My background ranges across a number of different categories and companies, some that I have worked for directly and others I have worked with in collaboration with their agencies. While this may appear to run counter to today’s trend of specialists, I believe it has been crucial for expanding and tempering my thought processes and approach to marketing: without this breadth of experience, I would be less thoughtful, and therefore less effective.
The thread that binds this varied background into a cohesive whole is my core belief that the audience – be that a consumer or a business – should always be respected, addressed confidently and directly, messaged to honestly, and invited to bind as emotionally as is possible to a brand. In this sense, the disciplines of marketing are agnostic, unaware of categories such as business-to-consumer or business-to-business, or the legacy of thinking that sometimes separates them.
My approach is also rooted in the belief that great ideas are always worth the additional effort required to develop them, and that visual and written execution of the highest quality will be appreciated and rewarded by the audience. Fifteen years of involvement with digital solutions have proven to me that, although the mechanism may be driven by trend, marketing that is timeless in its approach to storytelling and audience connection always wins in the end.
As a senior executive, I am passionate about employing the tools of marketing to drive customer engagement and accomplish the broader goals of an organization. Ultimately, the greatest return of building a significant brand is the customer loyalty it fosters – and the financial reward that follows this loyalty. Developing a great brand is much more a marathon than a sprint, and therefore depends upon broad support from the executive team; I have been fortunate during my career to have both learned from and been part of a few awesome internal teams, experiences that have informed my approach within an organization.
I appreciate the time you have taken to look through my work. Many talented people have been involved in its creation, from internal teams to external resources: I am thrilled to have worked with each and every one of them, and grateful for their contributions.
Barbara