Bloomberg
Brand Strategist | Feb. 2023 - Present | New York
I lead enterprise brand initiatives spanning positioning, architecture and measurement across Bloomberg and its sub-brands, while shaping product narratives that extend and reinforce the brand strategy.
• Led foundational phases of Bloomberg’s rebrand, including audience research, agency selection and strategic alignment across positioning, architecture and identity development.
• Created the marketing department’s frameworks for value propositions, creative strategy and messaging architecture. Craft differentiated product narratives aligned to the broader brand strategy.
• Lead product naming initiatives, facilitating cross-functional workshops and evaluating naming territories through competitive analysis and digital viability assessments, while implementing naming governance.
• Lead enterprise brand health measurement initiatives, overseeing research vendor management, survey design, insight synthesis and executive reporting to inform strategic decision-making.Led early-stage rebranding initiatives for Bloomberg, including RFP development, agency selection, SOW alignment and audience research; continue to support brand positioning, architecture and identity development.
The Variable
Senior Brand Strategist | Oct. 2021 - Jan. 2023 | New York
Partnered with B2B and B2C organizations to build foundational brand strategy during mergers, launches and other periods of business transformation.
• Led the launch of Char-Broil’s electric grilling sub-brand, Current. Led focus groups, ethnographies and cross-category research to identify whitespace opportunities and unmet audience needs. Developed the brand positioning and guided product design, naming and visual identity (2024 CES Innovation Awards Honoree).
• Led stakeholder interviews and workshops to define the post-merger brand positioning for Vericast (B2B MarTech), unifying disparate company cultures and capabilities into a cohesive narrative promising a new kind of ROI: Return on Intelligence.
• Developed the foundational brand strategy for HarvestHold (B2B AgriTech), translating complex product science into a clear and differentiated positioning that overcame audience skepticism of legacy category solutions.
Digitas
Creative Strategist | Nov. 2018 - Oct. 2021 | Boston & New York
Led creative strategy for financial services and consumer technology brands, translating audience insights and business objectives into communications frameworks and integrated campaign strategies.
• Led cross-agency strategy for Bank of America’s MLB sponsorship, developing creative briefs and activation strategies that positioned the brand as a community-focused partner across national and local markets.
• Led audience research, persona development and journey mapping for Merrill and Bank of America small business initiatives, translating customer insights into messaging strategy and creative direction.
• Led creative strategy for Lenovo’s tentpole retail campaigns, translating consumer and market insights into integrated campaigns for key commercial moments (e.g. Black Friday and Back-to-School).
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
Student Emmy Award
National Academy of Television Arts & Sciences
Contact Clayton
Interested in working together? Send me an email and let’s chat!