Consumers buy/buy-in emotionally, then justify their decisions logically. They can’t tell you what they want, but they can tell you what they don’t want and, more importantly, what they value. Using creative business strategies to turn their insights into traction for brands - via compelling stories that surprise and delight - is what I spend my days trying to achieve.
I believe that the most effective and awe-inspiring work comes from simple ideas executed in simple but elegant ways. The process itself is anything but simple or elegant. Fortunately, I love this sort of challenge. In fact, I live for it. It’s been described by some as a sickness and, if I’m being honest, it’s probably closer to an addiction – one that I’m just unusually comfortable having.
I’ve had the pleasure of struggling over simple and elegant solutions for clients like Carfax, Denny’s, Delsey Luggage, Precision Tune Auto Care, and Music & Arts to name a few and have had the pleasure of being recognized more than 100 times for the effort – including one textbook mention, which I’m particularly proud to call my own.
Through the work of our Consumer Insights team, Rachelle ensures the voice of the consumer is heard loud and clear in everything we do. Working with both clients and agency teams she and her team transform insights into actionable insights and ensures our clients can live up to and deliver on their brand promises. She then collaborates with the creative teams to help craft messages that are not only engaging but meaningful to the audience.
Rachelle has over 13 years of research and planning experience. After working as a Sr. Strategic Planner for Baltimore’s largest advertising agency, Eisner Communications, Rachelle founded Pulp Communications, a full-service market research company focused on brand strategy development.
She’s helped companies such as Cover Girl, Hobo International, Delsey Luggage and Real Kids Shades to better connect with their customers and fine-tune their product offerings and messaging strategies. In addition, she’s worked directly with award-winning creative teams to develop brand strategies for companies such as Precision Tune Auto Care, Patient First, AMC Bowling Centers, Children’s National Medical Center, Maryland State Lottery, and the Go RVing Association.
An “in the trenches” researcher, she’s taken road trips with families in middle America to better understand what the RV experience is really like. She’s participated in middle school band practices to observe the connection between teens and their music for Music & Arts. For Cover Girl, she’s played with lipstick alongside teenage girls to determine what product attributes are most important to them.
We like to refer to Christian as the VP of Getting Sh*t Done. In addition to driving process and operations across the agency, she oversees the account services team and all digital strategy initiatives for clients.
As agency integrator – Christian is the protector and implementer of the agency vision. As our account services team leader, she oversees strategic account planning for our key clients and ensures seamless service delivery across accounts of all sizes. It just so happens she’s a digital marketing mastermind, also serving as our agency’s strategic digital marketing lead.
Christian is an accomplished brand, content, and digital marketer motivated by her desire to reinvent the marketing space by driving results through a more connected approach. She brings 17 years of industry experience that covers all aspects of digital marketing and communications. Prior to joining wmHarper, Christian served as a group account director at Centerline Digital working with Centerline’s largest legacy clients like IBM Watson IoT, The Weather Company and Lowe’s Home Improvement where she used client relationships knowledge and experience to direct and execute on content marketing strategies.
Before that, Christian served as the Marketing Director at Defy Media, developing and overseeing strategic execution product launches and multi-million dollar media buy strategies. At Ignite Social Media, Christian lead multiple teams as director of promotions, network development, strategy and production were she built new social promotion offerings; curated a network of more than 8K, hand selected influencers across industries; and co-founded Ignite’s award winning sister company, Carusele where her innovative approach and methodology coupled with a drive to push teams beyond existing capabilities, have won multiple Shorty, Webby, & Excellence in Communication awards.
Christian has experience working with brands in both the B2B and B2C arenas, from Startups to Fortune 500 companies, including IBM, The Weather Company, Microsoft, Samsung TV Global, Procter & Gamble, Revlon, CoverGirl, Chrysler Group, Lowe’s Home Improvement, Carlson Rezidor Hotel Group, Jared The Galleria of Jewelry and Campbell’s Soup Company.