Experience

AeroPress, Inc.

• United States
• Manufacturing
• 1 - 100 Employee

• Chief Marketing Officer

  • Jan 2023 - Present

  Cleveland, Ohio, United States



AmbiCare

• Sweden
• Wellness and Fitness Services
• 1 - 100 Employee

• New Business and Digital Brand Strategy Consultant

  • Oct 2022 - Dec 2022

  Cleveland, Ohio, United States New Business Development for private label and branded. Retail, private label and investor pitch preparation. Amazon and Shopify paid and site strategy and optimization.



LUS Brands

• Canada
• Retail
• 1 - 100 Employee

• Chief Marketing Officer (CMO) / Chief Revenue Officer (CRO)

  • Oct 2021 - Jun 2022

  Cleveland, Ohio, United States Led P&L, marketing, digital growth, creative, sales, pricing, and distribution strategy for one of Canada’s fastest growing start-ups and top curly haired brands in the US Restructured marketing from top-of-funnel focused to fully integrated and customer-centric, creating and hiring new internal roles and outside support in Growth, Social, E-Comm, CS / CX, PR, Affiliate, and Creative Drove record numbers in growth (first time and retained) twice within first 7 months, through a… Show more Led P&L, marketing, digital growth, creative, sales, pricing, and distribution strategy for one of Canada’s fastest growing start-ups and top curly haired brands in the US Restructured marketing from top-of-funnel focused to fully integrated and customer-centric, creating and hiring new internal roles and outside support in Growth, Social, E-Comm, CS / CX, PR, Affiliate, and Creative Drove record numbers in growth (first time and retained) twice within first 7 months, through a variety of tactics from full funnel 360 campaigns to pricing action, shipping and returns changes and new product launches Created new ad sprint process and diversified acquisition buy from Facebook-only to Facebook, Tik Tok, Pinterest and TV, returning the business to significant profit on 1st time order for the first time since IOS Launched biggest new product innovation in brand’s history, Irish Sea Moss Gel, creating demand so strong inventory sold out twice Completed overhaul of social channel content and influencer strategy, resulting in highest cross-channel reach and engagement metrics since Q221 Completed go-to-market launch plan for Amazon (June 22) Show less



Tru Fragrance & Beauty

• Personal Care Product Manufacturing
• 1 - 100 Employee

• Chief Marketing Officer (CMO) (Undone Beauty Cosmetics and Skincare; Lake and Skye Fragrance)

  • Feb 2020 - Oct 2021

  Cleveland, Ohio, United States Responsible for modeling, launching, and moving incubated digitally native brands, across a variety of beauty categories (cosmetics, skincare, haircare, fragrance), from DTC to omni-channel Significantly improved Shopify and Amazon UX and created unique price testing strategy on Undone Beauty that drove 76% increase in Shopify AOV, bottom line profit gains on Amazon (2020) and significant improvements across portfolio P&L Built Marketing Department from scratch - defined roles… Show more Responsible for modeling, launching, and moving incubated digitally native brands, across a variety of beauty categories (cosmetics, skincare, haircare, fragrance), from DTC to omni-channel Significantly improved Shopify and Amazon UX and created unique price testing strategy on Undone Beauty that drove 76% increase in Shopify AOV, bottom line profit gains on Amazon (2020) and significant improvements across portfolio P&L Built Marketing Department from scratch - defined roles, responsibilities and process and hired new talent and external digital agency support in Creative, PR, Influencer, Social and Amazon marketing

• Vice President Brand Marketing and Commercialization (Cosmetics, Skincare, Haircare, Fragrance)

  • Feb 2018 - Jan 2020

  New York Head of Marketing, responsible for P&L, all elements of brand strategy, digital advertising development and commercialization for full service multi-category beauty start-up. B2C / B2B media planning and buying, social media, search, CRM and influencer / public relations for developed, acquired and imported brands with a focus on DTC e-commerce retail (global Amazon, retailer.com, proprietary). Launched 2 new DTC brands 1) Exclusive “Born on Amazon” in-house developed clean cosmetics… Show more Head of Marketing, responsible for P&L, all elements of brand strategy, digital advertising development and commercialization for full service multi-category beauty start-up. B2C / B2B media planning and buying, social media, search, CRM and influencer / public relations for developed, acquired and imported brands with a focus on DTC e-commerce retail (global Amazon, retailer.com, proprietary). Launched 2 new DTC brands 1) Exclusive “Born on Amazon” in-house developed clean cosmetics line - Undone Beauty, 2) Lake & Skye essential oil and fragrance. Significant brick and mortar distribution landed at Target and Ulta, with 2 and 3 years for both brands Undone-Beauty.com LakeandSkye.com

• E-Commerce, Marketing and Business Strategy Consultant

  • Aug 2017 - Jan 2018

  Greater New York City Area Co-led E-Commerce set-up and consumer acquisition initiative across Amazon and proprietary sites including strategy lead on AMZ PPC campaigns, Facebook, Google and Influencer campaigns that drove ROI from loss to profit in less than 3 months



Coty

• Netherlands
• Personal Care Product Manufacturing
• 700 & Above Employee

• Honeymoon Sabbatical

  • Jan 2016 - Apr 2017

  Personal Leave Granted personal leave to travel for honeymoon

• Vice President of Marketing (Sally Hansen Cosmetics - Total Beauty Brand)

  • Oct 2014 - Dec 2015

  Greater New York City Area Led team through development and execution of annual business plans for #1 ranked $ share brand in Nail Color category (42.8) and largest overall brand in North American portfolio for Coty Inc., including innovation strategy, new business development, operations, P&L management and all elements of marketing mix: media, digital, merchandising, promotion, research and public relations (FY15 retail: $455M) Launched Miracle Gel Nail Polish, winner of over 25 press and retailer awards and… Show more Led team through development and execution of annual business plans for #1 ranked $ share brand in Nail Color category (42.8) and largest overall brand in North American portfolio for Coty Inc., including innovation strategy, new business development, operations, P&L management and all elements of marketing mix: media, digital, merchandising, promotion, research and public relations (FY15 retail: $455M) Launched Miracle Gel Nail Polish, winner of over 25 press and retailer awards and first brand in recordable history to surpass $100M in retail sales in its first year, making it most successful launch in U.S. Cosmetics history Drove profits to record level, surpassing Coty Cosmetics average gross margin for first time since Del Laboratories acquisition in 2007 (+930 BPS) Completely rebuilt media buying plan and digital strategy to better leverage unique segment equities, build upon influencer marketing programs (Influenster.com; Nail Art Influencer Madeline Poole), grow retailer.com, gain fair share of search and social and improve overall SEO and ROI (Total Brand Facebook: over 2M Fans, Miracle Gel Instagram: CTR 2X norms and 9 pt lift on ad recall) Launched award-winning ManiMatch Mobile App (FY15: InnoCos Best Beauty Brand; Digital IQ #12 rank in Fragrance & Beauty)

• Senior Director of Marketing (Rimmel London Cosmetics – Total Beauty Brand)

  • Jan 2012 - Oct 2014

  Greater New York City Area Led team through development and execution of annual business plans including innovation strategy, P&L planning, operations, new business development with key retailers and all elements of marketing mix: media, merchandising, promotion, research and public relations (FY15 retail: $199M, 50+ properties, 300+ SKUs) Despite 8% average annual decrease in advertising and promotion spend, was able to deliver strongest CAGR in cosmetics category from 2010-15 (+9%, 3X the market average), moving… Show more Led team through development and execution of annual business plans including innovation strategy, P&L planning, operations, new business development with key retailers and all elements of marketing mix: media, merchandising, promotion, research and public relations (FY15 retail: $199M, 50+ properties, 300+ SKUs) Despite 8% average annual decrease in advertising and promotion spend, was able to deliver strongest CAGR in cosmetics category from 2010-15 (+9%, 3X the market average), moving the brand from #9 to 7 rank Achieved record $ shares and sales ranks in total brand and in 3 of 4 category segments (Since taking lead, successfully reversed downward trend of largest Rimmel business, Eye, driving sales to 9X category growth in 2014 and #4 rank in mascara, ahead of “big 4” market leader Revlon). Created retail-specific advertising, promotion and merchandising plans that drove top 3 rank in productivity 3 years in a row, leading to 73% increase in display promotion and new distribution at Walmart, Walgreens, Rite-Aid and the Food class of trade ($54M in incremental annual shipments) Significantly grew Brand Awareness two years in a row for first time in brand’s 15 year history by changing media strategy, signing celebrity spokesperson Zooey Deschanel and buying first ever digital plan focused on mobile, social, influencer, SEM and ECRM (FY14: #1 beauty rank on Tumblr, ECRM: from 1 to 10% open rates, PR clips: +19%) Led all international markets in revenue and profit growth for #4 ranked Rimmel London global brand in 2013, beating gross sales goal by 10% and gross margin $'s by 27%

• Director Marketing (Rimmel London Cosmetics - Face, Lip and Nail Brands)

  • May 2008 - Jan 2012

  Greater New York City Area Developed 5 year share growth plan resulting in localization strategies for global innovation including creation of 3 US-Only brands and custom advertising support for U.S. Market (beat financial and in-market goals 3 years in a row) Secured promotions for 3 direct reports, full-time positions for 3 former interns, mentored 4 employees and led 2 brand off-sites to collaboratively build vision for new Rimmel Team



L'Oréal

• France
• Personal Care Product Manufacturing
• 700 & Above Employee

• Director Customer Marketing (L'Oreal Paris - Total Beauty Brand)

  • Jan 2008 - May 2008

  Greater New York City Area Led marketing in creation of new team responsible for modernizing innovation process from traditional pipeline approach to one that marries, upfront, key account brand equities and shopper insights with L’Oreal Paris brand equities and consumer insights for Beauty: Skincare, Haircare, Haircolor and Cosmetics

• Senior Brand Manager (L'Oreal Paris - Styling Brands)

  • Jan 2007 - Jan 2008

  Greater New York City Area Created three year plan, new product pipeline and new advertising for entire Styling Category for L’Oreal Paris Brand, including development of premium styling brand (FY09 retail: $40M), re-positioning and new line extension for Studio Line Styling Brand (FY08 retail: $50M; reversing four year decline to plus 8%) and conception and successful sell-in of internationally renowned brand, Elnett, to Target as an exclusive, first time in United States, consumer offering (FY08 retail: $5M; +68% for… Show more Created three year plan, new product pipeline and new advertising for entire Styling Category for L’Oreal Paris Brand, including development of premium styling brand (FY09 retail: $40M), re-positioning and new line extension for Studio Line Styling Brand (FY08 retail: $50M; reversing four year decline to plus 8%) and conception and successful sell-in of internationally renowned brand, Elnett, to Target as an exclusive, first time in United States, consumer offering (FY08 retail: $5M; +68% for total Haircare)

• Global Brand and New Product Development Manager (L'Oreal Paris - Studio Line Styling Brand)

  • Oct 2005 - Jun 2007

  Paris Area, France Renovated international brand Studio Line, including creation of TV/Print advertising (10 total new ads), global website, public relations campaign with celebrity stylist Orlando Pita and new package graphics for over 60 SKUs (sales: 205M €; reversed five year negative trend, recaptured top share rank in most of Europe) Launched 5 new products, including new franchises Dirty Clean Texturizing and Indestructible Extreme Hold Styling Line (record breaking scores in concept and advertising… Show more Renovated international brand Studio Line, including creation of TV/Print advertising (10 total new ads), global website, public relations campaign with celebrity stylist Orlando Pita and new package graphics for over 60 SKUs (sales: 205M €; reversed five year negative trend, recaptured top share rank in most of Europe) Launched 5 new products, including new franchises Dirty Clean Texturizing and Indestructible Extreme Hold Styling Line (record breaking scores in concept and advertising research and in market performance for L’Oreal Paris Styling)

• Brand Manager (Maybelline - Lip Brands)

  • Jan 2005 - Oct 2005

  Greater New York City Area Launched top priority new product introduction for Maybelline in 2006, Superstay Lipcolor (FY05 retail: $35M, record launch shares for Maybelline Lip)

• Senior Associate Brand Manager (Garnier Haircolor Brands)

  • Aug 2003 - Jan 2005

  Greater New York City Area Led execution of new product line extension for largest brand in haircolor portfolio, Garnier Nutrisse, including development of first to market technology, new TV and print advertising with celebrity spokesperson, Sarah Jessica Parker, and all consumer support programs (FY04 retail: $66M; + 8%)



Kraft Heinz

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

• Senior Associate Global Brand Manager (Lifesavers Candy Brand, Nabisco Fun Fruits Brand)

  • Dec 2000 - Jan 2002

  Greater New York City Area Led execution of Life Savers "Win the Hole Thing" TV and print mega-promotion (FY01 retail: + 15% incremental)

• Associate Global Brand Manager (Lifesavers Holiday Candy Brands)

  • May 1999 - Dec 2000

  Greater New York City Area Delivered strongest one-year financials and in-market performance in portfolio history (FY00 retail: $51M (+13%); +121% profit (CM))

• Manager, Packaging Engineering (Ice Breakers, Bubble Yum and Care Free Chewing Gum Brands)

  • Sep 1997 - May 1999

  Greater New York City Area Created package design and implemented material and industrial value analysis that drove over $2M in cost savings