IRINA IOFFE · BRAND STRATEGIST + FRACTIONAL CMO
Clear strategy for what comes next.
I help ambitious brands and leadership teams find their direction—and turn it into marketing that moves the business forward.
Fortune 100 brand strategy. Executive-level marketing leadership. Available for strategic projects and fractional CMO engagements.
SELECTED BRAND EXPERIENCE
Xfinity · Meta · Cisco · Hershey · Raytheon · 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 insight, aligning the people who need to act, and shaping a strategy the organization can use.
Strategy in practice.
XFINITY / BRAND & CULTURAL STRATEGY
Earning a place in gaming culture.
Led brand strategy that helped Xfinity move from cable brand to credible gaming player in 18 months. The work included a Call of Duty and FaZe Clan activation that set a Guinness World Record for the largest gaming display.
Tempest Award — Brand of the Year · Two Comcast Top Partner Awards
NORTHWESTERN MUTUAL / EMPLOYER BRAND
Rethinking the relationship with prospective talent.
Developed a research-driven strategy to move the candidate experience from passive to concierge, expressed through a full careers-site redesign. Additional employer-brand strategy work includes Raytheon and 3M.
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 the flagship client experience.
Event Marketer Ex Award — Silver, Olympics
DOMES REIMAGINED / MARKETING LEADERSHIP
Giving a civic landmark’s future a clear voice.
As Head of Marketing at Milwaukee Domes Alliance, lead the narrative, communications, and brand governance for a $115 million campaign to restore and reinvent Milwaukee’s Domes.
Campaign narrative · Public relations · Stakeholder communications · Brand governance
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 internal teams and agency partners, and establish a practical plan for execution and measurement.
A strategist’s rigor. A writer’s clarity.
I’m Irina. As Senior Director of Strategy at GMR Marketing, part of Omnicom, I led work 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.
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.