How do you leverage design & brand to drive business for a Fortune 10?

Overview

Global Design & Brand leader at GE on the CMO’s team. Working across a $42B global portfolio from central marketing function. Drove the rebrand and digital transformation of GE as a Fortune 10 helping to build, move, power, cure, and connect the world.

Leadership and execution increased brand value, elevated brand equity across various industries and platforms, and accelerated positioning in new markets.

Drove global creative direction and brand strategy for the master brand as well as individual business units, platforms, and services. Bringing together 12 business units and 200+ sub brands with a unified iconic voice.

Led diverse creative teams and agencies by partnering with senior business leaders and translating business strategy to engaging design experiences. Delivered holistic design solutions, ROI, and improved customer relevancy.

Driving the Global Rebrand

Global Design Leadership

Leveraging a design culture of 800+ people.

Global Design leader for cross-functional design teams horizontally across the enterprise (~800 ppl). Providing support, mentorship, and thought leadership to accelerate GE’s digital transformation, a global brand refresh, critical internal UX challenges, and leveling up the design & business acumen in all vertical functions.

Reinvigorated design leadership and expanded the global Design community at GE (by 40X). I improved program operations and the user experience (98% satisfaction) by leveraging research and user data to develop high-impact content, streamlining processes, and elevating the conversation about design & business.

Brand Design Systems

Hyper-critical Typography

Inspira Critical

In partnership with Frere-Jones Type Foundery, developed a digital font to improve the user experience in hyper-critical situations (Emergency Medical, Aviation, Nuclear Power) where seconds matter and lives can be saved.

Mentorship & Support to Upskill a Design Culture

Brand Development & Design Expression

What does a $5B new business venture look like?

Developed visual brand strategy and executive creative direction including naming strategy, identity development, brand primer, & website guidelines.

Design Leadership for Brand Marketing

Design Leadership for Brand Management

Large Scale Experiences

Brand experience for the new office.

Drove brand & design of New York location in partnership with Gensler, leveraging brand experience as a catalyst that improved transparency, communication, and creativity. This location became the blueprint for future centers.