My work
Selected engagements, created in partnership with agency and client teams.
Post-Merger Brand and Digital Strategy
SVP-level lead strategy after the Cedar Fair merger: brand, UX, social, and a GEO strategy that significantly grew organic traffic. The business was retained through leadership changes.
New Business Pitch and Onboarding
Pitch team lead on the State Farm win, then onboarding and ongoing strategy in a fast-moving category.
Engagement and Customer Journey Strategy
A strategy built on where guests' passions meet the brand's promise, with KPIs to track progress. It had broad influence, from social media and promotions to customer experience and in-flight innovation.
Fortune 500 executive
In the executive's own voice across LinkedIn, X, and their website, driving significant follower and engagement growth.
Nucor IMP
Brand development for the CENTRIA and Metl-Span sub-brands, from research audit and stakeholder interviews through a cross-functional workshop and implementation.
Regional casino chain
On-site research at the chain's own properties, talking with guests where the experience happens. The learnings shaped brand strategy development and organizational actions across departments.
The brand's introduction, including an Effie-winning campaign
The brand's return from bankruptcy, led by the comeback of the Fruit Guys
The brand's growth into the fourth-largest auto brand in the U.S.
Brand strategy and research for organizations including the American Heart Association, Cincinnati Children's Hospital, Baylor Health Care System, Citizen D via The Hunt Foundation, and Literacy Achieves.
See my nonprofit workor email lhaayen@humanspeak.net
