New York-based brand & innovation consultant that leverages design thinking to solve business problems.
Expert at creating breakthrough brands,
products, services, and experiences that drive
real growth and meaning.
Liz has a deep passion for helping companies and organizations figure out what’s next. She specializes in uncovering deep insights, connecting dots, and landing strategies that are impactful, compelling and actionable.
She is currently the Global Director of Design Innovation at PepsiCo’s Design Center where she is guiding breakthrough Innovation teams through the Design Thinking process to land new growth and brand opportunities.
Prior to joining PepsiCo, Liz was the strategy lead at Aruliden, a global strategy and design agency, where she brokered relationships and built out impactful strategies for iconic brands and disruptive startups such as REI, Waterworks, PepsiCo, Google, LG, Waterworks, and Roti.
She has conceived and designed numerous award-winning, best-selling products, services and experiences for companies such as Skip Hop, Infantino, Unilever, Estee Lauder, Covergirl, Coca-Cola and Marriott Hotels to name a few. She holds over 20 utility and design patents.
Liz spends her free time cooking, surfing, and exploring new places. She holds a degree from Pratt Institute in Industrial Design.
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