01
Brand voice, messaging, and retail experience strategy for a $750M+ consumer brand competing against commodity pricing.
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Wrote and directed messaging across retail displays, packaging, and brand storytelling for a company selling through 12,000+ retail partner locations.
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Product and packaging work earned 14 national design awards, including IDA, HOW, and GDUSA.
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Built culture and brand positioning that contributed to a #8 Glassdoor Best Places to Work ranking.
02
Building a unified brand home for customer retention, out of what used to be scattered content.
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Proposed and led the creation of Cinch's first unified brand content hub, integrating blogs, customer stories, podcasts, and guides under one narrative.
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Built the brand voice, messaging, and content structure from the ground up — not just a content library, but a point of view.
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Created and produced Back for More, the brand's flagship video podcast on customer loyalty.
03
Foundational brand strategy for a global university aligning five distinct audiences under one voice.
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Developed five core university personas and a full messaging framework — brand pillars, tone guidelines, competitive positioning, and audience journey maps.
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Led stakeholder workshops across schools and departments to align voices without erasing individual identity.
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Delivered the strategic foundation adopted by Syracuse's internal teams and agency partners.
04
A layered positioning architecture connecting mission, AI, and category creation into one brand story.
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Led the strategic repositioning of Cinch around a why/how/what/category framework — from the mission (closing the data gap) to the ownable category claim (CDXP).
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Built "Capture, Convert, Retain," the operating framework and external brand tagline built around outcomes, not features.
PORTFOLIO
Every project starts the same way — a brand blending in, when it should stand apart.
ABOUT
Hi, I'm Erica Miller. I've spent my career helping brands figure out what they actually stand for — then making sure everyone who touches that brand tells the same story.
In a world where AI can generate content at scale, the brands that stand out still sound unmistakably human. I use AI every day to move faster — but my job is finding the story a brand can own that no competitor can copy.
At Malouf, I wrote and directed the messaging across a $750M+ consumer brand's retail experience — packaging that won fourteen national design awards, culture that landed on Glassdoor's Best Places to Work list.
At Cinch, I repositioned a crowded product into an ownable market category and built the brand content hub that turned customer retention into the company's clearest story. I've brought that same clarity to organizations as complex as a global university — aligning a thousand different voices under one brand.
I also run Kismet Strategy, my own brand consultancy, alongside this work.
Skills
These are the capabilities I bring to every role — the strategic and executional through-line across 15+ years of brand and content work.
BRAND STRATEGY & POSITIONING
95%
NARRATIVE & MESSAGING ARCHITECTURE
95%
PERSONA DEVELOPMENT & AUDIENCE RESEARCH
90%
BRAND VOICE & CONTENT STRATEGY
90%
CROSS-FUNCTIONAL LEADERSHIP
85%
These aren't just skills — they're how I think. I bring the same discipline every time: start with the customer problem, build the narrative from there, and make sure every asset earns its place in the story.
CONTACT
Whether you're building a brand strategy function, shaping a brand's next chapter, or looking for a strategic partner — let's talk.
