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ghSMART work highlights
Global Leadership Advisory Consulting Firm. In 2025, the firm was recognized as one of America's top consulting firms by Forbes, Vault & Great Places to Work.
My Position
Director, Global Talent Brand Marketing
Overview
I lead the firm’s talent marketing strategy and execution delivering measurable impact across brand, talent attraction, and employee experience. By combining data-driven execution with bold brand storytelling, I transformed ghSMART’s talent marketing function into a scalable engine with firm growth goals.
Responsibilities & Achievements:
- New Marketing Function: Established and scaled the Talent Marketing function from the ground up, overseeing brand, digital, paid media, events, content, comms, and community; managed budgets, MarTech stack, stakeholder engagement and developed 2 FTEs.
- Brand Activation & Strategy: Launched an EVP and employer brand, driving stronger attraction and engagement through personas, journey mapping, and integrated campaigns. Owning and evolving brand strategy, identity, voice, and tone
- Drove business growth: Delivered 12x ROMI with 25% of hires sourced from MQLs.
- Operational efficiency: Optimizing data-driven decisions, improving performance, pipeline quality, and close rates by utilizing data dashboards.
- Boosted visibility with 20+ brand videos with over 5K views in first year, refreshed website (200% YOY traffic), and a 700+ global leadership talent community across 22 countries with annual programming and engagement.
ghsmart Leadership Community
With the mission of creating a global community for senior leaders to connect and learn, I built a 700+ member network with a distinctive brand and identity. Members include leaders from top consulting firms, private equity, and advanced PhD backgrounds. We deliver impact through 200+ annual coaching sessions, a peer-networking hub, 10+ virtual events, and automated engagement—while also serving as a strategic talent funnel for ghSMART’s hiring goals.
My Role: I led the program from strategy to execution, defining brand identity, building operational processes, and implementing the MarTech stack. I created all program communications, partnered with designers on branded assets, and built a team (membership administrator and event manager) to support scalable growth. I also managed alignment with the founder, executive team, and partners to ensure the program met firmwide priorities.
Results: 21% YOY membership growth rate, 12% of consultant hires sourced from the community in year one, and a 69% email click-through rate.
My Role: I led the program from strategy to execution, defining brand identity, building operational processes, and implementing the MarTech stack. I created all program communications, partnered with designers on branded assets, and built a team (membership administrator and event manager) to support scalable growth. I also managed alignment with the founder, executive team, and partners to ensure the program met firmwide priorities.
Results: 21% YOY membership growth rate, 12% of consultant hires sourced from the community in year one, and a 69% email click-through rate.
SAmple Creative applications
BRAND DEVELOPMENT AND GUIDELINES
VIRTUAL EVENT & PRESENTATION TEMPLATES
AUTOMATED EMAILS AND NEWSLETTER
PRIVATE ONLINE NETWORK
1 YEAR ANNIVERSARY POST
Digital ad Campaigns
Campaign highlight: We set out to engage top-tier management consultants in North America and Australia, inspiring them to consider leadership advisory as their next career step and apply for a consultant role at ghSMART.
My Role: Led campaign strategy and persona development, partnered with a media buyer on placements (LinkedIn, Google, Substack), and worked with creative vendors on ad design and a tailored landing page. I wrote ad copy, monitored performance, and optimized strategy, driving awareness and building a strong talent pipeline.
Results: 15-week multi-channel ad campaign; 2M+ ad impressions, 15,700+
conversions with a 109% conversion rate, and 3,000 inbound applications. We exceeded all campaign KPI's.
My Role: Led campaign strategy and persona development, partnered with a media buyer on placements (LinkedIn, Google, Substack), and worked with creative vendors on ad design and a tailored landing page. I wrote ad copy, monitored performance, and optimized strategy, driving awareness and building a strong talent pipeline.
Results: 15-week multi-channel ad campaign; 2M+ ad impressions, 15,700+
conversions with a 109% conversion rate, and 3,000 inbound applications. We exceeded all campaign KPI's.
Talent Videos
Brought employee stories to life by interviewing partners and consultants to showcase career paths, day-to-day experiences, and success factors across solution areas. Developed content that answered candidate questions on client work, engagement structure, required skills, and growth opportunities, enhancing transparency and strengthening the employer brand.
My Role: Selected topics, developed interview questions, prepped participants, and conducted on-camera employee interviews. Reviewed transcripts to identify key content for editing, partnered with the designer to create a distinct visual identity for each video series, managed stakeholder approvals, and published the final videos across digital channels.
Results: Interviewed over 35 partners and consultants for content, launched 20+ talent brand videos with over 5K views in the first year.
My Role: Selected topics, developed interview questions, prepped participants, and conducted on-camera employee interviews. Reviewed transcripts to identify key content for editing, partnered with the designer to create a distinct visual identity for each video series, managed stakeholder approvals, and published the final videos across digital channels.
Results: Interviewed over 35 partners and consultants for content, launched 20+ talent brand videos with over 5K views in the first year.
SAmple videos
Employer Brand Guidelines
I developed ghSMART’s employer brand guidelines as an extension of the parent brand, introducing the tagline “The Power of You” and concept “The Fabric of Our People.” This multicolored quilt design built recognition while adding warmth, creating a vibrant brand that inspires both candidates and colleagues.
My role: created the overall framework and structure for the employer brand guidelines, partnering with the creative team on messaging, voice, tone, and visual identity. I also project managed the initiative end to end, ensuring on-time, on-budget delivery and alignment with ghSMART’s parent brand.
Results: The new employer brand has been implemented across all people-related touchpoints, including the careers website, social media, external talent platforms, and internal employee communications, ensuring brand consistency.
My role: created the overall framework and structure for the employer brand guidelines, partnering with the creative team on messaging, voice, tone, and visual identity. I also project managed the initiative end to end, ensuring on-time, on-budget delivery and alignment with ghSMART’s parent brand.
Results: The new employer brand has been implemented across all people-related touchpoints, including the careers website, social media, external talent platforms, and internal employee communications, ensuring brand consistency.
Work
Select Companies I've Worked For
ghSMART
Global Leadership Advisory Consulting Firm. In 2025, the firm was recognized as one of America's top consulting firms by Forbes Magazine Vault & Great Places to Work.
Adidas
Adidas is a global $18B German athletic apparel and footwear brand.
Point B Consulting
Point B is a global Management Consulting Firm. In 2019, Fortune Magazine recognized Point B as one of the US’ best management consulting workplaces.
InTulsa
inTulsa is an economic development and talent advisory arm of the $5B George Kaiser Family Foundation.
Calaton Systems
Calaton Systems is a professional software development agency.
