A Marketing Communications Guided Path with Kristine Carey
Who I Am
Kristine Carey - Brand Guide
Marketing Communication & Strategic Creativity
Driving thought leadership and co-creating extraordinary initiatives for fan engagement and brand awareness.
I guide CPG (consumer packaged goods) companies in the start-up and growth stage in the natural and outdoor products industry. I understand your biggest struggle with inconsistent brand messaging & the execution of that messaging. I can help you find a clear path to spark a change in your communication strategy.
What separates my experience from other marketers is my approach to enable teams with a smart marketing plan that takes into account the stage of your business. I believe in your passion and bring the energy and drive to deliver a plan of action for brand direction, marketing activations, and engaging storytelling.
Natural, outdoor and cannabis categories. Keef Brands, Wedderspoon Manuka Honey, Mychelle Dermaceuticals, Healthy Skoop, SW Basics, Original Sprout, Frontier Natural Brands, Mountainsmith, Sierra Designs, and Ultimate Directions.
Mentor & Advisor
University of Colorado Leeds School of Business New Venture Launch, Canopy Boulder Accelerator, Telluride Venture Accelerator.
Committee Member & Volunteer
Metro Caring Food Access Sustainability and Innovation Committee.
Naturally Boulder Give-Back Committee Ambassador
Helping Brands Build Programs to Drive Awareness
Development of Fundamentals of Brand Vision through workshops for Vision, RTB's, Mission, Brand Identity
Renewed brand narrative, logo, marketing materials, and website
Updated packaging using one-of-a-kind commissioned art
2020 communications plan with detailed tactics for PR, social media, influencers, digital and social consumption licensing
Directing a skin care launch to include product development, production, US and International regulatory and packaging
Constructed a strategic product plan related to food, wellness and personal care
Executed an Attitude and Usage consumer study to determine drivers and growth potential of the Honey Category.
Organic Powdered Nutrition Drink
Healthy Skoop transition from a direct to consumer MLM business model to entering a crowded powdered nutrition category in conventional and natural grocery markets
Skoop started with a local Colorado roll out integrating new approachable packaging and quickly gained market share with the number #1 greens sku and #3 protein sku at King Soopers
With local success and strategy gained momentum and consumer acceptance for a national roll out in 2017 with Kroger
Naturally Effective Skin Care
Development of the innovative and category changing VISIA Complexion Analysis Program
Successfully drove the creative development of girlfriend inspired campaign “Hello Beautiful”
Full integration into all tactics across the brand from retailer programs, direct to consumer, social, video, etc.
Development of packaging
What They Are Saying
President, Keef Brands
“Kristine was fantastic to work with as she helped us to codify our brand's beliefs. She juggled a difficult mandate as we executed a brand refresh that balanced attracting new mainstream consumers while staying true to our roots as one of the original cannabis edible companies. Her innate curiosity and previous CPG experience was crucial to the process and delivered an outcome that has been very well received by both consumers and our internal team.
“Wedderspoon has enjoyed a very successful relationship with Brand Guide. Kristine worked with our team to complete a full rebrand: from interviewing agencies to executing the rollout, to onboard our first PR agency and to lead the product development of our skin care line. We continue to partner with Kristine and in all projects, she has provided an important senior marketing level perspective of someone who has first-hand experience managing these projects and helping to bring the results to a higher level.”
How Can We Work Together?
So many ways - here are just a few ideas.
Marketing Strategy and Tactical Planning
I can help lead your team and drive strategy and tactical planning. I will work collaboratively with you and your team to brainstorm ideas that will generate awareness and alignment with your target market.
90 Day Brand Building and Executional Plan
We can get started in a project role that kicks off with discovering and identifying your category and market needs with a SWOT analysis. Additionally developing goals for your business or for a specific marketing campaign.
Tactical Campaigns and Execution
I can build tactical campaigns for marketing activations, media relations, ecommerce sales, digital content and influencers. Designing a campaign and then implementing the elements to build brand awareness.
The Brand Guide Path
Simple Processes for Successful Outcomes
4 Steps to Discovery and Execution
Investigate, Identify, Develop and Engage
Let’s do a deep dive on the market, the competition and your strengths, weaknesses, opportunities and threats. We will align with goals and messaging and develop a communications strategy that brings your vision to life.
360° Integrated Marketing Program
Develop Key Initiatives to Move the Needle
I look at your company's marketing plan very holistically. Key initiatives work together as a whole to engage with retailers and consumers.
Brand Ideas for Your Business