About Kate

I should have seen my calling in life when I was 19, pursuing an undergraduate degree in science, while day dreaming about brands. I obsessed over every aspect of a brand -- its archetype, its values, its voice, what it stood for and the effect its executives had on corporate souls.

I have had the good fortune of working both brand side and agency side for nearly two decades to help build, and impact, some of the most interesting brands in the world.

My orientation is brand-first so while some clients have come to me with a well-built brand, knowing how to bring it to life through omni-channel marketing is a discipline I’ve mastered. And for those clients who weren’t so clear about their brand, I’ve also helped them find their way to cultural relevance again.

Some brands I’ve worked with:

• Hilton

• Netflix

• Serta

• Capital One

• REI

• GE

• Nando’s PERi-PERi

• USPS

• Amgen

• Pfizer

• lululemon

• Auto Alliance

• Chesapeake Bay Foundation

• Taco Bell

• Department of the Navy

• Smithsonian Institution

KEY ACCOMPLISHMENTS

Brand Marketing Creation for Leading Agencies – Built brand practices at three separate marketing agencies to date. What started as leading several successful rebranding projects grew into a brand practice at Edelman, became a stronger focus on brand communication and go-to-market campaigns under my leadership at Zeno and then led to re-building a marketing strategy department at Authentic, where I currently lead strategy.

Strategic Planning Initiative Increases New Business Wins – Developed and led the first strategic planning function at Edelman’s DC office as part of the agency’s transformation from a PR communications firm to a creative marketing agency. Managed a challenging transition by creating strong relationships through consensus building and improving new business win rates by 40%.

PROFESSIONAL EXPERIENCE

AUTHENTIC, Richmond, VA                                                                                                    

Director of Strategy (May 2019 - Present)

Building consumer experience-focused marketing strategy discipline composed of brand, communications, media and user experience strategy expertise. This CX focus allows clients to deeply understand their audiences and map when to reach them with the right experience (or message) in the right place, at the right time. In addition to leading strategy, I also lead marketing strategy for all clients.

MRM//MCCANN, New York, NY                                                                                                                                                                 Brand Marketing Strategy Director (October 2018 - May 2019)

Connected McCann Worldgroup agency strategy teams to bring cohesive brand ideas and marketing to life across digital, direct response, experiential, social, and sales enablement programs. Led on-site branding and marketing strategy engagement for United States Postal Service (USPS). Partnered closely with creative team to inspire innovative, original ideas rooted in insights from culture, consumer, company, category and connections.

DEADRECKONING BRANDS, Arlington, VA                                                                                                                                            Founder (July 2017 - September 2018)

Built brand architecture, full-suite marketing campaigns and product launches for entrepreneurs, retail, health and wellness, and technology related start-ups in the DC area. Partnered with creative agencies to research audiences and build brand or creative strategies for new business and existing campaigns.

ZENO GROUP, Washington, DC

SVP / Sr. Director of Global Strategic Planning (October 2016 - June 2017)

Managed and deployed intra-agency brand consultancy to evaluate strategic opportunities, and to advise clients on market entrance and brand positioning. Co-led global strategic planning team of 10 brand strategists, communications strategists, and market researchers to implement more targeted strategic agency responses for new business pitches and client work. These efforts contributed to agency growth by $2.5M within six months.

EDELMAN, Washington, DC                                                                                                                                                

VP to SVP/Director of Planning  (November 2006 - September 2016)

Developed and rolled out operational structure for Edelman DC’s first strategic planning team of 7 strategists. Deployed through all lines of business over a period of 18 months to improve creative, digital and tactical activations.

• Implemented strategic planning across all creative and account work for the 300-person office within 1 year.

• Crafted brand development process for Edelman North America, which led to $3M in new revenue.

• Managed strategy and creative budgets, and met 8-12% annual growth goals for 4 continuous years.

• Led Hilton client to embrace more strategic market positioning with consumer segments on several aspects of their portfolio. This work led to a consultation on their overall brand strategy and architecture redesign in 2016.

• Served on agency marketing team to re-craft new business process, while leading sector into more than $3M worth of new business.

• Nurtured client relationships resulting in 5% annual organic growth sustained over 3 years.

OFFICE OF NAVAL RESEARCH

Public Affairs Manager (August 2002 - October 2006)

Led team of five public relations specialists to market the Navy’s and Marine Corps’ science and technology portfolio to the tax-paying public.

EDUCATION

UNIVERSITY OF VIRGINIA, CHARLOTTESVILLE, VA              

Post-Graduate Certificate in Public Relations

Bachelor of Arts, Environmental Sciences

CORNELL UNIVERSITY, ITHACA, NY

Post-Graduate Certificates in Digital Marketing, Data-Driven Marketing and Marketing Strategy

VCU BRANDCENTER, RICHMOND, VA

Executive Education, Strategic Planning