Case Study:

Pioneering Brand Transformation at USA TODAY

Company: Gannett | USA TODAY Network
Role: Director of B2B Brand Marketing
Timeline: 2023–Present

The Opportunity

As a legacy media brand navigating industry disruption, USA TODAY needed to reposition itself for the modern advertiser. Yet, no centralized B2B brand strategy existed to support its national media business. Leadership sought a marketing transformation that could drive growth, modernize perception, and unlock new revenue streams.

My Role

I was hired as the first-ever Director of B2B Brand Marketing, reporting directly to the President of National Sales. Tasked with building the brand marketing function from 0-1, I led vision-setting, strategy, roadmap, team-building, and execution, partnering with cross-functional executive leadership to embed marketing as a growth engine across the organization.

Strategic Initiatives

  • Brand Transformation: Developed USA TODAY’s first cohesive B2B brand narrative and GTM strategy—spanning digital, experiential, and executive thought leadership.

  • Revenue Innovation: Launched high-impact tentpole programs like the Health Equity Summit (2024, 2025), which attracted thousands of virtual attendees and generated new partnerships with major health brands such as Pfizer and Amgen.

  • Digital Modernization: content and communications across all touchpoints to reflect the needs of today’s national advertisers and decision-makers.

  • Operational Leadership: Managed budget, achieving 50% cost efficiencies while identifying scalable, monetizable growth channels.

Business Outcomes

  • +185% brand awareness increase in just 18 months

  • Consistently exceeded sales forecasts, contributing to a 100% YTD stock price increase

  • Generated 7-figure revenue impact through brand-driven partnerships and content

  • Elevated USA TODAY's reputation from a traditional media publisher to a strategic marketing partner for CMOs, advertisers, and brand marketers from Fortune 500 companies

Why It Matters

This case exemplifies how branding can drive transformational business impact. It reflects the core of how I lead: with vision, cross-functional influence, operational discipline, and an obsession with customer value. It’s not just brand marketing—it’s building brands that build businesses.

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