Hi there. I’m Abby.
I’ve been fortunate enough to enjoy a marketing career across a who’s-who list of the most impressive brands on the planet. Over the last 20+ years, my teams and I have driven exceptional results for Fortune 100 brands and disrupters alike. My expertise lies in aligning brand strategy with business goals across complex organizations and is grounded in developing high-performing teams, pioneering go-to-market approaches, and bringing joy to work.
In addition to the work featured on this site, I’m finalizing my first book, “Super Human: 8 ‘SMALL’ Ways to be Super at What You Do … and Human While You Do It.” That effort focuses on distilling 25 years of professional wisdom into bite-sized guidance. To be added to the waitlist, click below.
While we’ve snagged a variety of accolades and awards over the years, including Cannes Lions, Emmys, Employee- and Team-of-the-Year awards, none of them compare to the daily badge I wear with the most pride: mom.
When I’m not at work, you can find me in a National Park, curled up with a book, trying a new recipe, walking the dog, or at hot yoga.
Let’s connect!
BOTTOM-LINE SUCCESS ACROSS VERTICALS
I’ve had the distinct pleasure of driving commercial success for powerhouse brands and disruptors alike. My expertise is grounded in aligning brand strategy with business goals across complex organizations. While it’s tough to choose, here are a handful of examples that underscore my approach to pioneering go-to-market approaches, elevating executive visibility and bringing joy to work.
AI | Supply Chain | Talent Development
Medline is the largest provider of medical-surgical products and supply chain solutions serving all points of care. Medline helps healthcare providers improve their clinical, financial and operational outcomes.
Led B2B go-to-market strategy for $17B portfolio
Launched AI solution, MPower™ with Microsoft, Northwestern Medicine and Providence
Built & scaled career pathing framework, focused on identifying and building strengths
Retail | Challenger Brands | QSR
Dethroned Burger King’s position as the #2 QSR, a historic takeover in a highly competitive space
Led comms strategy for massively successful breakfast daypart launch
Supported “Roast Day,” an annual event where brand fans get roasted by @Wendys, and the flaming hot grill sessions never disappoint.
Designed aggressive market advancement plan including establishing “Fast Food Done Right,” a unified narrative for all efforts
Retail | Cult Brands | Outdoor | Global
Successfully grew engagement (and US footprint) for unique Swedish brand
Maintained relationships with priority audience(s) while expanding into adjacent media and consumer verticals
Drove increased cache for the Classic event (which included backpacking and camping with clients and media for four days!)
CPG | “Boring” & “Taboo” Topics | Equity
Drove outsized results for “below the belt” brands, including various toilet paper, incontinence and FemCare products.
Created business offering, “The Awkwards,” dedicated to marketing taboo topics
Favorite moment: establishing the Alliance for Period supplies, a non-profit dedicated to the eradication of period poverty
CORPORATE & REPUTATION STRATEGY
Brand promotion demands brand protection. I have a host of experience in managing a number of corporate reputation and strategic initiatives. Here’s a sampling:
Franchisee Relations
Franchised companies need a system that is deeply rooted in a strong, shared purpose.
From establishing “Own Your Opportunity” for Wendy’s to leading recruiting efforts for Ace Hardware during the pandemic, I have deep experience in delivering programs that answer franchisee needs and simultaneously “grow the whole”
Example clients: Ace Hardware, Aspen Dental, Hallmark, Massage Envy, Wendy’s
Tariff Response Strategy
In the wake of President Trump’s “Big Beautiful Bill,” regulatory shifts have created opportunities to gain share quickly. I’ve mobilized teams swiftly to establish a strong foothold in reopened categories and set the stage for sustained growth via:
Highly-targeted outreach campaigns, complete with tailored messaging and strategic rebates (e.g., for newly accessible product categories).
Orchestrated complex, multi-layered internal communications cascade to prime cross-functional decision-makers for action (e.g., execs, legal, regulatory, pricing, product divisions, communications, marketing, etc.)
Executive Visibility
In support of corporate strategy, I have:
Pitched and prepped countless C-suiters for interviews and public appearances
Written speeches, bylined articles and led social media efforts as part of speakers bureaus and corporate visibility programs
Regularly secure coverage in key outlets, including The New York Times, Wall Street Journal, Adweek and AdAge.
Directed corporate presence at worldwide industry events, including Cannes International Advertising Festival and Advertising Week, among others.
Issues & Crisis Needs
These are dynamic times for brands. My experience runs the gamut on I&C needs, including:
Establishing cross-functional issues management protocol
Working quickly, decisively and cohesively across teams and departments as reputation issues arise
Drafting statements, actively monitoring press coverage and working quickly to protect corporate reputation
Providing counsel on key topics including: product recalls, social justice, client defections, corporate restructurings, PAC inquiries, etc.
Collaborating as appropriate with key industry groups
COMMUNITY COMMITMENT
I want things to be better for those that “come after me.” In recognition of this, I devote ample time outside of work to building the communities and industries that I care about deeply, including:
PRSA Chicago Chapter President
As President of PRSA Chicago, I led one of the largest chapters in the country with nearly 300 members. We delivered programs and activities to meet the professional development and networking needs of this varied constituency.
Advisory Board Member
Work collaboratively with the President and members of her cabinet and committees to drive a world-class liberal arts experience at my undergraduate university, DePauw University
Ambassador’s Council
The YWCA Metropolitan Chicago is dedicated to empowering women and eliminating racism by providing support to all women along various stages of their journeys. As a member of the Ambassadors Council, I provided support by raising awareness of the organization’s mission and funds to support these critical programs and services across the region.
AGENCY AND THOUGHT LEADERSHIP
Managing Director, CPG
Hand-selected to grow largest sector in agency
Leading integration for firm’s top client
Chicago Marketplace Leader, Ketchum
Led Ketchum’s second-largest marketplace through agency reorganization, Covid-19 implications and Chicago unrest.
Performed these duties in addition to client responsibilities.
Managing Director, Retail Sector
Stabilized and returned division’s largest sector to growth during a pandemic.
Rapidly innovated client approaches to corporate reputation respond to continued evolution in Retail.
Storyworks
Helped design and operationally implement Storyworks, agency’s first formalized, cross-functional paid, earned, social and owned media approach.
Replicated success globally; drove millions in revenue growth.