Typical agency projects
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Product systems
Knowledge management
Process development
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Resource development
Ghostwriting
Proposal strategy and writing
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Project concepts
Editorial strategy
Project leadership
Kalamuna
Maturing an agency’s approach to case studies
Digital agency Kalamuna needed a more compelling and consistent approach to case studies. I worked with their senior leaders and their marketing team to create a modular system to streamline case study production for proposals, decks, and the website.
I reoriented Kalamuna’s “client brand” with a client-centric perspective and attention-grabbing headlines. As part of the project, I also created a “proposal roles and process guide” and chipped in on some sales efforts.
Butchershop Creative
Creating a product system for an agency in transformation
Butchershop Creative, a brand and digital agency, had no concept of where, when, or how they were losing money on projects. They needed a new operating system for collecting data, optimizing approaches, and making mid-project adjustments.
I converted their fractured service menu into a comprehensive product system, with standard language, staffing, timeline, and price guidance. I sat at the center of the product suite and flowed qualitative and quantitative data back into the system, a highly collaborative process. The product system had a lot of unexpected benefits—including better alignment between units on the overlapping/handoff moments that had previously been a source for friction, delay, and rework.
What’s a product system?
A product system takes a “service” like Brand Strategy and defines all the individual products in it. A product system provides a smaller, more precise unit for comparison and optimization than “projects” or “service areas.”
Learn more about product systems.
Agency Experience
Consultant
January 2020 – present
I work with a range of clients and creative agencies to address strategic gaps, drive alignment, and produce content and resources. For creative agencies, this often looks like business development strategy, productization (the conversion of services to a product system), data projects, or thought leadership.
Product Systems Director, Butchershop Creative
July 2021 – May 2023
For this brand and creative agency, I created a product system that became the operating system for the agency. I sat at the center of the product suite and flowed qualitative and quantitative data back into the system, a highly collaborative process. I also led other internal projects at the intersection of data, strategy, and systems, including an internal podcast series, management of our proprietary “Beat Failure” dataset, and leadership of the team that produced the digital “Beat Failure Report.”
Business Development Manager, Carbone Smolan Agency; Landor
March 2018 – January 2020
At Carbone Smolan Agency, I scoped and pitched over $1.5M in brand work for clients in diverse sectors, including technology, financial services, law, nonprofit, and professional sports. When the agency was acquired, I led the transition strategy for new business, including messaging and client management.
At Landor, I rallied teams for complex proposal and pitch efforts across global offices, supported global marketing, and managed their inaugural “Tech, Gender, and Brand” event in New York.