BRAND MANAGEMENT

In my roles at Chef’n and Hightower, I led the strategy and execution of the brand in order to raise awareness and establish each brand as aspirational design leaders in their industries. Managing the brand for each organization included:

• Brand identity including values, purpose, brand promise, taglines, etc.

• Brand positioning including value proposition, pricing, feature/benefits, target audience, customer segmentation etc..

• Brand aesthetic and design including logos, font, image styling, brand and product colors, iconography and visual elements, etc.

• Brand voice including tone, language, personality, etc.

• Brand awareness including public relations, customer feedback, survey scores and ratings, etc.

In addition, at Hightower, I led the organization shift from a singular brand to a House of Brands, distinguishing Hightower Group as a collection of international brands offering unique product selections and with rich and diverse brand stories. This resulted in cost savings by being able to leverage our brand partner imagery and designs, improved storytelling, elevating Hightower’s perceived value as a furniture supplier to an international design house, and clarity for customers