GE HealthCare rebrand & brand lauch
GE HealthCare became the first of three independent companies to spin off of one of the most iconic and valuable brands in the world - General Electric. I was brought onto to the team to assist in the companies rebrand efforts, from purpose and messaging development to advertising and owned media planning. I worked along company and marketing leadership to bring the new brand to life, using quantitative global research – looking at customer, investor, employee and stakeholder perceptions of the brand – and a global online feedback survey to engage its 50,000 employees – to build a data-first strategy.
As part of the rebrand and spin-off, I led workstreams across business critical elements including:
GE HealthCare’s purpose launch and rollout, including patient art activation at Global Leadership Summit launching new purpose and brand to company’s top leaders
GE HealthCare’s inclusion and brand elements in the first-of-its-kind New York Times Takeover
Branding and activations during GEHC’s first Investor Day at Nasdaq
GE HealthCare’s first TV ad spot and multi-channel brand campaign
Spin-day brand activations for Nasdaq bell-ringing, both on-site and in New York City
Brand messaging, templates and guidelines and brand web environments and content (spin-off hub, about us, homepage)
Establishing the company’s first always-on brand advertising strategy including paid social and search, programmatic, CTV, Spotify and media partnerships with Bloomberg, Reuters, CNN and more
Following the spin-off, I built and led a team of marketing professionals as we continued to tell the company’s new brand story, build momentum in a matrixed organization and set the foundations of the company’s first central brand team.
