To align McKesson's brand with our diversified healthcare strategy, I led the development of our company's first comprehensive brand architecture—a foundational framework that connects our family of brands to McKesson and sets the strategy for future brand decision making.
I directed a multi-disciplinary steering committee of executives while managing a strategic brand study via agency partner. The resulting framework achieved CEO and business unit president alignment, delivering a defined architecture and streamlined sub-brand portfolio.
Additionally, I established a clear evaluation methodology for future brand decisions—a cross-functional workshop process that leverages our architecture to evaluate new organic and acquired business brands.
Impact: By delivering enterprise-wide brand strategy framework that secured C-suite alignment, I’ve helped to streamline decision-making, and enhance value creation and market positioning across our diversified healthcare portfolio. The architecture has strengthened connections between our sub-brands and masterbrand while reinforcing our reputation as a trusted healthcare leader.
