When purpose drives products, and mission drives profits, you create a culture that retains top talent and a community of die-hard brand advocates that connect with you on a greater mission. The results – and the positive difference they make in the world – speak for themselves.
"Carla has an innate ability to see vision at a high level, guide discussions, gather intelligence and develop a full scope strategic plan that encompasses far more than just branding and marketing. She is driven by passion to make things happen and her team leadership skills are to be commended. Her work in developing a global brand valuation and strategy, and shepherding a multi-year brand rollout for Awana, has not only changed the course of Awana as an organization but will impact millions of children around the world for years to come."
Matt Markins, President and Chief Strategy Officer, Awana
"During Carla's long-standing and well-respected relationship over 15 years with Philips Electronics, she literally became an outside extension of our in-house teams and a valuable asset to leadership through many internal transitions. She immersed herself in our business and brought a unique outside perspective to develop creative marketing programs for our Fortune 100 company. She brought limitless energy, enthusiasm and creativity to every project, from product launches to merchandising to branded events to developing new markets."
Jeff Alva, former Director of Marketing/Merchandising, Philips Electronics
"Words like 'creative', 'innovative', and 'get things done' while true about Carla, hardly provide a complete description of what she brings to any job she tackles. Mt. Everest shrinks in size when Carla takes it on; colors are more colorful when she takes the brush; 'the best' comes into focus when she lays the plan. A true professional; a gifted businesswoman."
Robert Sanford, former Associate Bible Publisher, Thomas Nelson Publishers
"Carla served a vital role in the overall global brand launch for our online digital platform. I was impressed with her desire to think strategically, and then apply her vast experience and insights across multiple industries to develop a brand strategy that exceeded our expectations. Her leadership in brand messaging, visual asset creation, global platform development, digital advertising and an entire influencer endorsement platform culminated in a successful beta campaign and a global rollout. She is a consummate professional, helping keep all eyes focused on the strategy and driving it forward."
Ralf Stores, U.S. Director of Media Development and Services, TWR/Trans World Radio
"I had the pleasure to work with Carla on several partnership promotions with the Knoxville Zoo. Running her own agency, Carla partnered several of her corporate accounts as sponsors of the zoo. I was always impressed with her ability to take a single idea, promotion or sponsorship and turn it into a multi-faceted and dynamic marketing program that benefited her clients with enhanced image and sales, but also generated positive exposure for the zoo. With Carla, it was always a 'win-win' partnership. Her enthusiasm and passion shine through in everything she does."
Nancy Young, Founder, The Collaborative Center
Carla was absolutely critical to our sales success at Wellview. She facilitated strong management of marketing campaigns and ongoing brand recognition, and was a phenomenal team lead. Carla is a rare combination of kindhearted mentor and driven professional with a relentless work ethic.
Shauna Sanford Howell, Vice President of Business Development, enspire
Carla has a very unique combination of strategic thinking and creativity rooted in deep passion for doing things the right way. Plus, she's just a very likable person and good human being. I highly recommend Carla for all things marketing.
Paul Jankowski, CEO, New Heartland Group & One Bullet Entertainment
Carla is an incredibly dynamic, seasoned brand and marketing strategy expert. She is a leader who knows how to inspire and mobilize teams to deliver on complex strategic objectives. Carla can operate at the highest level of big-picture thinking, and likewise manage and execute in the details to get it done -- a rare combination of capabilities.
Tyler Borders, Chief Strategy Officer, Carnegie Dartlet
AWANA GO AND REACH KIDS!
Global Brand Strategy and Donor Development
Led the global rebranding research, strategy, creative development, donor development planning and marketing implementation roadmap for this legacy organization that focuses on changing the world by equipping leaders to reach kids for Christ. The multi-year global rebrand strategy impacted every facet of the organization and its brand reach around the world including church marketing, advocacy and storytelling, thought leadership, donor development, online marketing, social community engagement, product development, sales support and internal and external vision casting.
BUY A BIBLE HELP A CHILD
World Vision / Thomas Nelson Cause Marketing Partnership
Developed and launched a national cause-marketing campaign promoting World Vision child sponsorship and Thomas Nelson Bibles, and supporting a new line of Take Action Bible products. Developed strategic partnerships with a myriad of non-profit ministries and collaborated for online marketing, consumer activation, fundraising support and retailer merchandising. The ongoing partnership has generated millions of dollars for World Vision global child relief efforts, secured thousands of child sponsorships through U.S. Bible retailers and significantly increased Bible sales at retail.
THE VOICE MAKES BIBLE READING FRESH AND NEW
Brand Strategy and Product Development
Conducted extensive consumer research and developed the product launch strategy and consumer branding for the first new Bible translation introduced by the world's largest Christian publisher in more than 35 years. The strategy included consumer research, strategic branding and market launch, packaging, retail sell-in and merchandising, print and online advertising, endorsements, strategic partnerships and proactive social media.
CONNECTING THE HERITAGE FOUNDATION TO ITS DIVISIONS
Strategic Multi-Division Rebrand
Led a major rebrand for the 50+ year old 501c3 legacy historic preservation foundation to connect it to its three operating divisions — The Franklin Theatre, Downtown Franklin Association and Street Festivals, and Franklin Grove Estate & Gardens. Developed new visual and positioning brand guide, and executed brand rollout across three websites, twelve social platforms and all marketing tools and channels to support strategic transition to a shared services marketing business model.
TWR LAUNCHES GLOBAL ONLINE PLATFORM
Brand Strategy / Strategic Partnerships / Influencer Marketing
Spearheaded brand development and management of this global Christian broadcaster’s launch of an online digital platform – TWR360. Developed and executed a strategic beta marketing plan and national and global brand rollout which included translating the brand messaging into multiple languages and distributing to consumers through digital marketing, PPC advertising, social engagement, influencer endorsements and strategic partnerships to launch this valuable online platform to reach every person everywhere with the gospel.
PHILIPS ENTERS NEW MARKETS
Brand Management and Strategic Marketing
Initiated comprehensive multi-year brand and product launch strategy from market research to complete sell-in and sell-through support to introduce the PHILIPS brand at U.S. cosumer retail. Also supported new market entry to launch a complete line of display products into the education market. Strategy included research, brand development, market entry sales strategy and support tools, product rebrand and development and advertising/marketing campaign execution.
SHONEY’S CARES ABOUT KIDS
Cause Marketing Partnerships / Brand Management
Developed a brand platform and cause marketing partnerships to position Shoney’s as a caring family restaurant company. A partnership with the Children’s Hospital included development of a new Healthy Kids menu and activities, along with an in-school curriculum program adopted by Knox County schools. In partnership with the National Center for Missing & Exploited Children, Shoney’s Free KidCare Photo ID events were implemented supported with radio partnerships, mall promotions and family events, broadcast PSAs, retail merchandising and comprehensive publicity. Family-friendly sponsorships with the Knoxville Zoo were extended into major market consumer promotions with radio tie-ins, in-store point-of-purchase merchandising and consumer sweepstakes.
KJV 400TH ANNIVERSARY
Strategic Partnerships / Global Omni-channel Campaign
Spearheaded a comprehensive 400-day global marketing campaign and commemorative product line for Thomas Nelson Publishers to celebrate the 400th anniversary of the King James Bible. Through strategic partnerships with The History Channel, CBA and Salem Networks, this integrated campaign included print, television and radio advertising and publicity; a comprehensive website and online marketing campaign; retailer merchandising and promotions; a panel of media spokespersons and more than 70 television interviews; a public “Legacy of the Bible” historic Bible exhibit and online gallery; and comprehensive resources for education, retail, media and history enthusiasts. This campaign received the prestigious MarCom Award and Communicator Award for global marketing.
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Brand Experience

twr

CFA logo

Thomas Nelson

World Vision

General Mills

Coca-cola logo

Awana

caprisun

Cooper

Polaroid

Knox Zoo

Missing Children

Magnavox

childrens-network

BH Publishing

iPix

Philips

Shoney's

Feed the Children

Trevecca Univ

Jennie Allen logo

gymboree logo

Franklin Theatre logo

Ministry matters logo

SLU logo

Franklin Grove logo

Howard Books

HF logo

Abingdon press logo

atari