Tricia has worked with leading Fortune 500 companies as well as ambitious startups and well-established mature companies to deliver outstanding business results through a clear North Star, deep customer understanding, a relevant brand and a high-performing marketing team.
Some highlights from her career:
Starbucks
With the growth of specialty coffee in traditional grocery channels and an increasing emphasis on new beverage innovation, the packaged coffee category in Starbucks stores was a declining business which also required significant resources to manage. In addition, customers reported significant confusion around how to choose the ‘right’ coffee for their taste. Tricia conducted a deep dive into the business performance and packaging strategy leading to a new North Star and corresponding strategies for the business. New merchandising, communications and partner training of a refined sku-lineup contributed to 100% growth in two years and $20MM in savings annually.
Microsoft
As other companies had out-innovated Microsoft and gained appeal with younger consumers, Microsoft was at risk for becoming irrelevant and unable to achieve business goals. Through in-depth evaluation of the brand using qualitative and quantitative data amongst five strategic targets, issues and opportunities were identified and a go-forward brand strategy was developed. Tricia co-authored a brand manifesto which made the case for and clarified a North Star. This manifesto was socialized and deployed across the company and was recognized by the CMO as the basis for Microsoft's new brand identity and 'One Microsoft' concept, rolled out 18 months later.
DACO
An highly-regarded distribution company, boasting over 50 years of industry expertise, embarked on a growth journey through strategic planning, recognizing the pivotal role of marketing. The existing and seasoned marketing team faced challenges managing various sub-brands and initiatives without a cohesive strategy. Through a comprehensive assessment, Tricia, developed a brand strategy and digital marketing plan that emphasized clarity, relevance, and differentiation. Tricia’s strategic counsel advocated for consolidating under a single master brand to enhance efficiency and unify company culture. This strategic approach resulted in a refreshed brand identity and website, creating enthusiasm internally and improving the overall customer experience. Additionally, Tricia identified opportunities for enhanced efficiency and revenue growth through SKU management.
Rad Power Bikes
Tricia took on the role of interim head of brand and marketing for a rapidly growing electric bike company undergoing significant organizational changes and facing unprecedented demand. Tasked with providing immediate strategic direction, she addressed the lack of clear brand strategy, inconsistent marketing efforts, and a leadership vacuum. Over a transformative 6-month period, Tricia restructured the marketing team, implemented a new go-to-market process, hired a new marketing director, and crafted the company's inaugural brand strategy, complete with a trademarked tagline. Her contributions as an advisor to the CEO and executive team played a crucial role in establishing a solid marketing foundation, positioning the brand for sustained growth.
Gliding Eagle
Gliding Eagle is a cloud system company, building beautiful software to transform global trade. After years dedicated to perfecting a seamless user experience, the CEO sought Tricia’s expertise in brand and marketing to refine and shape his vision. As a trusted advisor for over 18 months, Tricia provided strategic guidance encompassing brand development, marketing strategy, value proposition, messaging and audience targeting. Acting as the voice of the customer, she injected a fresh perspective, positively impacting the activities of the company. Tricia also spearheaded the company’s first-ever market research study, assessing alignment with the intended value proposition and identifying potential growth opportunities.
Coinstar
As a mature brand, Coinstar’s growth had stagnated and the business needed a North Star which would pave the way for new revenue, leadership alignment and a refreshed corporate culture. Putting the customer at the forefront and uncovering new insights helped solidify a North Star for the business. Subsequently, brand positioning was evolved to be more emotional and relevant for the customer, and more inspiring for the teams charged with innovation and new product development. With cross-functional commitment to the North Star, the business delivered record revenue and profit for 3 consecutive years and launched a new service in an adjacent category. The North Star also provided clarity of purpose and paved the way for launches into new international countries and a successful sale to private equity. With a more relevant brand strategy and realigned team, marketing created strategies which drove 56% growth in consumer engagement, 24% increase in website visits and 4% volume lift.
Whitman College
Tricia was asked by the President of the College to lead a group which was charged with determining whether the College's existing brand/mascot was still appropriate for the college and, if not, what an appropriate mascot would be. Tricia devised an inclusive process to ensure perspectives were heard from a broad group of constituents. Qualitative and quantitative research amongst over 10.000 alumni, students, staff and administration revealed that the mascot was largely controversial and created divisiveness amongst the Whitman community. With the first question answered, Tricia led the development of additional research to identify a new mascot. Whitman College unveiled its new mascot, the Whitman Blues, in early 2017 and received overwhelmingly positive feedback about the process and outcome.
Outerwall
To address external confusion and internal culture issues, the CEO of Coinstar, Inc. sought to rebrand the corporation and assembled a team of 5 to take on this audacious goal. As the sole marketer on the team, Tricia led the RFP process to select an agency partner and coached the internal team on brand strategy, design and execution as they progressed through the rebranding journey. A name was selected, a visual identity created which would cross all internal and external touchpoints and the Outerwall brand was launched by ringing the bell at NASDAQ in July, 2013.
A Leadership Team within a Global Retail Company
This team had been charged bringing a vision to life that had never been done before at this 50-year old company. They achieved tremendous success and publicity in their launch year. Heading into year two, the leader sought to establish alignment, cohesion and a clear vision amongst the team that could be shared with the broader organization and key internal stakeholders. Tricia designed and facilitated two interactive sessions that allowed the team to identify success factors and objectives for the future, and clearly define how they’d reach their North Star, paving the way for continued success and impact in Year 2.
Bridgeways
For over four decades, this non-profit employment social enterprise has been a steadfast champion in promoting the quality of life for individuals living with mental illness. Recognizing the potential for growth in their contract manufacturing arm, Bridgeways sought guidance to chart a compelling North Star for their journey. Through a comprehensive assessment, Tricia crafted a unique brand strategy aligned with Bridgeways’ mission and devised a targeted digital marketing plan focused on growth. Through ongoing support, TM acted as both an advisor in implementing the strategy and as a coach, ensuring the marketing leader was equipped for a journey of sustained success.
“She leads with a steady hand and always approaches challenges with a thoughtful lens and broad view.”
