Katherine Blachly

Demonstrated creativity and resourcefulness through the development of innovative solutions to transition the brand to align with new core targets and creatively engaged employees on stories to drive brand and marketing awareness.

• Brand Refresh - Co-led new positioning informed through client interviews; competitive research to launch brand architecture, visual identity, and brand messaging
• Employee Branding – Established framework and launched innovative internal storytelling sessions to drive brand adoption and employee engagement. 90% of participants better understood how to tell and sell Pariveda's story
• Success Stories – Devised content strategy to effectively engage target audiences using storytelling, simplified language case studies to help foster trust and confidence in the buyer process
• Client Projects - Part of account teams for client interviews and project scope plans to foster clearer communication and goals for project completion

Led the strategy to reposition a client-centric experience to increase multi-market/national accounts to drive efficiency, scale through go-to-market positioning, sales strategy, and targeted communications.

• Positioning Strategy - Identified and pursued valuable business opportunities to generate new service line revenue and improve bottom-line profit through repositioning strategies including messaging, marketing collateral, and solutions-forward pitches/RFPs.
• Service Line Strategy – Assisted in organizing and overseeing assignments to drive operational excellence by creating sector segmentation focused on revenue growth and strategy to increase win rates for a total of 85% success in trackable pursuits, including first-ever Fortune 100 global technology win
• Strategic Communications – Analyzed and repositioned internal resources (sales, technology, training, and messaging) to drive new ways of communicating services to internal and clients including driving innovative technology adoption, long-term roadmap creation and budget review
• Market Growth - Performed client research and identified opportunities for account growth, account penetration, and market expansion including pivot during Covid-19 leading to new service offerings and client interactions

Oversaw divisional marketing, advertising and sales messaging to drive operational excellence and marketing growth strategies for HilltopSecurities and National Lloyds.

• Marketing Strategy - Analyzed data to uncover insights and identify key opportunities to inform strategic decisions for marketing messaging and positioning
• Sales Collateral - Developed marketing and sales strategy positioning by bringing together disparate teams into one cohesive approach go-to-market strategies resulting in a 20% increase in new clients
• Workplace Culture Strategy - Led listening sessions and formalized internal culture improvement strategies focused on increasing employee morale and team buy-in for corporate change initiatives through strategic communications

Set operational standards while unifying messaging for the Advisory & Transaction division to drive adoption of global services including repositioning and simplifying messages into a client-centric approach.

• Sales Materials – Unified 12 services into cohesive messaging for creative presentations, trend reports, kitted assets, and product data sheets
• Global Product Positioning - Developed and implemented successful marketing strategies to launch, define brand visibility and sales performance for CBRE's Dimension product
• Merger & Acquisitions Brand – Responsible for go-to-market and integration strategies for acquisitions in the consulting unit including reputation management, internal and external positioning and brand asset reviews

Drove company branding efforts to increase market presence and brand recognition while elevating the marketing department and go-to-market business development strategy for mid-size business consulting firm.

Responsible for the external image and positioning of Texas-based commercial law firm including identifying key growth/focus areas and analyzing marketing and communication strategies. Supervised marketing team and client development strategies for lawyers and for the firm.

Oversaw company brand and name change due to parent-company acquisition for a national commercial real estate company oversaw all of the company’s strategic marketing and communication initiatives including efforts to determine product/feature/benefit positioning, key messages, target market, marketing strategy and competitive advantages.

Managed and executed strategy for go-to-market marketing and communication strategies for retail-focused commercial real estate firm including brand repositioning and launch of niche sub-brand and product offerings. Simultaneously oversaw national marketing, in an interim role, for the member organization for UCR, ChainLinks Retail Advisors.