PORTFOLIO
Brand Strategist &
Integrated Marketing Leader
I’m Kasia (Ka-sha), a brand strategist and marketing executive based in Los Angeles. My superpower? Listening deeply—especially to what’s left unsaid.
With over 20 years at agencies like 72andSunny, Deutsch, GS&P, and CP+B, I’ve tackled tough business challenges by pushing beyond what’s comfortable. I live in the space between being steadfast and curious.
Select Works
truth® #CATMAGEDDON - creative strategy
Smoking isn’t a low-interest category, it’s always been a no-interest category.
To get young people’s attention, we strategically connected smoking to the things they cared about most. While they made it clear they didn’t care about themselves, they didn’t want to be responsible for harming others. Armed with a compelling stat about smoking x pets, and a breakthrough creative idea, we broke the internet and changed behavior.
United Airlines Health +Wellness offering - brand innovations
The reality is, while travel gives, air travel takes.
United Airlines asked for help in building their core heath and wellness offering throughout the travel journey. We defined their core promise, identified activation pillars, outlined partnership guidelines, defined measures of success, and helped cross-functionally socialize the plan to make it a system-wide reality.
United Airlines Measurement Plan - effectiveness planning
Creative excellence not only inspires but drives action too.
With a new brand campaign about the launch, United didn’t yet have a way to measure the impact of their creative ads. A first-ever measurement plan, with a custom communications tracker, was developed to link the ads to both brand health and business performance. We were able to quantitatively build confidence in the creative campaign that ultimately unlocked additional marketing funds.
*Additional work samples are available per request.
Pluto TV - brand strategy
Break into the top 3 streaming platforms for TV fans.
In 2018, Pluto TV entered the crowded streaming space as a new AVOD (Advertising-Based Video on Demand) platform. With a great founding story and a deep content catalog, it had potential—but lacked a brand strategy that clearly articulated why viewers should choose it over competitors.
Our challenge was to turn “free” from a functional benefit into a feeling. The result was a bold, invitational brand idea: “Drop in. It’s free.”
It encouraged trial without commitment, inviting people to instantly start watching something familiar—no sign-ups, no barriers.
Tillamook Black Food Culture Study - research
Food Culture is personal.
Tillamook’s origin’s are in the Pacific Northwest, with a mostly white customer demographic. But as their business expanded to new frontiers to the east, the customer base was more diverse. We identified a gap in knowledge and proactively pitched a three part study to get to know different food cultures, from the inside out. The research design brought together experts, multi-generational customer interviews, and a deep historical exploration of Black Food Culture. This resulted in sparking new, positive client conversations about product development and new partnership opportunities.
Straight Talk Wireless - Audience definition & Brand positioning
Connecting with an often overlooked audience.
No-contract wireless is a cutthroat category, with brands constantly battling for market share—often at the expense of value-conscious consumers. Many have carved out specific segments: multicultural audiences, families, or aging populations. But few, if any, were speaking directly to the needs of value-driven customers in suburban and rural communities without asking them to compromise.
That left a clear whitespace for Straight Talk to step in—not just to meet their functional needs, but to help them “maximize their value(s).” Financially, that means getting more without overpaying. Emotionally, it means partnering with a brand that respects what matters most to them.
Key Skills
Global Marketing & Communications Strategy, Branding, Integrated Marketing, Research Design, Business Strategy, Creative Strategy, Storytelling, Marketing Partnerships, Marketing Analytics, Effectiveness Planning, Digital & Social Media, Product Marketing, Product Innovation, Go-to-Market Strategy, Stakeholder Management, Team Leadership, Training & Development, Coaching & Mentoring
Client List
Deutsch
Verizon Value Brands: Straight Talk and Total Wireless
72andSunny
Indeed / Potential Energy Coalition / Amazon / United Airlines / Kohl's / Capital One Samsung Home Appliances / Vivid Seats / Tillamook Creamery / truth / Carls Jr. / Hardees / StubHub / eBay / Pluto TV / Allstate
Freelance
Samsung Mobile / Pine Mountain / Ball Jars / Cargill / Ply Gem / ReeceNichols Real Estate / Extra Gum / Milkbone
Butler, Shine, Stern + Partners
Mini Cooper / Isis Mobile Wallet (T-Mobile / Verizon / Sprint) / Espolón Tequila
Goodby, Silverstein & Partners
Propel Zero water / Cheeto's / Comcast / Foster Farm's chicken
Crispin Porter + Bogusky
truth / Burger King US/EMEA / Old Navy / Volkswagen / Domino's / Best Buy/Geek Squad / Virgin Atlantic / Angel’s Envy Bourbon (Private Equity Project)