IRINA IOFFE · BRAND STRATEGIST + FRACTIONAL CMO
Clear strategy for what comes next.
I take the complex and make it clear—finding the human insight that gives a brand its next move.
Fortune 100 brand strategy. Executive-level marketing leadership. Available for select strategic projects and fractional CMO engagements.
SELECTED BRAND EXPERIENCE
Xfinity · Meta · Cisco · Raytheon · Hershey · Northwestern Mutual
Through GMR Marketing / Omnicom
The business challenge comes first.
A brand entering unfamiliar territory. A leadership team navigating change. A marketing function that needs a clearer direction.
I bring a writer’s clarity and a strategist’s rigor to these moments: finding the human truth, aligning the people who need to act, and shaping a strategy the organization can use.
Strategy in practice.
XFINITY / BRAND & EXPERIENCE STRATEGY
Earning a place in people’s lives.
Helped Xfinity earn credibility in gaming in 18 months. Developed brand and creative strategy, coached FaZe Clan creators, reimagined the retail wait and shaped the Elite Awards experience.
Tempest Award — Brand of the Year · Two Comcast Top Partner Awards
Explore the Xfinity work →
RAYTHEON / EMPLOYER BRAND STRATEGY
When it Matters.
Found a distinctive territory in a category preoccupied with the distant future: the human importance of what engineers make possible today. A client-selected strategic platform built on competitive analysis and audience insight.
Read the thinking →
CISCO / OLYMPIC GAMES EXPERIENCE
Making a brand promise tangible.
Developed the guest-journey framework for Cisco’s Paris 2024 hospitality program, translating “The Bridge to Possible” into an experience built around human connection.
Event Marketer Ex Award — Silver, Olympics
Explore the strategy showcase →
META / RETAIL ACTIVATION STRATEGY
Let the product do the teaching.
Turned headset training for Best Buy teams into a live gaming experience. A theater stage and wraparound screens brought the game into the store, giving associates a reason to learn and passersby a reason to stop.
Audience insight · Retail activation · Experiential learning
See the Meta story →
Bring me in at the point of change.
BRAND STRATEGY
For organizations defining their next chapter, entering a new space, or bringing a complex offer into focus. Positioning, brand architecture, audience and cultural insight, messaging, and campaign strategy.
FRACTIONAL CMO
For leadership teams that need senior marketing direction and an experienced partner to guide the work. I help set priorities, align marketing with business objectives, guide teams and agency partners, and establish a practical plan for execution and measurement.
A strategist’s rigor. A writer’s clarity.
I’m Irina. At GMR Marketing, part of Omnicom, I led strategy for some of the world’s most recognizable brands. I’ve since brought that experience into senior marketing leadership at St. Norbert College and Milwaukee Domes Alliance.
My work connects cultural understanding with organizational reality: what people care about, what the business needs, and what the team can put into motion.
IN GOOD COMPANY
“If you’re looking for someone who can help you with what’s happening now — and is curious and can help you sort what’s next — hire Irina.”
Rob Schwartz
Former CEO, TBWA New York
“Her creative talent for pulling out the hidden elements, composing an elegant and powerful story is incredible!”
Jon Cotay
Founder, Jon Cotay Events and Marketing · Co-founder, AKIRA
Read the recommendations on LinkedIn ↗
What are you working through?
A new direction, a difficult positioning question, or a need for experienced marketing leadership. Let’s start with the challenge.