Liz is a visionary leader with a passion for thinking outside the box and a proven track record of bridging the gap between brand strategy and design. For over a decade, she has built a reputation as a trusted advisor, guiding both Fortune 500 companies and disruptive startups in crafting compelling brand narratives and driving creative solutions. 

Currently, Liz leads the Brand and Design Strategy team at PepsiCo's Design Center in New York. Here, she fosters a dynamic environment that breaks down silos, ignites collaboration, and elevates the organization's design capabilities. Her mission is clear: to seamlessly connect brand and design to deliver impactful business results and shape the future of the industry.

Previously, she served as the Global Director of Design Innovation, where she spearheaded breakthrough innovation initiatives, leveraging design thinking to uncover new growth opportunities across the portfolio of brands.

Before that, she led strategy at Aruliden, an award winning agency, where she crafted impactful brand strategy and experiences for iconic brands like REI and Google. 

Liz brings a wealth of experience to the table, having worked across industries to develop winning brands and experiences. She leverages her expertise in brand strategy, innovation, and product development, along with deep consumer insights gained through qualitative research and trend analysis, to craft comprehensive strategies that drive business growth.  Her unique perspective, informed by both breadth and depth of experience, ensures every project prioritizes the needs and desires of the consumer. This results in best-in-class brands and experiences that resonate across industries.

Capabilities

Uniquely working at the intersection of innovation, brand and design to land holistic and actionable strategies.

Innovation & Growth

Uncovering opportunities for brands, products, services, and businesses:

-      Opportunity definition

-      Innovation platforms & roadmaps

-      North star & pipeline creation

-      Business case & pitch development

-      Prototyping

Brand & Experience Strategy

Creating disruptive, impactful brands from the inside out.
Landing compelling brand strategies and translating them into implications for consumer experience across key consumer touch points.

-     Customer definition: personas & design targets

-     Positioning & value propositions

-     Brand & portfolio architecture  

-     Naming & messaging strategy

-     Experience strategy

-     Product strategy  

-     Storytelling: sales & pitch decks

-     Creative brief development

Creative Direction & Oversight

Extensive experience and a proven track record conceiving and leading human-centered design experiences across key consumer touch points. Providing creative direction and oversight in creation of: brand visual identity systems, product design, packaging design, creative & comms, service design, digital (design & UX), retail and activation.

-    Design strategy & concept platforms

-    Concept generation across all consumer touch points

Research & Insights

Expertise developing research plans, leading fieldwork execution & moderation, synthesis & share out. Strong focus on human-centered research techniques including: Ethnography, diary studies, Focus Groups, IDIs, surveys, live prototyping & co-creation, user journey & UX mapping.

-     Market & category audits 

-     Semiotic codes & cues

-     Cultural trend mapping

-     Foresights & disruptive forces

-     Brand & experience audits