She doesn’t just create sustainable long term strategies

Karrie Fox has consistently led transformative marketing strategies that elevate brands and drive measurable revenue growth. Her success stems from a blend of strategic insight, innovative thinking, and a disciplined focus on execution.

Early in her career at The Richards Group, Karrie was introduced to the concept of Spherical Branding—the idea that a brand should deliver a consistent, connected experience across every touchpoint. That philosophy continues to shape her approach today, influencing how she builds digital ecosystems, guides consumer engagement, and unifies brand messaging across platforms.

Whether optimizing app engagement at Travelocity or designing integrated strategies for Hilton, Karrie’s work is anchored in deep market understanding, data-driven decisions, and a strong sense of consumer behavior.

For a deeper understanding of the thinking that helped shape her perspective, the article on Spherical Branding by Rodney W. Underhill, Principal at The Richards Group, is well worth the read.

At The Richards Group, Karrie managed national advertising campaigns for high-profile clients, honing her skills in navigating complex brand ecosystems and delivering impactful campaigns across diverse industries.

She secured over $10M in revenue for the business development team by aligning client needs with creative solutions. Karrie also led the implementation of new corporate identities, ensuring brand consistency across all touchpoints—crucial for building consumer trust and loyalty.

Her experience laid a strong foundation in brand strategy and execution, vital for crafting a unified brand identity in today’s fragmented media landscape.

There are all kinds of cool tricks and flashy ways to spend money to get “eyes.” But if I learned anything at The Richards Group, it was this: don’t chase the trend—focus on the message.

This lenticular mail piece is a perfect example. It’s high-impact, yes—but also high-cost per piece. Not something you send out lightly, hoping it lands. You use a piece like this when you know the timing, the audience, and the message are aligned.

Because when done right, it doesn’t end up in the trash. It creates a moment. It opens a door. And knowing when to go bold like this—versus when to keep it simple—is the kind of judgment you earn over time, by doing the work that works.

This is where the strength of a partner like The Richards Group comes into play. For Woodbridge Wines, the agency delivered quarterly competitive market sales reports that provided real-time insight into what was working—and what wasn’t. That data wasn’t just informative, it was actionable.

It empowered the team to quickly refine messaging, shift creative strategy, and stay in step with changing market conditions and consumer behavior. Being part of that team added so much to my toolbox—blending data-driven thinking with creative agility to deliver campaigns that actually moved the needle.

When Woodbridge Wines purchased ad space in Time Magazine, it wasn’t just a media buy—it became an opportunity to create a full-circle campaign.

We followed it with a customized distributor promo kit that included copies of the magazine, giving regional sales teams something tangible—and exciting—to bring to retail partners. The more we energized those store-level conversations, the better the in-store placement. It’s a perfect example of how strategy, creative, and execution come together when you’re on a team built to handle every piece of the puzzle.

An example of that magazine ad campaign is linked. Not only did this campaign run in Time Magazine, but it also appeared across several national publications during the same flight.

To extend the impact beyond print, we created a distributor promotion kit featuring the magazine ad itself. These kits were sent to regional sales teams, giving them a compelling, high-visibility piece to share with retail partners. The more excitement we generated at the store level, the stronger the product placement became—translating national visibility into on-shelf presence and, ultimately, sales.

One of the joys of working at The Richards Group early in my career was learning how to do things not just creatively—but effectively,

For Woodbridge Wines, we regularly presented Tracking Study Research Results after each major sales campaign. These reports weren’t just about performance—they elevated brand awareness, stronger retail partnerships, and expanded in-store reach.

It reinforced the value of the agency-client relationship and showed how insights and execution, when aligned, can directly influence sell-through and long-term loyalty.

The Richards Group pioneered Spherical Branding—the idea that a brand should surround the customer at every touchpoint, with consistency and intention. One of the best examples I saw was during a brand proposal for Trane Air Conditioning.

This wasn’t just a marketing plan—it was a comprehensive strategy to unify Trane’s presence across product design, dealer materials, service interactions, and digital platforms.

Being part of that process taught me how to think beyond campaigns and focus on building brand experiences that connect everywhere the customer encounters them.