Experience

The Monday Campaigns

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

• Campaign Director, Meatless Monday

  • Sep 2013 - Present

  Oversee brand vision and strategic planning for Meatless Monday, the popular global public health initiative that encourages people to cut meat from their diets one day a week - for their personal health and the health of our planet. Management of overall global campaign strategic development, securing large, high-impact, high-potential partners. Oversee initiatives with food service providers in schools, universities, restaurants, hospitals, and communities as well as work with city leaders, food personalities, food brands, influences and bloggers. Oversee brand messaging and content themes to ensure integration between all channels including web, newsletter, social media, creative and Public Relations. Show less



The Food Group

• United States
• Non-profit Organizations
• 1 - 100 Employee

• VP, Director of Public Relations and Events

  • May 2012 - May 2013

  Headed up the Public Relations and Events division working on various foodservice and consumer clients such as Kraft, Dannon, Perdue, Louisiana Seafood Promotions and Marketing Board and the Norwegian Seafood Council. • Created the strategic PR launch strategy for the Yogurt Culture Company, a new fresh yogurt retail shop from Dannon resulting in over 270M media impressions from outlets such as The New York Times, The Daily News, The New York Post, Grub Street, Tasting Table, Conde Nast Traveler and The Daily Meal. • Launched Louisiana Seafood Promotions and Marketing Board’s first ever “Shrimp Week NYC” working with twenty two of the top New York City seafood chefs and restaurants resulting in over 3M media impressions and 365,000 social media impressions as well as city-wide menu placements and exclusive chef recipes. • Designed and executed an “influencer” educational trip to Norway on behalf of the Norwegian Seafood Council securing five prominent industry leaders to participate and thus utilizing them as spokespeople in future marketing and PR opportunities. • Supervised a team of four to execute strategic Public Relations and Event plans to include press release writing, distribution and monitoring, securing press interviews and coverage, event management, trade show management, product launches and social media campaigns. • A key member of the senior Leadership Team supporting new business pitches, company policy and decision making and client relationship building. Show less



Intellivent Group and The Kitchen NYC

• VP Marketing

  • Nov 2009 - May 2012

  Established in 1996, Intellivent Group is a full service food marketing and innovation firm specializing in merchandising, product development, consumer brand building, management services and data analytics for leading brands and personalities. Lead the strategic business development for client Schwan’s Home Service (the largest direct-to-home food delivery business in the U.S.) directly resulting in 600,000 new customers and an increase in top line revenue of $100M+ including the following programs: • Developed, launched and marketed three chef-inspired product lines including Top Chef, Fresco by Scotto and Chef Jet Tila resulting in over 4M units sold (average retail price $9.00). • Created “Free Food Giveaway” customer acquisition promotion generating over 120,000 new customers in 60 days accounting for over 22% of new customers in 2009 as well as driving over 800,000 unique visitors to their site within one month (prior monthly average was 450,000 unique visitors). • Crafted strategic partnership with American Express securing over $1M in advertising support resulting in 172,000 transactions, total sales of $9.77M and an increase in average order size by 30% (within 16 months). • Managed an external Public Relations firm overseeing all media and communications. • Lead the vision for all marketing, merchandising, creative and social media programs. • Grew following on social media platforms by 25%. • Developed, launched and created the vision for The Kitchen NYC, an 8,000 square foot culinary event space and studio to be used for production, content development, photo/video shoots, R&D and culinary showcases. • Conceived and built a social media platform for all things food, slated to become the largest repository of food content and sharing in the world. Show less



FreshDirect

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

• Director of Marketing and Public Relations

  • Jul 2001 - Nov 2008

  •Consumer marketing for new company initiatives, product launches, seasonal and specialized campaigns •Rollout plans for new delivery expansion areas including delivery to the Hamptons. •Handle all internal public relations strategy and securing major editorial press including The New York Times, Forbes, The Wall Street Journal, New York Magazine, Time Out New York, Crain’s and broadcast press including Food Network, WABC-TV, Modern Marvels, CNBC’s The Big Idea, NBC Nightly News, CBS Early Show, Fox 5 and NY 1. •Proactive retention marketing programs •Competitive landscape analysis •On-line fundraising to benefit the Tsunami, Katrina, American Cancer Society, City-Meals-On-Wheels and City Harvest. •Strategic partnerships Show less