From Strategy to Execution

I work with leadership teams at moments when marketing direction, brand clarity, and communications leadership matter most—during growth, transition, or increased organizational complexity.

My role is to bring clarity where ambition, scale, and execution begin to strain alignment and performance. I help organizations define clear marketing and brand strategy, design the structures and governance that support it, and ensure teams can execute effectively across markets, partners, and channels.

My work typically spans three interconnected areas:

Strategy

Clear direction that aligns leadership, sharpens focus, and guides decision-making.

  • Brand strategy, positioning & architecture

  • Marketing strategy & go-to-market alignment

  • Value proposition & messaging frameworks

  • Campaign & launch strategy (global and regional)

  • Stakeholder & audience alignment

  • Project & risk planning

Two women having a discussion at a computer desk in an office.

Structure

The systems and governance that allow organizations to scale without losing clarity or credibility.

  • Brand governance frameworks & decision rights

  • Brand playbooks, guidelines & toolkits

  • Approval processes & escalation paths

  • Internal enablement & communities of practice

  • Editorial planning & content governance

Execution

Turning strategy and structure into coordinated, high-quality execution and measurable impact at scale.

Snow-capped mountain peak against a dark sky.

  • Global rollouts & rebrands

  • Marketing & communications implementation (digital & traditional)

  • Integrated campaign leadership

  • Partner & agency collaboration

  • Analytics, performance measurements & learning loops

Client Impact

  • "It’s been a great pleasure working with Shannon on our strategy and branding. Through the course of our collaboration, Shannon demonstrated outstanding skills, especially on: Strategic thinking: she gathered and analyzed complex technical and market data to help us to develop data-driven, effective brand positioning and identity. Leadership: she built positive relationships with each member of our executive team, working collaboratively with our diverse team to develop and align our brand strategy with the overall goals of our organization. She led us through a brand strategy workshop and various exercises in order to develop our vision, mission, brand pillars, value-propositions and overall brand platform. Focus on results: the strong branding platform she developed for us serves as a framework for all other marketing and strategic activities, which are aligned. Our marketing communications is strong and our focus is aligned as a result of her work."

    — Alexandre Laybros

    Co-Founder, WattAnyWhere (Switzerland/France)

  • “I am so grateful for the exceptional work that Shannon has done supporting First Book with refining our brand messaging and strategic planning for our upcoming brand refresh. She has laid out a clear path to an otherwise daunting process. Her expertise, creative approach and strategic thinking have been instrumental in helping us to navigate this critical process in a way that will have significant impact on our success.”

    — Lisa Herling

    Vice President Marketing and Communications, First Book (USA/Canada)