Hello! My name is Sue (Halliday) Kapllani and I've spent my career figuring out what brands actually mean to the people who buy them. I have a passion for finding the insight nobody has looked at yet, and a low tolerance for strategy that never leaves the deck.

When done right, brand is a growth instrument, not a decoration. I work at the intersection of brand and business, where a sharper idea of what a brand means shows up in what the business earns. I’ve spent twenty-plus years of learning this craft working with brands like Nike, Adidas, Tillamook, Vans and Timberland, then helping transform smaller legacy businesses that had to become consumer-led to keep growing.

In 2022 I started Hey Halliday, a brand, marketing and growth practice to do the work I like best: helping companies get clear on what they stand for then building the strategy and the plan that proves it. I can be hired for defined projects or work as a fractional CMO. Below are example projects I’ve been hired for;

• Brand positioning and repositioning

• Product Innovation Launches

• Consumer insight and category framing

• Campaign platform development

• Go-to-market plans for new markets or categories

• Annual marketing planning, process and briefing systems

• Team workshops and capability building

On a more personal note; I'm a native New Yorker, which explains my fast talking pace, that you will hear me laughing before you see me coming and our dog named Jeter.

Outside of work you'll find me on a soccer field, at a campsite, mid-pickleball rally, or hosting more people than my kitchen was designed for. I coach recreational soccer and volleyball, volunteer with All Saints Outreach, and sit on the marketing committee for Oregon Ballet Theater.

Home base is Portland, Oregon, shared with my Canadian husband George, our eleven-year-old twins Jack and Siena, our dogs Jeter and Sky, and Buddy the hamster, to whom I have become unreasonably attached.