Empowering BRANDS - To Do MORE!

We repositioned Men’s Wearhouse with a bold, insight-driven brand refresh—grounded in VOC data, customer research, and cultural truth. The result? A $350M+ lift in incremental revenue, a dramatic shift in brand sentiment, and the rise of a new brand ambassador persona that reshaped how men saw themselves in the mirror—and in the club. From media to message, we modernized every layer of the experience to meet the moment.

Joseph Abboud Evolution: Create a bespoke brand with storefronts and an e-commerce strategy that will stand alone within the portfolio of brands. Establish Joseph Abboud as a halo brand within Tailored Brands that shows quality and creates demand for clothing without leveraging promotions to drive over $700M in revenue.

We helped design and launch the MagicBand, a seamless, RFID-powered wearable that redefined the guest experience at Walt Disney World. By integrating park access, payments, and personalized interactions into a single device, we eliminated friction and enhanced engagement. Within the first three months, Disney Parks saw a 6% revenue increaseand a 16% rise in operating income, driven by easier transactions and smarter guest journeys .

Following a stock drop from $65 to $10, we led a bold rebrand that reignited growth—raising the stock price to $35 in just five months. Powered by consumer insights, VOC data, and brand research, we redefined the brand promise and creative strategy to shift perception, attract new customers, and turn former critics into vocal brand ambassadors. Our integrated GTM, media, digital, and content strategies delivered permanent gains—reclaiming value and brand relevance at scale.

We reimagined the EA Sports customer journey—moving beyond the console to create a seamless brand experience via SMS and mobile push. This mobile-first strategy deepened engagement, modernized loyalty, and drove a 35% increase in year-one sales by putting the brand in customers’ hands—literally

We created a mobile-first holiday campaign that drove a 35% surge in traffic, 28% increase in sales, and a 7.5% lift in brand sentiment—all during retail’s most competitive season. By meeting consumers in their pockets through app, store, and digital sync, we transformed the experience—and took home Mobile Campaign of the Year.

At Vibes, we helped Hibbett Sports clarify who they were—and who they were for. By building consumer personas and matching them to the right channels, we launched a digital strategy that drove 18% sales growth in 90 days, increased offer redemptions by 40%, and expanded their database by 62%—with fully completed, first-party data. It wasn’t just a campaign; it was a wake-up call for the brand to evolve, connect, and compete.

Despite its size, Home Depot struggled to harness the power of mobile. I was brought in to educate key leaders, align teams, and architect a mobile strategy that delivered measurable results for the brand and the customer. The outcome: a 13.2% lift in annual revenue, a 2.5% gain in EBITDA, and a 4.5% reduction in marketing costs. This wasn’t just about mobile—it was about unlocking untapped value through more innovative, customer-centric innovation.

Chipotle had the ingredients but not the digital recipe. We overhauled their customer strategy—audiences, channels, promotions, and loyalty—and then delivered a mobile-first journey spanning SMS, MMS, mobile web, and app. Engagement rose 20%, brand sentiment improved by 3.8%, and revenue beat expectations by 8% in year one. We didn’t just reconnect customers—we reignited the craving.

Tasked with selling 50 homes in 50 days, we didn’t just hit the mark—we tripled it, moving 150 homes in record time. Our bold, omnichannel campaign removed buyer hesitation, created urgency, and inspired action. The result? Inventory cleared, risk reduced, and $500M in homes sold—a legendary turnaround that made “now’s the time” more than just a tagline.

Launching a brand-new division in Florida, we had zero brand equity and everything to prove. In just six months, we outperformed all other KB divisions in the state—beating those with 2+ years in-market by over 40% in revenue. From community design to go-to-market, we built the entire engine: branding, sales, marketing, and momentum. That win earned me leadership over the entire Florida market.

No arena. No hockey history. No problem. We launched the Florida Everblades from scratch—turning a brand-new minor league team into Southwest Florida’s favorite sports experience. Through relentless grassroots marketing, school programs, player appearances, and wild in-game promotions, we filled the building for five straight years—and made hockey matter in a place it never had before.

Adz2Mobile Challenge: The market was not aware of new digital technologies and how to leverage data to connect, engage, and convert consumers meaningfully. We designed an agency that combined data with mobile tech to create revenue-driven ROI strategies for brands.

Marriott Mobile App: Innovate the digital customer journey by evolving the mobile app experience for booking, arrivals, and checking out. Increase usage with rich content to drive higher bookings, new customer acquisition, and overall communications through PUSH and SMS.  

Tailored Brands Innovation: Become Consumer-Obsessed. Develop a new tech stack, DMP, and agile omnichannel strategy to deliver a better customer experience. Build a machine learning media mix model to optimize spend and channel distribution. The goal was to provide personalized content, increase traffic (store and site), NTF customers, optimized experiences, test and learn muscle, build purchase intent, and incremental revenue.

Lane Bryant: Declining traffic, sales, conversions, and channel engagement. Our mission was to educate leadership on CRM and the usage of behavioral data and to develop a digital strategy to deliver an omnichannel strategy designed to increase NTF, traffic, sales conversions, and purchase intent.  

As off-the-rack sales declined and consumer demand for personalization grew, we launched a national strategy to democratize custom suits and make Men’s Wearhouse the largest provider in North America. Powered by the Joseph Abboud brand, we created a premium-yet-accessible experience that blended quality, style, and affordability. Through a digitally led content strategy and in-store transformation, we generated $350 million in incremental revenue and lifted customer engagement by 46%—turning custom suiting from intimidating to aspirational.

We partnered with LasikPlus to overhaul their digital ecosystem, conducting a comprehensive audit of their website, analyzing patient behaviors, and aligning strategies across their nationwide iCenters. We enhanced the customer journey from initial inquiry to post-procedure follow-up by implementing a data-driven digital growth strategy. The results: a 35% increase in qualified leads and a 16.5% boost in annual sales. This transformation improved operational efficiency and elevated the overall patient experience, solidifying LasikPlus’s position as a leader in laser vision correction.

Tailored Brands Portfolios of Brands: Understand the market segments, consumer profiles, revenue potential, and how to leverage VOC and behavioral insights to create a well-defined portfolio strategy that separates new value propositions for each brand, gains share with new audiences, and drives incremental revenue.

Transformed the Perfect Fit Loyalty Program from a traditional direct mail model into a high-performing, data-driven digital ecosystem. By identifying and unifying over 20 million customers across Men’s Wearhouse and Jos. A. Bank, we unlocked deep segmentation, personalized targeting, and AI-powered insights.

Marriott Mobile App: Innovate the digital customer journey by evolving the mobile app experience for booking, arrivals, and checking out. Increase usage with rich content to drive higher bookings, new customer acquisition, and overall communications through PUSH and SMS.  

Starbucks Rewards: Leverage SMS, PUSH, and mobile web to create more personalized and engaging experiences with rewards, driving loyalty, new customers, and incremental revenue during off-peak hours and weather-related opportunities. 

We architected a 360° cross-channel loyalty strategy for TGI Fridays—bridging in-restaurant and out-of-store engagement through SMS, mobile web, and immersive experiences. We built a seamless connection between the brand and guest, creating moments that felt personal, timely, and unforgettable.

At Merkle, we helped Coca-Cola transform its loyalty strategy by aligning mobile, digital, and campaign messaging to elevate the customer experience and drive deeper customer engagement. By understanding brand goals and consumer behavior, we created a more seamless, rewarding journey, leading to a 14.5% increase in redemptions and a 2.8% gain in market share. This wasn’t just about points but about building lasting emotional connections between brand and buyer.