Brand Strategy & Integrated Marketing
Build a brand people recognize. Create marketing that moves them.
Senior-level brand strategy and integrated marketing leadership for organizations ready to sharpen their position, strengthen their presence, and turn marketing into measurable business momentum.
About Barb
Strategy at the center. Execution all the way through.
I’m Barbara Jurczyk, a brand strategist and integrated marketing leader with 20+ years of experience helping organizations define what they stand for—and bring that promise to life across every touchpoint.
My experience spans enterprise rebrands, brand refreshes, positioning and messaging, integrated campaigns, sales enablement, multicultural marketing, digital and content strategy, sponsorships, events, and brand governance. I’ve built brand functions from the ground up, led cross-functional teams through complex change, advised executives and boards, and translated strategy into practical tools that teams can actually use.
I bring enterprise-level rigor from leadership roles across Bank of the West, UNCLE Credit Union, Robert Half, Altos Bank, and technology organizations—paired with the speed, flexibility, and hands-on involvement of an independent consultant.
Services
The thinking, tools, and execution to move your brand forward.
Engage me for a focused project, a high-stakes transformation, or ongoing senior marketing leadership.
- Brand audits and competitive reviews
- Brand research, studies, and audience insights
- Positioning, value propositions, and messaging architecture
- Brand refreshes, rebrands, and change-management support
- Brand architecture, verbal identity, and naming guidance
- Brand guidelines and quick-reference tools
- Brand governance models and approval processes
- Centers of Excellence, templates, and asset systems
- Brand training, workshops, and ambassador programs
- Cross-channel consistency and customer-experience alignment
- Integrated campaign and go-to-market strategy
- Audience segmentation, targeting, and customer journeys
- Content, digital, social, email, and channel planning
- Creative development, agency leadership, and campaign execution
- Sales enablement, collateral, pitch decks, and launch support
- Executive and thought-leadership event strategy
- Sponsorships, activations, and community partnerships
- Event messaging, promotion, and audience development
- Lead capture, follow-up strategy, and performance measurement
- End-to-end planning with vendors and internal stakeholders
- Marketing roadmaps, priorities, and operating models
- Executive and board-level counsel
- Team, agency, and vendor leadership
- Marketing technology, workflow, and measurement frameworks
- Interim leadership during growth, transition, or transformation
Selected Impact
Strategy is only valuable when it creates movement.
20%
increase in local brand awareness following a member-focused brand refresh
75%
engagement with a new enterprise Brand Center of Excellence
TRIPLE-DIGIT
first-year growth supported by a new public-sector go-to-market program
25%
average increase in adoption after modernizing legacy sales programs
11% YOY
increase in new account openings through regional acquisition programs
Industries
Experience across complex, competitive, and trust-driven categories.
- Financial Services & Banking
- Credit Unions
- Professional Services
- Technology & SaaS
- Consumer & CPG
- Marketing & Advertising
Deepest expertise: financial services, professional services, and organizations navigating brand growth, modernization, or change.
Why Work With Me
Senior thinking without the agency layers.
You get a strategic partner who can see the full picture, earn alignment across teams, and stay close enough to the work to make sure the strategy becomes real. Clear recommendations. Practical deliverables. No unnecessary theater.
Ways to Work Together
Focused Projects
Audits, positioning, messaging, governance, campaign strategy, and event programs.
Fractional Leadership
Ongoing senior marketing direction without the commitment of a full-time executive hire.
Advisory & Workshops
Executive counsel, working sessions, team alignment, and brand training.
Contact
Your brand should make the next move easier.
Whether you need to clarify your position, refresh an established brand, build the systems that protect it, or create an integrated plan that drives growth—I can help you move from scattered activity to focused momentum.
Tell me what you’re building, fixing, or trying to grow. I’ll help you define the right scope and next step.