hi, i’m caitlin.
This photo is rough. My keynote wasn’t.
I’m a strategic advisor and brand strategist with 20 years of experience across tech and healthcare.
I work directly with executive teams at early- to late-stage startups (Series A–F), shaping brand, positioning, and strategic narrative.
Clients have included CNBC, TechCrunch, American Express, Merck, Abbott, and Microsoft—and my work has been delivered to companies like Apple, Nike, Salesforce, and the NHS.
Brand STRATEGY
Strong brands know who they are, who their clients are, and how to emotionally connect. I help companies get crystal clear on their why, what, and how. I’ve written and co-created:
mission & vision statements
company values
leadership principles
origin stories
brand personality
brand / product naming
visual identity
Tradeshift: I led a series of brand workshops with the CEO, co-founders and key executives, which resulted in vision + mission statements they all agreed on.
I defined + re-wrote the Tradeshift founders’ story.
Two of the eight Leadership Principles I wrote for Tradeshift managers and aspiring leaders.
Tradeshift: I introduced archetypes as part of the marketing and employee brand strategy.
Positioning / Category design
Resilio: I wrote the product page copy after developing their positioning and messaging frameworks.
Positioning isn’t just part of your business strategy—it is your business strategy. I’ve helped clients find the promised land of lasting differentiation by:
realigning their business goals
getting clear on customer needs
zooming in on target segments
assessing where they currently play in the market
identifying what truly differentiates them
MESSAGING
I’ve created straight-forward messaging frameworks that guide marketing activities. They tend to include:
key benefits & features
brand pillars
voice & tone
tagline
an elevator pitch
naming
I’ve had a hand in creating naming and nomenclature for products, features, event spaces, and website URLs. From strategic first steps, to the creative naming brain dump, to thorough vetting and launch.
Books
I’ve conceptualized, written and produced two company books—the 55-page Brand Book and the 98-page Tradeshift Way book, a cultural guide book for employees worldwide. Watch the videos below to see them in action.
This Brand Book was the product of a series of workshops I led with the CEO, co-founders and key executives to develop Tradeshift's brand from the ground up. It gives employees something tangible to keep the brand top of mind, and is given to external partners who work with the brand.
I wrote and produced this book by doing an even deeper dive into Tradeshift's culture, interviewing 15+ employees from our global offices across Europe, Asia, and the U.S., as well as the CEO and co-founders. I project managed, collaborated with our designers, and led the print production and distribution.
Video
I’ve conceptualized, scripted and supported production on all kinds of videos—ad spots that aired on CNBC, customer case studies, event and hackathon micro-documentaries, vision videos, recruiting videos, content panel videos, and video marketing campaigns. Here are just a few.
I co-wrote, conceptualized and co-produced this spot which aired on CNBC in :30 and 1:30 segments.
I conceptualized, produced and scripted interview questions for this panel in Davos, Switzerland during the World Economic Forum (one of 8 panels I produced) with the President of Infosys, an artist, a neuroscientist, and the founder of Tradeshift.
I conceptualized, loosely scripted, directed and co-produced this video interviewing Tradeshift executives about “Commerce For All”.
"YOUR STRATEGIC INSIGHTS MOVED THE NEEDLE FOR US AND MADE OUR PRODUCT SO MUCH BETTER. WE WOULDN’T HAVE BEEN ABLE TO LAUNCH A QUALITY PRODUCT IN TIME WITHOUT YOU."
— SHARI SIMON, CEO & CO-FOUNDER OF NEXT MOVE, FORMER ORACLE SVP
say hello :)
rwabrand@gmail.com