Experience

Duke Cannon Supply Co.

• United States
• Manufacturing
• 1 - 100 Employee

• Director, Digital Media & E-commerce

  • Jan 2023 - Present

  Own DukeCannon.com and Amazon.com sales channels: assortment, pricing strategy, promotions, advertising, and customer experience. Lead digital media strategy and execution. Manage advertising budget and relationships with multiple agency partners.Drive customer acquisition and retention via full-funnel paid media strategy, email/SMS, affiliate, and rewards programs.Build and develop a team of direct reports to support seamless go-to-market, order fulfillment and customer experience at scale. Show less

• Ecommerce Manager

  • Sep 2021 - Jan 2023

  Owned all aspects of the on-site experience for DukeCannon.com: merchandising, offers and promotions, conversion and retention.Developed and executed email and SMS marketing plan and email automation strategy driving >30% of total attributable revenue. Conceptualized and executed re-launch of e-commerce site to improve user experience, fully integrate rewards program, and improve product merchandising.



Young Living Essential Oils

• United States
• Wellness and Fitness Services
• 700 & Above Employee

• Director, Global Product Portfolio

  • Nov 2020 - Sep 2021

  Owner of global essential oil portfolio. Responsible for defining and managing the product assortment, developing innovations within the category and rationalizing unprofitable SKUs. Defined product concepts, positioning, and go-to-market strategy for several key launches including the Simplified by Jacob & Kait™ essential oil collection. Owner of global essential oil portfolio. Responsible for defining and managing the product assortment, developing innovations within the category and rationalizing unprofitable SKUs. Defined product concepts, positioning, and go-to-market strategy for several key launches including the Simplified by Jacob & Kait™ essential oil collection.



Pranarom USA

• United States
• Wellness and Fitness Services
• 1 - 100 Employee

• Marketing Manager

  • Jul 2019 - Nov 2020

  Created and executed product portfolio and retail merchandising strategy to grow market share in the United States. Enriched the product innovation pipeline to launch 30+ SKUs in 2020 across multiple categories, including a complete skin care collection, series of diffusion blends and diffusers, and a Certified Organic Hand Sanitizer and Mask Purifier during challenging COVID-19 period. Rationalized assortment to eliminate unprofitable SKUs and realign pricing for competitiveness within the category. Timely and relevant product strategy reversed multi-year negative sales trend and delivered strongest YoY growth of all brands within the Natural Enhanced Channel for the period ending July 2020. Show less



SunLeaf Naturals

• Greater Minneapolis-St. Paul Area

• Manager, Marketing & Brand Development

  • Sep 2017 - Jul 2019

  Developed innovative product marketing and merchandising strategies to support strong sell-in and sell-through in a diverse mix of retailers​. Launched new e-commerce site and content marketing strategy to grow DTC sales as a percentage of total revenue by double-digits year over year. Envisioned and implemented 'best-in-class' merchandising strategy to secure full chain end-cap placement in several key retail partners. Led evolution of brand identity, with updates to packaging design and copy, displays, and collateral for 100+ SKUs. Show less



Lunds & Byerlys

• Retail
• 700 & Above Employee

• Health, Wellness & Bodycare Manager

  • Oct 2014 - Sep 2017

  This multi-faceted role combined key category management functions for health and beauty care (HBC) with marketing and content development for the company health and wellness program, Nourish. Owned relationships with all direct vendors. Developed merchandising strategy to introduce "best-in-class" categories into 27 retail store footprints. Planned and implemented category and total-department promotions in support of annual plan. Drove double-digit department revenue growth for two consecutive years, outpacing total company performance. Overhauled Nourish magazine program to generate additional ad and demo revenues and improve profitability. Developed Nourish health and wellness training module accessible to 4,000 employees. Show less



AHNESTI Haircare Inc

• Minneapolis, MN

• Product Marketing Manager

  • Oct 2013 - Oct 2014

  Collaborated with company CEO as a founding employee to conceptualize and market a new clean beauty brand from the ground up. Developed, panel tested, and launched a portfolio of seven clean hair care and styling formulas that met or exceeded Whole Foods standards for clean beauty. Launched e-commerce website with strategic content marketing and promotion plan. Created materials and programs to support field sales team, allowing for sell-in to several high-profile national retailers. Show less