Your Brand's Next Unfair Advantage
Brent Curry
Dive into the work that moved the needle:
North Carolina
Talent Attraction
The Opportunity
Consistently ranked as a top place to live, North Carolina’s Research Triangle boasts a booming job market, topnotch healthcare, great school systems, and a supportive community of talent championing their community – yet employers had trouble recruiting external talent to the region.
My Role
To accompany a new website developed by my colleagues, I developed an aggressive paid advertising program to attract talent from external markets. I targeted major metro areas with Raleigh's low-cost-of-living message and similarly priced communities with quality-of-life messaging. Both audiences saw ads for job opportunities in The Triangle. We used an integrated marketing campaign to show talent why the Triangle is a great place to live, work and innovate. The campaign included a robust social media strategy, ambassador strategy and an original video series.
Process
- Research historical migration patterns from key markets and locations with similar industries to The Triangle.
- Identifying key messages based on key motivators to resonate with the audiences.
Tools & Methods:
- Meta and Google ads
- Cost of Living Calculator website plug in.
- Indeed Job Board
- Google Analytics
Key Changes & Findings
- The year of this campaign (2022), Wake County's population saw its biggest growth in five years.
- Cost of Living messaging resonated most with audiences as inflation was at a high in 2022.
- Most people won’t move without a job, so providing reputable job listings, in targeted industries. gives people a way to connect the dots of quality of life and affordability.
Outcome
The results exceeded expectations: website traffic increased by more than 400%, and our targeted ads drove over 9,000 Indeed job views. I led monthly performance reporting using PowerPoint and dashboards, translating complex digital metrics into clear insights for stakeholders at all levels. The campaign earned local TV coverage and won a Communications Award of Excellence from the Association of Chamber of Commerce Executives. It stands out as a project that blended content strategy, paid media, analytics, cross-functional collaboration, and clear ROI.
Auberge Collection
Rebranding and Paid Media
The Opportunity
Auberge Collection is a portfolio of extraordinary hotels, resorts, residences and private clubs. What started as a single property, Auberge is rapidly expanding, now with 30 one-of-a-kind properties in its portfolio and six more on the way. However, the corporate marketing team’s size hadn’t kept pace, with only four people handling it all. Not only were the day-to-day tasks stacking up, but a rebrand was planned in 2025. Auberge needed someone to step in and immediately make an impact.
My Role
I seamlessly joined the marketing team as a contractor and made significant contributions within days. I took control of every step of the paid social media process, from creative briefs and targeting to campaign optimization, budgets, and reporting on Meta for all properties. I built and launched over 1,000 impactful ads, achieving a 7:1 ROI. I also oversaw an external agency to manage Google advertising campaigns and drove key optimizations and A/B testing to enhance performance. I worked closely with the Senior Director, analyzing the performance data and applying those lessons to future ads.
When Auberge Resorts Collection changed its name to Auberge Collection to align with the current version of the company, I helped project-manage the rebrand by updating thousands of listings across the internet. This massive task included updating Auberge sites, local sites, maps, search engines, social media, travel booking sites and more. Learn more about the rebrand
Process
- Analyzed historical hotel performance and hospitality trends to establish campaign targeting strategies.
- Built audience personas to understand the motivations of guests to book.
Tools & Methods:
- Canva to develop enticing creatives for campaigns.
- Meta and Google Ad Manager platforms.
- Google Analytics to measure KPIs.
- Asana to track each step of ad building, including approvals to limit mistakes.
Key Findings
- Auberge expanded its European influence with new hotels in 2025, although most guests still came from North America.
- Most guests, despite high net worths, were still looking for deals or perceived value.
- A sense of urgency via limited-time promotions drove bookings.
- Luxury guests are looking for unique experiences, so each hotel's marketing had to be specifically tailored.
Outcomes
- Auberge Resorts elevated its status in the ultra-luxury hotel industry.
- Nine properties ranked No. 1 in the 2025 Travel + Leisure World's Best Awards, up from six in 2024. Including the top resorts in Europe and the continental U.S.
- Conde Nast Traveler recognized 22 Auberge properties in 2025’s Readers’ Choice Awards, up from 20 in 2024. That included having the top-ranked property in the Northeast U.S.
U.S. Army
Digital Recruiting
The Opportunity
U.S. Army recruitment had long been an in person proposition, malls and movie theaters were great places to contact 18-35 year olds. However, by the 2010s these old reliable places were no longer producing. In 2018, the U.S. Army failed to reach its recruiting quota for the first time in more than a decade.
My Role
Hired as a temporary worker, I helped bring U.S. Army recruiting online as a Social Media Manager. I proved to be one of the top managers in the U.S. Army Recruiting Command, delivering 52 million impressions and generating 7,000 qualified leads through targeted social media campaigns. I was promoted to Assistant Director of Advertising and Public Relations where I strategically led the planning, coordination, and execution of comprehensive digital advertising and organic social media campaigns across the Chicago metropolitan area and Western Indiana.
Process
Design Thinking Hybrid Approach:
- Analyzed market data and regional trends to establish campaign targeting strategies.
- Identified various platforms to reach the target audience
Tools & Methods:
- Canva and Adobe creative suite to develop enticing creative for campaigns.
- Meta, Google Search, Twitch, Pintrest, and Twitter ad manager platforms.
- Google Analytics to measure KPIs.
Key Changes & Findings
- Creating engaging content on social media helped bridge the military-cilivian divide without a hard sell.
- Incentivising prospects with small gifts such as t-shirts and keychains opened the door to conversation.
- Education through correcting misperceptions helped the community buy into our mission.
Outcome
- The U.S. Army still uses many of the tactics and ideas, and has scaled up its digital presence thanks to our early successes.
- I was recognized as the U.S. Army Training and Doctrine Command “Hero of the Week” out of 28,000 co-workers for innovative social media impact.
- I was awarded the Civilian Service Commendation Medal for significant contributions to the U.S. Army.
PlatformSTL
Oncology Early Warning System
The Opportunity
Nurses and doctors in oncology wards manage high patient loads under extreme time pressure. Delayed or unclear vital-sign alerts lead to missed interventions. A dedicated real-time early warning interface can surface critical changes instantly, reduce cognitive load, and enable faster, confident responses.
My Role
As Principal UX Designer, I owned the end-to-end user experience. Drawing insights from clinician shadow sessions, I translated complex clinical protocols into clear UI requirements and collaborated closely with engineering to deliver a functional prototype on time.
Process
Clinical Design Sprint (adapted Design Thinking):
- Empathize & Define: Consulted with lead doctor and nursing shifts mapping alert fatigue triggers.
- Ideate & Prototype: Designed glanceable patient card layouts and built high-fidelity Figma prototypes integrated with live data.
- Test & Refine: Ran think-aloud sessions in simulated wards and refined iconography, color semantics, and escalation logic.
Tools & Methods:
- Figma — interactive prototypes, component library
- Figjam — persona driven userflow, journey mapping
- TestFlight - Deployed real data builds to capture authentic user feedback
View Clickable Prototype
Solution
- Critical alerts surface in <3 seconds from sensor trigger to screen
- Early warning score auto-calculated and visualized per patient
- Zero-training recognition — task success on first use
- WCAG 2.1 AA compliant at 4.5:1 contrast in all states
User Feedback
- “I can see who’s deteriorating from the doorway—no more running to the station.” - Charge Nurse, Oncology Ward
- “The color system matches our mental model; red means act *now*.” - Attending Oncologist
- “False alarms could drop dramatically.” – Night-Shift RN
Business Outcome
- Pilot ward saw the potential of faster response time to sepsis-onset vitals
- Reduced alarm fatigue—nurses reported less stress
Scottrade
Trading Platform Rebrand
The Opportunity
Identifying a significant opportunity, I proposed an efficient method for Scottrade to rebrand their trading platform with minimal coding requirements. By implementing strategic modifications, their trading platform could undergo a swift transformation, seamlessly aligning with their latest branding efforts.
My Role
As Senior Designer/Design Manager, I authored high-fidelity mockups, wrote production-grade CSS, coordinated with third-party widget vendors, and presented weekly progress to C-suite executives—delivering the full rebrand on time in a 3-month sprint.
Process
Lean Rebrand Sprint (CSS-Centric):
- Audit & Scope: Mapped 400+ UI components; prioritized high-impact surfaces (header, charts, modals)
- Theme Architecture: Built a single CSS theme file (colors, backgrounds, shadows etc...)
- Vendor Sync: Negotiated CSS injection points with 3rd-party chart & grid providers
- Iterate & Demo: Bi-Weekly → live sync; executive review
Tools & Methods:
- Photoshop (mockups, designs, dev handoff)
- CSS Custom Properties (theming at runtime)
- Chrome DevTools + live site overrides for rapid testing
- Inspection + NVDA screenreader for WCAG 2.1 AA validation and live audit-feedback loops
Solution
- Full visual rebrand deployed to 2M active users with zero downtime
- Updated all charts via vendor CSS overrides—no JS changes
- 100% CSS-drivenminimal backend or core JS/HTML modifications
User Feedback
- “Looks like a completely new platform, way cleaner and more professional.” - Active Trader, 10+ yrs
- “I didn't even notice the switch—just logged in and it felt right.” - Long-Term Investor
Business Outcome
- Brand perception score up in post-launch survey
- Reusable theme system adopted by two internal teams
- Support tickets for UI confusion dropped 34% post-launch
I help brands turn complex data into multi-channel campaigns that move the needle
About Me
I've always believed that the best marketing doesn't just reach people—it resonates with them. As a marketing leader, I help brands turn complex data into multi-channel campaigns that actually move the needle. I pride myself on being the person who can translate technical insights into clear goals that stakeholders and cross-functional teams can get behind.
Whether I'm diving into analytics or bridging departmental gaps, my focus is always on building strategies that work for the long haul. I love the challenge of aligning a big-picture vision with the day-to-day tactics that bring it to life.
Testimonials
I worked with Brent during a period of short-staffing on our digital
marketing team and appreciated his willingness to step in wherever
support was needed. His familiarity with general marketing concepts
allowed him to quickly jump into our workflows as he assisted with
digital media campaign management, digital ad builds and creative
briefing, and reporting. He was also enthusiastic to learn about the
hospitality industry and adapted to new platforms and processes as
they came up.
Throughout his contract, Brent provided
steady support that helped our team keep work moving during a very
busy time. He always had a positive attitude and demonstrated
flexibility to adapt to shifting priorities - an asset on any
marketing team.
Rachel Haber
2nd Senior Director, Global Digital at Auberge Collection
Rachel managed Brent directly
I am happy to recommend Brent Curry, who was a key player in the
success of our WonderFL and PoweringFlorida marketing campaigns. His
leadership and insightful recommendations truly made a difference.
Brent has always been easy to work with, responsive and on time. His
knowledge of both our campaign content and current trends in marketing
tactics helped us craft and update campaigns that resonated well with
our audience. His approach was instrumental in driving our metrics up
and achieving our goals.
Brent always worked well with our team and fostered a collaborative
environment that allowed us to make changes on the fly when needed.
I believe Brent would be a tremendous asset to any team.
Sean Helton
Lead Communication Strategist at Florida Power & Light Company
Sean was Brent's client
Brent was a tremendous ally and resource as a partner to our marketing
efforts, bringing both an innate curiosity and strategic approach in
the work he provided. Not only did he help generate thoughtful,
strategic plans for our digital marketing efforts, but those plans
consistently produced excellent metrics that outpaced industry
benchmarks.
On top of that, Brent possesses a curiosity that truly helped our
organization capitalize on an opportunity. During the weekend hours,
he saw an advertisement for the organization air on national
television and immediately began watching the traffic on our website
to determine what insights he might glean from the traffic. Brent then
scheduled a quick touchbase for the beginning of the business week and
presented a handful of recommendations to further capitalize on the
increased interest. It's this type of proactive approach that sets
Brent apart.
Bryan McEldowney
Vice President, Marketing & Strategic Communications at REDI Cincinnati
Bryan was Brent's client
I had the pleasure of supervising and working alongside Brent during
his time at Development Counsellors International, where Brent worked
with place brands to fuel economic development, talent attraction, and
tourism for communities around the globe. I can confidently say that
not only was he an outstanding team member, but also that his work
made a significant impact on our clients' success.
Brent is a highly skilled paid media manager with a deep understanding
of the digital landscape and expertise across channels. He
consistently achieves excellent results in developing and executing
data-driven digital campaigns. His ability to test, analyze, and
interpret data allowed him to optimize campaigns quickly and
effectively, ensuring that our clients maximized their ROI.
What sets Brent apart is his strategic mindset and dedication to
continuous improvement. He understands the importance of aligning
digital campaigns with client objectives and is able to navigate
stakeholder relationships to develop strategies that deliver results.
Moreover, Brent is an exceptional team player, always willing to
collaborate with team members, share knowledge, provide valuable
insights, and go above and beyond for his clients.
Caitlin Mahoney
Senior Manager, Paid Media & SEO
Caitlin managed Brent directly
Brent Curry has a unique and effective blend of interpersonal skills,
technical expertise and business acumen. He is both a strong leader
and a collaborative team member and is always driven by doing the
right thing and delivering results.
Brent was one of my employees, and I greatly enjoyed working with him.
Brent is someone who really cares about doing the right thing, he is
very passionate about everything he does. You can always count on him
to get the job done. While very organized and detailed, he can also
see the big picture and what needs to get accomplished. His background
in marketing, social media and obtaining strategy objectives combines
well to help any organization accomplish it's goals.
Brent has superb business acumen, thinks and acts strategically and
creatively to exceed objectives. In addition, Brent’s leadership and
motivational skills allows him to get the most out of the team in any
situation. Based on Brent's business acumen, leadership, and
commitment to excellence I would highly recommend Brent for any Sr.
Leadership position as he would undoubtedly add significant value to
any organization.
Tim Turpin
Chief, Advertising and Public Affairs at Dept of Army
Tim managed Brent directly
I stumbled into Brent's office as an undergrad thinking I might want
to teach high school history, but curious about communications. Two
and a half years later I walked out with a masters in communication, a
mentor having shared a wealth of communications knowledge and an
attitude to never be outworked ingrained in me.
Brent is one of --if not the-- hardest worker I have ever worked with.
This dedication ensures he is prepared to solve even the toughest
scenarios that present themselves to professional communicators!
