Lani Lorenz Fry

About Lani Lorenz Fry

I’m an experienced global leader with a passion for customer-first thinking.MY SUPERPOWERS:* Team leadership* Strong business acumen* Cross-functional collaboration and project leadership* Delivering from strategic planning through tactical implementationTHINGS I KNOW A LOT ABOUT:* Global Brand *Strategy – Architecture – Naming – Messaging – Visual Identity – Verbal Identity/tone – Brand activation across internal and external touchpoints – Employer branding – Internal branding – Corporate brand – Channel/partner branding – Co-branding – Brand measurement & research – Governance and management - Partnerships - Brand transitions* Brand Experience *Customer Experience (I’m a CCXP) – Employee Experience – Visitor Experience – Events* Marketing * Integrated marketing – Events – Sales – Point of Sale and Merchandising – Social media leadership – Planning and process – Web content – Digital – Strategy – Applied market research (making data-based marketing decisions) – Product innovation – Campaigns* Other *Change management – Facilitation – Project management – Stakeholder engagement – Coaching – Global program management – Global leadership – Dog training & showing – Donkey husbandry* Industry Experience *Professional Services – Veterinary/animal health – Financial services – Industrial – Agriculture – Construction – Forestry – Lawn & garden – Building materials – Events – SaaS – B2B – B2C – D2CCAREER HIGHLIGHTS:* Developed groundbreaking Employee First Day Experience program at John Deere uniquely based on customer experience design principles. Work was featured in the book, “The Power of Moments,” by Dan and Chip Heath.* Introduced Banfield’s Vet Chat service for wellness care clients, providing on-demand veterinary advice via the Banfield app. Partnered with product and UX teams on all aspects of digital product launch. Exceeded chat goals and garnered great feedback partnering with the product team on superior digital client experience flow/interface.* Steered Brand Strategy program that propelled John Deere to “Top 100 Best Global Brands,” earning a brand valuation of $5.1B by pioneering the first globally aligned brand strategy in the corporation’s 170+ year history.

Experience

1. Director, Creative & Brand

   Baker Tilly US

   Oct 2025 — Present · Portland, OR, US

   Moss Adams and Baker Tilly US merged in June 2023. I lead the combined team responsible for brand strategy, design, writing, and video.

Education

• WSU Carson College of Business

  BS, Business - Marketing Concentration

• Duke University - The Fuqua School of Business

  MBA, General Management, Marketing, Strategy

• Stanford University Graduate School of Business

  Executive Education, Executive Program for Women Leaders

• AGSM @ UNSW Business School

  Australian Graduate School of Management, MBA Exchange

• Smith College

  Executive Education, Smith-Tuck Global Leaders Program

Skills

• Global Brand Development
• Program Management
• Management
• International Business
• Product Launch
• Brand Development
• Experience Design
• Brand Architecture
• Strategic Planning
• Employer Branding
• Consulting
• Presentations
• Company Branding
• Employee Engagement
• Product Development
• Strategy
• B2b Marketing
• Corporate Branding
• Leadership
• Business Strategy
• Brand Communication
• Business Development
• Project Management
• Brand Management
• Cross-Functional Team Leadership
• Marketing Communications
• Marketing Strategy
• Business Process Improvement
• Thought Leadership
• Integrated Marketing
• Sales Operations
• Brand Awareness
• Process Improvement
• Market Research
• Team Leadership
• Customer Experience
• Start-Ups
• New Business Development
• Change Management
• Marketing