Innovative Insights that Inspire People and Brands
First of all, please call me Ted.
I am a strategist born from the combination of creative expertise, agency planning, brand experience and technology. What does that mean? It means I can sit at both sides of the table, and more important connect the dots between culture, brands and goals to create compelling customer experiences. I employ a disciplined approach to problem solving, always with an end-use, customer-centric perspective.
I have relaunched major brands facing rapid changes in their business, as well as launched start-ups defining their value and promise for the first time. In each case I drill down to the core solutions a brand provides—their conviction and intrinsic values that bring them to life—and uncover the extrinsic relevance that drives customer behavior. These insights informs the storytelling that drives the entire process both defining the strategy and tactics as well as the creative expression. In practice this means I understand the Why that drives a solution and am able to articulate that throughout an organization.
How do I get to these insights? I rely on innovation practice and human-centric design methodologies combined with traditional insight processes, data analysis and quantitative validation. I believe that looking at the outliers of customers often yield more interesting insights than relying on the average—and seeing them in action where and when they occur including social platforms more telling than in controlled settings.
I employ a multi-platform approach to marketing—leveraging mobile, site UX/UI, and social media with traditional tactics such as print, television and experiential moments to maximize results. Likewise all creative concepts are conceived to deploy across multiple media types, platforms and work in concert to drive behavior.
My MBA is from NYU Stern School of Business, graduating in the top 10% of my class, with concentrations in Marketing, Innovation & Entrepreneurship, and Leadership. My undergraduate degree is from Vassar College majoring in biology.
I am an avid dog lover, involved with rescue organizations as well as enjoy cooking, home design and travel.
- Relaunching and defining brands
- Developing brand experiences that drive behavior
- Human-centric design methodology and innovation practice
- Research methodology and assumption validation
- Advanced segmentation
- Creative direction and design
- Brand Strategy
- Marketing Strategy
- Creative Strategy
- Content and Social Platform Strategy
- Photo and Video Direction
- Digital and Print Production
- Coca-Cola Companies
- Bang & Olufsen
- Estée Lauder
- Alfa Romeo
- Food Lion/Delhaize