P A U L A R E A
Brand, Product, and Marketing Leadership
Accelerating growth and impact for both for- and nonprofit organization by:
Clarifying a brand’s unique positioning and purpose.
Creating marketing, communications, and product plans that strengthen its position within the market.
And then transforming those plans from idea into reality.
The tangible result? Consumers, capital, investors, and donors.
Services
Marketing Strategy
Market Analysis
Audience Research
Brand Strategy
Branding & Rebranding
Company & Product Naming
Product Management
Product Management
Portfolio Planning
Innovation Pipeline
Product Development & Launch
ESG Planning
Execution
Account Direction
Marketing Planning
Product Launches
Go-To-Market Planning
Campaign Development
Work
Cerulean Scientific
Prepared groundbreaking medical device for launch by Identifying mission, market positioning, brand name, key messaging, logo and visual foundation for launch of
Commando
Restaged legwear line - launching new items, discontinuing underperforms, and redesigning packaging - leading to Nordstrom’s largest order to date.
Dynapower
Repositioned storied industry leader for future as a clean energy innovator. Strategy and creative energized internal cultural shift, advanced external sales communications, and successfully positioned them for acquisition.
The dZi Foundation
Expanded donor base and fundraising campaign response by advancing communications clarity and campaign impact. First donor campaign resulted in 600% YOY increase.
Vermont Woods Studios
Vermont Woods Studios is a retailer of heirloom-quality, sustainably-sourced, Vermont-made furniture. Seeking new investment and an expanded maker base, VWS sought a brand strategy and updated creative platform to increase consumer brand engagement and sales.
Kodiak Cakes
Developed a new brand strategy that shifted focus from rational features to emotional benefit and then reimagined the entire visual system to support that positioning with visual differentiation. Efforts energized internal culture, contributed to share growth, and led to subsequent ad/video campaign work.
Patagonia
Generated integrated storytelling platform for Patagonia, uniting product innovation stories from siloed category teams into a single brand story. Initial campaign success resulted in its expanded use - retail, online, e-commerce, and catalog - for eight subsequent product seasons.
About
I partner with organizations on a project or fractional basis, bringing them expertise and muscle at key moments when clarity, strategy, and momentum are imperative and flexibility and agility are needed.
Together, we tackle complex challenges, and deliver results: revenue growth and philanthropic support, expanded audience awareness and trial, the development and launch of new products, and brand-building campaigns.
Examples of this work include:
Creating and launching best-selling pint flavors for Ben & Jerry’s
Helping expand Fair Trade beyond coffee with the first sales of new certified ingredients
Driving a 6x increase in philanthropic funding for rural development in Nepal
Developing a multi-year storytelling platform to launch innovation across categories for a leading socially responsible outdoor brand
Leading foundational brand work to name and launch pioneering medical devices and green energy initiatives
Let’s roll up our sleeves and create something great.
