I'm a multidisciplinary Brand and Marketing Strategist specializing in Collaboration and Digital Transformation.
My experience over the past decade spans multiple industries, from rapid growth digital health, wellness and education startups to luxury travel, hospitality and wine brands.
I play best in the space between strategy and creativity. Let's tell stories together.
Interested in working together? Drop me a line!
At-the-moment
Aligning my skills in editorial, communications, brand strategy, content operations, and holistic marketing has allowed me to orchestrate many robust integrated campaigns.
I especially enjoy working on projects where I can use my digital skills for social impact.
Marketing and Wine Club Management for a premium wine brand.
ROCO Winery, an iconic winery in Oregon’s renowned Willamette Valley, produces hand-crafted méthode champenoise sparkling wine, Pinot Noir, and Chardonnay. Where science meets art.
Curating at Eclectic Digest.
Eclectic Digest is a budding weekly newsletter of 5 thoughtfully hand-picked pieces of digtal content spanning audio, video, and text. For the insatiably curious and those energized by ideas. Curated by a human, not an algorithm.
Philosophy
Simply put, alignment is important to me. So is enjoying the process. I’m excited to support those who care deeply about their work, who are in the business of doing good, and who strive to be inclusive and equitable during this pivotal time in society.
How I can help
Select Projects
Brand Strategy — articulate
Opportunity: To develop a framework to internally and externally articulate and position a portfolio of brands.
Category: Education
Industry: Nutrition, Health & Wellness
Approach: Done in-house, this strategic work required a nimble approach.
Internal stakeholder interviews + workshops
Brand origin stories
Brand archetype + personality exploration
Brand voice + tone
Review existing data
Competitive research
Lead/enrollment segmentation data
Individual program selling points
Observational
Social listening
Review unsolicited testimonials
‘Voice of the customer’ surveys
NPS score review
Outcome: A concise, adaptable brand framework that helped us:
understand who our brands truly are by using brand beliefs and values to guide our decisions in ways that are better for our people, our business, and the future.
communicate our brands consistently and effectively through every piece of content we made. We better attracted the right customers to build a strong, lasting brand.
position our brands in a way that helped us compete and stay relevant and sensitive to current societal events.
Integrated Campaign Launch
Opportunity: Develop an experimental content-rich campaign delivery strategy to attract new prospects, re-engage existing prospects, and drive program enrollments.
Category: Education
Industry: Nutrition, Health & Wellness
Approach:
storyboard and develop an educational content series
develop and build a content delivery system, incorporating lead capture with automated email nurture campaigns
holistically activate key marketing channels for lead capture and nurture, including
paid and organic social media
partnerships and affiliates
podcast content
email re-engagement
website blogs, banners, landing pages
sales team enablement
Outcome: We saw improved acquisition costs resulting in a boost in student enrollments across the board, including those acquired via paid media efforts. The educational content in this campaign engaged new and existing leads and became a valuable conversion tool post-launch.
Organic Growth — social media + editorial strategy
Opportunity: To diversify the company’s marketing channels beyond paid media in order to optimize acquisition economics for two brands within the portfolio.
Category: Education
Industry: Nutrition, Health & Wellness
Approach: In collaboration with an outside consultant, we conducted an audit of our existing platform presence and honed in on key content buckets that brought the brand’s strong POV to life. We developed a cohesive, relevant editorial calendar organized into campaigns, franchises, and content collaborations while establishing content-specific KPIs. We asked ourselves, is this content sensitive and relevant to the current moment in society?
Outcome: We created a foundational editorial mission and roadmap to guide all future content. We established systems for content ops and developed a realistic publishing cadence with reporting and feedback for the creative team. As a result, we saw significant on and off platform growth across all key metrics, including followers, engagement, CTRs, leads, and enrollments.
Podcast — launch + audience development
Opportunity: To launch a new, innovative content channel that highlighted our brand’s thought leadership while elevating our positioning and reach in the health education industry.
Category: Education
Industry: Nutrition, Health & Wellness
Approach: Execute our thought leader’s vision for hosting an interview-style podcast. Behind the scenes, I orchestrated the launch of a new podcast website with creative and development teams, supported the podcast production pipeline, recruited and managed podcast editor/producer staff, developed an agile promotion plan, syndicated the RSS feed across all major directories, established analytics, and pulled the podcast channel into the larger marketing playbook for the brand.
Outcome: The award-winning 15-Minute Matrix is consistently listed as one of the top 40 functional medicine podcasts in the world and has sustained a 4.8 start rating on Apple iTunes since it launched in December 2017. Downloads per episode increased steadily as we surpassed 500k total downloads. Customer insights show that the podcast assisted in their decision to enroll in our programs.
Aw shucks…
“I was lucky enough to work with Renee over the past 8 or so months. Not only is she extremely talented, strategic and passionate, but she is thoughtful, organized, and pushes to get stuff done. She is very agile and we worked together across organic growth strategy, brand development, and brand management. She brought great thinking to everything she did and built strong relationships across the company. I would highly recommend her and would love to work with her again.”
— Burt Rosen, CRO
“Renee is someone you want on your team. Simply put, she is one of the best managers I have ever worked with. Renee knows how to give space and let people work things out, and when to work closely to get things done. She’s adept at communicating, and handles challenges with grace and empathy. She brings out the best in folks who work with her, and sets very clear goals and expectations. Renee is someone that you can immediately level with and get honest answers and feedback. She’s able to work on high level concepts and branding, as well as the detail-oriented level. She’s thoughtful, patient, and responsive, and also a ton of fun! Her work is fueled by her passions, which motivates everyone around her. I’m incredibly grateful I got to work with her for as long as I did!”
— Rowan Bradley, Creative Producer
“Renee is one of the most imaginative, resourceful people I've ever worked with. She packs a punch in intelligent insights and thoughtful storytelling that bring brands to life in ways that both serve the audience and nail the KPIs. Together, we built a successful organic growth strategy for Health Coach Institute (an entity of Empowered Education) and her whip-smart contributions to brainstorming sessions, editorial/marketing meetings, and strategic positioning helped HCI to shine like never before. Not only does she understand the heavy lifting it takes to move the needle, but also she takes a caring, meticulous approach to execution, leadership and management to get the job done well on the first go around. Mind-melding with Renee was the highlight of my week, and I miss sitting close to her on the day to day. Hire her for macro to micro—you won't go wrong!.”
— Patty Hodapp, Journalist
“Renee and I worked together at the Functional Nutrition Alliance for 2 1/2 years. During that time Renee was a critical member of the team that contributed towards the brand’s 6x growth and integration into a larger company. Renee wore many, many hats at the organization - and she wore them all well. Renee has the beautiful ability to take an idea and carry it all the way through production and launch with creativity, a keen eye for detail, an uncanny ability to foresee roadblocks and challenges - and a whole lot of grace. Plus, her organizational skills help us all to perform better. I deeply enjoyed my time working with Renee and enjoyed every opportunity to collaborate with her. Renee brings positivity, humor, and inclusion to any team that she is on. She makes people feel welcome and safe to contribute in brainstorming sessions, and she is great at checking in on co-workers during particularly challenging times. She is a true team player! Be it in marketing, creative, branding, or strategic product work - I highly recommend Renee. She would be an incredible asset to any high-performing, mission-driven team.”
— Denise Pasquinelli, UX
“Renee is a big mind. Her ability to move from big picture to detailed execution is remarkable. As a result, she has led our organic social efforts and her team to discover deeper insights and ideas. She is a brand champion and truly an asset to any team .”
— Hadi Labarang, VP of Growth
What I bring
Strategic thinking: I can identify and quickly evaluate different paths to an end goal, tending to the details while seeing the big picture of where we need to go.
Adaptability: Being adaptable has served me well in fast-paced, ever changing startup environments. I can pivot quickly!
Tenacity: I’m a self-starter with a growth mindset and can catalyze a team to getting things done.
Ideation: I enjoy exploring different ideas and weighing the alternatives. I can see connections others might overlook and am always looking for ways to improve.
Futuristic thinking: I imagine what the future can be, and am energized by doing good work that can help make the world a better place.
Education
American College of Healthcare Sciences | MS in Nutrition
University of Colorado | BA in Psychology/Neuroscience
Texas A&M | Certificate in Nutrition for Optimal Health, Wellness and Sports
LEVEL C with Marty Neumeier | Certified Brand Specialist
WSET | Level 1 and Level 2 Awards in Wine
Still here?
Here are some other fun facts about me:
🏄♀️ I surf in the Pacific Northwest (#westcoastbestcoast) and find the cold water absolutely exhilarating.
🍇 I live in Oregon wine country but grew up outside Boulder, Colorado. Join me on Insta for @winethings__
🌳 I believe in the wisdom of trees.
🍽️ I dream about hosting dinner parties.
🍏 I have an advanced degree in Nutrition, but don’t ask me for a meal plan.