Selected work
The examples below span global transformations, employer brand, culture and go-to-market. They demonstrate the same underlying capability: joining business strategy, brand and people around an idea that can work in the real world.
Challenge
Help a complex global organization unite behind a purpose-led brand.
Work
Agency-side lead with EY's global executive team on the purpose-led rebrand — "Building a Better Working World" — sustained across 150 countries and 300,000 people.
Value created
Global narrative, leadership alignment and internal activation at exceptional scale.
Work
Led development of the firm's worldwide EVP with EY's global people leader, across every region.
Value created
A unified global employer narrative aligned to the firm's purpose and brand transformation.
Challenge
Turn complex offers into clear, repeatable market and sales stories.
Work
40+ go-to-market and sales-enablement "operating systems" across Deloitte, Deloitte Digital and Workday — revenue targets from $10M to $10B+.
Value created
Focused narratives and practical tools linking strategy, marketing and sales.
Challenge
Modernize the external brand while aligning the employee experience and behaviors behind it.
Work
A connected B2C and B2B2C rebrand — "What Insurance Should Feel Like" — supported by employer brand, values and behaviors.
Value created
A more human customer promise designed to work internally as well as externally.
Challenge
Create a talent story with local relevance and global strength.
Work
Employer-brand platforms across Europe and Greater China, including "What's Your Secret Formula?"
Value created
A distinctive employer narrative adaptable across markets.
Work
Led the Red Dot Award–winning brand refresh, vision, and values (now part of FTI Consulting), including full internal engagement.
Value created
Award-winning brand positioning and values with full internal adoption.
Challenge
Turn a strategic priority into frontline behavior and operating focus.
Work
Major organizational transformation and frontline engagement — "Right First Time" — spanning field operations nationwide.
Value created
A simple organizing idea made relevant to day-to-day delivery across a complex operation.
Challenge
Create greater coherence across a large, distributed customer and employee experience.
Work
Brand transformation, employee engagement and brand-architecture overhaul across more than 150 US imaging locations.
Value created
A clearer system connecting the brand to frontline delivery.
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