PHENOMENON / HUMAN STANDARD

2015-2022

Co-Head of Strategy

Clients include: DC Comics, HBO, Fox, Disney, NewRez, Central Pacific Bank, Bright Horizons, KB Home, PetSmart, Flywheel, Mr. Cooper, Aparium Hotels, Lands’ End, HP, T-Mobile

Roles include:

Agency and departmental leadership // business development // brand positioning, narrative, and architecture // product and customer experience innovation, including service strategy, CRM, and digital platform development // qual and quant consumer research and segmentation // culturally-rooted, insight-driven creative briefs // close collaboration with creative teams in all aspects of campaign and design development // go-to-market planning // creation and execution of integrated multi-channel strategy, including social and PR // partnership with client C-suite to provide ongoing reporting and guidance

Highlights:

  • Helping Central Pacific Bank become the first bank in Hawaii to use technology to deliver a more human experience.

  • Transforming KB Home into modern digitally-enabled home builder, powered by customer obsession.

  • Translating an iconic boutique fitness brand into a killer new at-home experience for Flywheel.

  • Completely transforming the culture, customer experience, and brand in the unloved home loan industry for Mr. Cooper (formerly Nationstar).

  • Building the Product & Services team, enabling Phenomenon to expand its agency offering and win a new category of business.

MH STRATEGY (FREELANCE)

2013-2015

Freelance Brand Strategy Consultant

Clients include: Google, HP Enterprise, IDEO, Fox Studios, Susan G. Komen Foundation

Roles included:

Brand positioning and strategy // business strategy // team and project leadership // product and customer experience innovation, including service strategy and digital platform development // designing and executing qual and quant consumer research studies // creating culturally-rooted, insight-driven creative briefs.

Highlights:

  • Creating a new brand-centric way to think about movie franchise management for Fox.

  • Creating a new brand architecture for HP Enterprise.

SQUARE INC. 

2012-2013

Design Researcher,  Email Marketing Manager

Roles included:

Designing and executing qualitative consumer research studies // reporting to C-suite to influence product innovation strategy // creating a user-centered customer experience strategy // tracking key performance metrics to monitor and optimize CRM

Highlights:

  • Establishing qualitative research as an integral part of the design practice.

  • Guiding the redesign of the CRM program.

GOODBY SILVERSTEIN AND PARTNERS

2010-2012

Senior Brand Strategist

Clients include: HP, TD Ameritrade

Roles included:

Brand positioning, strategy, and stewardship // team leadership // product and customer experience innovation, including service strategy and digital platform development // designing and executing qual and quant consumer research studies // creating culturally-rooted, insight-driven creative briefs

Highlights:

  • Find new opportunities and relevance in a declining category for HP.

  • Collaborating on a first-of-it’s-kind social investing platform for TDAI.

IDEO

2004-2010

Senior Human Factors Specialist, Project Lead

Clients include: Social Security Administration, National Security Agency, Visa, PNC Bank, Pepsi, Lenovo, Novartis, University of Phoenix, Nestlé, Akzo Nobel, Dow.

Roles included:

Team and project leadership // product and customer experience innovation, including service and product design strategy development // designing and executing qualitative design  research studies // close collaboration with creative teams in all aspects of campaign and design development

Highlights:

  • Creating a new online retirement experience for the Social Security Administration.

  • Designing collaborative data analysis tools for the NSA.

  • Evolving nutritional care for oncology patients for Novartis.

  • Envisioning the future of sports nutrition for Nestlé.

MH STRATEGY (FREELANCE)

2022-Present

Freelance Brand Strategy Consultant

Agency Clients include: Hecho, handsome, John McNeil Studio, Mojo Supermarket, Angry Gods ; Brands include: Marvel, Meta, Google, Fenty, Pepsico 

Services include:

Brand Strategy // Brand health studies, Positioning, value proposition, narrative, naming, brand / product architecture, messaging frameworks.

Consumer insight // Qualitative (inc. focus groups, 1-1 interviews, stakeholder interviews) and quantitative (surveys, customer data analysis) research, personas, segmentation, design research.

Experience strategy // Digital platforms / web design, service design, customer journey mapping, CX strategy, CRM, loyalty programs.

Creative strategy // Multi-channel campaigns, social media strategy, content strategy, go-to-market strategy.

Organizational transformation // Vision / mission / values, culture strategy.