Deanna Schmidt
Washington DC
Overview
I work as a fractional CMO and strategic marketing leader with organizations navigating moments of change—growth, repositioning, restructuring, or the point where strategy exists but clarity, alignment, and performance are out of sync. Transformation and performance have been consistent threads throughout my career. I’ve led marketing through rebrands, portfolio shifts, organizational redesigns, and periods of accelerated growth—always with a focus on understanding the customer, aligning teams, and building structures that drive measurable results. My experience spans enterprise and multi-ma
About
I work as a fractional CMO and strategic marketing leader with organizations navigating moments of change—growth, repositioning, restructuring, or the point where strategy exists but clarity, alignment, and performance are out of sync. Transformation and performance have been consistent threads throughout my career. I’ve led marketing through rebrands, portfolio shifts, organizational redesigns, and periods of accelerated growth—always with a focus on understanding the customer, aligning teams, and building structures that drive measurable results. My experience spans enterprise and multi-market organizations, where I’ve overseen complex marketing functions, managed significant budgets, and partnered closely with executive leadership to improve performance across occupancy, revenue, and brand outcomes. I’ve built and restructured teams, clarified positioning and messaging, introduced customer-experience frameworks, and guided organizations through change in ways that translate strategy into sustained execution. What I bring to the work is a balance of strategic perspective and operational rigor. I’m especially effective when priorities feel scattered, teams are capable but misaligned, or marketing activity isn’t delivering the performance leadership expects. I believe marketing succeeds when customers feel understood, teams are aligned, and performance is clearly owned and measured. Through Forme Coda, I partner with leaders to shape strategy, align organizations, and improve marketing performance, bringing focus to what matters most so marketing becomes a reliable driver of growth rather than a collection of activities. If you’re navigating change and need experienced marketing leadership to improve focus, alignment, and performance, I’m always open to a conversation.