CONSULTING
OVERVIEWWith 20 years of experience in marketing, I’ve collaborated with a diverse range of firms, from start-ups to large enterprises, including 10 years at Dow Jones. My expertise encompasses brand development, digital marketing, demand generation, data analytics, and influencer/customer advocacy. Most importantly, I see the big picture and craft strategies that align with and support top-line business objectives. I believe that sometimes small changes can lead to significant impacts, and focus on providing actionable deliverables without any fluff or corporate jargon.
My approach begins with establishing a solid foundation which comes through in your vision, mission, growth strategy and short- and long-term objectives. I emphasize understanding your customers—who they are, where they are, what they need, and how to convey compelling messaging about your brand. Ensuring that every customer touchpoint is meaningful, from their first interaction with your brand to their post-purchase experience, is crucial. Engage, delight, repeat!
Small Business
As a small business owner you wear a lot of hats and don’t always have the luxury of hiring a full-time marketer. But that doesn’t mean your marketing needs to take a backseat. By starting with basics like goal-setting, understanding your audience, targeted messaging and optimizing Google MyBusiness, LinkedIn and your website, you’ll have a strong foundation upon which to expand. I can support your growth through strategic planning, team training, and hands-on involvement that delves into the details of your execution.
Mid-Sized to Enterprise
Larger firms are inherently complex, requiring seamless cross-department collaboration to create an efficient and effective revenue engine. Key areas such as organizational structure, technology stacks, data strategy, audience reach, product marketing, and sales enablement must work together harmoniously. I can help achieve your growth objectives through strategic development, team training, and hands-on involvement, ensuring all components are aligned and functioning cohesively to drive business success.
WORK SAMPLES
SERVICESWhether you’re running a well-oiled revenue-generating machine and looking to expand your programs or don’t know where to start, I can help craft the right level of support for your business. Below outlines examples of targeted strategies, functions, and workshops, as well as a broader business review for either a more comprehensive engagement or to help prioritize your efforts.
Marketing Support: Targeted Services
Any of these services can be booked separately or combined, either after the Business Review or as stand-alone. Custom marketing support is also available to suit your needs.
Sample areas of focus:
Brand Kit & Style Guide
Personas
Message House
Demand Generation
Event Experience
Audit & strategy for:
Campaigns
Digital Marketing
Social Media
Website
Communications
Data
Marketing Technology Stack
Workshops for:
Customer Journey
Personas
Digital Marketing
Campaign Planning
Website Optimization
Mid- to Enterprise workshops:
Sales & Marketing Alignment
Marketing Team Alignment
Marketing Strategy
Themed Campaigns
Lead Funnel
Lead Routing
KPIs & Success Measures
Marketing Support: Business Review
The Full Business Review assesses three key areas: Overall Business Strategy, Marketing and Client Experience. You’ll receive an Assessment Questionnaire for each area that covers their main components, such as (but not limited to) your company’s vision, mission, objectives and organizational structure within business strategy; brand, website, social media, and networking within marketing; and consistent quality, communications, and feedback within the client experience. After the questionnaires are completed, we’ll have a 1 hour Discovery Call to discuss any additional details.
In the Custom Proposal, you’ll receive a scorecard for each key area (see examples below), based on the assessment questionnaire and discovery call, that shows where you currently are within each component, on a scale from Level 1: Infancy to Level 5: Optimized. The proposal will also provide a recommendation of which level you should aim to reach as a next step to move your business forward.
The custom proposal will walk through each component of each key area, and outline a project plan of how to get there (see example below).
Summary:
Assessment questionnaire for 3 major areas: Business Strategy, Marketing and Client Experience
1 hour discovery call with the owner and key stakeholders
Scorecard for each area (Business Strategy, Marketing and Client Experience) with baseline plotted based on assessment and discovery, and target recommendations
Effort-Impact matrix to guide prioritization
Custom proposal including scorecards, effort-impact matrix and project plan for each area (Business Strategy, Marketing and Client Experience)
90 minute proposal call with presentation and discussion
See how I used this approach to assess Deutsche Bank’s digital efforts and designed a custom plan to meet their needs.