Selected work
While industries differ, the underlying challenge is often the same: helping organizations create clarity, alignment and ownership around a shared direction. Whether through workshops, advisory support, fractional leadership or team development, my role is to help people make better decisions together.
CASE 01.
How to expand the brand portfolio to become Global Iconic Brands
INDUSTRY
Spirits
THE CHALLENGE
Unlock the potential of the portfolio of Licores de Guatemala around the world. How can locally strong brands become relevant beyond it’s stronghold countries.
MY CONTRIBUTION
Designed and facilitated a multi-day marketing leadership workshop. From theme & content generation, organisation of top level external speakers, in-depth evaluation of brand portfolio, exercise coordination to full workshop presentation and moderation.
RESULT
Inspired teams, filled with practical tools and direction to bring the brands to the next level.
Workshop Facilitation - Leadership Alignment
Keynote Speakers - Team Development
CASE 02.
Repositioning an FMCG Retail Portfolio
INDUSTRY
FMCG Retail
THE CHALLENGE
A leading retailer wanted clearer positioning across its main brands within its portfolio, whilst further establishing the group’s identity and overall brand architecture.
MY CONTRIBUTION
Leading a detailed journey of stakeholder interviews , a leadership workshop, strategic sessions and strategy definition.
RESULT
Renewed & clear brands positionings, brand fundamentals, brand architecture and aligned and engaged teams.
Stakeholder interview - Workshop Facilitation -
Leadership Alignment - Brand Fundamentals
CASE 03.
Building Internal Ownership through Brand Narrative
INDUSTRY
Hospitality
THE CHALLENGE
The organization needed a stronger narrative capable of creating engagement and ownership internally, as well as a coherent voice externally.
MY CONTRIBUTION
Leading a multiple sessions of stakeholder interviews and full company workshops to redefine the brand narrative and express the company’s DNA.
RESULT
Clear and inspiring brand narrative, brand fundamentals and brand manifesto. The multiple workshops engaged the employees and generated ownership of the narrative
Workshop Facilitation - Stakeholder Engagement
Narrative Creation - Team Alignment & Ownership
CASE 04.
Launching a New Luxury Brand
INDUSTRY
Luxury
THE CHALLENGE
An established luxury manufacturer wanted to launch is first consumer-facing luxury brand.
MY CONTRIBUTION
Providing ongoing Fractional Brand Leadership support across positioning, strategy, team alignment, asset creation and activation.
Fractional Brand Leadership - Brand Strategy - Coaching