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THE WORK
Strategy in Action
How I've supported teams to build, communicate, and grow.
Creative Strategy & Brand Guidance
Creative Brand Partner & Strategy for Jenny Coffman Studios
Repositioning a first-time author, then turning one book-fair booth into an ongoing story and an ongoing partnership.
Built an activity to drive engagement from attendees, collect emails for future CRM campaigns, and build a structured social strategy highlighting the illustrators skills.
→ Repositioning the brand story and booth design to highlight the brand story
Brand Foundation Strategy
A Brand Identity Strategy for Hippie Astrology
A logo existed without consistent colors, fonts, voice, or mood to build from, so every piece of content started from zero. Built a full brand system: philosophy and voice, a color palette and mood board, custom iconography, typography, and ready-to-use templates.
→ A complete brand foundation
Build Your Brand
Creative Strategy & Brand Guidance
Creative Brand Strategy for Jenny Coffman Studio
Align
Repositioning a first-time author, then turning one book-fair booth into an ongoing story and an ongoing partnership.
Imagine/Create
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✓ Refined tagline to align to brand story
✓ Activity to drive engagement & collaboration from attendees while collecting emails for future CRM campaigns
✓Structured social strategy highlighting the illustrator's skills
✓ Timeline for email and social follow-up
✓ Integrated content strategy to drive social and website engagement
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Impact
An event booth with a story to drive engagement after the day of the event
Brand Foundation Strategy
A Brand Identity Strategy for Hippie Astrology
Align
A logo existed without consistent colors, fonts, voice, or mood to build from, so every piece of content started from zero.
Imagine/Create
✓Brand guidelines defining philosophy, voice, and mood
✓ Color palette
✓ Custom iconography
✓ Typography
✓ Ready-to-use Canva templates
✓Defined brand visuals for simplified communications
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Impact
A complete brand foundation
Product Launch Strategy
Launch Strategy to Align Five Audiences and Drive Adoption
Align
A new product line launched across five distinct audiences, each needing a different entry point and no unified way to talk about it yet.
Imagine/Create
✓ Sales playbook: positioning and value statements by audience, a sales sequencing model, role-play scenarios, and leadership partnerships to drive adoption from the top down
✓ Multi-audience versions to support various departmental needs
✓Timeline of rollout and monthly updates
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Impact
One strategy, tailored to every audience that picked it up
Communicate Effectively
Sales Enablement Strategy
A Positioning Strategy to Drive Product Sales
Align
A set of protection and security products existed, but customers and reps alike didn't understand what problem they solved or why they belonged together.
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Imagine/Create
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✓ Spotlight series
✓ Interactive quiz
✓ Coaching cards
✓ Myth-busting game
✓ Playbook resource for bundling & positioning
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Impact
Attach and revenue up across the bundle
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Communication Strategy
A Communications Strategy to Unify Org Updates
Align
Every team had its own version of the weekly update: different formats, different places to find it, nothing lining up.
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Imagine/Create​
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✓Unified newsletter
✓Organized content on time
✓Simplified access to information
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Impact
Handed off as a fully running system
Impact:
Attach and revenue up across the bundle
Impact:
Attach and revenue up across the bundle
Event Strategy
An Event Strategy to Ignite Sales Teams and Drive Results
Align
A recurring sales push needed more than another email blast to engage the channel.
Imagine/Create
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✓ Timeline with teasers
✓ Themed contest, a dedicated resource hub
✓ Promotional push including a rally video
✓ Reporting dashboards
✓ Regular updates, team nudges
✓ Results announcements
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Impact
Beat the event target by double digits
Impact:
Attach and revenue up across the bundle
Impact:
Attach and revenue up across the bundle
Grow with a Trusted Partner
Adoption Strategy
An Adoption Strategy to Turn Resistance Into a Habit
Align
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A new digital tool wasn't gaining traction. The barrier wasn't the tool itself, it was trust in the design.
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Imagine/Create
✓ Built a light-touch rhythm of myth-busting messages
✓ Peer spotlight videos
✓ progress cues
✓ Regular reinforcement and reporting
✓ Weekly tips & tricks
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Impact
Adoption grew for two years running
Growth Strategy
A Growth Strategy to Drive Partnership Leads
Align
A leadshare policy shift was coming, and without the right framing, the field would see it as a loss, not an opportunity.
Imagine/Create
✓ Built a five-part educational series that walked reps through the shift step by step: pain points, vision, positioning, value, close
✓ Built a contest to drive new leads
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Impact
Engagement & closed units climbed month over month
Training & Change Strategy
A Training Strategy to Build Trust in a New AI Tool
Align
A new AI-powered coaching tool rolled out to leaders and reps, but adoption depends on trust, not a mandate.
Imagine/Create
✓ Employee spotlight videos
✓ Educational tutorials
✓ Resource playbook to support hands-on training across the team
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Impact
Comfort built through exposure, not a top-down push
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