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MOVE
Whether your business, service or product is at an early conceptual stage or has been around for decades...
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BRANDS
whether you need to navigate through the logistics of how it can work or what should it mean....
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FORWARD
we help define identities, refine your offerings, enrich your messaging or amplify your voice.
CAPABILITIES
BRAND | MARKETING | ADVERTISING STRATEGY
- Brand and product positioning
- Campaign and content strategy
- Communications and channel planning
- Planning white papers and trend reporting
From the big screen to the little screen – TV, print, digital, web and mobile platforms, marketing materials, lookbooks, event planning – all marketing
… soup to nuts.
IDEA GENERATION > IDEA EVALUATION > CONCEPT GENERATION > CONCEPT EVALUATION > PROTOTYPE
Training:
- Stanford University: d.School Design Thinking Boot Camp
- Stanford University: Leading Innovation and Demand Creation
- IDEO U: Ideas to Action
- Hyper Island: Master Class Digital Acceleration
- Synecticsworld, Inc. “Interactive Innovation” with The Ogilvy Center for Research & Development
DESIGN | DIRECT | MODERATE | ANALYZE
- Qualitative/Quantitative
- Concept/Comms Testing
- Ethnography
- Social listening
- Trend spotting
- 4Cs Market Immersion
Well versed in research practices – tracking, segmentation, A&U, etc. – and always exploring any new modes of research and exploration.
DESIGN | DIRECT | MODERATE | PRESENT
- Mastercard
- The Economist
- CAVA
- Avon
- Iceland Naturally
- Community Solutions
- etc.
THINK TANKS on market trends, competitive landscapes and the future of industries.
WORKSHOPS for product and service innovations, brand naming, organizational development, experiential marketing ideas, etc.
THINK TANKS Collapse
CREATOR | ARCHITECT | STEWARD | WHISPERER
- Develop new brands from scratch
- Breathe new life into tired or old brands
- Plan or redesign growing brand architectures
- Identify or refine the brand positioning
- Direct development of brand design and brand guidelines
“WHY” does the brand exist? Defining “why” defines the purpose, provides brand meaning and defines its place in the world – to its audience, versus its competitors. Brand purpose directs a company’s actions and cohesively drives an internal team forward.
INTERM MANAGEMENT:
OFFSITE | ONSITE
- Board Advisor
- Fractional CMO
- Product/Service Launch
- Investor /Agency pitch
- RFP process
- Project/Team Management
FRACTIONAL LEADERSHIP Collapse
WORK
ABOUT
ROLES
Consultant
Freelance
Fractional Leadership
We do it together. Your business principals are the foundational perspectives of your success. We add insight, action and momentum to your business.
As a catalyst between business and creative, Liz collaborates with cross-functional teams to help new or well-entrenched brands to achieve record breaking sales and higher levels of recognition. She excels at defining brands and finding keen, actionable insights that create real business momentum.
She has a deep and broad history of elevating brands, nurturing innovation and inspiring campaigns that accelerate business growth. She creates teams that are specifically tailored to her client’s culture, needs and budgets.
Throughout her career whether within a company, an agency or consulting independently, Liz has helped energize brands and increase their market value.
Her work is diversified across many industries including consumer packaged goods, fintech, biotech, bioceuticals, food and spirits, publishing and digital services. You name it and she’s probably touched it in some way.
Liz has a global perspective, having collaborated with CEOs and CMOs across the world, and she has spent a memorable year working in Milan, Italy, further enriching her international expertise.
Holding both US and EU citizenship, Liz has the flexibility to work across the EU without work permits, aiding her ability to affect business on a global scale.
+FREQUENT CREATIVE COLLABORATORS
- Arthur Fuse Osmanov - Design Director - Digital/Web
- Simona Barta -Designer / Graphic Design
- Sal DeStefano - Creative Director/Art
- Morgan O'Connell - Creative Director/ Designer
- Liz Rosenthal - Creative Director/ Writer
- Jenny Sandbank - Creative Director/ Writer
- Lisa Bisk - Marketing and Content Leader
- Debby Chow - Marketing and CRM Strategy
TESTIMONIALS
Now: Founder at Grant McCracken’s Culture Camp
[Anthropologist, ethnographer, strategist, future mapper, author]
Then: collaborated with Liz while at McCann Worldwide
– “Liz is one of the miraculous people who make groups of people smarter, more creative, more interesting, more productive. I’m not sure how she does it. Yes, she is gifted, creative, intelligence. But she is also enabling of other peoples’ gifts, creativity, and intelligence. If you get a chance to work with her, take the chance to work with her!”
Now: U.S. Chief Strategy Officer at Initiative
Then: partnered across IPG agencies – McCann and UM
– “Liz and I have partnered on brand strategy projects for almost two years now. I would go to battle with Liz any day. You’ll do good work and have fun doing it. Liz is a great collaborator that always helps push a team’s thinking further. She’s a keen observer of consumer culture –with a knack for detecting and articulating the latent forces shaping consumer behavior. She brings strong business insight to brand planning – resulting in communications strategies that advance your business strategy. Your brand is in good hands with Liz.”
Now: Co-founder of Genius Steals, and the School of Stolen Genius
Then: worked together at McCann Worldwide
– “Liz is a wonderful, naturally gifted planner. A combination of intuitive cultural anthropologist, human psychologist and business strategist, her masterminding of the insight and strategy work on numerous clients have been delightful to behold. She’s really, really nice but also able to hold the attention of a rowdy room – a rare double whammy.”
Now: Chief Marketing and Communications Officer Accenture
Then: MasterCard EVP/Group Executive, Worldwide Consumer Marketing
– “I’ve been continually astonished by the quality of Liz’s thinking. She digs relentlessly into business situations, pulling in ideas and insights from the most illuminating and often unexpected places. Liz has led ambitious and meaningful journeys to uncover drivers of campaign longevity and to anticipate consumer behavioral shifts. She enlivens and enriches any project.”
Now: CEO at Long Dash
Then: worked together at HUGE
– “Liz is razor sharp, quick witted, eloquent, and a true delight to work with. She is an expert in her field as a traditional & digital brand strategist. Most important, she is a client’s dream. From the first moment she joined the HUGE team she began to think big and pitch even bigger. Liz is a rare find in that she is able to educate even the most hard worn client on nuances of brand strategy never articulated so deftly. As a result, our clients began to embrace their brand’s possibilities in ways never before imagined. Liz’s leadership allowed HUGE to take calculated risks with the client and launch 2 highly successful campaigns. Because of Liz’s expertise and vision, the client was able to let go of preconceived notions and redefine their brand in the digital space. I wish there was more of her to go around!”