Insights into optimizing leadership visibility & reach
At the highest level, I help elevate senior leaders by defining and spotlighting their unique expertise, core values, and organizational and industry impact. I then use these pillars as the framework for creating clear, compelling, audience-centric narratives that strengthen both their personal and organizational brands.
A bit of a dense opener, eh? Let’s stay simple by practicing my brand-building A-B-Cs.
Be accessible. Relationship building is more than just two-way communication. It means addressing subjects that your teams and audiences care about. It also means answering the tough questions during tough times and sometimes even admitting that you don’t (yet) have an answer to some things. But you will. That’s called being truthful.
Be bold. It’s loud out there. You need to find a way to rise above the noise. This doesn’t necessarily mean being hypothetically louder, but instead finding your unique selling proposition: what is it that you do better than anybody else? Find out, and then use it.
Be consistent. Audiences respond to familiarity. Leaders who say one thing and then do another lose trust. And trust cannot easily be regained. Your brand is uniquely who you are, and nobody else can be you. So be you. And be the best you.
Here’s a bonus letter in the form of D:
Be a differentiator. Similar to rising above the noise, the best leaders aren’t afraid to go against the grain and do and say what they feel is right for their brand, their company, their audience, and the world for that matter. Don’t be a copy; be an original, and audience will respond with positive sentiment.
Additional concepts that were build into my overall strategy at T-Mobile that will be assets to WatchGuard:
Turning complexity into clarity with easily digestible, entertaining, and engaging narratives. Okay, one more E: educational.
Constantly adapting to new industry trends: not just keeping up but defining what’s next.
Cultivating a brand that’s instantly recognizable and understandable: no audience hesitation; I want them to dive right into what we’re giving them.
Enough preamble. Let’s look at some of my samples.
Digital Media
Click images to read the articles.
425 Business. A great example of walking the talk, this spotlight on former Master Builders Association of King and Snohomish Counties executive director Shannon Affholter showcases how he fosters both business and community by building strong relationships, listening deeply, and staying relentlessly focused on serving our neighbors.
These were direct values of the association and I walked Shannon through talking points and how to build trust within our membership base and community by speaking truth to our actions and proposed actions.
My role: Talking points/notes, interview wireframe, QA, voice, editing, association values & mission alignment
March8. If you know the date, you know the importance of getting this spotlight right. I was tasked with defining Stephanie Owen’s story which, like all of us, is a sometimes complicated and ongoing journey.
Through conversation, KPIs, and audience analysis, I centered on how Stephanie built confidence and leadership in male‑dominated industries and now uses her platform at T‑Mobile to help other women find their voice, advocate for themselves, and access meaningful opportunities through inclusive, equity‑driven programs.
My role: Talking points/notes, interview wireframe, QA, voice, personal brand growth, editing, T-Mobile values & mission alignment (content), brand & B-roll, script & wireframe (video)
Procurement Magazine. Chief Procurement Officer Mike Simpson wanted to build his brand but was busy managing a billion-dollar merger and making sure the nation’s fastest 5G buildout stayed that way.
We had a high‑impact procurement organization that fuels T-Mobile’s 5G growth through massive network contracts, sustainability and supplier‑diversity initiatives. I poised Simpson as an honest, fearless leader who was approachable and always had his team’s back. Our focus here was how he built a culture of trust, resilience, and innovation that keeps T‑Mobile on top of the game-changing telecom landscape.
My role: Talking points/notes, interview wireframe, QA, voice, personal brand growth, editing, T-Mobile values & mission alignment (content), brand & B-roll, script & wireframe (video)
Internal & Enterprise Branding
Enterprise initiative. When Ulf Ewaldsson was introduced as T-Mobile’s chief network officer, he had the industry credentials but lacked the Un-carrier je ne sais quoi necessary to build a thriving culture based on trust. I needed to fix this.
Ulf’s big thing was operational excellence, and so I used this philosophy to introduce him to his national team of some 4,000 and get them (quickly) on board with his vision for a unified organization.
I focused on the primary tenets of operational excellence—process excellence, lean principles, and continuous improvement—to define his leadership style quickly and begin the trust building. This is a longer segment that we used to cut and create shorter snippets for Ulf to use on internal channels (SharePoint, Slack, T-Mobile enterprise hub) in an effort to create buzz and employee engagement outside of traditional copy.
My role: Everything except physical editing: production management from project wireframe to script to post-production amplification.
Organizational communication. Brand and voice matter as much internally as they do when speaking to external audiences, aka customers. Culture thrives first within an organization, and it becomes infectious when teams and individuals feel like they’re a vital part of something great.
That was our approach to internal communications with T-Mobile and technology leadership. Create an inclusive atmosphere where employees feel empowered, and repeat across the appropriate channels for consistency. This is a simple example of sharing an organizational update that affected some 2,000 employees. To-the-point, with enough information and excitement to keep interest for further communication on important topics.
My role: Everything; branding, messaging, content, email publication, analytics collection and analysis.
Social
X, Instagram, LinkedIn posts. Build trust, expand reach and influence, humanize the organization and its leadership, and connect customers to our vision; all part of my greater social media campaign plan. Below is a smattering of my published posts from the two T-Mobile leadership members I worked with most closely: Chief Procurement Officer Mike Simpson and President of Technology Neville Ray.
My role: Everything; content strategy, enterprise goal and values alignment, senior leadership conversations and QA/content confirmation, and post-production management.
Fun fact: The bottom right Instagram post featuring former Seattle Seahawk Doug Baldwin? That’s me under the red arrow. Fun fact over.
Sharing the Love
One of the successes I’m most proud of is breaking down organizational barriers to help drive
T-Mobile’s communications teams toward common enterprise goals as #oneteamtogether.
Part of this effort is shown below with social campaigns I drove: the transition and promotion of Ulf Ewaldsson and John Saw after Neville Ray’s retirement announcement; the T-Mobile sustainability team and T-Mobile’s Net-Zero announcement; and a very cool spotlight on Pano AI’s partnership with T-Mobile to help detect and fight wildfires across the country.
My role: Everything; content strategy, enterprise goal and values alignment, senior leadership conversations and QA/content confirmation, and post-production management. I also drove the Pano AI collab story.
