Brand Strategy
I help organizations define who they are, what they stand for, and how to communicate that clearly and consistently. My work translates business strategy into positioning, messaging, and brand tools teams can use immediately.
01
Amazon: Creating a Global Social Impact Brand
The Challenge | Amazon lacked a cohesive narrative to connect its community investments to the corporate brand.
The Solution | As the Global Head of Social Impact Marketing, I developed Amazon’s first global social impact brand platform, including positioning, messaging architecture, and implementation tools.
Impact | Adopted across global teams, creating a united enterprise-wide framework for communicating Amazon’s impact
02
Amazon: Establishing Localized Brand Marketing
The Challenge | Amazon needed to strengthen its brand and deepen positive engagement with customers and employees in its most important community – the Puget Sound.
The Solution | As the Principal Brand Strategist in Worldwide Communications, I developed Amazon’s first localized brand marketing strategy, using data and insights to identify priority issues, shape authentic messaging, and create a framework for strategic investments and storytelling.
Impact | Established a market-based model that delivered measurable business impact and informed future localized strategies.
Photo: Kjell Redal / The Seattle Times
03
Amazon: Developing Global Brand Messaging
The Challenge | In Amazon’s large, decentralized comms organization, a unified message architecture, tone of voice and brand messaging was needed to ensure consistency and breakthrough.
The Solution | I led qualitative and quantitative research to understand brand perceptions and prioritize messaging, then translated those insights into a message hierarchy and brand book intended as to tool to inform enterprise-wide corporate communications.
Impact | Established the first unified enterprise messaging framework, aligning communications across teams and geographies while improving strategic consistency, executive storytelling, and brand reputation management at global scale.
