FTI CONSULTING
Unifying a global powerhouse through clarity, credibility, and strategic scale.
Managing Director/SVP, Global Integrated Marketing. Led a unified global brand strategy across 30+ acquired firms at FTI Consulting, driving alignment, awareness, and business development across all practice areas and regions.
From One High-Stakes Deal to Another
I was wrapping up a project with a PE firm, building a brand strategy for the acquisition of a Florida-based community bank during the post–real estate and banking crisis — a deal so sensitive the SEC had to approve the brand strategy for the acquisition to go through. That is when my phone rang. On the other end was my longtime mentor, Liz Nickles, telling me she had just accepted the global CMO role at FTI Consulting. Her first priority was a major brand initiative with an intense turnaround time, and she wanted me to lead it with her.
A Global Network Without a Single Story
As Managing Director of Global Integrated Marketing, I led the effort to unify FTI Consulting, a $2B global advisory firm with more than 65 acquisitions, under a single, scalable brand. From brand strategy and digital integration to content and partnerships, we built a platform that drove growth, credibility, and alignment across continents.
FTI Consulting is who companies call in their most critical moments: litigation, investigations, regulatory crises, or shareholder revolts. But with more than 65 acquisitions across 17 industries, the company had become a fragmented network of top-tier experts without a unifying narrative. I was brought in to change that.
From Fragmentation to Cohesion
I led the development of a global brand strategy anchored in the message "Critical Thinking at the Critical Time." This platform brought over 30 acquired businesses together under one mission while allowing each practice area to retain its own unique voice and authority. It was not about conformity, it was about cohesion.
Rebuilding the Digital Experience
Digitally, we overhauled everything. I led the creation of a global website with regional portals and custom microsites for each vertical. We launched FTI Journal, an award-winning editorial platform supported by an 18-person global editorial team. We also introduced FTI Folio, a new business tool that helped drive an 18% lift in new client revenue within six months.
Scaling Visibility Through Partnerships
Through a B2C-style global partnership strategy, we amplified brand awareness, increasing global visibility by 17%, and by 36% in key growth markets like Hong Kong. Partnerships included the Hampton Classic, PGA golfers, World Economic Forum, and the Winter Equestrian Festival.
Global Vision, Local Execution
The transformation was both global and granular. I managed a team of more than 40 across five continents, working side by side with local teams to align execution with strategy and ensure the brand scaled with precision and integrity.
Fully integrated campaign featuring Padraig Harrington for a CBS Sports media partnership
Even the most elite teams need a story to rally around. At FTI Consulting, I did not enforce alignment; I had to earn it. By listening first and showing each division how the enterprise strategy helped them grow, we turned initial resistance into lasting belief. That is when real brand power kicks in.
Takeaway
At FTI Consulting, I proved that even the most sophisticated experts will rally behind a unified strategy when it is sharp, clear, and aligned to their success. I did not unify the business by mandate, I did it by showing each team how their story fit within the larger enterprise. That is how you turn buy-in into belief, and belief into real brand power.