Collection of my brand management work for Lehi Roller Mills
Speculative case study work completed during master's brand management courses at VCU Brandcenter
Real-world, current challenges assigned to me by live clients. Each challenge culminated in a presentation to the client as well as Brandcenter faculty
Creative side projects I was involved in outside of class
Creative Brand Managers (CBMs) from the Brandcenter have all the skills you'd expect from an MBA student, except what sets us apart is also having creative skills. We're a fusion of creative and analytical thinking. You will find CBM alumni working at some of the most innovative brands in America like Apple, Google, IDEO, Coca-Cola, Lego, and Nike.
Roles CBMs fulfill:
As CBMs we build, protect, and elevate brands through innovative, creative, and original thinking.
Great brand strategy is a combination of left-brain and right-brain thinking. It informs communication strategies and demands creativity. I chart out new territory for brands through great brand strategy.
Great brands constantly refresh and reinvent themselves around core values - remaining forever the same, yet forever new. It's my job to lead these changes while staying true to what the brand stands for.
Deep inside every company is a compelling brand story. I provide structure and governance to brands to help bring those stories to life and protect them for years to come.
Great brands have empathy for the unmet needs of consumers. They have a pulse on culture, and are masterful about interpreting how their brand fits in. I leverage all of this to differentiate and position brands from their competitors.
All the research and data in the world can't replace great creative thinking. As an innovator, I don't just do research for research sake. I put myself in the shoes of the consumer, interpret what all the research means, have original ideas, and consider every angle.
What's the big idea that will shape consumer perceptions of our brand? I look for advertising solutions that will burnish the brand in the mind of the consumer in more creative, relevant, and dynamic ways.
Just because there is a number doesn't mean it is important. It's about the meaning of the numbers, and numbers can be very misleading. I'm comfortable using numbers, spreadsheets, and data visualizations to make smart decisions.
Business is just like sports, but the score is kept in dollars. I'm familiar with the essentials of financial reporting, budgeting, and forecasting. I use these skills to fuse strong business rationale with creative solutions.
I believe in the power of cross-functional collaboration. I have several years experience collaborating with strategists, experience designers, writers, and art directors to solve business problems.