Experience

Pair of Thieves

• United States
• Retail Apparel and Fashion
• 1 - 100 Employee

• Director of Product Marketing

  • Feb 2023 - Present

  United States



Sensaria

• United States
• Printing Services
• 1 - 100 Employee

• Senior Director Emerging Channels Sales & Marketing

  • Feb 2022 - Feb 2023

  North Carolina, United States



Hanesbrands Inc.

• United States
• Manufacturing
• 700 & Above Employee

• Director/General Manager

  • Jul 2017 - Jul 2021

  Winston-Salem, North Carolina, United States Accountable for the profitability of a $196MM portfolio including the North America and Japan licensed Ralph Lauren Underwear and Sleepwear businesses as well as Hanes Babywear. Led a team of ten comprised of Marketing, Merchandising and Design in driving strategic initiatives that elevated AURs and drove significant increases in retail sales. June YTD, Polo underwear sales increased 178% versus 2020 and 93% versus 2019. During the same period, Polo sleepwear sales grew 75% versus 2020 and… Show more Accountable for the profitability of a $196MM portfolio including the North America and Japan licensed Ralph Lauren Underwear and Sleepwear businesses as well as Hanes Babywear. Led a team of ten comprised of Marketing, Merchandising and Design in driving strategic initiatives that elevated AURs and drove significant increases in retail sales. June YTD, Polo underwear sales increased 178% versus 2020 and 93% versus 2019. During the same period, Polo sleepwear sales grew 75% versus 2020 and 40% versus 2019. • Fostered relationship with Ralph Lauren Corporation to gain alignment on 3-year growth strategies with C-Level stakeholders across multiple functional groups. Led quarterly business reviews and negotiated contract renewals across portfolio of brands. • Leveraged both qualitative and quantitative consumer insights to establish a roadmap of new product innovation targeting a younger consumer. Innovation drove dollar share gains making Polo the #1 designer branded underwear in premium mid-tier channels for the rolling 6 months ending May 2021 (NPD Data). • Implemented sustainable initiatives ensuring that internal supply chain partners were aligned with Ralph Lauren Corporation goals. To date, nearly 70% of the business features sustainable materials. • Directed omni channel marketing and communication strategies. Focused investment behind paid search, paid social, and sponsored ads resulting in a 66% increase in online sales vs LY and 57% versus 2019. YTD June 2021, online sales accounted for 29% of sales. • Engaged third party vendors to design and manufacturer Hanes’ only babywear collection. This 1P Amazon exclusive program filled a key consumer gap and was developed to strengthen Hanes relationship with millennial consumers. Utilized influencers and paid media to drive awareness. Captured 2% market share on Amazon in year two and 2021 shipments are projected to exceed $11M, up 55% versus LY. Show less



Fruit of the Loom, Inc.

• United States
• Retail Apparel and Fashion
• 700 & Above Employee

• Vice President of Marketing

  • Sep 2015 - Jul 2017

  Bowling Green, KY Accountable for the profitability of Fruit of the Loom Men’s and Boys’ Underwear Business Unit with annual sales exceeding $570MM. • Led team of nine in creating annual business plans with growth strategies focused on gaining new consumers by expanding the Fruit of the Loom brand beyond basic cotton underwear while maintaining the heritage in value. • Developed go-to-market strategies for new Men’s Breathable Collection which helped secure distribution in over 5,000 stores within Mass… Show more Accountable for the profitability of Fruit of the Loom Men’s and Boys’ Underwear Business Unit with annual sales exceeding $570MM. • Led team of nine in creating annual business plans with growth strategies focused on gaining new consumers by expanding the Fruit of the Loom brand beyond basic cotton underwear while maintaining the heritage in value. • Developed go-to-market strategies for new Men’s Breathable Collection which helped secure distribution in over 5,000 stores within Mass and Mid-tier Channels. Launch was supported with National TV, Cinema, digital and social media fueling over $40MM in retail sales in 2016. • Partnered with internal stakeholders to implement new product innovation process that compressed ideation and qualitative research process to one week. Results informed product roadmap and created synergistic stories across product categories. Secured 600 door Walmart test for the first innovation platform under this process. • Expanded the “best value” assortment to include fabrications beyond 100% cotton, featuring performance benefits identified by targeted consumer growth segments.

• Vice President Marketing

  • Oct 2014 - Sep 2015

  Bowling Green, KY Accountable for the profitability of $225MM Fruit of the Loom Intimate Apparel Business Unit. Grew profitability by 79.8% and expanded distribution up channel with exclusive Kohl’s collection that exceeded plan by 9.4%. • Relaunched Fit for Me with improved branding and model imagery that reinforced the brand’s positioning. Sales increased 27% making Fit for Me the #1 plus size underwear brand in the United States. • Elevated consumer perception of Fruit of the Loom, using consumer… Show more Accountable for the profitability of $225MM Fruit of the Loom Intimate Apparel Business Unit. Grew profitability by 79.8% and expanded distribution up channel with exclusive Kohl’s collection that exceeded plan by 9.4%. • Relaunched Fit for Me with improved branding and model imagery that reinforced the brand’s positioning. Sales increased 27% making Fit for Me the #1 plus size underwear brand in the United States. • Elevated consumer perception of Fruit of the Loom, using consumer insights to drive new development and to convince retailers to convert space from competition. New programs accounted for over 35% of total sales.

• Marketing Director

  • Dec 2011 - Oct 2014

  Bowling Green, KY Accountable for the profitability of the $170MM Fruit of the Loom and Fit for Me Intimate Apparel portfolio. • Leveraged the voice of consumer to implement core product improvements and to establish a solutions-based platform that secured distribution of 19 new styles, providing an incremental 500,000 dozen in 2013 shipments. • Managed relationships with licensees Ariela-Alpha International and Renfro Corporation to leverage synergies and ensure continuity across product categories.… Show more Accountable for the profitability of the $170MM Fruit of the Loom and Fit for Me Intimate Apparel portfolio. • Leveraged the voice of consumer to implement core product improvements and to establish a solutions-based platform that secured distribution of 19 new styles, providing an incremental 500,000 dozen in 2013 shipments. • Managed relationships with licensees Ariela-Alpha International and Renfro Corporation to leverage synergies and ensure continuity across product categories. Responsible for semi-annual brand updates and seasonal product and packaging approvals.

• Senior Marketing Manager

  • Dec 2009 - Dec 2011

  Bowling Green, KY Responsible for Vanity Fair, Lily of France, and Private Label portfolio with $250MM in annual sales. • Broadened Vanity Fair consumer base with the introduction of new back smoothing bra technology, expanded sizing and additional fit options. Sales grew by $32MM. • Partnered with sales and category management to identify new fixture options that improved the shopping experience and expanded the retail footprint, making space for new programs. Drove an incremental $11MM in sales.



Kayser-Roth Corporation

• United States
• Apparel & Fashion
• 200 - 300 Employee

• Sr. Marketing Manager

  • Jul 2008 - Feb 2009

  Accountable for the profitability of assigned No nonsense and Private Label legwear, intimates, and sleepwear portfolio with $115MM in sales across Mass, Specialty and Food/Drug classes of trade. • Managed grass roots PR efforts gaining product placement and reviews in both national and local publications with circulation exceeding 25 million. • Improved margins on Soft & Sensible sock collection by 2 points by replacing a branded wicking finish with a comparable lower priced… Show more Accountable for the profitability of assigned No nonsense and Private Label legwear, intimates, and sleepwear portfolio with $115MM in sales across Mass, Specialty and Food/Drug classes of trade. • Managed grass roots PR efforts gaining product placement and reviews in both national and local publications with circulation exceeding 25 million. • Improved margins on Soft & Sensible sock collection by 2 points by replacing a branded wicking finish with a comparable lower priced alternative. • Implemented internet-based sampling campaign that increased online consumer database by 35% and lowered the average age of this database by 14 years. • Established eCRM platform increasing online sales by 5%. Show less



Hanesbrands Inc.

• United States
• Manufacturing
• 700 & Above Employee

• Sr. Marketing Manager

  • Dec 2006 - Jul 2008

  Accountable for the profitability of Hanes women’s underwear and sleepwear portfolio with $250MM in sales across Mass, Mid-Tier, and Food/Drug classes of trade. • Developed Target exclusive line of panties under the Hanes Collections brand. With $25MM in annual volume, this collection represents 31% of total Hanes women’s underwear sales at Target. • Improved sleepwear margins by 14 points and reduced complexity by 80%. Estimated annualized profit dollar gain from these changes alone… Show more Accountable for the profitability of Hanes women’s underwear and sleepwear portfolio with $250MM in sales across Mass, Mid-Tier, and Food/Drug classes of trade. • Developed Target exclusive line of panties under the Hanes Collections brand. With $25MM in annual volume, this collection represents 31% of total Hanes women’s underwear sales at Target. • Improved sleepwear margins by 14 points and reduced complexity by 80%. Estimated annualized profit dollar gain from these changes alone was $2.7MM. • Launched Hanes perfect panty, new product innovation that utilized open capacity on hosiery machines. Accounting for 13MM in annual sales this program launched with a national PR campaign and product sampling. Show less



Hanesbrands Inc.

• United States
• Manufacturing
• 700 & Above Employee

• Associate Marketing Manager

  • Oct 2004 - Dec 2006

  Responsible for general management of the fastest growing business segments of the Women’s Underwear division, generating sales of $70MM+. • Drove Hanes Authentic sub brand growth by expanding distribution and introducing new products targeted to younger consumers. • Reduced excess inventory by formulating effective product exit strategies and ensuring alignment among marketing, forecasting, production planning, and sourcing groups; $700M to date. • Significantly increased margins on… Show more Responsible for general management of the fastest growing business segments of the Women’s Underwear division, generating sales of $70MM+. • Drove Hanes Authentic sub brand growth by expanding distribution and introducing new products targeted to younger consumers. • Reduced excess inventory by formulating effective product exit strategies and ensuring alignment among marketing, forecasting, production planning, and sourcing groups; $700M to date. • Significantly increased margins on Hanes Classics cotton program by 17% while improving fabric quality.

• Marketing Consultant

  • Apr 2004 - Oct 2004

  Assisted Marketing Managers with product management activities of assigned women’s underwear product lines; Hanes (Authentic, Body Creations, and Pure Bliss) and Just My Size. • Managed packaging updates for assigned products ensuring brand and product details were appropriately reflected. Worked closely with sourcing, brand champion, and legal departments to ensure implementation. • Prepared weekly & monthly sales reports analyzing brand performance in aggregate as well as in key… Show more Assisted Marketing Managers with product management activities of assigned women’s underwear product lines; Hanes (Authentic, Body Creations, and Pure Bliss) and Just My Size. • Managed packaging updates for assigned products ensuring brand and product details were appropriately reflected. Worked closely with sourcing, brand champion, and legal departments to ensure implementation. • Prepared weekly & monthly sales reports analyzing brand performance in aggregate as well as in key distribution channels. • Spearheaded development of 2005 sales manuals for Hanes & Just My Size women’s underwear products.



Lorillard Tobacco Company

• Tobacco
• 700 & Above Employee

• Assistant Brand Manager

  • Apr 2001 - Apr 2004

  Developed and executed brand management activities for Maverick, Old Gold and Newport brands. • Managed the development of Newport’s quarterly lifestyle publication with a circulation to over 1 million competitive and franchise smokers. This program improved competitive redemption rates by 15% and led to the development of a corresponding web site. • Developed production forecasts for 65 SKUs based on prior sales, current promotions, and market conditions. • Repositioned Maverick… Show more Developed and executed brand management activities for Maverick, Old Gold and Newport brands. • Managed the development of Newport’s quarterly lifestyle publication with a circulation to over 1 million competitive and franchise smokers. This program improved competitive redemption rates by 15% and led to the development of a corresponding web site. • Developed production forecasts for 65 SKUs based on prior sales, current promotions, and market conditions. • Repositioned Maverick brand to appeal to discount male and female smokers, including product reformulation and new packaging to improve customer satisfaction. Volume increased 38.5%. • Created and implemented Maverick’s first special events program to increase trial and brand awareness. 100 local events generated over 5,000 names in Maverick’s target consumer group. • Implemented a test program in Maine positioning Old Gold for sustained long-term growth. Maine’s volume increased 20.7% and the program was expanded to Group 1 geographies. Show less



Volvo Financial Services

• Financial Services
• 700 & Above Employee

• Marketing

  • 1999 - 2001

  Led the development and execution of marketing strategies for assigned business units; Volvo Commercial Finance, Mack Commercial Finance, and Road Manager Financial Services.