# Anita C. > Strategic Brand Builder for Purpose-Driven Startups Location: San Francisco, California, United States Profile: https://flows.cv/anitac Most founders I meet know their idea matters. They just can't articulate why. They're caught in the weeds, trying to explain a vision that exists as a feeling, not a framework. Marketing teams need clarity during pivotal moments. Agencies need strategic support to find white space where clients can stand out. I'm a brand strategist for purpose-driven startups and disruptive companies. I work with founders, CMOs, and agencies across healthcare, tech, sustainability, and entertainment—helping articulate why they matter and how they're different. I solve the "we know we're different, we just can't explain it" problem. I organize messy ideas into sharp positioning, translate complex innovations into narratives that resonate, and find cultural signals others miss. My approach: I'm a pattern recognizer and dot connector. I start with deep research (interviews, cultural analysis, trend synthesis) because strategy without insight is just aesthetics. Then I think big, challenge assumptions and distill complexity into clarity, create actionable roadmaps. I bring perspective you might not see because I'm looking at different signals: semiotics, subcultures, adjacent industries, emerging behaviors. If you're a founder who needs a story but can't find the words... If you're a CMO needing clarity during a brand inflection... If you're an agency needing cultural intelligence... Fancy a chat? Let's turn that feeling into something that goes beyond a framework. ## Work Experience ### Brand & Design Strategy Lead + Co-Founder @ Let's Get Weird Jan 2023 – Present | San Francisco + Brooklyn Translating cultural signals and consumer insights into brand strategies that help organizations articulate their value. Positioned Fluent Metal's manufacturing tech as "democratization of industrial design," contributing to $5.5M raise Repositioned evrloop (circular baby gear) from material sustainability to behavioral convenience, helping secure early capital and retail partnerships Delivered brand architecture for Monte Nido's 50+ mental health programs, unifying diverse sub-brands under cohesive visual system deployed nationally Directed cultural insight work for Motorola x Swarovski collaboration, linking lifestyle trends with brand storytelling for luxury-tech crossover Led naming, brand strategy, and go-to-market planning for Symphony 808 (classical-hip-hop hybrid), resulting in performances with Omaha Symphony Facilitated creative workshops for SF Chamber of Commerce to reframe internal culture and strategic direction post-pandemic ### Qualitative Researcher @ Trellis Group Jan 2023 – Jan 2023 Directed research initiative uncovering sustainability professional learning gaps to inform product pipeline strategy. Conducted 17 in-depth stakeholder interviews, synthesized findings, and presented insights that shaped product development decisions Delivered strategic recommendations that informed new learning product offerings for sustainability professionals ### Brand, Communication & Culture Strategy Consultant @ EllevateYou Jan 2013 – Jan 2023 | San Francisco Bay Area Provided brand strategy, content development, and marketing support for diverse clients including: EllevateYou (leadership coaching): Comprehensive brand strategy, social media management, website copy Second Act Marketplace (food hall): End-to-end events management, brand development, marketing strategy SF Personal Best Acupuncture, Alphonso Inc, The Breach Film, Mission Community Market, SF Beautiful ### Lead Strategist @ Supervillain Jan 2021 – Jan 2023 | San Francisco Bay Area Architected brand foundations and go-to-market narratives for early-stage consumer and tech companies, turning technical features into cultural relevance. Developed heart health awareness campaign for Stanford Healthcare, plus content strategy for Bay Area health system Created experiential recommendations and content strategy for school's centennial celebration, increasing community engagement Built investor deck for fashion designer's flagship building project, informing fundraising strategy Provided UX/UI product strategy and brand platform for fashion app, integrating brand identity with user experience Developed comprehensive brand identity for DeFi financial tools and cryptocurrency ventures, translating complex mechanics into adoption logic Conducted primary qualitative interviews with LGBTQIA advocacy group for major tech company's employee communications campaign Repositioned cannabis company's brand architecture, optimizing audience targeting and service model ### Creative Experience Strategist @ co:collective Jan 2021 – Jan 2022 | New York, United States Brought on the team to build strategy for experience design concepts for a real estate tech company launching in the Canadian market. Research included stakeholder interviews, competitive research and market evaluation. ### Design Strategist + Account Manager @ Russell Creative Jan 2021 – Jan 2022 Specialized in healthcare brand strategy, translating complex medical innovations into narratives for patients, providers, and investors. Led naming and brand identity development for ovarian cancer diagnostic product, increasing market awareness through accessible patient-facing narratives Designed and facilitated 2-day brand story workshop for biotech executive team, creating alignment on messaging and positioning strategy Developed content strategy for women's health point-of-care testing campaign, adapting technical narratives for multiple audience constituencies ### Design Strategist @ MOTHER SUPERIOR Jan 2020 – Jan 2021 | San Francisco Bay Area Transformed early-stage ambiguity into investor- and customer-ready narrative systems for social innovation startups. Facilitated workshops for "Everyday Founders" on business models and experience frameworks Created experience journey map for online learning platform, guiding product development Developed content strategy for Mother Superior social media, expanding brand presence ### Social Media Manager @ California College of the Arts Jan 2019 – Jan 2021 | San Francisco, California, United States Create and curate content to showcase the MBA in design strategy program on Instagram, Facebook and LinkedIn. Develop stories to expand the DMBA network. ### Product Research Strategist @ Eventbrite Jan 2020 – Jan 2020 | San Francisco Bay Area Defined marketing strategy for new revenue stream through large-scale creator research. Conducted quantitative survey of 38,000+ creators to define product-market fit for marketing tools Synthesized data into jobs-to-be-done framework and value propositions that informed go-to-market strategy, product positioning, and pricing Delivered high-impact strategic research project in 8 weeks, part-time ### Events Marketing Manager @ StubHub Jan 2016 – Jan 2018 | San Francisco Bay Area Drove brand awareness through experiential marketing at major sporting events, managing $2M+ budgets and cross-functional teams. Developed and executed 20+ integrated campaigns for Super Bowl, SXSW, Masters, and major music festivals, increasing brand visibility at premier industry events Led end-to-end production of 600+ person brand activations, managing vendors, agencies, and on-site teams Served as liaison between marketing, communications, partnerships, C-suite, and field operations, ensuring brand consistency across all touchpoints Produced global promotional merchandise and custom installations distributed worldwide Launched multi-channel campaigns that increased engagement and contributed to brand awareness lift across sports and entertainment verticals ### Iyengar Yoga Teacher @ Various yoga studios Jan 2014 – Jan 2016 | San Francisco Bay Area IYNAUS certified Level 1 Yoga studios: Bija Yoga Spring Pilates ### Marketing Coordinator @ Meyer Sound Jan 2014 – Jan 2015 | Berkeley, CA Developed partner-facing stories and VIP experiences for professional audio industry leaders, driving new business growth. Increased new business through integrated marketing campaigns, strategic partnerships, and industry sponsorships Managed end-to-end VIP experience program including factory tours, product demos, and executive events in Pearson Theatre Planned and executed speaker series, VIP dinners, and exclusive performances strengthening B2B relationships Collaborated across executive, sales, design, technical, and facilities teams to deliver seamless brand experiences Developed Bay Area nonprofit partnerships and managed vendor relationships for event production ### Special Events Manager @ Project Open Hand Jan 2013 – Jan 2013 | San Francisco Bay Area Led fundraising strategy and volunteer programs for nonprofit serving individuals with serious illness. Raised $100,000+ annually through strategic event marketing and donor cultivation Recruited and coordinated volunteer teams of 10-600+ individuals, developing systems that improved retention by 100% Secured corporate sponsors and in-kind donations from Fortune 500 companies and local businesses Developed comprehensive marketing plans across direct mail, email, social media, and events Connected local businesses and community groups with organizational mission, expanding volunteer base ### Development & Marketing Manager @ San Francisco Parks Alliance Jan 2009 – Jan 2013 | San Francisco Bay Area Led fundraising and community engagement for San Francisco park preservation, managing large-scale events and corporate partnerships. Secured $100,000+ from Fortune 500 companies (PG&E, Wells Fargo, Genentech, SF Federal Credit Union, Tretorn) through strategic partnership development Produced 600-person Golden Gate Park galas (2011, 2012) and 300-person events generating $40,000+ in donations Built digital marketing strategy across Facebook, Twitter, LinkedIn, and Pinterest; managed direct-mail/email campaigns raising $35,000+ Project managed 25+ marketing pieces resulting in 100% increase in volunteer recruitment Generated $175,000+ total fundraising through integrated events, corporate partnerships, and direct campaigns ### Tour Guide @ Gourmet Walks Jan 2008 – Jan 2013 | San Francisco Bay Area Tour guide for up to 14 guests expressing my love for food, drink and the city of San Francisco. Gourmet Walks offers culinary walking tours around San Francisco. Guests learn about chocolate production, health benefits, trends and history. ### Marketing Outreach Coordinator @ GroundSpark Jan 2009 – Jan 2009 | San Francisco Bay Area Led national university partnerships and digital marketing for LGBTQ advocacy documentary distribution. Served as liaison between GroundSpark and universities nationwide, coordinating five successful documentary premieres on gender bias Built social media strategy for Twitter (@groundspark), increasing awareness for social justice programming Evaluated screening performance using attendance, DVD sales, and fundraising metrics to optimize future partnerships ### Events Assistant @ San Francisco for Obama Team, Organizing for America Campaign Jan 2008 – Jan 2009 Organized events for the Presidential debates and election night in venues throughout San Francisco. Coordinated with marketing to promote ways to fundraise Copyedited press releases and distributed through media outlets Phone banked constituents ### Account Executive @ Racepoint Group Jan 2008 – Jan 2008 | San Francisco Bay Area Developed media relations campaigns for clients in the technology industry. Secured briefings with Bloomberg News, IDC Research, Mediapost, WebProNews and Investor’s Business Daily. Planned and drafted press releases, pitches to reporters, and briefing sheets to clients. Created award and speaking submissions and researched events in the industry. ### Account Executive @ CoActive Public Relations Jan 2006 – Jan 2008 | San Francisco Bay Area Directed conferences for Neurotech Reports in Orange County and International Neuromodulation Society in Acapulco, Mexico. Organized media briefings at client symposiums during major tradeshows. Created case studies, backgrounders and press releases for nonprofits, technology companies and medical device businesses Pitched client announcements to the media, coverage secured in San Francisco Chronicle, Good Day Sacramento, Red Herring, Oakland Tribune, KTVU-FOX and KNTV-NBC. Trained and delegated to the new hires, updated the CoActive website monthly and managed all administrative duties. ### Account Executive @ Manhattan Media Jan 2005 – Jan 2005 | Greater New York City Area Outside sales division in the advertising department representing four local newspapers in the Manhattan area. Searched for potential advertisers by cold-calling and visiting targeted neighborhoods. Designed ads for clients and developed proposals. ### Display Ads Manager @ Daily Free Press: The Independent Student Newspaper at Boston University Jan 2003 – Jan 2005 | Greater Boston Area Oversaw the advertising department including the 10 advertising representatives Cold-called local merchants Maintained existing business relationships Developed and created advertisements using Quark Express ## Education ### Master of Business Administration - MBA in Design Strategy California College of the Arts ### B.S. in Rehabilitation Counseling and Health Science Boston University ### Certificate in Design Thinking, Broadcast Media, Visual Design City College of San Francisco ## Contact & Social - LinkedIn: https://linkedin.com/in/achordia - Website: https://letsgetweird.co/ --- Source: https://flows.cv/anitac JSON Resume: https://flows.cv/anitac/resume.json Last updated: 2026-04-08