It all begins with an idea. A desire to capture hearts & minds.
Future Vision
First, define the business opportunity
I put parameters around the opportunity and determine the jobs to be done, whether it’s basket building, driving upgrades, improving user satisfaction or even awareness of a new feature innovation.
An initial problem statement offers context, key issues and assumptions, as well as desired outcomes. I answer the question, “What does success look like?” From the start, I’ll create structure and focus.
Data-first
The next step is building a foundation rooted in big and small data.
I identify the most important, high quality data to collect along the marketing funnel and holistic customer journey including post-purchase engagement, and across digital or physical touchpoints.
Often times, the challenge is too much data. In these instances, I narrow down which quantitative and qualitative data points matter most for the specific need.
Action-oriented
Then comes detailed analysis for actionable learnings and insights.
I’ve built an extensive marketing and customer experience analytic toolbox. Trained at some of the most forward thinking brands operating today, I apply the right business framework to problems or guide further research to round out required inputs.
From campaign strategy to persona development and shopper journeys to competitive benchmarking and gap analysis, the end result is a clear story which highlights key areas to take action.
ROI-driven
Finally, a time-bound strategic roadmap gives structure & alignment.
Depending on goals, I develop a full, differentiated strategy to drive sales, share and customer lifetime value through the highest priority & ROI solutions and campaigns.
Or I’ll double-click into a particular pain point or goal, and create a highly targeted improvement or reach plan. I focus only on what moves the needle, not the white noise.
Flawless execution
Tactical on the ground help to make the vision come to life.
With today’s teams moving a mile a minute, sometimes a vision remains just that, and the hurdles to drive a plan forward seem insurmountable.
I am not only a strategist but an executor - from formal budget justification to partnerships to agency management through campaign, product or program launch and optimization. Success hinges on delivering agreed-upon OKRs and KPIs.
