Amy J. Curtin Principal & CMO

I am a visionary, purpose-driven brand and marketing executive with over two decades of experience leading cross-functional teams, developing global brand strategy, and delivering revenue through cause-aligned creative campaigns, partnerships, and activations.

I’m known for translating complex ideas into meaningful stories and brand experiences that spark engagement and fuel impact. Adept at scaling creative systems, stewarding global teams, and building joyful, high-performing cultures rooted in empathy, innovation, and purpose. A recognized leader in brand storytelling, strategic partnerships, digital transformation, and integrated marketing across health and wellness, healthcare, finance, nonprofit, and mission-aligned organizations.

Some of the things I’ve accomplished:

Launching and refreshing brand positioning for large organizations with multiple stakeholders
Brand strategy and internal & external communications for mergers & acquisitions
Leading large marketing technology integrations
Leading small to enterprise-sized website launches and digital marketing tech-stack architecture
Award-winning marketing campaigns
Environmental design including store rebrands and trade shows
Facilitating long-range planning, customer journey exercises, and annual marketing business strategies
Coaching and mentoring marketing members enabling growth into elevated career paths

My love of branding and working on a variety of high-impact initiatives fueled me to launch AHA Effect. My goal is to bring my deep inhouse experience as a brand strategist and senior leader to more organizations and help them blossom.

The why behind the AHA effect

Throughout my career of building brands and working with marketing teams locally in Milwaukee, WI, nationally, and globally, I’ve observed a couple of things. Marketing teams within organizations are increasingly expected to do more with less. Often investing salary in marketing specialists and creative talent to drive deliverables, but with no one to develop them or set long-term strategy. I also see a trend in investing executive salaries into growth or sales-focused roles. Sales growth is essential for business, but this leaves a gap in brand development, building consumer trust, and other marketing strategies that are essential for long-term growth. This also leaves your creative and marketing team in a space where they are not a strategic part of the business which leads to disengagement.

Having a senior marketing leader integrated part-time into your team to tie all of the efforts together so your organization is positioning itself consistently to differentiate, drive your mission, and tell your unique story is critical to long-term success. This also allows organizations to let their sales leaders drive those critical, shorter-term growth goals.

My goal is to close this gap for you through fractional CMO services!

My Values

Y’all Means All

I am committed to upholding every human’s right to dignity, inclusion, and justice. If we are not making this world a healthy and safe place for everyone, what are we even doing?

Protect Our Mother

I am committed to leaving our world a better place than I found it. I was fortunate enough to grow up surrounded by fresh air and nature. There are far too many who don’t have access to safe water to drink.