ABout me
Caroline is an Senior Strategist who loves to play both sides. She works within brand and content strategy to fully connect campaigns from kick-off to execution, connecting through all channels. Her background in challenger brand strategies, brand architecture, content and comms planning, UX content design, and research has given her insight into how to bring brand stories to the appropriate audiences in ways they truly care about.
She has worked across multiple categories on clients like Coca-Cola, Backwoods Cigars, Regions Bank, Rivian, Visit Baton Rouge, Little Debbie, Blue Cross Blue Shield of Alabama, Dash Solutions, Visit Panama City Beach, Alabama Power Company, and U.S. Civil Rights Trail.
If your grandma asks, I…
-
Branding and Concepting
Through using consistent cultural listening, brand/client context, and first+third party research to inform my thinking, I build out creative briefs that are founded in data then written to be, well… not boring.
-
Message Strategy and UX
The age-old saying is true: good UX is invisible and bad UX is infuriating. In competitive markets, seamless website are table stakes.
Working within the confines of XD, I ideated and collaborated with UX strategists to build websites from wireframes to full launch with human-driven content preferences in mind. Some of said websites were for brands like Rivian, Dash Solutions, U.S. Civil Rights Trail, and the Alabama Tourism Department.
-
Brand and Consumer Research
We live in a world where we are inundated with content. Even as an ad professional I get annoyed by ads. Yet, when a good one comes along, I’m captivated.
Through quantitative and qualitative research, I have built out audience segmentation in partnership with analysts.
From this, we work together to prioritize messaging that resonates with audiences always pulling them into the brand and pushing when they’re interested.
