosted strategic thinking by 30-40%, and fostered an environment of collaboration and innovation.
Led the development and prioritization of a multi-year roadmap for a leading FinServ
157 products & services in total. Drove alignment with C-suite, executive leadership, stakeholders, and 11 design functions resulting in increased efficiency, reduced friction, cost savings, and faster go-to-market.
Design Strategy
Developed the global experience design strategy for the CCO
The approach communicates a clear global vision, streamlines workflows, and supports their mission of telling better stories through digital experiences. Established key tent-pole priorities and KPIs to increase equity in the brand. Defined a unified vision around customer experience to create a stronger connection with the target audience, improve efficiency/cost savings, and grow revenue streams. Developed strategy to drive consistent execution, improve operations, and increase efficiency across all digital platforms.
Transformed a startup into a national challenger, generating $3 million in annual revenue
Developed positioning, a strategic roadmap, brand experience, growth opportunities, and go-to-market strategy. Featured on CNBC’s “The Entrepreneurs.
Transformed a plateaued start-up into a category-leading national brand in 18 months
Developed every touchpoint of the customer experience, UX/UI, and content, resulting in product growth, expansion, winning coveted industry awards, and tripling annual recurring revenue.
Brand Strategy
Drove master brand architecture unifying 12 business units and 200+ sub-brands with a singular vision.
Leveraged strategy to drive business results. Partnered with peers cross-functionally to develop compelling messaging and positioning that conveys what makes GE better and differentiated in the market.
Developed strategies and contributed to business decisions about the future direction of the organization.
Establish strategies for long-term financial growth while ensuring that short-term experiences ladder up to the overall brand vision.
Led ingredient brand strategy to unlock new commercial value.
Resulted in increased digital equity, leveraged partnerships, and identification of white space opportunities.
My approach to strategy
01. Deep customer understanding
02. Accelerate the overall business strategy of the organization
03. Have a clear long-term vision and next few steps of the execution
04. Data is the compass and craft is the X
05. Ruthlessly prioritize for impact
06. Differentiate the product, offering, or brand
07. Create a high-value experience for the user
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