Ashley Friedlein, founder and CEO of Guild, says that "Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception." I had the opportunity to shape the Advance brand and challenge consumer’s perceptions from several channels during my time there.
This Case Study is an overview of my favorite social-first campaigns, large-scale brand activations, and emplyee brand advocacy programs that I’ve led to-date. Each developed to create distinct experiences to inspire our audience and drive brand engagement, but all under the strategic imperative to modernize the Advance brand.
