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Aligning for
PE-Backed Growth

Turning mergers and acquisitions into alignment by strengthening reputation, visibility and performance drivers in PE-ownership environments.

  • The Situation
    After a private equity acquisition, the newly combined firm needed a unified brand identity, unique positioning, and business development system to support aggressive growth targets.

    My Role

    • Joined as Head of Marketing just weeks before a PE-driven acquisition, and was quickly elevated to lead the rebrand, integrating multiple entities under one unified brand system.

    • Built the firm's first marketing function and strategic visibility engine from the ground up.

    • Designed an enterprise-wide business development architecture to support the firm's next stage of growth.

    The Impact

    • Strengthened market reputation, earning various industry awards in two years with PRWeek, PRovoke, PR Daily, PRNews, and O’Dwyer’s.

    • Improved business development alignment across practices and markets.

    • Built the foundation for an in-house marketing and reputation-building engine to drive awareness and credibility.

  • The Situation
    Following new PE ownership, Premier Outdoor had growth targets and needed brand clarity, positioning, and business development infrastructure to compete at the next level.

    My Role

    • Assessed the gap between PE growth expectations and the company's existing go-to-market readiness.

    • Defined brand positioning and business development priorities that gave the sales team a focused, repeatable path to growth.

    The Impact

    • Expanded market presence and accelerated growth, contributing to acquisition by Lamar Advertising.

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Transforming Legacy Brands

Helping legacy brands modernize for today without losing the core trust, credibility, and purpose that define them.

  • The Situation
    A world-renowned healthcare brand needed to strengthen consistency across departments and regions as competition for trust and talent increased.

    My Role

    • As a consultant, I partnered with the CMO and Head of Creative to realign brand positioning and unify how the organization showed up across channels and functions.

    • Identified how to centralize brand expression to ensure consistency and strengthen trust across departments and regions

    The Impact

    • Improved organizational alignment around a single, coherent brand system.

    • Reinforced Mayo Clinic’s global reputation for trust and excellence—recognized by Newsweek as the #1 hospital in the world for seven consecutive years.

  • The Situation
    With commercial construction accelerating toward digital and automated solutions, DeWALT needed to define and position a new Construction Technology division to secure its future growth.

    My Role

    • Defined the growth strategy, positioning, and narrative for the new Construction Technology division.

    • Synthesized insights from contractors, distributors, MRO’s and product teams to shape a differentiated value proposition.

    • Aligned product, sales, brand, and leadership teams around a shared innovation strategy.

    • Built the strategic foundation for how the division would show up in market and connect to DeWALT and SBD’s broader portfolio.

    The Impact

    • The division gained an innovation strategy that connected DeWALT’s legacy craftsmanship with emerging technology leadership.

    • Established the foundation for the division to become a future growth engine for the company.

    • Drove cross-functional alignment, which improved strategic decision-making and supported new product innovation amid rapid industry change.

  • The Situation
    ADM’s marketing organization needed a capabilities-infrastructure designed to meet ambitious growth goals.

    My Role

    • As their consultant, I helped design and launch a global Marketing Academy with tools, playbooks, and leader training.

    The Impact

    • Strengthened readiness for growth, supporting nearly 60% revenue increase over two years.

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Building the Foundation

Helping founder-led and scaling businesses build the structure and strategy that fuel long-term growth.

  • The Situation

    A founder-led marketing and brand consultancy with deep Fortune 500 client relationships, looking to evolve its own brand and positioning to better reflect the firm's current capabilities and how today's marketing leaders work.

    My Role

    • Led client engagements across brand strategy, qualitative research, and workshop facilitation for Fortune 500 and growth-stage organizations.

    • Drove a brand refresh and repositioning effort, aligning narrative, services, and market presence with how it actually delivered value.

    • Brought client-side perspective into the firm's own brand decisions, translating what marketing leaders needed into how Noetic told its story.

    The Impact

    • Sharpened positioning and messaging, and strengthened the value proposition offering to prospects and partners.

    • Created stronger internal alignment around what Noetic offered and who it was best positioned to serve.

  • Where My Career Started
    A founder-led out-of-home advertising company with an entrepreneurial culture that rewarded initiative, creative thinking, and the willingness to bring ideas to leadership at any level. The kind of environment where you could write your own ticket if you were willing to think beyond your role.

    What I Built
    Over 8 years, I grew from supporting sales and RFP efforts to building the company's first dedicated marketing function for an internal specialty media division focused on premium OOH inventory in high-end, mixed-use developments. Working across sales, marketing, and business development — often simultaneously — gave me a firsthand understanding that those are three fundamentally different disciplines, even though many organizations treat them as interchangeable. I brought a marketing lens to business development strategy early on, and that perspective became a defining part of how I operate.

    How It Shaped Me
    Van Wagner is where my understanding of founder-led organizations took root: how they compete, how they scale, how entrepreneurial energy can be a company's greatest asset and its biggest constraint at the same time. The company grew to 300+ employees across multiple U.S. markets and the UK and was later acquired by Outfront Media. The instincts I built here — around building from nothing, navigating founder dynamics, and knowing when a business needs structure without losing what makes it special — have shaped every role I've taken since.