Hey, I’m Emmaline.
I’m a Brand Strategist specialized in Naming, Brand Identity Development, and Go-To-Market Strategies
WHAT I DO BEST.
NAMING
I help companies name themselves, their products, and their offerings in ways that support long-term growth. The process balances creativity with strategy, so the name not only sounds right but stands out in the market.
Brand Strategy & identity
I help take what’s already there and give it shape. By clearly defining a brand’s foundation, teams stop debating basics and start moving forward with a shared understanding of who they are and how they should show up.
Go-to-market strategy
I help teams bridge the gap between brand identity and execution. By translating brand foundations into go-to-market strategy, I make it easier for teams to launch, communicate, and grow in a way that feels true to who they are.
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250+ Brands Named
My experience naming hundreds of businesses means I know how to create names that stand out, tell a clear story, and hold up in the real world without conflicts.
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200+ Brand Identities Built
I’ve helped shape brand strategies and identities that teams actually use, giving them tools that guide messaging, marketing, and growth rather than sitting unused.
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10+ Years of Marketing & Strategy Experience
Working across industries, stages, and business models has given me the perspective to adapt the process to what each team truly needs.
MY resume.
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2023 - Present
Served as a fractional brand and marketing leader for growing companies, providing strategic direction across brand positioning, go-to-market planning, content, and messaging during key growth phases.
Led brand strategy and naming engagements across industries, helping teams clarify their identity, strengthen differentiation, and make confident, defensible brand decisions.
Translated brand foundations into clear go-to-market strategies, shaping messaging, launch direction, and content systems that supported real-world execution.
Conducted market and competitor research to inform positioning and ensure brands were distinct, relevant, and aligned with their competitive landscape.
Developed and refined core brand assets including vision and mission statements, value propositions, tone and voice guidelines, and brand books.
Partnered closely with internal teams and external creative resources to ensure brand consistency across websites, social channels, events, and written communications.
Built brand identities from the ground up for mission-driven organizations, balancing credibility with accessibility and long-term scalability.
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2022 - Present
Led end-to-end brand development, managing the complete process from ideation and thorough vetting of names to crafting compelling brand stories, value propositions, and guidelines. Reduced the naming process from 44 days to 17, cutting rounds from 4 to 2, which boosted client satisfaction and retention by 25%.
Managed a team of brand strategists and copywriters, driving high performance and career growth while maintaining a collaborative and creative environment.
Created over 200+ comprehensive brand books, defining brand voice, positioning, and design guidelines to ensure consistency and alignment across all client touchpoints.
Developed 250+ creative briefs, providing strategic direction and clear expectations to design teams for logo and brand identity creation, while ensuring brand integrity throughout the design process.
Worked closely with cross-functional teams—launch, design, learning, and sales—to execute brand strategies and support clients from strategy through execution, delivering seamless, integrated brand experiences.
Led the creative process for collateral, producing impactful copy for websites and other marketing materials to reflect the brand’s voice and enhance user engagement.
Streamlined team operations by developing and implementing standardized processes for brand strategy and copywriting, resulting in improved efficiency and collaboration.
Collaborated with senior executives to present and gain buy-in for strategic initiatives, handling complex challenges, and securing approval for brand direction.
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2021 - 2022
Developed brand, value proposition, and GTM strategies for 24 universities, 65 programs, and 125+ launches, enhancing brand differentiation and market positioning.
Created and implemented brand architectures, including style guides and vision statements, reinforcing strong and cohesive brand identities.
Delivered data-driven strategic guidance to executive leadership and partner agencies, ensuring optimal brand positioning and messaging.
Applied bespoke branding frameworks such as the Uncommon Denominator, which was later used to develop targeted messaging and strategies that increased brand awareness and audience engagement.
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2021 - 2022
Drove multi-brand marketing and copy strategy within the Ventures group, ensuring seamless execution and on-time project delivery through expert project management.
Led end-to-end email marketing campaigns—coding in HTML & CSS and deploying via MailChimp, HubSpot, and Salesforce—resulting in a 50% increase in engagement.
Served as the strategic bridge between marketing and design, streamlining workflows through detailed creative briefs, wireframes, and Photoshop assets.
Championed the market research and go-to-market strategy for a new FinTech app, allowing customer success teams to keep retention rates over 80%.
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2018 - Present
Developed and defined both the brand and marketing strategy that has led to an increase in revenue by 50% YoY.
Created social media following of 3K+ on Instagram and 15K on TikTok. Created the designs, photography, and content for all social
media platforms.
Designed and launched the website. Implemented multiple successful email campaigns, using my design and coding skills, through Wix & MailChimp.
Consistently communicated with customers via social platforms, website, and email. Handled any and all damaged deliveries or customer inquiries, creating a loyal following of repeat customers.
Attended dozens of local events and trade shows. Created captivating booth design and branding.
Introduced various products into over 30 stores across the USA and launched Stone & Flame on Wayfair, Tundra, and Faire.
Some Projects.
Orange Slice Properties
A naming and brand identity project that shows how a thoughtfully chosen name can unlock a clear story and inspire a visually distinctive real estate brand.
Institute of neuroethics
A brand strategy and brand book project focused on bringing clarity, alignment, and intention to an organization that already had strong ideas but needed a clearer way to communicate them.
Stone & Flame
A founder-led brand built entirely from scratch, demonstrating what it takes to turn an idea into a cohesive, recognizable product and presence across every touchpoint.