I help clients tackle
hard-to-define projects.
Process
Alignment
Strategy
Structure
Content
Partners
Agencies
Brands
Institutions
Soloprenuers
Projects
Exploratory
Fractional
Project-based
How do we surface insights from visitor experience?
Institution
Hollyhock House is a Frank Lloyd Wright-designed building in Barnsdall Art Park in Los Angeles, California. It is LA’s only UNESCO World Heritage site. I worked with the team there to get clear on what visitor data they wanted and why. An experience audit and analysis identified the digital and onsite locations where they could collect that information in a way that was effective, seamless, and respectful of their audience and the Frank Lloyd Wright brand.
The final deliverables included email copy, survey questions and answers, recommendations on survey implementation and data management, and an editable visitor experience map.
How do we turn services into profitable products?
AgencyFor Butchershop, a brand and digital agency, I converted a fractured service menu into a comprehensive product system, with standard language, staffing, timeline, and price guidance.
After the new product system was implemented, I flowed qualitative and quantitative data back into the system, determining where and how projects were becoming unprofitable and working collaboratively to refine and optimize products.
Learn more about product systems.
How do we define a complex offer online?
Soloprenuer
Suzy Deering, former CMO of Ford and eBay, was launching a new venture: The Grit Advisory. She needed to quickly clarify her offering in preparation for a major industry event.
At Suzy’s direction, I created a differentiated value proposition for her, which I later expanded on her website. Suzy’s skillset and her target audience are nuanced and highly sophisticated, so the site copy needed to be clear and credible while honoring Suzy’s values, warmth, and her philosophy as an elite executive.
How do we turn disorganized data in signature content?
Agency
Butchershop collected premortem data from two sources: their consumer premortem app and conversations with potential clients.
I saw the editorial potential of these datasets and led the team that cleaned data, refined the process for smoother data collection and analysis, and developed the “Beat Failure Report”—an interactive digital lead magnet.
How do we tell our brand story across different units?
Brand
Harvard Business Publishing empowers leaders with leading-edge insights and innovative tools. I work with their Corporate Learning division on verbal brand, content, and digital projects, including the content strategy and copy for a new website, launching this year.
I also work closely with two other business units—Higher Education and the Harvard Business Review—on brand implementation projects.
“Tina has been an invaluable asset to our marketing initiatives. Her dedication to delivering high-quality work is evident in everything she does.”
Michelle Bonterre, Senior Director of Global Marketing,
Harvard Business Publishing Corporate Learning
