14+ years of combined experience in brand development, implementation, and management to enhance brand equity, drive growth, and foster consumer loyalty through innovative strategies and collaborative leadership.
Brand Builder and Strategist | Experienced Creative Leader | Consumer-Centric Approach
Experiential Activation Design | Collaborative Stakeholder Engagement
Personal Summary
Dynamic and high-performing proactive leader with over a decade of experience in brand management and strategy, both within and outside the healthcare industry. Strength in transforming brand architecture and fostering consumer and employee affinity through innovative, omni-channel initiatives. A passion for executing high-impact brand experiences that differentiate organizations and drive growth. Proven ability to advise and collaborate with executive leaders and cross-functional teams to develop and implement comprehensive brand strategies. Committed to aligning brand initiatives with organizational goals to deliver a consistent and compelling brand experience. Expertise in:
Brand Strategy, Development, and Implementation
Cross-Functional Collaboration
Omni-Channel Brand Campaigns and Activations
Consumer and Employee Experience Design
Leadership and Team Development
Internal Brand Advocacy
Visual Identity Design and Implementation
Market Research and Consumer Insights
Innovation and Technology
Work Experience
A key member in leading the development and implementation of CommonSpirit Health's brand strategy, ensuring alignment with the organization's mission, vision, and strategic goals.
Orchestrated the creation of comprehensive visual identity guidelines and widely attended systemwide brand immersion trainings post-merger, successfully establishing CommonSpirit's “house of brands” approach and the adoption of the Hello humankindness tagline, ensuring seamless alignment across all touchpoints and organizational levels.
Led the creative direction for major brand campaigns, activations, and initiatives, ensuring consistent visual and messaging alignment across all touchpoints. Developed innovative concepts and oversaw their execution to enhance brand identity and engagement, driving impactful consumer experiences and brand recognition.
Currently leading initiatives to foster awareness, understanding, trust, and affinity for the CommonSpirit brand among internal and external audiences. This serves as a preparatory bridge for the imminent transition to a national brand strategy.
Actively guiding the development of a holistic brand architecture under CommonSpirit as a national brand, leveraging existing equity while aligning meticulously with our organizational goals, brand positioning, values, and attributes.
Conceived and executed CommonSpirit’s brand experience pillars, serving as a foundation for impactful experiential moments and guiding cross-functional teams in integrating the brand into their work.
Collaborating closely with cross-functional leaders and our agency of record to craft a unified CommonSpirit experience, aimed at cementing brand equity and instilling a consumer-centric ethos throughout the organization.
Developed and deployed memorable experiential moments, including Dignity Health's “elephant” logo (featured on new parent “quiet kits,” “baby button” installations, baby blankets, and beanies—frequently showcased by parents in social media birth announcements), "kitchen table" cafe experiences, healing gardens, and wayfinding signage utilizing our brand voice.
A key member in conducting and reviewing market research and consumer surveys to gain insights into consumer preferences and perceptions, utilizing data-driven insights to inform brand strategy including ongoing brand monitoring.
Frequently engaged with executive leadership to align brand strategies with organizational goals, driving cohesive brand narratives and securing top-level support for brand initiatives.
Cultivated a culture of brand advocacy and collaborative synergy among teams, aligning efforts to our organizational values, culture, and future direction.
Collaborated extensively with the communications team on internal and external messaging strategies, supporting our brand's reputation and crisis management efforts.
CommonSpirit
Health
System Director, Identity
and Brand Management
2019 - Present
Developed and executed comprehensive marketing initiatives to strategically advance brand development and bolster consumer awareness across diverse geographic regions.
Led multifaceted projects in collaboration with cross-functional leaders, significantly expanding the visual identity framework and ensuring rigorous oversight of logo distribution to maintain brand consistency.
Developed experiential design concepts and orchestrated impactful brand pop-up engagements, elevating consumer experiences and reinforcing brand engagement strategies.
Spearheaded creative direction for sports sponsorships, crafted dynamic motion graphics for social media platforms, and contributed to the conceptualization and execution of national TV spots, effectively enhancing brand visibility and resonance.
Fostered seamless collaboration with external agencies and internal stakeholders, championing brand alignment initiatives and driving the delivery of pioneering creative solutions that resonate across all brand touchpoints.
CommonSpirit Health
Formerly known as Dignity Health
Brand Marketing Manager
2017 - 2019
CBS SAN FRANCISCO
Graphic Designer
2013 - 2017
A key leader in developing and managing the station's brand identity, ensuring consistency across all visual assets and brand touchpoints.
Developed and executed brand awareness campaigns, working closely with various departments to align on brand messaging and objectives.
Designed and animated commercials, social media campaigns, and community event materials, contributing to the station's brand advocacy efforts.
Set up a permanent photo studio and captured official talent headshots, enhancing the visual representation of the brand.
Collaborated with reporters to create special project package graphics, enhancing the station's brand narrative and engagement.
Participated in community events hosted by KPIX, capturing stills and interacting with community thought leaders to promote the station's brand.
CBS SACRAMENTO
Graphic Designer
2010 - 2013
Developed and managed brand identity projects, ensuring consistency and alignment with the station's strategic goals.
Created custom infographic animations to enhance brand storytelling and improve audience understanding of complex concepts.
Served as the in-house animator for sales clients, developing brand-aligned local TV commercials and advertisements.
Led the creation of brand awareness campaigns, working closely with sales and marketing teams to develop impactful brand strategies.
Designed and developed promotional materials for KOVR, contributing to the station's brand equity.
Collaborated with internal teams to ensure brand consistency across all visual assets and communications.
FREELANCE
Graphic Designer
2012 - 2017
Designed and developed logos and brand identities for local businesses, creating unique and memorable visual representations.
Created comprehensive visual identity guidelines to ensure consistent brand deployment across all platforms.
Consulted with business owners to understand their vision and objectives, tailoring design solutions to meet their specific needs.
Provided training and support to business owners on how to effectively use and maintain their new brand assets.
Collaborated with clients to refine and enhance their brand messaging, ensuring alignment with their business goals.
Delivered high-quality, professional designs under tight deadlines, ensuring client satisfaction and repeat business.
Assisted in the development of marketing materials, including business cards, brochures, and social media graphics, to reinforce brand identity.
Education
California State University, Sacramento
Bachelor of arts in Photography, with a Minor in Marketing