nuance, storytelling, and the big picture
So your brand wins consumer hearts and motivates teams
After working on 35+ brands from Nike, Crocs and HP to Thinx and Robin Golf, my expertise is sharpening brand strategy for B2C lifestyle brands. And I love to tango with impact-driven brands.
My thinking is deep and comprehensive.
When at W+K, Polaroid, 180 Thinking and The Future Company, I applied brand strategy to Nike brand campaigns in emerging markets, a Polaroid brand refresh, workshops for nascent startups and global brands like Danone, and and impact strategy for Gatorade. I love making work better so its are true, compelling, and disruptive.
My experience is holistic and complementary.
Freelancing across 15+ companies in adjacent creative industries from design to social innovation had me doing product sprints, employee value propositions and design research. I can translate across disciplines, see the big picture, and get the work done. Coaching adds the ability toaddress resistance, manage misunderstandings, and build trust between teams fast.
This (and laughter) is my style and what I bring to creative teams.
Portfolio of PAST Projects
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Polaroid
Refreshed Polaroid’s brand in 2022 to create consistency internally, relevance in culture without a CMOHP
From zero to three distinct points of view for HP in the world of technology, one of which became a campaign
FieldLevel
Helped an established startup that was plateauing update their logo, refine their mission, and upgrade their user experience
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Other brand projects: Nike Mexico, Royal Enfield, Sabra, Robin Golf, Wynwood Brewing, ARK, , 180 Thinking, Solight Design, Girl Go Travel, After, The Future Company -
Nike India
Moved to Delhi to lead strategy on Nike India’s first ever brand campaign, which won a Gold Cannes Lions in 2017
Turbotax
Deflated fear and misconceptions around taxes with humorous product campaign that demonstrated ease and support via the app
Crocs
Designed global sustainability workshops to define Crocs’ impact strategy for their environmental, low carbon product launch
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Other marketing projects: Nike Futbol, Nike Basketball, Nike Womens Russia, EA Sports, Royal Enfield, Sprite, VitaminWater, Polaroid Film, Polaroid Music
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Kind words from past clients & Colleagues
“You continue to inspire!”
“I found Michelle’s Emotions are Not Soft keynote inspiring, profound, and so necessary. I love the way she positioned emotions as valuable and tangible data. And her energy when talking about this - there’s genuine passion and excitement mixed with confidence and knowledge.”
“I found it very refreshing to hear that there is room for emotions in business. The talk made me think about having the confidence to bring up whenever you feel the energy change in a meeting. This paves the way for real conversations.”
“Her energy, dedication, and attentive listening helped us create an event that truly resonated with our audience.”
“She’s an exceptional facilitator with an effortless ability to read the room, guide conversations and bring playful energy into the mix.”