BRAND STRATEGIST & OMNI-CHANNEL LEADER
Twenty years’ experience guiding entrepreneurial companies through growth and transformation.
“Fantastic, incredible, amazing and WOW! I don’t think there are enough enthusiastic words to express how I feel about the results.”
ART VAN ELSLANDER, CHAIRMAN & FOUNDER
— 3x business to become a $1B brand, then exited
Thousands of hours working alongside Founders & CEOs at the most critical moments in their company. One consistent belief: how you build matters as much as what you build.
My executive career began at a startup franchise where my employee number was 3. Alongside the founder, we grew that business to $72 million in three years.
Next, I worked as the VP Brand Strategy & eCommerce Art Van Furniture to support growth to a $1 billion brand — by putting busy moms at the center of a family of legacy.
Today, I sit on the board of The Best & Brightest Companies to Work For and work hands-on with Founders and their teams, building the brand systems, websites, and operations that fuel growth
“Amelia is truly brilliant to work with—strategic, creative, and fun. She guided me to get the clarity I needed to expand my business.”
KATHRYN KIRCHER, FOUNDER & DESIGN PRINCIPAL
— added a second business in just 4 months
“Amelia is a CEO Whisperer. She’ll help you turn chaos into clarity.”
JEFF SOCHA, FOUNDER & CEO
— #627 on Inc. 5000 Fastest Growing Companies in the US
“Collaborative, thought-provoking and productive. Amelia handled each challenge with confidence and the precision of a master conductor.”
JAIME RAE TURNBULL, CEO
— Raised more than $20MM for families in need
EXPERTISE
Brand Strategy.
eCommerce & Omni-Channel.
Client Journey.
Store Design.
Leadership Development.
HIGHLIGHTS
Led and evolved a 48-year-old retailer’s first formal brand strategy to empower busy moms — “The Art Van Promise” — using consumer insights and company values. Directed the omni-channel rollout supporting a 3x sales increase to $1B.
Developed best in class digital and mobile strategies to turn around an underperforming eCommerce site — redesigning the site, establishing creative operations and SEO/SEM driving a 5x sales increase online.
Led the design of a "Store of the Future" coordinating Marketing, Merchandising, Visual Merchandising, Store Design, Ops, and Real Estate to strengthen market distinction. Directed a multidisciplinary creative team through a 5-state expansion from 37 to 98 stores.
Turned around a 50-person multidisciplinary creative studio by mentoring team members and raising the creative standard with clear performance goals and continuous-learning practices — including training and an annual creative conference. Result: the engagement ranking jumped from last to #1 in a company of 1,500.
Led a creator partnership with Nigel Barker of America’s Next Top Model to grow the urban customer file. Produced the #sofaselfie social campaign and experiential events attended by 7,500, driving a 12% increase in social following and national press.
Co-produced the Million Dollar Charity Challenge, a PR program, philanthropic platform, and in-store event series that delivered grant funding to 50 nonprofits annually while connecting customers emotionally to the retailer’s mission, capturing national press, and raising $20MM for women and families over its 10-year run.
Directed an innovation team and leveraged consumer insights to design PureSleep, a performance mattress brand. Established visual identity and storytelling, directing a multi-disciplinary creative team from idea through omni-channel rollout and 40 stores. Result: Exceeded sales projections by 14%.
Join 9,000 people who follow Amelia for actionable tools on goal pursuit, leadership, and building a purpose-driven brand.
