Bloomberg
Senior Brand Strategist | Feb. 2023 - Present | New York
Lead Bloomberg’s global brand strategy end-to-end: positioning, architecture, identity, go-to-market, performance and governance across products, audiences and markets.
‣ Developed the brand strategy and governance frameworks now adopted as standard practice across Bloomberg’s brand and marketing organization, creating value propositions, creative briefs, comms plans and brand standards for campaigns spanning global data, indices, employer brand and more.
‣ Repositioned Bloomberg from omnipresent-but-invisible to bold industry leader by diagnosing brand perception gaps in innovation and driving a full rebrand from competitive narrative through visual identity.
‣ Direct product naming initiatives, aligning stakeholders across sales, product, marketing, communications and legal through workshops, evaluation frameworks and governance processes.
‣ Manage vendor relationships and reporting for brand health tracking and creative testing, turning global quant, qual & digital signals into actionable insights for strategic planning and executive decision-making.
‣ Restructured portfolio architecture and web navigation by mapping capabilities to audience segments, increasing time-on-page by nearly 20%.
The Variable
Senior Brand Strategist | Oct. 2021 - Jan. 2023 | New York
Guided organizations through mergers, launches and business transformation by shaping how their brands and products are understood, experienced and remembered.
‣ Created the Current brand and flagship electric grill, leading consumer ethnographies to shape brand naming, positioning, visual identity and product design. Earned a CES Innovation Awards Honoree and a Fast Company “Most Innovative Brands” ranking.
‣ Developed the Simple as Sheet platform for HarvestHold, reframing a complex agricultural technology into an intuitive value proposition that overcame produce grower skepticism and accelerated product adoption.
‣ Defined the post-merger brand strategy for Vericast, leading executive stakeholder workshops that united six legacy businesses with the differentiated Return on Intelligence platform and messaging system.
Digitas
Creative Strategist | Nov. 2018 - Oct. 2021 | Boston & New York
Led creative and partnership strategy for financial services and consumer technology brands, translating audience and cultural insights into campaigns and customer experiences that drove brand affinity and business growth.
‣ Led cross-agency strategy for Bank of America’s MLB partnership, developing the Let’s Rally platform that turned teams’ come-from-behind wins into real-world community impact, driving a 37% lift in brand favorability.
‣ Designed audience research and customer journey mapping for Merrill and Bank of America, uncovering unmet customer needs and informing product, marketing and experience strategies.
‣ Drove creative strategy for Lenovo’s tentpole marketing campaigns, including Back-to-School and Black Friday, translating business objectives and audience insights into integrated digital campaigns.
Just Global
Junior Analyst | Sept. 2017 - Nov. 2018 | Austin, TX
Clients: Adobe, RSA, Teradata, Thomson Reuters
Education
University of Missouri
Bachelor’s of Journalism, Strategic Communications
Business Minor
Awards
2024 Innovation Awards Honoree
CES (Consumer Electronics Show)
Mark of Excellence Award
Society of Professional Journalists
Emmy Award
National Academy of Television Arts & Sciences
Contact Clayton
Interested in working together? Send me an email and let’s chat!