Brand Strategy

Future-proof your brand by unlocking your most valuable customer segments and differentiators.

Customer Research & Segmentation • Competitive White Space Analysis • Brand Positioning, Strategy & Architecture • Brand Identity, Image & Personality • Brand Management & Tracking

Case Study: Wayfair LLC Segmentation & Positioning

Problem: In 2021, Wayfair wanted to grow its market share by repositioning its family of brands from mass to luxury, including Wayfair, Allmodern, Joss & Main, Birch Lane and Perigold. However, they had never done any insights work to properly position and target them.

Solution: As Head of Brand Management, Jennie drove a segmentation study amongst 13,000+ customers to size each specialty brand and understand the attitudes, behaviors and buying patterns of each customer. She then managed the evolution of the brand positioning across all 5 brands, including physical retail launch.

Outcome: In the first year of each brands’ launch, the go-to-market campaigns outperformed past efforts by an average of 17% increase in return on ad spend.

Case Study: Oliver Gal Brand Evolution

Problem: In 2024, Oliver Gal, an art and decor company, needed to increase its market share in the crowded premium wall art category while maintaining a premium price point. However, many of their customers were one-time buyers. They needed to acquire new customers and increase their repeat rate.

Solution: As Fractional CMO, Jennie implemented a customer panel to capture insights pre-launch, defined a unified marketing brief that aligned B2C and B2B efforts, refined segmentation for more personalized messaging, and helped shape a commercially relevant product pipeline. She also led the development of customer-centric brand guidelines, strengthening consistency and elevating perception across all channels.

Outcome: Improved product development cycles, a more refined brand voice and visual identity and more personalized messaging across the marketing funnel to fuel repeat purchase.

Framed guest check print with text 'My favorite thing to make for dinner is reservations,' hand-applied glitter, and personalized name option.
Black glitter being poured from a container onto a surface with text. Paintbrushes and wooden sticks are nearby. "Bespoke Details" text overlay.

  • “Jennie immediately stood out as a thought leader. She seeks unmet consumer needs through deep data, trends and insights. She digs into research and analyzes the competitive white spaces that can differentiate a brand. Jennie contextualizes findings for numerous audiences in ways that are both objective and inspirational. Her end-to-end mapping of the customer journey serves as a canvas for mass consumer campaigns and new product experiences”

    — Sandro Corsaro, Wayfair Chief Creative Officer

  • “​​Jennie is a natural born strategic visionary armed with drive and an ability to always get the job done. I was lucky enough to work with her for almost 4 years. From building a new creative strategy function at Wayfair, and launching the Kelly Clarkson partnership, to repositioning the Specialty & Luxury brands, and building Wayfair's brand toolkit, Jennie has the ability to think both as "big picture" as it gets, and also execute each step of her strategic plan with determination and precision”

    — Yelena Cashion, Global Head of Brand, Wayfair

  • "Jennie never failed to impress. One of the larger projects we worked on together involved corralling multiple department leads to overhaul our seasonal GTM (go-to-market) process. Jennie not only led the strategy, laddering it back to our business goals, but also took charge of developing the tactical toolkits, and tactfully fielded feedback from all angles."

    - Ashley Hopkins, Consumer Insights Director, Resident

  • "Jennie is great to work with, and brings strong strategic and creative talent to the table every time a new challenge is thrown her way. She is contagiously energetic and passionate about her work, but also is determined to produce the best work possible at all times."

    - Amy Caplan, EVP at Edelman

  • “Jennie is a highly fungible brand leader with a mix of experiences in innovation, brand strategy, and brand marketing, and as such she is someone who can jump into most any new situation and add value very quickly.”

    — Claire Elvers, former Head of Brand Development at Wayfair

  • “As fractional CMO, she was able to ramp up quickly to identify opportunities for our brand that could improve our business, and brought a different lens to our existing strategy of product development.”

    — Ana Sanchez Gal, CEO of Oliver Gal

  • “It's a blast working with Jennie. She's an expert in brand management and market segmentation, someone you'll want leading. She brings energy and ideas, and she drives results, like the segmentation study she spun up in 2 months.”

    — Rob Corbin, Executive Director of Analytics at CVS Health