Brand Leader
Placemakr, formerly WhyHotel (2020-2021)
Objective: Engaged by WhyHotel's Founders and Comms lead to overhaul the brand, delving deep into audience and stakeholder perceptions and assuming dual roles of Executive Coach and Researcher due to the absence of marketing leadership.
Methods: brand education, stakeholder interviews, workshops, quant surveys, secondary research
Outcome: Authored internal brand materials shaping the new 'flexible living' concept, addressing customer needs and mindsets around space and home.
Impact: Rebranded as Placemakr with updated product and hospitality features, aligning brand experience and management.