Barbara’s blue-chip experience spans a diversity of brands and marketing challenges. A self-proclaimed “Brand Activist,” Barbara is a marketing communications consultant specializing in strategic branding. She recently joined BrandView to collaborate on projects related to branding and integrated marketing communications. Her areas of expertise include: brand identity and positioning; brand architecture; messaging; brand audit and competitive assessment; creative strategy; audience segmentation and target marketing; communications planning and execution; and articulation of vision, mission, and values for stakeholder alignment.
Barbara spent many years at major advertising agencies and is recognized for building businesses with strategic discipline and creativity. At Ogilvy & Mather Chicago, she climbed the ranks from Account Executive to Managing Partner, cultivating the agency’s industry-leading methodology of “Brand Stewardship.” Early in her career at Ogilvy Barbara launched the revolutionary branded ingredient NutraSweet. She then helped turnaround a chain of optical superstores, increasing same-store sales +46% over 4 years. As a senior account leader she directed repositioning strategy and campaign development for Kleenex®, Kotex®, Log Cabin® and Shake ‘n Bake®, reconnecting the iconic brands with their core audiences and lifting their sales. She then worked at Corbett, a mid-size firm specializing in healthcare communications, serving as the account lead on several global pharmaceutical launches (including Orencia®, Onglyza® and Baraclude®), creating their branding identities from the generic up, and developing successful marketing plans with extended teams. Barbara met BrandView Communications founder Laura Fry at Corbett where they collaborated on marketing strategy for top-tier pharmaceutical clients.
In addition to consulting, Barbara inspires marketing students with her real-world experience as an adjunct faculty member at Chicago colleges, including her alma mater Northwestern University. She earned a Bachelor of Arts degree in American Studies from the University of Minnesota and a Master of Science degree in Advertising from Northwestern University, Medill School of Journalism.