Integrated brand strategy: positioning, omnichannel campaigns and market growth

The approach

I start with the audience, not the asset. Segmentation and research come first, then a positioning line the whole organisation can repeat, then a paid, earned, shared and owned plan with budget and measurement attached.

The point is a campaign that holds together whether someone meets the brand in a press article, a paid social ad, a retail shelf or a founder's LinkedIn post.

What this includes

• Brand positioning and messaging architecture, including executive and founder voice.
• Consumer and B2B audience research, persona development and competitor analysis.
• Integrated PESO campaign planning — paid, earned, shared and owned — with budgets and KPIs.
• Go-to-market strategy for new products, services and market entries.
• Brand audits: where perception, product and communications diverge, and what to fix first.
• Brand health and share of voice analysis using media intelligence and social listening platforms such as Meltwater — sentiment, competitor benchmarking and category conversation tracking.
• Reputation and crisis positioning for high-stakes moments.

Full-funnel acquisition and retention

A campaign is only as good as the funnel behind it. I map the customer journey end to end, then build the content, channels and measurement each stage actually needs.

• Awareness (top of funnel): brand campaigns, earned media, organic search and SEO, social reach and creator partnerships.
• Consideration (middle of funnel): lead generation, segmented email nurture, educational content, webinars and event activations.
• Conversion (bottom of funnel): landing pages, conversion rate optimisation, sales and sponsorship enablement collateral, pitch decks.
• Retention and advocacy: onboarding, community management, loyalty and referral loops, churn reduction.
• Measurement: customer acquisition cost, lifetime value, return on ad spend, conversion rate and attribution reporting.

Digital product lifecycle and go-to-market

For digital products and platforms, marketing starts before launch and does not stop after it. I work across the lifecycle rather than treating launch as the finish line.

• Discovery and validation: user interviews, surveys, competitive benchmarking and product-market fit research.
• Positioning and go-to-market: value proposition, messaging hierarchy, pricing narrative, launch playbook and channel mix.
• Launch: coordinated paid, earned, shared and owned activity with clear KPIs and budget.
• Growth and iteration: adoption tracking, onboarding flows, A/B testing, feature marketing and lifecycle messaging.
• Maturity and renewal: repositioning, audience expansion, retention programmes and sunset or migration communications.

Applied strategy projects

Alongside professional delivery, my M.Sc. in Digital Marketing and Media at Yeshiva University produced a set of applied consulting projects across sectors. All are independent academic projects, not commissioned by the brands named.

• Stars + Honey — campaign lead and market analytics on "Made From the Inside Out", an integrated omnichannel campaign for a collagen protein-bar brand, covering consumer analytics, three personas, a full PESO media plan, budget and KPIs. Graded 94/100.
• Disney Streaming — brand audit and growth strategy across Disney+, Hulu and ESPN+, using surveys, expert interviews and market analysis, with recommendations on personalisation and mobile-first engagement. Graded 95/100.
• PulsePlayer.AI — product positioning and go-to-market for an AI fan-engagement concept, leading a six-person team.

Cross-industry, by design

My delivery record spans international sport, wellness and CPG, entertainment and streaming, B2B software, and public institutions. That range is deliberate: the disciplines transfer, and a campaign built for a global Games audience is tested harder than most commercial briefs ever are.

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