Hi, I’m Kaitlyn Roche. I’m a Brand Strategist and Integrated Marketing Consultant. I work with today’s business innovators to build the brands of tomorrow.

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From emerging start-ups to Fortune 100 companies, my work has fueled the growth of brands that have reshaped industry and culture. Prior to consulting, I led brand and marketing strategy at Reddit and MasterClass and top global creative agencies like Huge and Giant Spoon; Built breakthrough campaigns for HBO, Amazon, L’Oreal, Hulu, TBS, Spotify, Cameo, LG, Subaru, and many others; Managed marketing and PR for Austin City Limits at PBS; And most recently, served as VP of Marketing for obé Fitness.

Want to work together? Email me.

My thing?

Working with next-gen companies and leaders to shape culture and drive growth.

However, this cannot be done without the right strategies and structures in place to guide how you show up in the world. My goal is to create actionable playbooks for teams to live and breathe by–so we can execute the change you want to see (with results that matter).

SELECT CLIENTS

obé Fitness

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MasterClass

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HBO

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Amazon

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Reddit

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Cameo

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FX

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PBS

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obé Fitness • MasterClass • HBO • Amazon • Reddit • Cameo • FX • PBS •

Services

  • Your brand strategy is your North Star–the set of filters that guide smarter decision-making for how you show up in the world.

    I work with you to define, articulate and codify your strategy to drive market differentiation and long-term growth.

    This may include:

    • Brand + Product Positioning

    • Brand Architecture

    • Value Propositions + USPs

    • Audience Profiles

    • Naming

    • Brand Personality

    • Voice and Tone Definition

    • Messaging Frameworks

    • Brand Book + Guidelines

  • From buzzy launches to seasonal campaigns to always-on content—I craft integrated strategies, ideas and execution plans that bring your moment to life for maximum impact.

    This may include:

    • Go-To-Market Planning

    • Brief Development

    • Creative Strategy + Ideation

    • Comms Planning + Messaging Architecture

    • Campaign Playbooks

  • I help brands build stronger relationships with their audiences through dynamic storytelling and engagement strategies that feel authentic and relevant.

    This may include:

    • Social Media Strategy + Platform Prioritization

    • Content Creation + Activation

    • Content Strategy + Pillars

    • Community Activation Plans

  • Every insider needs outside perspective. I help illuminate actionable learnings about your audience, their culture, and market dynamics that will help teams make better decisions.

    This may include:

    • Cultural Trends, Audits + Research

    • Audience Segmentation + Sizing

    • Persona Development

    • Customer Surveys

    • Focus Groups and IDIs

    • Competitive Analysis + Whitespace Identification

  • For when you need flexible senior marketing expertise to get things up and running.

    I’ll plug in as a trusted advisor and strategic muscle within your team to provide the leadership and guidance necessary to build your marketing foundation and prepare for scale.

    This may include:

    • Team Leadership

    • Strategy Development + Implementation

    • Process + Org Design

    • Goal Setting

    • Executive Advisory + Guidance

    • Sales Narrative Design

    • Investor Decks + Board Materials

  • For when you need help communicating a vision and translating it into action.

    I work directly with you and/or your teams to catalyze new thinking that leads to long-term growth and innovation.

    Please inquire to learn more.

  • Schedule a call with me and we'll figure it out together.

Select Work

  • obé Fitness

    VP of Marketing

    Led the development of the company’s new brand positioning, audience segmentation, verbal identity + tone of voice, visual brand guidelines and Movement Changes Everything creative platform.

  • MasterClass

    Global Brand and Comms Strategy

    Evolved the company’s new brand platform into a comprehensive strategy that informed seasonal member communications, owned platform narratives, creative campaigns, product launches and B2B initiatives.

  • Game of Thrones: Iron Anniversary

    Marketing and Creative Strategy

    Developed the strategy and go-to-market approach for HBO’s Iron Anniversary–a month-long event celebrating 10 years of Game of Thrones. The highlights? A viral binge-watching challenge for charity, an all-new product line, and unexpected wedding anniversary gifts for superfans.

  • HBO: House of the Dragon

    Marketing and Creative Strategy

    Developed the strategy and go-to-market approach for the launch of HBO’s House of the Dragon, including the rollout of a new global augmented reality app and a San Diego Comic-Con activation.

  • Reddit

    Brand Strategy + Marketing Strategy

    Helped define the company’s positioning and messaging strategy for B2C and B2B audiences. Developed comprehensive community activation strategies and creative campaigns for brands including L’Oreal, Subaru, WarnerMedia, Calvin Klein, Spotify and HBO. Read my interview with Glossy here.

  • Amazon: The Peripheral

    Marketing and Creative Strategy

    Developed the positioning, strategy and go-to-market approach for the launch of Amazon’s The Peripheral, including the Forever Fab 3D Print Shop Activation at New York Comic Con.

  • Prodigy Education

    Brand Strategy

    Defined the company’s new brand positioning, brand manifesto, 5-year growth plan and creative platform.

  • FX: Dave Season 2

    Marketing and Creative Strategy

    Developed the strategy and go-to-market approach for the launch of Dave Season 2 on FX, including the rollout of Dave Drops: a stunt that delivered exclusive DAVE merch to fans in the most imaginative ways–including a drone carrying Lil’ Dicky himself.

  • Tervis

    Brand Strategy

    Led the development of the company’s brand positioning, visual identity, audience personas, brand personality and tone of voice, and brand book.

  • HBO: Westworld Season 4

    Marketing and Creative Strategy

    Developed the strategy for the launch of Westworld Season 4 on HBO, including a head-turning Wall Street takeover in Manhattan.

  • Lowe's Home Improvement

    Brand Strategy

    Led the development of launching a new home services sub-brand: including positioning, naming, verbal identity and tone of voice, portfolio architecture, and brand book.

  • Cameo Cares 2021 Benefit

    Marketing and Creative Strategy

    Developed the strategy and go-to-market approach for the 2021 Cameo Cares Benefit, a CSR initiative for mental health nonprofits.

  • Cameo: Holiday Campaign

    Marketing and Creative Strategy

    Developed the strategy for Cameo’s 2021 Holiday campaign You Dont Have to Get It to Get It, including the most perfect homage to Kenny G. fandom.

  • Mizuno

    Brand Strategy

    Led the development of the company’s brand positioning, audience personas, brand personality and tone of voice, and brand book.

  • TBS: Final Space Premiere on Reddit

    Marketing Strategy

    Concepted and executed the first-ever premiere of a TV show on the front page of Reddit, courtesy of Final Space from TBS.