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Agency Work

I spent my agency days understanding consumer behavior as a brand planner, responsible for building strategies to inform creative work. 

Focus groups, in-home interviews, competitive analysis, trend spotting, and strategic frameworks and qualitative/quantitative testing were all part of the planner tool box.

V.P. Brand Planning Director, January 2002 – July 2006  ​

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Clients:

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  • Citizens Bank: worked closely with creative teams to develop brand campaigns and in-branch design

  • Talbots: designed and executed numerous research initiatives to inform brand work and product development

  • Delta Faucet: on the pitch team and lead planner on the business

  • Royal Caribbean: worked closely with account teams to create a “customer life cycle” which illuminated how consumers make vacation decisions and where key messages would have the greatest impact

  • ESPN: core member of the brand team responsible for repositioning ESPN.com

  • Titleist: launched the first brand equity study that helped define what targets would fuel future growth

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www.arn.com

Senior Brand Planner, 1999 – 2002

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Clients:

  • Timberland: conducted primary research to inform brand campaigns, WOM programs and package design

  • U.S Trust: conducted an ethnography project with high net worth investors that led to a new brand strategy and employee communications

  • UPS: worked with brand team to help launch a new campaign and introduce the tagline “What Can Brown Do For You?”

  • New Business: lead new business planner in the San Francisco office for 4 months.

Jr. Brand Planner, 1994 – 1998     

       

Clients:

  • BMW

  • Timberland

  • Nextel

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