With 30 years of experience developing annual and long-range strategic marketing plans and implementing consumer, sales channel, and third-party go-to-market efforts, I’ve had the opportunity to work on a variety of programs.
Branding Experience
Branding is more than a name or logo - it’s the essence captured in the vision, values, promise to the consumer. It’s the reputation, culture and feeling evoked.
Project
Create the vision, values, communication tone, and style, as well as name the first new Disney business in 16 years, Storyliving by Disney
Objective:
Develop the brand, rooted in research, and collaborate with internal stakeholders to craft positioning, brand architecture, naming, visual identity, and target audience to support both a national brand and individual site-level brands, unique to each location
My Involvement:
Led work with internal research teams, creative agency, and business stakeholders
Crafted all briefs and pitch decks to align on direction that felt uniquely Disney and differentiated the business from the competitive set
Brand Application: StorylivingbyDisney.com
Project
Update Branding for Disney Women’s Inclusion Network (WIN)
Objective:
Modernize the WIN brand to excite and inspire employees about the future direction of women’s leadership
My Involvement:
Created brief, initiated work with creative agency, and recommended updated brand mark to senior executive sponsor for the network
Rolled out refreshed style guide and artwork across all programs
Product Launches
Product launches are a marketer’s dream - they are a point in time to garner coverage and consumer interest.
Project
Launch the first new Disney business in 16 years, Storyliving by Disney
Objective:
Design a launch plan that creates significant, immediate awareness
My Involvement:
Led a multi-disciplinary team to develop a plan that included an email to targeted consumers in the Disney database, national PR coverage, website, and social platform launch
Results:
Coverage on Good Morning America and a significant number of other news outlets
Record-breaking number of leads in first week of launch
Additional Product Launch Experience
3 major US domestic campaigns to drive Park visitation
2 new cruise ships
1 cruise ship re-imagination
3 new resorts
Content Development & Social Media Experience
Consumers respond to compelling storytelling and crave content that takes them behind the scenes or teaches them something interesting. In the last 15 years, I brought brands to life across social platforms leaning into this human truth. I also have managed social accounts and led teams with this responsibilty.
Project
Create engaging content leading up to the Cotino new home community pre-sales launch period when no real assets or new news was available
Objective:
Lean into Disney Imagineer involvement in the community, one of three key message pillars, and humanize the brand through a four-part video series
My Involvement:
Developed the idea, led a team of direct reports, and collaborated with creative and broadcast teams to produce a series that could be used across platforms
Results:
60% email open rate
+20% increase in website traffic
+186% social platform engagement
Pricing Strategy & Offers
Pricing or offers are key urgency drivers. During my time at Disney Vacation Club, I grew curious as to which offers worked to compel the consumer to action and conducted an analysis. We adjusted our approach and cadence, and my team led work to develop communications to promote them.
Project
Rethink offer strategy based on new insights from past offer analysis
Objective: Grow revenue through carefully cadenced price increases and sales offers to meet business goals
My Involvement:
Collaborated with sales and finance through planning meetings to evaluate offers and ensure pressure was placed in the right timeframe
Developed communications to drive urgency and action by demonstrating ‘extra’ savings for acting fast
Results:
A new offer format was adopted and the team collectively grew revenue double-digits
