strategic by instinct
creative by practice
I help businesses and organizations make better decisions—then turn those decisions into brands, experiences, campaigns, and communications that actually work.
You can feel when something’s off. The message is close, but not clear or compelling. The work looks good, but it’s not moving the needle. Everyone’s involved, but no one’s making informed decisions—and you know the vibe-coded, AI-slop, design-by-committee approach isn't working. It's close, but somehow so far away.
That’s where I come in.
I figure out what’s off, make the call on what needs to change, and get things moving.
If something’s off and you can’t quite see it, I can. Tell me what’s going on and I’ll tell you what it looks like from here.
Part analyst. Part fixer. Part culture-builder. 100% storyteller.
I don’t come in with a framework or a preset process. I come in and look at what’s actually there—what’s being said, what’s being built, how decisions are getting made—and where it’s breaking down.
My background spans communications, writing, design, and strategy strategy, but the throughline is the same: transforming complexity into clarity to get results.
➤ Adventuresome brand journalism meets sustainability
After years of partnership with REI that required the production of large printed catalogs, Yakima decided to scale down their in-store print catalogs in favor of a slim newspaper format that spotlighted new products and bestsellers. The project involved writing copy for thousands of products for digital and print applications, as well as authoring editorial content to spotlight nonprofit partners invested in stewarding the natural world and recreational sites. The result was decreased costs, vastly improved sustainability outcomes, and a more engaging customer experience.
➤ Thought leadership & business direction
Initially hired to edit executive communications and manage email marketing, the role quickly evolved into a deeper partnership. We shifted narrative strategy to prioritize authentic connection over sales quotas, and built the messaging around shared humanity, values, and concerns, rather than leaning on typical B2B marketing tactics. The result? The business survived the pandemic shut-down, when competitors were shuttering their businesses.
➤ A brand refresh, new website, and integrated marketing direction
Brought in to create a content and digital marketing strategy and execute deliverables, it quickly became apparent the existing brand and website for this healthtech startup was not up to par. Rather than scrap the existing identity, I proposed a brand refresh, offered creative direction on the redesign of the website with new branding guidelines, and elevated social campaigns. When the creative projects were completed, I then elevated lead generation campaigns, onboarded a new CRM, and led the integration of sales and marketing for even further optimization of resources.
➤ Turned organizational transition & chaos into clarity
After a major rebrand and restructuring, the organization was stretched thin across staffing, planning, and brand stewardship. I was brought in to run two critical end-of-year fundraising campaigns with limited resources and nonexistent SOPs. I focused on data-driven and multimedia storytelling to make the work more direct and legible, reengaging a critical audience segment that had gone quiet. The organization closed the year by meeting 80% of the funding goals, in spite of a hotly bothered election cycle and serious cause fatigue.
➤ National B2B distributor expands to D2C brands
What started as a messaging and marketing manager effort quickly evolved into a brand manager role, as this cycling-focused B2B distributor won major European brands wanting to sell direct to consumers. In addition to writing product copy for over 10,000 products, I led the D2C marketing efforts, including integrated social and digital campaigns to reposition the US market. I also spearheaded the creation of influencer marketing programs to maximize user-generated content and expand the brand's reputation.
Üma Kleppinger
brand. communications. marketing. strategy.
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TEL: 503-278-5969
© 2026 Üma KLEPPINGER • Based in the pacific northwest • serving businesses and brands coast to coast