2013 - 2018
Head of Brand Strategy
FROG
2018 - 2025
Creative Strategy Director
IDEO
With over a decade working at the intersection of strategy and creativity — at IDEO, Frog, and with brands across industries — I've learned that the most powerful marketing doesn't feel like marketing at all.
It feels inevitable.
I work with brands that are ready to stop competing on noise and start owning their position. The ones that want a strategy that doesn't just look right — but performs, endures, and compounds over time.
Eryn Vale — marketing and brand strategist
I See Strategy as Art.
Eryn Vale
— marketing and brand strategist
Strategy only matters if it moves something. Every recommendation I make is traceable back to a result — market position, audience response, business growth. Beautiful thinking that doesn't perform isn't strategy. It's decoration.
Clarity isn't simplicity. It's the result of working through complexity until the truth is undeniable. I help brands find the single idea that makes everything else coherent — and build from there.
Every decision is deliberate. Nothing is accidental, nothing is wasted. I work through every layer of a brand — the language, the positioning, the market signal — until what remains is exactly what needs to be there. No more, no less.
Where strategy begins.
Foundations: The Essence
Precision
Clarity
Impact
Guiding Values
I'm not interested in campaigns that fade. Every decision is made with longevity in mind.
Work That Endures
When a brand is clear, everything performs better — the message, the market, the margin.
Clarity as Strategy
I build on what's real, not what's popular. Honest positioning outlasts every campaign.
Truth Over Trend