Available to hire
Hi there! I’m Joanne, a passionate brand strategist with a knack for developing innovative strategies that drive engagement. Over the years, I’ve had the pleasure of working with diverse clients, helping them elevate their brands and create impactful messaging. I’m motivated by collaboration and creativity, believing that the best ideas come from open dialogue and teamwork. When I’m not strategizing, you can find me exploring the beautiful trails in Mill Valley or immersed in a good book. Let’s connect and see what magical things we can create together!
Experience Level
Expert
Expert
Expert
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Founder & Chief Strategist (Brand-Led Growth) at Made with Moxie, LLC
March 1, 2015 - PresentLead brand-led growth strategy for beauty, luxury, wellness, and consumer brands; drive acquisition, conversion, retention, and long-term brand equity via ecommerce, community-building, and integrated marketing systems. Build and lead cross-functional teams (5–20+) across brand, creative, product, and marketing. Rebranded Hugh & Grace to category leadership in hormone health; oversaw ecommerce site overhaul focused on conversion, UX optimization, and frictionless purchasing (A/B testing integration, streamlined checkout). Created Masterclass program with top industry experts and doctors to elevate credibility; defined and branded multi-category loyalty program; built the Hugh & Grace Advocate Community (12K+) to drive education, UGC, testimonials, and repeat purchase. Directed site redesigns for multiple brands; defined voice, identity, and website design for The Body Agency; developed training programs and messaging for TruAura Beauty; produced high-performing digital campaigns for
Marketing Consultant at Stella & Dot
March 1, 2013 - March 1, 2015Provided strategic direction for sponsorship growth, developed content for Stylist communications, and training initiatives integral to growth of Stella & Dot and KEEP brand. Led development, promotions, and branding of Hostess Rewards, loyalty programs, charity initiatives, and incentive/rewards programs to drive repeat purchase and brand loyalty. Built training program with new content formats; produced Look Books/Catalogs, packaging, emails, online presence, photo shoots, and events. Created sales tools and events communications; led creative direction for national and regional campaigns.
Senior Brand Strategist at Murray Brand Communications
March 1, 2007 - January 1, 2009Led brand strategy for consumer packaged goods clients; conducted trend analysis, defined positioning, product strategy, and marketing strategy. Drove integrated campaigns spanning ecommerce, social media, print, video, and events; developed training and incentive programs (loyalty, charity, rewards) to boost engagement and retention. Managed creative resources, budgets, and scheduling for efficient, on-brand delivery.
Director of Creative Services at Stella & Dot
January 1, 2009 - March 1, 2013Led a team of 15 in launching a multi-channel campaign, contributing to revenue growth from $5M to $20M within months; expanded stylist base from 20 to 6,000+; oversaw creative across campaigns, look books, packaging, digital assets, and events. Produced video content; created sales training and online university; managed events, budgets, timelines, and messaging; drove loyalty and incentive programs.
Director of Corporate Brand at Shaklee Corporation
April 1, 2002 - March 1, 2007Developed long-term brand vision and strategic plan for nutrition, functional foods, household, beverages, and personal care; managed brand identity, messaging, packaging, catalogs, ads, and direct/offline campaigns. Led repositioning and re-branding to engage a younger market and support revenue growth; aligned field and marketing efforts to strengthen core opportunities.
Marketing Communications Manager at AllAdvantage.com
November 1, 1999 - November 1, 2000Led brand communications, messaging, and marketing campaigns for the online advertising platform; built content and campaigns to support growth and engagement.
Marketing Events Manager at Iridium, LLC
November 1, 1996 - September 1, 1999Managed sports marketing events, program planning, and on-site execution to maximize brand exposure and partner activation.
Founder, Chief Brand Strategist and Creative Director at Made with Moxie, LLC
March 1, 2015 - PresentLed brand audits and creative strategy for consumer-tech, wellness, and lifestyle clients, directing cross-functional teams to deliver high-performing brand systems. Re-branded and repositioned Hugh & Grace, creating the full voice, visual identity, packaging direction, photo/video production, and creative campaigns that established the brand as a leader in hormone health.
Sports Marketing Events Manager at Iridium, LLC
November 1, 1996 - September 1, 1999Oversaw sports marketing initiatives and events to promote brand engagement and recognition.
Education
Bachelor's Degree at Vanderbilt University
January 1, 1992 - January 1, 1996Bachelor's at Vanderbilt University
January 1, 1992 - January 1, 1996Qualifications
Industry Experience
Consumer Goods, Retail, Professional Services, Media & Entertainment, Healthcare
Led end-to-end brand and creative strategy to establish the company as the category-defining leader in hormone health. Developed the complete brand system — from positioning and messaging to visual identity, packaging, campaigns, and launches — translating complex science into a clear, trusted, and purpose-driven brand.
Brand Strategy & Positioning
Story & Messaging Development
Visual Identity & Brand System
Website Redesign & UX Direction
Packaging & Product Launch Creative
Marketing, Social & Digital Strategy
Experiential & Event Design
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