Taryn Tavella

 

Experience


Beardwood&Co 2021-PRESENT
ASSOCIATE STRATEGY DIRECTOR
  • Develops and delivers strategic solutions such as brand positioning, target definition, architecture, messaging, and design strategies and concepts
  • Writes and directs creative concepts, tone of voice, tagline, naming, copy, and brand strategies across categories
  • Contributes to business development, thought leadership, strategic output and relationships
  • Uncovers insights and translates them into distinctive brand and design strategies across various clients such as Danone, Colgate, and Corona

    • Sparks & Honey 2021-2021
    CULTURAL STRATEGIST 
    • Worked with clients, such as P&G and HP, to define growth strategies, identify threats, and prioritize opportunities
    • Mined data and producing fresh insights through the use of S&H cultural intelligence platform Q and off-the-shelf third-party tools
    • Performed intel gathering from across the web and with resources, pulling disparate signals together to make sense of cultural change

    Minna Sparkling Tea 2020-2021
    BRAND + STRATEGY MANAGER
    • Develop and maintain brand guidelines for this startup venture. Including, multi-channel marketing strategy, and data tracking systems.
    • Identify consumer insights and trends in the industry to develop innovativeprograms to capitalize on these opportunities.
    • Built marketing and advertising strategy and assets for retail partners such as Whole Foods, Wegmans, and Amazon.
    • Work with cross-functional teams to establish and articulate Minna's products, mission, values, culture, and brand image are consistently represented and communicated
    • Increased engaged email subscribers by 93% and Instagram followers by 64% by using targeted partnerships and micro-influencer initiatives.

    NFL 2020-2020
    BRAND + STRATEGY CONSULTENT
    • Achieved consistent brand positioning, working cross-functionally with the Marketing and Creative teams
    • Developed product and event initiative projects internally and externally.
    • Authored brand frameworks and messaging briefs based on fan insights and research.
    • Reviewed and approved creative submissions from brand partners.
    • Collaborated with teams on logo development from research to execution.
    • Lead multiple research projects such as a future consumer forecast for Super Bowl LVI and a branding audit for the Minnesota Vikings 60th Anniversary.

    WGSN 2017-2020
    TREND STRATEGIST
    • Responsible for analyzing commercial and creative trends while presenting new ideas and innovation for the Interiors and Lifestyle markets
    • Crafted POV decks for bespoke client’s requests on brand positioning, design strategy, and qualitative research findings driving the vision for how these tools come to life within brand redesigns, line extensions, and seasional offerings
    • Created and leads workshops to determine brand objectives, positioning, and visual direction for clients
    • Delivered research and insight for clients such as Hallmark, Dollar General, and Staples
    • Developed a consumer profile and product development strategy for a client that resulted in increased sales by 75%


    LIFETIME BRANDS 2016-2017 
    PROJECT STRATEGIST
    • Reported directly to the VP of Global Trend and Design to create presentations and product development initiatives related to design and consumer trends.
    • Assisted in the creative and functional construction of global trend presentations and the Monthly Stimulus Report for both in-house use and customer presentations, including key accounts with Target and Walmart.
    • Worked with art departments to create and ideate new product lines, designs, or improvements in reaction to strategic research.
    • Was involved in the full product lifecycle from conceptualization to meeting with buyers.


    FORCE MAJEURE DESIGN 2014-2016 
    STRATEGIC COORDINATOR
    • Liaised and collaborated with the business development, strategy, and client services departments to develop communications and thought leadership.
    • Conducted in-depth competitive and brand audits that contributed to market research and analysis with strong initial findings and areas of opportunity.
    • Worked closely with the visual strategy and innovation director to create strategic trend presentations for various clients such as Samuel Adams, Unilever, and Diageo.


    Education


    Parsons School of Design 2013
    STRATEGIC DESIGN & MANAGEMENT, BBA


    Internships


    Pearlfisher 2013
    CBX 2013
    MBF Trend Consulting 2012
    Louis Vuitton 2012


    Skills


    Microsoft Programs: Excel, Word, and Powerpoint • Wordpress • Keynote • Adobe InDesign & Illustrator (working knowledge) • Google Analytics • Creative Problem Solving • Communication • Strategic Planning • Conducting Webinars


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