MARKETING & BRAND STRATEGY IN THE AI ERA
AI is changing how brands grow, compete, and stay recognizable.
I help marketing and brand leaders decide what that means for positioning, GTM, content, customer experience, and the way their teams work. I also teach professionals to use Microsoft 365 Copilot and other AI tools in their real work.
20 years across brand, marketing, revenue operations, retail, e-commerce, live events, and education.
CURRENT THINKING
The marketing decisions AI is forcing into the open.
These are the 3 questions I keep coming back to when I look at where a brand is going, how it plans to grow, and how its marketing team should work now.
01
What makes your brand worth choosing when AI makes competent marketing easier to produce?
Clear positioning, recognizable ideas, and real customer understanding become more valuable as the market fills with faster, more polished work.
02
Where can AI create a real GTM advantage for your business?
The useful answer depends on your audience, sales motion, channels, data, and team. The advantage comes from applying AI to the decisions and work that matter most.
03
What work should AI accelerate, and what still needs your team's judgment?
Use AI where it improves capacity or the quality of a decision. Keep strategy, taste, customer context, and accountability visible in the process.
MARKETING & BRAND STRATEGY IN THE AI ERA
Strategy for how your brand gets understood, chosen, and experienced as AI changes the market.
I work with marketing and brand leaders on positioning, GTM priorities, content, digital experience, and how AI should change the way the team works.
THE WORK CAN INCLUDE
Positioning & Brand Direction
Clarify what the brand should stand for, who it needs to matter to, and what makes it distinct when AI makes competent marketing easier to produce.
Marketing & GTM Strategy
Set the audiences, messages, channels, and measures that matter, including where AI creates an advantage and where it adds work without enough value.
Content & Creative Direction
Build a clearer point of view, stronger content ideas, and a creative system that can use AI while remaining recognizable.
Discoverability & Digital Experience
Improve how people find, understand, and move through the brand across search engines, AI answers, content, and digital touchpoints.
AI-Supported Marketing Work
Identify where AI can improve research, planning, production, and team workflows while keeping strategy, taste, and accountability visible.
CURRENTLY IN THE WORK
What I'm building with clients right now.
These projects are underway. They show how brand strategy, digital experience, changing search behavior, and AI-supported marketing are showing up in real client work. Results and full case studies will come after the work is complete.
01 · IN PROGRESS · PROFESSIONAL SERVICES BRAND
A digital presence built around how customers actually search
We're reorganizing the website around search intent, building deeper service and resource pages, and creating production templates the client can use after launch.
02 · IN PROGRESS · NONPROFIT
A new identity carried into a working digital experience
We're turning the visual direction into a website, lead-capture process, review flow, and handover the team can run.
03 · IN PROGRESS · CONSUMER BRAND
A focused 90-day marketing direction
We're analyzing customer journeys, positioning, content, and channel performance to decide what deserves attention next. We're implementing that direction across search and AI visibility, the website's product and local experience, email retention, and measurement of the path from discovery to purchase and store visits.
04 · IN PROGRESS · ATHLETIC TRAINING BRAND
Brand strategy, identity, and website for an athletic training community
We're developing positioning, visual identity, voice, messaging, and a website for an athletic training community, with coordinated booking and social assets. We're planning the customer journey and CRM from discovery through booking and follow-up. We're building the brand system into the website so the team can use AI to launch new programs and campaigns while keeping each new page consistent with the brand's voice and visual identity.
CONTENT & PARTNERSHIPS
Social strategy, creative direction and creator partnerships for the AI era.
I work behind the scenes with brand and marketing teams on social strategy, content concepts, and creative direction for their own channels. I also create sponsored and educational content for my audience in partnership with AI, workplace technology, marketing, education, and future-of-work brands.
Social Strategy & Creative Direction
Channel strategy, audience priorities, editorial planning, content concepts, and creative direction, including where AI can support the work while the brand's point of view and creative standards stay clear.
STRATEGY WORK CAN INCLUDE
Channel strategy and audience priorities
Editorial and campaign planning
Content pillars, formats, and recurring series
Creative direction, feedback, and team enablement
Creator Partnerships
Sponsored content, product education, hosted interviews, event content, and recurring series that make complex technology useful to a real audience.
CREATOR WORK CAN INCLUDE
Sponsored content and recurring series
Product education campaigns
Hosted interviews and event content
Licensed content and paid-media usage
SPEAKING, WORKSHOPS & MODERATION
Bring a clearer conversation about AI, marketing, and work into the room.
I speak and facilitate practical conversations about what AI changes for marketing, brands, and the people doing the work. I also moderate panels and fireside conversations, drawing out useful answers and making technical subjects accessible.
Topics include marketing and brand strategy in the AI era, practical AI and Microsoft 365 Copilot, and how organizations turn AI access into useful work.
Invite MelLEARN WITH MEL
Use AI in the work you already do.
Start with a practical article or build a stronger Microsoft 365 Copilot practice through short lessons and real weekly missions.
ARTICLES & PRACTICAL RESOURCES
Learn what AI changes, then put it to work.
Explore practical guidance on AI, marketing, brands, and the workflows professionals can use in their real work.
Explore the ResourcesENROLLMENT OPEN
The Actually Use Copilot Challenge
A 6-week guided challenge for professionals who want to use Copilot beyond basic chat. Start with Week 1 now and build practical routines across the Microsoft 365 apps you already use.
Requires a paid Microsoft 365 Copilot license that works inside your Microsoft 365 apps. Free Copilot Chat does not include the features used in the Challenge.
Explore the ChallengeCUSTOM TEAM LEARNING
Custom AI workshops built around your team's real work.
I design hands-on sessions around your audience, roles, tools, and goals. The workshop can focus on practical AI workflows for professionals, Microsoft 365 Copilot for licensed teams, AI for marketing teams, or how AI changes customer discovery and brand decisions.
Participants work through relevant examples and leave with practical ways to use the tools in their day-to-day work.
Plan a Team WorkshopABOUT MEL
I've spent 20 years inside the marketing work AI is changing now.
My career has crossed brand, marketing, revenue operations, retail, e-commerce, live events, and education. I've led work across the customer journey, taught digital marketing to hundreds of business owners, and spent years turning complex ideas into decisions teams can use.
Today I help marketing and brand leaders decide what AI changes for their positioning, GTM priorities, content, customer experience, and the way their teams work. I also teach professionals to use Microsoft 365 Copilot and other AI tools in their real work.
Start a Conversation
START A CONVERSATION
What is AI changing for your brand, marketing, or team?
Tell me what you're trying to grow, which decisions feel less clear, and where AI is changing the way your customers or team work.