Experience

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  Sharkninja

  • Senior Director Of Global Marketing

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  SharkNinja

  • Needham, MA

  • Director of Integrated Marketing

    • Jun 2023 - Nov 2023
    • Needham, MA

    Directed the pioneering launch of Ninja Thirsti, a groundbreaking entry into a new market segment, executing a comprehensive strategy to convey its unique value proposition to consumers.* Spearheaded end-to-end execution of media overseeing development, testing, budget, and timelines for television and OTT. Achieved breakthrough communication highlighting product benefits and value.* Coordinated a high-profile press and influencer launch event in NYC, securing celebrity endorsements that shattered company records for post-influencer engagements and garnered extensive media coverage. * Orchestrated the activation of Thirsti’s BravoCon booth which successfully implemented brand engagement strategies, including product sampling and interactive experiences, resulting in meaningful connections with potential consumers, substantial earned media, and sales leads.* Partnered on a targeted social media influencer campaign ensuring the alignment of messaging with consumer needs and preferences that drove both awareness and ROAS.* Directed Thirsti’s Integrated Agency Team steering brand direction cross multiple agencies to ensure cohesive marketing elements that stayed true to the brand equity and message.

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  SharkNinja

  • United States
  • Appliances, Electrical, and Electronics Manufacturing
  • 700 & Above Employee

  • Director of Brand Communications Strategy

    • Jul 2020 - Aug 2022

    Organized the new Communications Strategy department and approach at SharkNinja. Built this core competency for SharkNinja through message development and education, process creation, new roles and responsibilities, and implementation of a new digital testing process. Garnered support of strategic partners - marketing, digital channel owners, digital demand team, external creative agencies, and internal creative team to positively influence all Shark and Ninja new product messaging. * Drove message funnel development for over 12 new products each year to ensure continuity and proper placement for all marketing messages across paid media, owned social, website, and CRM.* Spearheaded and developed three distinct multifaceted insight-driven marketing campaigns that outperformed regular campaigns with a 350% ROAS.* Championed a new digital testing process that allowed us to gauge messages prior to media spending.* Led the Global Brand Tracker from both an input and insight perspective. Review of quarterly results and alignment on tangible improvements with each team.

  • Marketing Director

    • Oct 2016 - Jul 2020

    Both led and contributed to the motorized brand team’s commercialization of new product initiatives. Spearheaded consumer exploration, story development, package messaging, claims, and advertising contributing to Ninja’s position as the best-selling blender brand in North America.

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  IdeaPaint

  • Marketing Director

    • May 2013 - Aug 2014

    Led and organized the IdeaPaint marketing department and agency partners. Set vision, created and executed an integrated brand building plan that contributed to 30% revenue growth and 3 times profit growth. The plan included targeted content, email campaigns, trade shows, sales materials, PR, site refresh, SEM, SEO, and digital advertising.* Integrated three external agency partners resulting in larger, more focused campaigns across all marketing touch points.* Responsible for the marketing budget formulation, management, and updates to CFO and controller.*Successfully launched the IdeaPaint sales force into a new market *Increased high-quality leads into the sales funnel *Increased lead conversion rate*Reinforced brand equity as a thought leader

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  Procter & Gamble

  • United States
  • Manufacturing
  • 700 & Above Employee

  • Global Associate Marketing Director

    • 2006 - 2012

    Identified, developed, and launched Gillette Venus shaving initiatives into global market contributing to $840M net sales, 36.6% category share, and 42M+ users worldwide. * Launched portfolio’s most successful product innovation since original product launch contributing to brand's 35% sales growth and global leadership position. * Spearheaded marketing campaign for new product line, projected to generate ~$50M in North American net sales. * Created fully integrated marketing campaign with Jennifer Lopez, first global brand ambassador in history of brand.Note: Began this role in 2006 as Brand Manager and promoted in 2007 to Associate Marketing Director

  • Global Brand Manager

    • 2004 - 2006

    Managed and executed global expansion strategy for Oral-B Rembrandt with $100M net sales worldwide. * Launched integrated campaign resulting in major retailer achieving 140% of POS goals. * Contributed to global product development and roll-out in UK, Italy, Iberia, France, Central Europe, Nordic, Belgium, and Netherlands.

  • North America Brand Manager

    • 2003 - 2004

    Promoted to direct all facets of North American marketing for Braun ThermoScan, North American category leader with $30M net sales and 61% category share. * Turned around brand category leader from double-digit declines. * Gained 100% increase in incremental display space at key accounts. * Removed key competitive claim. * Maximized opportunities with Hispanic population.

  • North America Associate Brand Manager

    • 2002 - 2003

    Promoted to develop and execute North America marketing plans and programs for category leader, Gillette Venus. * Increased online consumer engagement by 400%, surpassed banner ad click through forecast by 126%, and reduced cost per click by 46%.* Achieved 1.12M consumer interactions with brand, exceeding estimate by 46.4%.

• 

  Procter & Gamble

  • North America Assistant Brand Manager

    • 2000 - 2001

    Developed and executed North America marketing plans for Gillette Male Shave Care. * Exceeded all launch expectations for brand’s first joint category launch of MACH3Turbo razor and Gillette Series shave care. * Attained zero obsolescence for inventory transition involving 11 different SKUs.

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  Unilever

  • Customer Business Manager

    • 1997 - 2000

    Hand-picked to drive profitable product line sales into CVS account. * Drove $38M+ in annual skincare sales. * Increased CVS sales by 150%+ during promotional period.

  • Category Development Analyst

    • 1996 - 1997

    Promoted to optimize category sales by analyzing category roles, consumer dynamics, and promotional effectiveness, as well as creating planograms.* Generated 10% increase in annual sales for large grocery retailer.* Selected as one of six employees company-wide to participate in executive manager's strategy seminar.

  • Territory Manager

    • 1995 - 1996

    Traveled throughout New England to build and leverage store manager/owner relationships. * Exceeded all sales goals by 5%, while increasing profit margins despite historically flat industry performance. * Recognized for district sales and leadership with Territory Manager of the Quarter Award.* Named Eastern Region Mentor for both territory managers and summer interns.

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  Unum

  • Sales Representative

    • 1993 - 1995