Map & Fire

Map & Fire is a Los Angeles based research and brand consultancy. We help you own a unique space in your market with a mix of research, positioning, and messaging – so you can connect with more customers and grow with confidence.

View happy client testimonials at: https://mapandfire.com

Founder, Brand Strategist

HelloAdvisr LLC

Strategy Advisor

TVGla

• Led a team of 14 producers and was responsible for defining the department's vision and planning, managing overall budget, conducting individual reviews, setting goals and providing guidance on all project work.

• Provided strategic insights and oversaw production efforts for the agency's two largest Digital Agency of Record accounts, Wheel of Fortune and Jeopardy!, along with a wide array of campaigns for companies including Sony, Universal Pictures, Paramount Pictures, Hard Rock Cafe, Cinemax, A&E, History Channel, Dreamworks and Gruppo Campari.

• Unified and facilitated cross-training of a production department that had been historically split between a team of digital banner producers and web/app-focused producers. In addition, established dedicated production support for the company's quickly expanding social department.

• Worked to build strong relationships with all team members by providing personal support, empowering them to take on deeper responsibilities and challenging them to work on projects outside their immediate areas of expertise.

• Improved overall efficiency and expertise of the department through process refinement, mentorship and the introduction of improved project management and communication tools.

Executive Producer

• Played a key role in building the strategy and relationship that led to the agency's first major Digital Agency of Record account with Wheel of Fortune.

• Beyond production responsibilities, provided additional insight and value by helping to guide UX decisions, as well as input on creative and technical implementations.

• Led over 75 projects for clients such as Google, Sony, Universal Pictures, Mattel, and FOX. 

• Managed and oversaw between $1.5 - 2MM of project revenue annually, consistently delivering work under projected budgets.

Senior Producer

Better You

• Founding partner in startup, responsible for full UX, product management, and technical life cycle of project.

• Wrote business requirements, defined user experience, user flows, and created interactive wireframes for the entire site.

• Designed graphical UI elements for site and prototyped frontend experience.

• Managed developers to build out front and back end coding on a LAMP platform.

Co-Founder, Head of Product Development

Bird Branch

• Worked in a variety of roles including brand strategist, UX designer, creative lead, and developer on over 150 projects.

• Collaborated with a wide assortment of clients on projects ranging from the entertainment industry to consumer products to health care both in project lead and contractor roles.

• Extensive experience with both UI and graphic design.

• Developed front and backend code solutions utilizing existing frameworks as well as fully custom implementations. 

• Responsible for managing project budgets, tracking progress, and coordinating work both with clients and additional resources.

Founder, Strategy, UX, and Design Consultant

G4 Media

Senior Web Developer

Avacus Corporation

Web Developer

O'Neil Data

Unigraphics Solutions

Software Developer

Win with a brand built on research, not guesses | Founder Map & Fire 🔥, SmokeLadder | Contributor at Foundr Magazine

I use a mix of research, positioning, and messaging to help founders and marketing leaders connect with more customers and grow with confidence. 

My writing on strategy and research has been featured in Foundr Magazine and AdWeek. 

More about my background:

I've spent the last 20 years dreaming up and then bringing to life multiple startups as well as a wide range of digital projects. With every twist and turn of that journey there’s been a consistent thread of weaving together strategic problem solving, creative expression, and a curiosity to better understand how people think and make decisions. 

In the businesses I created or co-founded, my primary focus has always been on strategy and user experience. For others, I've worn lots of hats from Executive Producer, to Designer, to Copywriter, to Developer. I've also enjoyed an unofficial Account Services role where I carefully honed the craft of client therapy.

Over the years, I've collaborated with countless passionate small businesses along with several Fortune 500 brands including Google, Sony, Universal Pictures, Mattel, FOX, Dreamworks, CBS, A&E, Home Depot, Roland Keyboards, G4 TV, and the LA Times. 

When not doing mental gymnastics, I like spending time with my amazing wife and son, hiking, surfing, and watching things that make me laugh.

Clay Ostrom

Last week I got to do a guest lecture on brand strategy for an entrepreneurship class at UCLA…and something shocked me.


I’ve had the opportunity to do this for several years now and one of my favorite parts is at the end where the students share the business ideas they’re working on. We do a little impromptu work on their positioning and messaging.

I was braced and ready for the tidal wave of AI-centric ideas.

Instead I got:

- A practical car accessory 
- A community support group
- A place to meet up and train for sports
- A finance managing tool
- An eco-friendly pet waste cleanup product

There were 10 or so students who shared their ideas.

*Finally* at the very end there was one who wanted to use AI for creating ad content. 

But that was it. Everyone else was focused on classic, everyday human-centric needs...solved with classic human-centric solutions.

And there were some really creative ideas…I mean I was ready to hand over cash for the pet waste product on the spot.

Not sure what the takeaway here is other than AI feels like it’s everywhere, but it only touches a tiny fraction of what we do every day. 

Even this new generation of entrepreneurs who have every tech advancement at their fingertips isn’t viewing everything through a tech-only lens. 

So yeah, maybe there’s hope for keeping humans around for at least a little while longer. 😅

Founder Map & Fire 🔥 // SmokeLadder.com | Research + Positioning + Messaging | Contributor at Foundr Magazine

Teaching a class on brand strategy at UCLA.

Super excited to share this collaboration I did with Sara Stella Lattanzio and Diandra Escobar for The Workflow! 


In fact I was so stoked about it I couldn’t really nail down just *one* thing I liked so I had to do a full top-10 brain dump:

1. Got to work with two insanely cool people (Sara and Diandra). I’ve known Sara for a while but hadn’t met Diandra before this…they made the whole thing so easy and fun. This is why I keep coming back to LI – getting to build real relationships with smart, awesome, funny people. 🙌

2. The mission of their newsletter The Workflow is to kill off the fluff we get flooded with on LI and share real, practical workflows that people actually use. Could not be more aligned on this!

3. Nerding out about positioning and messaging. Give me an excuse to go deep on one of my favorite topics, I’m so there. 

4. Making positioning and messaging not feel so damn confusing. These topics are notoriously complex and I think when we can break stuff down into smaller pieces it makes it much easier to see how they all work together.

5. Bring a more quantified, data-focused view on these ideas. Again nerd alert! 🤓 But yeah I’m a big believer that navigating your brand’s strengths and weaknesses is much easier when you can compare and contrast with numbers…I’m weird that way.

6. Navigating the insane level of competition out there. The days of looking at 2-3 competitors is over. If you’re trying to position a brand you may need to look at 10-15 or more brands to get a real sense of what’s out there and where you can fit in..and stand out. Doing all that by hand is kinda nuts.

7. Figuring out what AI is good at…and where it falls short…waaay short. AI can’t come up with complex strategic outputs just on its own. Well, it can but they’ll be pure slop. This was a chance to share some ways I leverage AI to build up pieces of positioning and messaging in layers. 

8. Navigating prompts. Speaking of AI, this is also about philosophy on using AI. As much as we want to just feed in a 5000 word master prompt to solve all our problems, it just doesn’t work very well. Again, AI needs context and layers of information to produce good results…that’s what my workflow focused on.

9. A chance to make my own pov even sharper. This was a chance to take my process around positioning and messaging and look at it from a new angle, which is always a great way to make things stronger.

10. A chance to make my product stronger. I also have an app (SmokeLadder) that helps you work on and research positioning and messaging for brands. This workflow was a way to pull out a lite version of some of that functionality. Again, spread the love about these topics!

So, if you’re also a fan of ridding the LI feed of fluff and getting practical workflows on all kinds of marketing topics, you should definitely sign up for The Workflow immediately. Like right now. Stop reading, and do it. It's free! 🤩

Link down below. 👇

Brand Positioning and Messaging with The Workflow

Sure you could pay for a quick digital billboard in Times Square and post about it on LI…but come on, that’s super boring.


What’s *really* cool is getting a spot on the best, funniest B2B podcast in the world: Notorious B2B!

I’ve been a listener since day one and I knew if I was going to promote my product SmokeLadder somewhere this was the place. 

Tas Bober and Tim Davidson are hilarious together and I was glad I finally got to meet both of them at Drive this fall.

But yeah, after getting hundreds of people to sign up for SmokeLadder I decided it was time to pour a little gas on the fire.

And as the first official spot I’ve done for the brand it was a true honor to have Tas do the ad read. 

If you want an easier way to get deeper insights and do faster research for the brand strategy, positioning, and messaging of your brand, your clients, and the endless flow of competitors check out the app.

And if you want a weekly catch up on the latest B2B / LI drama while laughing your ass off definitely  listen to Notorious B2B.

SuperBrand.LA

Helping founder-led businesses tell bold, inspiring stories through narrative driven brand messaging and design.

Business Development and Partnerships

Creators Residency

Connecting innovative brands with creative teams for content, strategy, experiential and digital.

Current clients: Tribeca Studios, Zambezi/FIN Studios, Mirada Studios/Trailer Park Group, Shapes and Forms

Brand Director

Big Block

Integrated media company specializing in Post Production, Live Action, Experiential, eSports & Brand Strategy. 

Event production
Business development
Director relations & management
Client services

Studio Manager

Cat's Outta the Bag

Co-creator and producer short film, 'Cat's Outta the Bag'
Winner Best Comedy Short, IFS Film Festival 2018
Winner Best Actress, Detroit Women's Film Festival 2018
Winner Best Short Film, LA Live Film Festival 2018
Winner Best Dark Comedy, Marina Del Rey Film Festival

Producer

Restoration Hardware

Performed on multiple teams of Restoration Hardware’s hospitality division (sales, marketing, membership, product dev.) to build enhanced brand reputation, increase operational efficiency, and adequately respond to market evolutions

- Accelerated sales in Southwest territory through identifying new projects, developing relationships with decision makers, and negotiating timing and pricing on sales up to $150k
- Managed multiple projects simultaneously and problem solved to meet deadlines and client needs
- Advocated for clients and strategized to resolve and exceed client expectations
- Created weekly marketing reports identifying high quality leads to expand market share for entire division
- Customized client appreciation events to maintain and foster client relations, building expansive referral network 
- Restructured and instituted new member qualification process to streamline sales rep responsiveness and accelerate project participation  
- Developed quality relationships with internal support and senior staff

Sales Rep & Lead Generator Restoration Hardware Contract - Los Angeles, Hawaii, Mexico

Udaya Entertainment

As a writer and nutritionist for Udaya, I use the principles of yoga such as equanimity and balance to create integrative and actionable nutrition tips for our users. My goal is to help users make fitness and nutrition an enjoyable foundation for their overall wellbeing and joy.

Udaya creates and distributes high quality health and wellness videos featuring some of the best yoga instructors int eh country. In 2013 it created a subscription-based online yoga studio offering classes of all different levels, timeframes, and styles to suit the needs of every yogi. Udaya seeks to serve as a resource for those looking to improve their yoga, but also to make fitness and a healthy lifestyle accessible and enjoyable. Featuring challenges and nutrition advice, Udaya delivers much more than just fitness classes.

Writer and Nutritionist

Real Office Centers

Created corporate wellness program 
Hosted weekly wellness events to educate tenants and create community within the coworking space

Wellness Director

AllStride

AllStride seeks to serve families with the most innovative and useful tools to live happy and healthy lives. We provide a structure that enables busy moms, dads and kids to learn about and enjoy a vibrant and diverse array of foods that support their lifestyle and goals. 

We tailor our programs to our clients' specific needs and likes, and operate with the philosophy that nutritionally dense, whole foods will open ones' life on a number of different levels. Through meal plans, fitness programs, and tools to make shopping, lunch packing, and eating on the go a breeze, we empower our clients to live in healthy, joyful and abundant lives.

For more information please visit AllStride.com

Nutritional Development Coordinator and Educational Director

Gardena High School

Working with a group of students aged 15-19, I created a 6-week course developed around various nutritional topics directly tailored to high school students' specific needs and interests. We covered topics ranging from the importance of whole foods, to factory farming standards, to how the right food can help them get into colleges, sharpen their mental skills, and help them achieve their various goals in life. 

Using videos, handouts and field trips to engage the students, we focused on their own personal growth and what role food plays in their dynamic and fast-paced lives. By the end of the program the kids were asking complex questions about the food chain and other food issues, had a better understanding of how to read labels and go grocery shopping the right way, and felt more empowered to use food as a tool to help them in life.

Nutritional counselor and program coordinator

Restoration Hardware - Contract

•	Prospected, cold called and made sales appointments for business development leader.
•	Delivered samples and checked in with former clients to help maintain relationships and generate new business.
•	Qualified leads and created correspondence with new contract division members.
•	Assisted in creation of customer presentation design.

Sales Internship

Helping businesses pivot and thrive with unique solutions and nuanced strategy. I work with brands to understand their big vision, and connect them with the right teams, strategists & resources to enable them to accomplish their goals by identifying initiatives and KPIs, complimenting their brand ID, and executing and delivering on a tailored plan. 

Areas of expertise include: Brand Strategy, Content Creation, Social Media, Digital Marketing, Virtual Event Tech and Strategy, Experiential/Activations.

taplio

The Battle

Clay Ostrom

Olivia Janisch

Followers

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taplio

The Battle

Clay Ostrom

Olivia Janisch

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Clay Ostrom's LinkedIn Performance

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