New Meridian | In-house | Vice President Marketing & Communications 
Defining a New Category in a System Slow to Change
How good ideas take shape
Starting Point
1
New Meridian was an established provider of statewide summative assessments, operating within a highly regulated, slow-moving K–12 landscape. The organization had a bold vision: to move beyond traditional testing models and introduce a more equitable, relevant system that better reflected what students were actually learning.
While the vision was clear internally, the path forward required more than product innovation. It required building understanding, credibility, and momentum within a system shaped by policy, funding, and long-standing norms.
Challenge
2
The challenge was twofold: articulate a fundamentally new approach to assessment in a way that felt both innovative and credible, and begin building support within a highly regulated ecosystem where change happens slowly.
This meant effectively defining a new category within an established one - communicating the value of a different model to states, policymakers, and education leaders, while maintaining trust and alignment with existing standards and expectations.
Approach
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I partnered closely with the founder and product leadership to translate the vision into a clear, compelling narrative - defining messaging, value propositions and materials that made the new system both understandable and actionable.
We developed a suite of storytelling tools to support this effort, including visuals, pitch decks, brand films to build emotional resonance, and explainer content to demonstrate how the system worked in practice.
In parallel, I led a focused thought leadership and communications strategy - elevating the CEO’s voice across industry publications, conferences, podcasts, and key education forums. The goal was to establish credibility, shape the conversation, and create the conditions for adoption over time.
What Changed
4
New Meridian moved from an internal vision to an externally understood and credible point of view on the future of assessment. The organization was no longer just participating in the existing system - it was helping to shape what could come next.
The combination of clear messaging, compelling storytelling, and consistent thought leadership created greater visibility and engagement across the education ecosystem.
What It Made Possible
5
The work helped secure a multi-year statewide pilot - a critical step toward validating the approach in practice and building momentum within the system.
More broadly, it positioned New Meridian as a credible leader in the evolution of assessment, creating a foundation for future adoption, regulatory progress, and long-term impact at scale.
How I made it happen
