Experience

Heyday

• Technology, Information and Internet
• 100 - 200 Employee

• Head of Brand, Growth & DTC

  • Nov 2022 - Present



Whistle

• United States
• Computers and Electronics Manufacturing
• 1 - 100 Employee

• Head of Brand/Director

  • Mar 2021 - Oct 2022



E.L.F. BEAUTY

• United States
• Personal Care Product Manufacturing
• 300 - 400 Employee

• Associate Director of Marketing

  • Aug 2019 - Feb 2021

  Developing and launching new brand with Alicia Keys in addition to overseeing largest product segments for e.l.f. cosmetics, skincare and complexion. Developed concept, product architecture and pipeline, and go-to-market plans.

• Senior Brand Manager

  • Oct 2017 - Jul 2019

  Led team of marketers and developers responsible for growing e.l.f.’s largest strategic initiative, skincare, and complexion segments totaling +$150M. Spearheaded and implemented segment strategies, portfolio positioning and collaborated with cross-functional partners to drive impactful go-to-market campaigns. • Grew skincare and complexion by 40% YoY growth • Created e.l.f.’s first ever sampling strategy and led program execution by developing brand partnerships and enhancing .com… Show more Led team of marketers and developers responsible for growing e.l.f.’s largest strategic initiative, skincare, and complexion segments totaling +$150M. Spearheaded and implemented segment strategies, portfolio positioning and collaborated with cross-functional partners to drive impactful go-to-market campaigns. • Grew skincare and complexion by 40% YoY growth • Created e.l.f.’s first ever sampling strategy and led program execution by developing brand partnerships and enhancing .com capabilities. Acquired new consumers and drove repeat purchase with over 1M samples distributed • Turned insights into action by concepting, developing and launching 4 breakthrough collections and influencer collaborations: CBD, JellyPop, Retro Paradise and Cannabis Sativa. These product lines recruited new consumers to the brand, built brand affinity, generated brand buzz and drove volume

• Brand Manager, Innovation

  • May 2016 - Sep 2017

  Instrumental in scaling and operationalizing one of the fastest growing, Gen Z and Millennial loved, cosmetics companies in the U.S. in a pre-IPO environment. Increased product output by 30% and improved speed to market by 25% to an average of 20 weeks. • Launched +130 new products, 10% of which were first to mass and drove 40% of e.l.f. sales • Developed product positioning and messaging communication hierarchies to drive differentiation and increase conversion • Led the launch… Show more Instrumental in scaling and operationalizing one of the fastest growing, Gen Z and Millennial loved, cosmetics companies in the U.S. in a pre-IPO environment. Increased product output by 30% and improved speed to market by 25% to an average of 20 weeks. • Launched +130 new products, 10% of which were first to mass and drove 40% of e.l.f. sales • Developed product positioning and messaging communication hierarchies to drive differentiation and increase conversion • Led the launch of two new product categories from concept to launch including identifying white space opportunity, business case, initial product assortment and go-to-market plans • Oversaw 10 person product team in China



MillerCoors

• United States
• Food and Beverage Services
• 700 & Above Employee

• Senior Associate Brand Manager, Miller Lite - Equity, Strategy and Innovation

  • May 2014 - Apr 2016

  - Awarded MillerCoors 2014 Program of the Summer for driving digital consumer engagement via Guy Fieri campaign. Named 'Digital Power Player' for generating over a billion impressions of earned media. - Leading packaging, design and innovation strategy to transform the business and reverse trends on Miller Lite, a $2B brand; obtaining executive sponsorship, developing commercialization strategy and executing the marketing plan (TV, digital, SEO, OOH, print, PR and experiential) -… Show more - Awarded MillerCoors 2014 Program of the Summer for driving digital consumer engagement via Guy Fieri campaign. Named 'Digital Power Player' for generating over a billion impressions of earned media. - Leading packaging, design and innovation strategy to transform the business and reverse trends on Miller Lite, a $2B brand; obtaining executive sponsorship, developing commercialization strategy and executing the marketing plan (TV, digital, SEO, OOH, print, PR and experiential) - Directing brand redesign for all consumer facing items to improve relevancy with target consumers; overseeing licensing strategy and brand partnership training to ensure alignment with brand positioning. Leading merchandise and wearables design and channel strategy. - Own website content relaunch and lead brand social media strategy and execution for Facebook, Twitter and Instagram. - Partner with media and agency team to develop media rotations calendar managing a $70MM brand media budget.

• Associate Manager - Channel Innovations & Strategy

  • Jul 2012 - Apr 2014

  - Won 2013 MillerCoors Retail Program of the Year & Progressive Grocer's Category Advisor Award - Received 2012 "Best of the Best" Channel Marketing award for developing a channel specific social media guide. Trained sales, retailers and top distributors to leverage social media to drive business and traffic to stores while elevating brands - Developed a mobile tool based on shopper insights to drive consumer engagement and brand conversion; within testing phase program was adopted… Show more - Won 2013 MillerCoors Retail Program of the Year & Progressive Grocer's Category Advisor Award - Received 2012 "Best of the Best" Channel Marketing award for developing a channel specific social media guide. Trained sales, retailers and top distributors to leverage social media to drive business and traffic to stores while elevating brands - Developed a mobile tool based on shopper insights to drive consumer engagement and brand conversion; within testing phase program was adopted in +12,000 accounts, achieved 38% volume lift and recruited repeat visitors - Selected as marketing lead to manage testing, implementing and activating new retail marketing strategy for the company; constructed marketing program, achieved retailer buy-in while working cross-functionally with sales, brand, agencies, customers and senior leadership - Identified and managed strategic partnership opportunities with Guy Fieri and Allrecipes.com, creating national marketing campaigns fro a projected ROI of +$5M - Led strategy development, execution and digital pipeline innovation for Grocery and Liquor retail channels



MillerCoors

• United States
• Food and Beverage Services
• 700 & Above Employee

• Brand Marketing Intern

  • Jun 2011 - Aug 2011

  - Conducted primary consumer research through focus groups, ethnographies and store intercepts in order to better understand the brand's target consumer; insights from findings led to recommendations for improved brand messaging - Analyzed trends and secondary research to understand changes in consumer behavior; developed a POV on the future consumer and provided strategic digital recommendations to enhance engagement with core consumer base - Conducted primary consumer research through focus groups, ethnographies and store intercepts in order to better understand the brand's target consumer; insights from findings led to recommendations for improved brand messaging - Analyzed trends and secondary research to understand changes in consumer behavior; developed a POV on the future consumer and provided strategic digital recommendations to enhance engagement with core consumer base



Rent The Runway

• United States
• Retail
• 300 - 400 Employee

• Project Team Leader, McCombs MBA+

  • Sep 2010 - Dec 2010

  - Identified new sales growth opportunities in the 18-21 year old female market and implemented the college brand ambassador program on campus - Developed marketing campaign designed to combat business seasonality - Identified new sales growth opportunities in the 18-21 year old female market and implemented the college brand ambassador program on campus - Developed marketing campaign designed to combat business seasonality



Merrill Lynch

• United States
• Financial Services
• 700 & Above Employee

• Private Wealth Associate - Sales & Marketing, Private Banking & Investment Group

  • Jan 2008 - Jul 2010

  - Cultivated relationships with 25+ high-net worth clients totaling $1B in assets under management - Analyzed client database to determine target customers for new financial product launches; generated 100% client retention rate, improved client loyalty, and earned 2nd place in firm-wide national sales initiative - Designed customized investment solutions to convert a $60M client; generated $250K in revenue - Led a team of five analysts and associates under tight deadlines to manage… Show more - Cultivated relationships with 25+ high-net worth clients totaling $1B in assets under management - Analyzed client database to determine target customers for new financial product launches; generated 100% client retention rate, improved client loyalty, and earned 2nd place in firm-wide national sales initiative - Designed customized investment solutions to convert a $60M client; generated $250K in revenue - Led a team of five analysts and associates under tight deadlines to manage all IPOs; generated $1M in revenues - Analyzed cash flow trends and consumer spending patterns to customize investment strategy for existing clients

• Travel and Lifestyle Concierge - Client Services, Private Banking & Investment Group

  • Jan 2007 - Jan 2008