About
I work across agency and client side as a hybrid of brand strategist, comms planner and data analyst. I combine behavior with data to bring points of view that help build strong brands.
Brand strategist · Comms planner · Data analyst
Brand building creates emotional connection and differentiation. Activation captures the demand that already exists. A plan that only looks at one end leaves growth on the table. (Binet & Field, The Long and the Short of It)
Only about 5% of people are in the market at any given moment. The other 95% are future buyers, and they are the ones a brand needs to build memory with. (B2B Institute)
If any data point can justify any argument, choosing what to measure is a strategic decision. Channel correlation with ROI, awareness with visits, how long sales take to respond. Share of Voice and Share of Search as thermometers, and research institutes for tracking whenever possible.
Analytical skills, research, problem definition, creative briefing, storytelling, digital know-how, team management. But above all, knowing how advertising works.