Select Projects

Maruchan

INDUSTRY: CPG

ROLE: BRAND STRATEGY + CAMPAIGN STRATEGY

Defining a Legacy Brand to Protect and Grow Share

Despite being the category leader in ramen and a staple in millions of homes, Maruchan had never formally defined its brand. As competitors ramped up marketing investments, the company recognized the need to clarify its identity to protect its market share.

I led a comprehensive analysis of Maruchan’s audiences, competitors, and existing brand equity to craft the company’s first-ever brand platform. The new strategy honored the brand’s most recognizable assets while positioning Maruchan as a fun, family-friendly essential—resonating with its loyal base and the next generation of consumers.

The platform served as the foundation for Maruchan’s first brand campaign, which launched nationally across TV and social media—marking a new era of visibility and relevance.

OpenText

INDUSTRY: TECHNOLOGY

ROLE: BRAND ARCHITECTURE

Bringing Brand Clarity to a $3.5B Tech Portfolio in Transition

The OpenText brand portfolio had become complex and disorganized after a 30-year history of growth, often through acquisition. With a new CMO at the helm and a sprawling portfolio of legacy and acquired products, the need for strategic clarity was urgent.

After orchestrating a comprehensive analysis of the portfolio and customer segments across the enterprise business, I identified the key gaps and opportunities for alignment. I developed a forward-looking brand architecture that supported the company’s goals and provided clear guidance for integrating existing and future acquisitions into a unified brand model.

Colorado Hub for Health Impact

INDUSTRY: LIFE SCIENCES

ROLE: BRAND STRATEGY + DIGITAL STRATEGY + CAMPAIGN STRATEGY

Orchestrated a Complex Multi-Stakeholder Launch to Drive Industry Growth

Led a cross-functional team of 20+ stakeholder organizations, plus agencies, freelancers, and employees—to create an all-new brand, website, and fully integrated national campaign to accelerate growth in Colorado’s life sciences sector.

I defined the brand strategy and oversaw the life of the campaign, which was designed not just to generate leads, but to deepen our understanding of key audiences for future initiatives. The campaign exceeded all KPIs, delivering 300% more leads than the benchmark and creating a strategic foundation for long-term growth.

Grimmway Farms

INDUSTRY: CPG

ROLE: BRAND STRATEGY + BRAND ARCHITECTURE + CAMPAIGN LAUNCH

Turning a Commodity into a Brand Platform for Growth

When the world’s largest carrot producer set its sights on the booming bottled juice market, they needed more than just a new product - they needed to rethink their existing brand architecture and elevate their produce brands beyond a basic commodity.

I led the strategic development of Grimmway Farms brand architecture, analyzing target consumers across sub-brands and mapping the highly competitive ready-to-drink landscape. I designed brand architecture options to scale with their growth, primary brand shared values, and brand blueprints for each brand in their portfolio.

Using the new architecture as a launching pad, I developed the marketing and campaign launch for TRUE organic in social.