Mieca Design

Building strong brand foundations that accelerate audience connection

Brand Strategy Consultant

The Junior League

Navigated significant organizational changes including two new CEOs in just as many years, holding full accountability for leading brand strategy, marketing and communications, and digital and print content for 295 chapters in 4 countries with 125,000+ members. Built an integrated marketing communications team supported by consultants and vendors, and working collaboratively to adopt new approaches, execute against creative direction, and maintain brand alignment.

»» Delivered the research, analysis, and market insights to fuel informed brand and marketing decisions, performing novel customer journey mapping to define personas, inform evidence-based actions, and prioritize key initiatives.

»» Secured Board approval for a new mission statement and member-centered mindset, fueling buy-in for change, and working to drive adoption from the national level to ensure every chapter is living and advancing the brand promise.

»» Built an entire curriculum to support stakeholders and ensure consistent brand execution, helping the organization understand its customer journey and act on opportunities to attract, retain, and renew members.

»» Implemented a third-party 21-Day Racial Equity Challenge—in collaboration with the Head of Programs—earning participation from 3,500 members across 265 chapters, and resulting in 50% of members reporting a DEIB mindset shift.

Senior Vice President, Brand, Marketing, & Communications

Led the long-term strategic direction of marketing and communications for the entire organization, owning all internal and external communications, content creation, internet and intranet development, and integrated campaign design and execution. Provided targeted leadership and mentorship to a team of two associates, in addition to cultivating relationships with consultants and PR and digital advertising firms.

»» Shaped the brand experience through planning and execution of 20+ in person and virtual conferences with up to 1,000 attendees, leading the design and production of event marketing, graphics, videos, and signage.

»» Developed and launched a national digital advertising recruitment campaign generating 1,000+ leads in 6 months, building the campaign strategy, driving the creative vision, and providing execution leadership and oversight.

»» Continued to deepen expertise and capabilities of the in-house marketing agency, building the trust and respect of internal stakeholders, and designing processes and procedures to ensure organizational efficiency and service effectiveness.

Vice President, Creative Director

Recruited to apply a brand lens to the creative direction of the organization, identifying significant opportunities to reengineer the brand, modernize its visual aesthetic, and think strategically regarding the selection of an entirely new brand structure. Built what was considered an internal creative agency, scaling creative services to serve a national footprint of organizations, and leading workshops and professional development to elevate marketing, communications, and design for 295 chapters.

»» Championed a total brand refresh—resulting in PRNews’ Platinum Award Honorable Mention in 2017—achieving objective of more than 50% of chapters adopting and implementing new brand standards within the first year.

»» Consulted with Leagues across the country on branding, marketing, and communications strategies, building an online marketplace enabling customizable brand collateral and unprecedented visual consistency nationwide.

»» Fostered collaborative cross-functional relationships, allowing for implementation of an enterprise-wide database housing essential program intelligence, and fueling the collection of meaningful aggregate data to drive decision-making.

»» Increased awareness of the organization’s mission, vision, and values through numerous actions including reengineering social media strategies, scaling campaigns to become nationwide initiatives, and synergizing marketing directives.

Creative Director

Phixative Designs

Conceptualized, developed, and co-launched a boutique firm specializing in providing profit and nonprofit clients with custom marketing, communications, and graphic design services. Grew business through referrals and avid networking, focusing efforts on driving new business, cultivating client relationships, developing winning proposals, and developing design concepts aligned with creative briefs and clients’ needs.

»» Brought branding and identity visions to life, engaging in strategic alliances with agencies and expert designers and web developers to deliver on project directives, drive efficiency and cost-effectiveness, and support clients’ creative objectives.

»» Achieved branding, identity, and campaign goals for a diverse portfolio including American Cancer Society, Central Synagogue, Katz’s Delicatessen, LREI, Magrino, Responsys, RpR Marketing, The Brandman Agency, and William Grant & Sons.

Owner, Principal, & Creative Director

Burlington Fabrics

Progressed rapidly through corporate positions for the largest textile manufacturer in the United States, developing women’s woven fabric collections, overseeing sample and production runs, and ensuring the achievement of design specifications.

Product Development Manager / Senior Stylist / Stylist

For the past 20+ years I have defined branding and integrated marcom strategies; championed change to accelerate mission alignment and vision achievement; and shaped brand, customer, and member experience through evidence-based and data-informed creative decisions. As a result, I have developed a reputation as an innovative collaborator, brand thought leader, marketing and communications strategist, and creative visionary able to not only transform existing efforts but also accelerate, modernize, and scale efforts.

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