Molly Aaker

About Molly Aaker

I help brands navigate high-stakes transformations. For 14 years, I’ve guided organizations through brand transformations that are authentic to the brand, relevant, and lasting.I specialize in brand positioning, identity, and purpose with deep experience in B2B and technology, where I thrive in translating complex ideas into meaningful clarity. I also bring category fluency across finance, lifestyle, luxury and real estate—sectors where identity, high consideration or cultural relevance make strategy especially critical. Highlights include defining UPS’s global purpose (still driving the business 5+ years on), shaping PUMA’s repositioning (woven into the brand 12 years later), and guiding an executive recruitment firm on how to bring their humanity into the digital space. With repeat clients at top design, ad and consulting firms, I have a track record of building trust with leaders at the very top—from billionaire CEOs to executive recruiters at the height of their game—while also uncovering powerful insights from employees and consumers on the ground. My work spans across categories but I specialize in B2B and technology, where I thrive on translating complex subjects into meaningful clarity. Beyond positioning, my experience spans into brand architecture, messaging/brand narrative, campaign development, and brand experience. I’ve led global workshops, facilitated executive interviews, and partnered with interdisciplinary teams—equally comfortable leading the project or stepping into a supportive role. A lifelong student of art and design, with a professional background in photography (as a photographer and in sales), I bring a sharp visual sensibility that bridges strategy and creative. And as a mentor, I take pride in developing the next generation of strategists, helping them sharpen their craft and navigate the industry. Above all, I bring a collaborative, fresh approach that consistently uncovers what’s authentic, relevant, and transformative for brands that are ready to move forward.

Experience

1. Brand Strategy Consultant

   Alchemy Brand Works

   Apr 2020 — Present · Brooklyn, NY, US

   Founder and owner of brand strategy firm dedicated to helping small, purpose-driven companies establish the foundation of their brand.

Education

• Skidmore College

  Bachelor of Science - BS, Art/Art Studies, General & Art History + Study Abroad in Paris

• Miami Ad School-San Francisco

  Account Planning Boot Camp

  2010 — 2010

• Syracuse University

  Study abroad in Florence, Italy, Art History, Art

Skills

• Competitive Analysis
• Future Trends
• Video Ethnography
• Graphic Design
• Analytics
• Business Strategy
• Advertising
• Strategic Planning
• Brand Architecture
• Emerging Trends
• Strategy
• Digital Strategy
• Consumer Behaviour
• Social Media Marketing
• Brand Development Strategy
• Market Research
• Brand Management
• Marketing Strategy
• Brand Consulting
• Consumer Insight
• Art Buying
• Trendwatching
• Writing
• Blogging
• Customer Insight
• Emerging Technologies
• Strategic Brand Positioning
• Social Media
• Brand Planning
• Mobile Marketing
• Ethnography
• Creative Strategy
• Mobile Media
• Account Planning
• Photography
• Brand Development
• Social Media Strategist