Rebuilding Trust at TP-Link
Led brand and communications for the world's #1 Wi-Fi brand through a high-stakes reputation challenge, doubling press reach and helping earn recognition as one of PC Magazine's Best Tech Brands of 2025.
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TP-Link led the world in Wi-Fi market share, but its brand faced a reputation challenge that put consumer and stakeholder trust at risk. At the same time, the company lacked a structured marketing function, a unified brand story, and the budget discipline to respond at scale. The job was to protect the brand in the short term and build a stronger one for the long term.
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We answered with clarity, consistency, and proof.
Lead the narrative. As communications lead, I built proactive press and stakeholder messaging grounded in facts, so TP-Link's story was told on its terms.
Unify the brand. I created the Connect & Care brand framework and aligned portfolio messaging across smart home categories, giving every product one voice.
Show, don't just say. The "Wi-Fi 7 for Everyone" full-funnel campaign connected digital, retail, and point-of-sale to make TP-Link's technology leadership visible to consumers.
Meet people where they live. Partnerships with the NHL's Anaheim Ducks and the PGA's Hoag Classic put the brand in front of local fans through creative integrations.
Build the engine. I set up TP-Link's first structured marketing team and annual budget framework, bringing financial rigor to the function.
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I built and led a new marketing team of six, changed workflows with current agencies to improve storytelling and priorities, and established new brand partnerships.
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2x press reach year over year
215% year-over-year increase in web traffic
Named one of PC Magazine's Best Tech Brands of 2025
Sports partnerships exceeded contractual ROI
