The Math Learning Center

Roles

Brand Strategy
Brand Governance
Marketing Strategy
Market Research
Creative Direction
Agency Management
Stakeholder Engagement
Project Management

Collaborators

Fort West Agency
Ad Victoriam Solutions

Summary

Led first brand strategy in the organization's 50-year history, aligning products, thought leadership, and customer value under a primary identity. Successfully evolved communications master brand narrative, establishing communications guidelines for executive, employee, and external audience integration. Launched succession of product campaigns, which led to 4x site visits and deepened customer engagement to 5.5-minute average time on site.

When I was hired to lead internal and external communications for this math curriculum publisher, they’d been without a marketing leader for 4 months. and needed to deliver a product refresh for their largest conference sponsorship ever. I dove in to creative direct and deliver 27 pieces of collateral, a new product video, and a refreshed website in six weeks.

Eighteen months later, I led the first brand strategy in the organization's 50-year history, aligning their portfolio of products with their often emulated thought leadership to increase customer value under the primary identity. This process helped alleviate confusion between the primary brand and its core curriculum product, Bridges in Mathematics, while establishing room for its supplemental products to stand alongside them. The brand rollout considers executive, employee, and external audiences in its scope and pace, ensuring every audience has the information, assets, and guidance they need to showcase each aspect of the brand properly.

We worked with a sharp, creative, nimble agency partner, Fort West, to prepare all of the new assets in four months. Our collaboration delineated the brand positioning, reinvigorated the brand voice and up-leveled the collateral, trade show booths, and digital/social assets. We’re currently refreshing the brand across all websites while modernizing the user experience to reflect the ever-evolving curriculum adoption process.

My team and I launched a succession of product campaigns which led to 4x site visits and deepened customer engagement to 5.5-minute average time on site. I also led a new events planning & logistics process to successfully grow from 20 to 60+ trade shows and conferences per year, supporting $40m annual revenue across 48 states. I partner with Business Development to develop an accounts-based marketing strategy, simplify overall outreach processes and optimize communications to increase curriculum adoption, including supporting a successful California curriculum adoption campaign. 

Throughout all of his work, I collaborate with subject matter experts across the organization to understand MLC’s priorities and goals and drive marketing and communications to reach targets. My goal every day is to improve on yesterday, and to be the best servant leader I can be. Diplomacy, detail, and delivering are also always top of mind.