Brand Marketing

Build brand love with memorable marketing & creative strategies

Fractional CMO Services • Go to Market Strategy • Integrated Marketing Planning • Creative & Content Strategy • Social Media & Influencer Marketing • Brand Partnerships

Case Study: Jim Beam Brand Campaign

Problem: Jim Beam was losing market share to Jack Daniels because it was known as “my grandfather’s bourbon” amongst the growing new whiskey audience of millennials and women. 

Solution: As Head of Brand Strategy at Jim Beam’s in-house agency, Jennie wrote the strategy brief to focus on millennials’ unmet need to make history as they chart their own path, just as Jim Beam did. Working with StrawberryFrog creative agency, they launched “Make History” with brand ambassador Mila Kunis, to inspire millennials of all genders to be pioneers on their own journey - this also included new product evolutions, such as Jim Beam honey and cinnamon. 

Outcome: The Jim Beam “Make History” campaign increased sales by 13% in one year, with 30% of new customers coming from the millennial or female audience.

Advertisement featuring a bottle of Jim Beam bourbon whiskey, people dancing, and the text "Be the story others tell." and "Make history."

Case Study: Wayfair Brand Growth

Problem: In 2019, Wayfair had high brand awareness in the home goods category, but was quickly losing market share to cheaper players, including Amazon. 

Solution: As head of brand and integrated marketing, Jennie led a team of 20+ marketers to build a differentiated offering and omni-channel brand campaign, including a partnership with Kelly Clarkson and exclusive furniture line and more relevant brand identity to target millennial customers without alienating its core base. 

Outcome: In its first year, the furniture line generated over $275MM in incremental revenue and the campaign outperformed channel benchmarks by 42%. Kelly continues to be the brand’s brand ambassador 4 years later.

Kelly Clarkson sitting on a pink couch with a black dog, promoting her Wayfair home line. The room features elegant decor, a glass coffee table with books, and a promotional text about discounts and French-country aesthetics.

  • “​​Jennie is a natural born strategic visionary armed with drive and an ability to always get the job done. I was lucky enough to work with her for almost 4 years. From building a new creative strategy function at Wayfair, and launching the Kelly Clarkson partnership, to repositioning the Specialty & Luxury brands, and building Wayfair's brand toolkit, Jennie has the ability to think both as "big picture" as it gets, and also execute each step of her strategic plan with determination and precision”

    — Yelena Cashion, Global Head of Brand, Wayfair

  • “Jennie immediately stood out as a thought leader. She seeks unmet consumer needs through deep data, trends and insights. She digs into research and analyzes the competitive white spaces that can differentiate a brand. Jennie contextualizes findings for numerous audiences in ways that are both objective and inspirational. Her end-to-end mapping of the customer journey serves as a canvas for mass consumer campaigns and new product experiences”

    — Sandro Corsaro, Wayfair Chief Creative Officer

  • "Jennie never failed to impress. One of the larger projects we worked on together involved corralling multiple department leads to overhaul our seasonal GTM (go-to-market) process. Jennie not only led the strategy, laddering it back to our business goals, but also took charge of developing the tactical toolkits, and tactfully fielded feedback from all angles."

    - Ashley Hopkins, Consumer Insights Director, Resident

  • "Jennie is great to work with, and brings strong strategic and creative talent to the table every time a new challenge is thrown her way. She is contagiously energetic and passionate about her work, but also is determined to produce the best work possible at all times."

    - Amy Caplan, EVP at Edelman

  • “Jennie is a highly fungible brand leader with a mix of experiences in innovation, brand strategy, and brand marketing, and as such she is someone who can jump into most any new situation and add value very quickly.”

    — Claire Elvers, former Head of Brand Development at Wayfair

  • “As fractional CMO, she was able to ramp up quickly to identify opportunities for our brand that could improve our business, and brought a different lens to our existing strategy of product development.”

    — Ana Sanchez Gal, CEO of Oliver Gal

  • “It's a blast working with Jennie. She's an expert in brand management and market segmentation, someone you'll want leading. She brings energy and ideas, and she drives results, like the segmentation study she spun up in 2 months.”

    — Rob Corbin, Executive Director of Analytics at CVS Health