314.497.3870
GRETCHEN MUELLER
Ready to Grow with You
ABOUT ME
Flourishing in Bright Spaces
Take root. Grow. Thrive. Like the verdant lifeforms I seek out, I am a lifelong learner who adapts to her surroundings, taking in nourishing wisdom and deep gulps of knowledge to satisfy my thirst for elegant branding. I lean into the light and gain energy from even the smallest crevices of insight. I flourish in any environment, but find my riches in the most provocative challenges life has to offer. My roots run deep.
MY SKILLSET
Where I Shine
CONTENT MANAGEMENT
Advanced
Develops story arc and guides content creators to meet key metrics. Generates compelling copy and fluid graphics, neatly packaged together to reach my audience where they live. No channel or sector is too challenging. Precision is key.
BRAND POSITIONING
Advanced
Capitalizing on significant moments of change, I provide purposeful ways into a distinct advantage over the competition. I build a strategic advantage that breaks through the clutter with a unique selling proposition and point of difference.
WORKSHOPS
Advanced
Designs and leads all-day working sessions with stakeholders and trained brains to uncover profound insights used in the branding process. Creates an atmosphere of partnership and collaboration from the get go.
MATRIX COLLABORATION
Advanced
With a steady drumbeat of a brand's unique selling proposition, I nurture relationships with coworkers, partners, and vendors. I lean into their individual strengths and goals to ultimately make an idea even better. I am not an island; I thrive on input and discussion.
PROFESSIONAL HISTORY
What I’ve Accomplished
2022 - present
CONSULTING BRAND STRATEGIST and CREATIVE GENERALIST
-
Developed launch strategy and authored Instagram campaign for luxury skincare brand Esther & Mila, on track to reach first year sales of $25K and 1,400% more followers six weeks post-launch.
-
Employed WordPress to write all copy for 130+ SKU website; created launch promotions using Klaviyo and Shopify.
-
Wrote Gmail-based email nurture campaigns for senior living advisory service, A Place for Mom, for 300k+ member audience contributing to $4MM in annual revenue.
-
Brought smokeless tobacco brands Snus and Zyn to life though a meaty social media campaign, adding emotion to a flat category.
-
Designed content, social media strategy and market cycle planning for Seneca Snacks, growing from 700 to 2,500 followers in just two years by implementing contests and giveaways.
2021 - 2022
ASSOCIATE CREATIVE DIRECTOR
BRIGHTON AGENCY
Oversaw the production of omnichannel communications for MARS Petcare, Pampers Professional and NK Seed brands. Worked side by side with designers on assigned businesses to produce cohesive, resonant results.
Used Miro online collaboration tool for virtual workshops to organize group insights and conversations.
Developed SEO communications for social media to share on all partner channels.
Conducted workshops to spark ideation that excited team members and clients alike.
Successfully named products in the agricultural and consumer packaged goods space.
2018 - 2019
BRAND STRATEGIST AND CONTENT CREATOR
FLEISHMANHILLARD
-
Successfully positioned and launched rebrands in healthcare, medical, education and travel & leisure sectors.
-
Handpicked teams for branding projects, directing and supervising participation.
-
Supervised content providers and kept projects on-brand, communicating progress back to client base.
-
Crafted successful new business pitches resulting in winning accounts over competing agencies.
-
Wrote website, social, video and print content to bring brands to life for Enterprise Rent-a-Car, AT&T, Iowa Economic Development Association, Kappa Kappa Gamma, Corteva Agriscience, Herradura Tequila, Southern Illinois Healthcare and Krispy Kreme.
-
Led highly praised client workshops to uncover insights that informed brand strategy.
-
Co-developed EVPs (employee value propositions) with the Internal Communications team for Southern Illinois Healthcare, Calvin Klein and its parent company, PVH.
2011 - 2018
CONSULTING BRAND STRATEGIST and CREATIVE GENERALIST
-
Led positioning initiatives for brand giants including Wrigley and Yoplait for Bluedog Design, Chicago.
-
Rebranded Brookings Executive Education, a partnership between Olin School of Business, Washington University, and the Brookings Institution aligning stakeholders on an actionable message strategy.
-
Developed a digital content suite for Mercy Hospital, St. Louis including audio, video, graphic and written assets.
-
Developed breakthrough campaign for Dr. Scholls work shoes including trade show presence, catalog and collateral
2004 - 2011
GROUP CREATIVE DIRECTOR
NESTLÉ PURINA PETCARE
-
Turned an underutilized 7-person team into a thriving retail asset, revitalizing partnerships with key accounts Target, Tractor Supply, and PetSmart.
-
Created identity propositions to launch and grow billion-dollar brands like Beneful, Friskies and Purina Dog Chow.
-
Developed expertise at white space identification and brand inception; repositioning flat brands to embrace changing consumer desires.
-
Nurtured exceptionally close ties to product development, innovation, marketing, sales, legal and regulatory teams to foster efficiency and keep all projects on schedule.
ACADEMIC EXPERIENCE
My Studies
1986-1990
TRUMAN STATE UNIVERSITY
Bachelor of Fine Arts with emphasis in photography, aesthetics, and visual design. Cum Laude.
"Don't go through life. Grow through life."