Relocity
Overview
Intro
Relocity disrupted Global Mobility with innovations in human capital, technology, and a transformative service model. As Head of Brand Experience, I established and scaled key functions while leading initiatives that contributed to 2X+ year-over-year revenue growth.
What is Brand Experience?
Brand Experience is the strategic creation and management of all touchpoints that define how customers perceive, interact with, and feel about a brand. It integrates design, messaging, and customer interactions to build consistent, engaging, and memorable experiences that align with a brand's values and amplify its value proposition.
Objectives
- Define and Strengthen Brand Identity: Establish a clear, consistent, and compelling brand narrative that resonates across all touchpoints.
- Enhance Customer Engagement: Create and manage customer experiences that drive loyalty, advocacy, and emotional connection to the brand.
- Ensure Brand Consistency: Oversee the execution of brand guidelines across all channels, ensuring a cohesive and unified presence.
- Optimize Brand Touchpoints: Evaluate and refine all brand interactions, from digital platforms to physical environments, to enhance the overall customer journey.
- Drive Brand Awareness and Growth: Develop and execute strategies that elevate brand visibility and perception, contributing to market share growth and competitive differentiation.
- Measure and Analyze Brand Performance: Utilize data and insights to assess the effectiveness of brand strategies and make data-driven decisions to optimize future efforts.
- Foster Cross-Functional Collaboration: Work across functions to align brand experience initiatives with broader business goals.
- Innovate and Adapt: Continuously explore new ways to evolve the brand experience in response to changing market trends, customer needs, and competitive dynamics.
Key Initiatives
- Strategic Brand Development
- Tactical Brand Component Development
- Marketing Strategy Development
- Marketing Automation Systems Implementation
- Product Design
- Sales & Partnerships Materials
- Marketing Materials
- External Communications
- Corporate Communications
- RFP Responses
- Events
- Social
Leadership
Through collaborative efforts, BX conducted a comprehensive Competitive Analysis—comprising a Competitor Overview, Feature Matrix, Perceptual Map, and Centrality and Distinctiveness Map—while employing Lean UX Research techniques like surveys, polls, interviews, and micro-tests. This approach led to the development of a unified brand and marketing strategy, seamlessly integrating and evolving existing product, sales, and pricing strategies.
We then set ambitious goals and defined the results needed to achieve those goals. These Objectives and Key Results (OKRs) were then used to drive strategic alignment, set clear objectives, and encourage teams to stretch beyond routine performance.
Coaching (Management)
With the strategy at an established fidelity, I worked with HR to recruit for the necessary roles to execute it and defined Key Performance Indicators (KPIs) along with specific metrics to assess BX’s performance against our targets. These KPIs monitor efficiency, productivity, and success over time, directly aligning with our OKRs. Additionally, I developed a Professional Development Framework, implemented as a Kanban board to track employee progress and growth throughout their tenure, serving as a valuable reference during one-on-ones and performance reviews.
Project Work
The BX team’s broad scope of project work includes strategic planning, product innovation, tools implementation, alignment, persona and funnel development, GTM strategy, brand and tactical component design, sales and strategic brand development, marketing strategy, automation systems, UX/UI and product design, creation of sales and partnership materials, marketing and corporate communications, RFP responses, event execution, social media management, and all other elements related to a successful experience.
Outcome
Relocity gained industry recognition, earned top accolades, and consistently increased market share. Recently, Relocity won two 2024 FEM EMMAs—Best Employee Engagement and Experience of the Year and Destination Services Provider of the Year—and secured investment from Crest Rock Partners to accelerate growth.