background / mindset / process

I take a straightforward and curious approach to creating and evolving brands.

 
 

BACKGROUND

I kicked off my career in Miami, FL doing travel PR at Diamond Public Relations, where I ran all press efforts for a roster of hotel clients — based mostly in South FL and the Caribbean. Then, I made the jump in-house and took a role in marketing at Carillon Miami Wellness Resort. Here, I learned all the critical revenue & sales ropes, and was able to hone my branding and website development skills as I led the successful brand overhaul and marketing relaunch of the resort. I also learned to help diagnose and solve pain points in operations — a pivotal part of elevating the guest/user experience in any organization and where I usually begin when I start a new project.

A few years ago, I dipped my toe into the interior design world and began spearheading all co-marketing and branding efforts for the Design Center of the Americas (DCOTA) and its 50+ design showrooms (basically, it’s a mall for interior designers). I simultaneously helped my ownership group open their new franchised hotel - Le Méridien Dania Beach at Fort Lauderdale Airport — in conjunction with the Marriott & Le Méridien brand teams.

 

APPROACH

I’m eager to help brands and entrepreneurs leverage their best assets and create targeted, useful strategies that maximize profit and elevate their reputation.

I pride myself on bringing a fresh, “no BS” mindset to developing targeted plans, tools and communications to get results. I leverage my own vast skill set (from graphics to writing), as well as a tried-and-true network of creative partners to offer everything from logo & brand design to website creation, marketing strategy ideation, targeted media outreach, and crisis communications support that align with each organization’s budget, goals and DNA.

Tenacious, detail-oriented and energetic — my passion for the creative side of marketing balances ideally with my data-driven, ROI-centric mindset. Every tactic should be focused on value and purpose.

User/guest experience reigns supreme in my book, especially when it comes to offering a realistic and consistent brand delivery at every guest touch point —- from the online footprint to the first step onsite). This is where I thrive!

 

PROCESS

Discovering what’s working and what’s not is critical - so my highly logical and curious nature gets me to uncover your pivotal pain points - stat.

I’ll get up-close-and-personal with your team and fully digest your structure to understand what tweaks - big and small - are necessary to achieve your goals.

My typical process will look something like this:

  1. DIAGNOSE pain points & understand your current state

  2. ORGANIZE thoughts, feedback and critical takeaways

  3. ESTABLISH target audience and goals / IDEATE the best route to success (budget, agencies, more support, etc.)

  4. THEN ——>

  • SPEARHEAD CREATION of deliverables

and / or provide

  • ONGOING CONSULTATION in a marketing VP / Director role

Services

Not ready to commit? Let’s start slow.

1-hour intro strategy session / $200

Partner Agencies / Spearhead request for Proposal Process & Agency Onboarding

Website Development / from landing pages to

Consulting & Brand Leadership Services

Hiring / vetting of marketing-related agencies like —

  • Branding, Website Development, Email Marketing, Digital Marketing, Social Media, Public Relations

Overseeing agency onboarding & delivery of assets

  • Brand Decks

  • Strategic Plans

  • Email Templates

  • PR Plans / press release development; pitch distribution

    • 1-time or ongoing (fees will vary)

    • National & Regional

  • Graphic Design Support

Entrepreneur Package / Small Business Set Up

  • Diagnostics

  • Website Domain / Website Landing Page Set Up

  • MailChimp Account Set Up

  • Website Structure Outline

  • Partner Agency Recommendations

  • Photo & Art Direction

  • Development of Graphic Design Templates

    • Logo

    • Colors

    • Fonts

    • Mood Board

    • Photography guidelines

Photoshoot / Video shoot Oversight

Work with necessary partners to CREATE & ITERATE deliverables like:

  • Brand Decks

  • Strategic Marketing & PR Plans

  • Website Landing Pages

  • Email Template Set Up

  • Website Structure Outlines

  • Website Domain Set Up

  • Photo & Art Direction