Strategic Vision and Brand Evolution

• Spearheaded the rebranding of True Value after a decade, focusing on the new 'Here for You' brand promise.

• Successfully aligned internal and external messaging to reinforce the brand promise across multiple channels. All done in house.

Team Empowerment and Collaboration

• Built and retained a diverse group of top-tier creative talent, fostering an inclusive environment where innovation and collaboration thrive.

• Cultivated cross-functional collaboration between marketing, design, merchandising, corporate communications, growth, sales, manufacturing and retail teams, ensuring seamless implementation of brand changes, promotions, programs and campaigns.

Campaign Success and Innovation

• Supported the launch of creative campaigns at True Value like 75th Anniversary, Real Moment and Hardware Hero. Aimed at engaging retailers and customers to increase foot traffic.

• Innovated a Small Business Saturday campaign, "Here for you, proudly local," resulting in a significant increase in local customer engagement.

Recognition and Trust

• Earned retailer trust and praise by consistently delivering high-quality creative solutions that drive results.

• Positioned as a thought leader in retail marketing, contributing to the growth of both the brand and its partners.

Problem Solving and Resilience

• Navigated challenges like shipping delays for critical materials and a company sale, ensuring timely digital solutions and clear communication to mitigate retailer concerns.

• Maintained adaptability and a positive team culture through complex projects and evolving company priorities.

Digital Transformation

• Spearheaded the redesign of TrueValue.com, creating a more intuitive and engaging platform for both consumers and retailers.

• Oversaw the seamless merger of two retailer online ordering platforms into one streamlined solution—NetWarehouse, improving usability and operational efficiency.

• Leading the transition of the Wholesale Deals book from print to digital, enhancing accessibility, sustainability, and user engagement.

Event Leadership

• Directed key creative components of True Value’s trade shows, ensuring alignment between internal and customers needs, all while aligning to brand goals.

• Orchestrated memorable events like a brand refresh launch party for the corporate team.