Led global brand design and strategy for a $42B Fortune 10 (NYSE: GE).
Drove initiatives to increase brand value by 3% ($1.26B). Focus on how the brand manifest internally (clarity, values, positioning, strategy, commitment, governance, and responsiveness) and externally (authenticity, relevance, differentiation, consistency, presence, understanding, & engagement), driving economic and social impact for the organization.
Overview
Global Brand & Design Strategy Leader, managing both internal teams and agency partners, from a central corporate function. Worked across a highly matrixed, cross-functional enterprise and was responsible for shaping how businesses, clients, customers, and users engage with the brand. Executed brand design and strategy across multiple projects, partnering closely with business units, stakeholders, internal teams, and agency partners. Delivered brand experiences that differentiate in a crowded marketplace and drive customer growth.
Drove the global brand identity for all products, services, and solutions. Ensured high craft, consistency, and scalability across all media platforms for multiple distinct brand identities in a unified way. Evangelized the brand and championed creative work across all levels of an organization, including C-suite leadership. Highly skilled at influencing all levels of an organization, utilizing interpersonal skills and the ability to work flexibly across departments. Strong business acumen with the ability to articulate benefits/impact to a broad audience and materially add value to the organization.
Brand Design Leadership
Global Brand & Design leader for the evolution of GE’s brand identity.
One of only eleven rebrands in the organization’s 130-year history, GE underwent a digital transformation from conglomerate to digital industrial.
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.
Leveraged the brand design systems to define, create, and grow commercial opportunities.
Improved positioning, content, & campaigns across 7 priority global markets.
Brand Strategy Leadership
Developed strategies and contributed to business decisions about the future direction of the brand.
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.
Brand strategy lead through a period of expansions and acquisitions.
Established best practices as brand and naming SME. Led/Supported brand and naming for Current powered by GE, Culture Compass, Innovation Point (GE’s Global HQ), GE Digital, Energy Connections, and multiple business units.
Immersive Brand Experiences
Directed brand creative for large scale seasonal events and campaigns.
Build design solutions partnering with external agencies that reflected GE’s brand narrative and engaged the consumer in a memorable experience
Developed the global playbook for scalable brand design in immersive environments and experiences.
Directed the vision, strategic direction, and brand continuity resulting in impactful spaces, increased consumer engagement, and repeated interaction.
Hands-on leader for the launch of new physical environments.
Drove design and oversaw build-out of New York HQ which became the blueprint of global spaces to follow. Improved transparency, communication, and creativity with the culture in the new spaces.
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