New Department in Record Time

LUMA was navigating the complexities of rapid growth, driven by diverse revenue streams that included direct-to-consumer (DTC) trainings, B2B on-site workshops, and physical products. Its distinctive Design Thinking offerings attracted a growing portfolio of enterprise clients like AutoDesk, GenPact, and International Bank. However, this success introduced significant operational challenges:

A distributed and expanding international workforce faced increasing pressure, leading to misalignment and inefficiencies.

Internal confusion began to spill over to clients, creating engagement and retention risks.

Simultaneously, LUMA sought to operationalize a new business function: Marketing, without a clear structure or process in place.

To address these operational challenges, I spearheaded an initiative to streamline and align LUMA’s internal and external processes.

Brand Taxonomy Audit: Analyzed and standardized the organization’s sprawling brand architecture to eliminate inconsistencies across teams

Centralized Knowledge System: Developed a single source of truth—a searchable online reference tool with clearly defined brand elements, terms, offerings, and AKAs (also known as)—to ensure every department operated from a unified playbook.

Operational Workflows: Designed and implemented workflows that installed a healthier dynamic between Sales with downstream functions like Events and Onboarding, providing clear expectations

Brand Guidelines: Produced a codified brand voice guide with actionable use-case examples and adaptable templates for cross-functional consistency

Marketing Operations: Delivered a refreshed website with a new tagline and copy, aligning Marketing with enterprise goals and operational needs.

Expanded Marketing Operations: Grew the Marketing team from a one-person function to a five-member team capable of producing on-brand videos and marketing collateral in-house, significantly reducing dependency on external vendors.

Enhanced Cross-Functional Alignment: The Sales team reported greater alignment with Marketing efforts, streamlining collaboration and reducing friction in campaign execution.

Improved Clarity for Downstream Teams: Functions like Events and Onboarding benefited from clearer and more actionable scope documents, accelerating project timelines and enhancing client experience.

Stronger Operational Cohesion: The implementation of the centralized knowledge system and standardized workflows created a more synchronized workforce, reducing inefficiencies and internal confusion.

Strategic Growth Milestone: LUMA’s enhanced operational structure contributed to its successful acquisition by Mural.

"Exceptional partnership that made an immediate and lasting impact.

Tasha was instrumental in helping us build a marketing operation to deliver value toward company goals. She has an exceptional ability to evaluate and analyze specific challenges, then develop a few realistic options for collaborating to get the job done, even as constraints change rapidly. She delivers all of that in a straightforward, candid and can-do approach borne of her deep experience in marketing and business growth strategies. Whether it was helping us build out a value proposition and brand voice that resonates in the marketplace, collaborating on market research to shape product launches, or standing up a customer experience operation from scratch, Tasha and her team were essential, trusted partners who helped us take on big challenges and produce highly impactful results."