Experience

Chief Outsiders

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Managing Partner

  • Jul 2022 - Present

  Responsible for helping mid-market CEOs and their executive teams create strong marketing foundations and plans to grow their businesses. My role is to provide the perfect capabilities and culture fit Chief Outsider CMO from within our team of 125 seasoned marketing leaders for the CEO’s business need. I help grow our team, our company and our culture.

• Area Managing Partner

  • Oct 2015 - Jun 2022

  Washington D.C. Metro Area Chief Outsiders is a national management consulting firm that allows mid-size and growth firms to have a senior level executive chief marketing officer on staff for a fraction of the price of hiring a full-time CMO. We are Business Marketing Consultants who provide and oversee fractional, or part-time, CMOs for growth and mid-size companies. Unlike most marketing consulting firms, our CMOs (Chief Marketing Outsiders) function as a part-time addition to the CEO's staff to help translate the… Show more Chief Outsiders is a national management consulting firm that allows mid-size and growth firms to have a senior level executive chief marketing officer on staff for a fraction of the price of hiring a full-time CMO. We are Business Marketing Consultants who provide and oversee fractional, or part-time, CMOs for growth and mid-size companies. Unlike most marketing consulting firms, our CMOs (Chief Marketing Outsiders) function as a part-time addition to the CEO's staff to help translate the CEO's vision into a growth and marketing plan and then overseeing the implementation How I can grow your business: - Define, create and implement strategic growth plans, key growth initiatives, tools and tactics - Develop market positioning strategy and marketing - Define and understand your core customer target - Build your customer base - Increase consumer attraction, engagement and loyalty - Communicate and collaborate effectively with executive leadership team - Design and build marketing organizations and skills to impact growth and reputation - Increase collaboration and clarity between sales and marketing organizations - Instill/embed marketing best practice and processes ➨➨ Please visit www.chiefoutsiders.com for more information on how to turn your vision for growth into a strategic plan for innovation and change



Fell Marketing & Coaching Group

• CEO

  • 2012 - 2014

  www.fellmarketinggroup.com Coaching practice formed to help CEOs, Founders and Creative Leaders increase their leadership impact across the business. Marketing practice developed to help Founders and CMOs develop effective marketing strategies, as well as sales and marketing messages. I utilize a coaching style to enable people and teams, and ensure sustainable growth long after our engagement is complete. Key portfolio services: - executive, team and/or individual coaching - facilitation and… Show more Coaching practice formed to help CEOs, Founders and Creative Leaders increase their leadership impact across the business. Marketing practice developed to help Founders and CMOs develop effective marketing strategies, as well as sales and marketing messages. I utilize a coaching style to enable people and teams, and ensure sustainable growth long after our engagement is complete. Key portfolio services: - executive, team and/or individual coaching - facilitation and training - work sessions to develop plans, positioning, brand messaging, sales messaging - workshops to develop related skills ➨➨ Please visit www.fellcoaching.com for more information on how to effectively engage your leaders and organization in the vision, and promote an environment of innovation and change Show less



Hästens Beds

• Sweden
• Furniture and Home Furnishings Manufacturing
• 100 - 200 Employee

• Global Chief Marketing Officer

  • 2011 - 2012

  House of Sweden in Washington, DC and Koping, Sweden Privately held manufacturer of luxury beds. Recruited to develop brand initiatives to transition from product to consumer benefit focus. Key contribution was development of new messaging and new retail store design to focus on "Best Sleep"​ which was enthusiastically received and executed by founder, team and dealers. A focus on the consumer and what's in it for them, and how we create messaging and a multi-channel experience that drives engagement and loyalty were key themes in my… Show more Privately held manufacturer of luxury beds. Recruited to develop brand initiatives to transition from product to consumer benefit focus. Key contribution was development of new messaging and new retail store design to focus on "Best Sleep"​ which was enthusiastically received and executed by founder, team and dealers. A focus on the consumer and what's in it for them, and how we create messaging and a multi-channel experience that drives engagement and loyalty were key themes in my accomplishments here. Show less



Marriott International

• United States
• Hospitality
• 700 & Above Employee

• Senior Vice President, Global Marketing Strategy & Integration

  • 1997 - 2011

  Bethesda, MD $13B lodging hospitality firm supporting both company and franchised hotels. With budget responsibility of $100M, oversaw staff of 100 with six direct reports. Built and coached effective teams and leaders. Developed key customer insights, designed collaborative and innovative strategic plans, brand architecture, positioning, branding, and brand voice across all touch points for 12 brands (including The Ritz-Carlton). Most important was the focus on creating a strong brand voice leading… Show more $13B lodging hospitality firm supporting both company and franchised hotels. With budget responsibility of $100M, oversaw staff of 100 with six direct reports. Built and coached effective teams and leaders. Developed key customer insights, designed collaborative and innovative strategic plans, brand architecture, positioning, branding, and brand voice across all touch points for 12 brands (including The Ritz-Carlton). Most important was the focus on creating a strong brand voice leading to an aligned and engaging customer experience. Key contributions include: effective targeting, positioning and insight-based messaging that inspired hotel associates, owners, franchisees and customers. Understanding how to effectively collaborate, communicate, co-create and execute in a global, multiple stakeholder environment has been key in my current role today as Executive Leadership Coach for CEOs, Founders and Creative Leaders at Fell Coaching Group as well as my marketing consulting role at Fell Marketing Group. At Marriott International, key initiatives included brand and multi-brand website development and optimization, integrated multi-channel marketing approach to drive worldwide market share. Also managed in-house graphics/production team as well as external agency resources (media, creative, traditional, digital, emerging). Brand marketing ambassador to franchise community and councils.

• VP, Marketing, Marriott's Senior Living Services

  • 1997 - 2000

  Bethesda, MD Marriott Senior Living Services provided Independent, Assisted Living, Nursing and Alzheimer’s senior housing and care services at 150+ properties in 26 states. Brought in to develop marketing plan and sustainable marketing organization, skills, metrics and processes, and support sales engagement. Increased awareness and leads through brand reputation building, marketing and community outreach to key influencers and seniors, as well as new community launches, public relations and events.



AT&T

• United States
• Telecommunications
• 700 & Above Employee

• Division Manager, Marketing Strategy Integration

  • 1994 - 1997

  Basking Ridge, NJ (former global headquarters) Progressed from District to Division Manager within two years. Managed consumer marketing strategy, segmentation, integration and execution. Leveraged internal data base and external data providers for key consumer and segment insights to develop effective segmentation. Created, researched, priced, tested, messaged and launched targeted offers to market segments. Oversaw staff of 50. I focused on what was a very large sales and marketing budget, and looked for efficiencies as well as… Show more Progressed from District to Division Manager within two years. Managed consumer marketing strategy, segmentation, integration and execution. Leveraged internal data base and external data providers for key consumer and segment insights to develop effective segmentation. Created, researched, priced, tested, messaged and launched targeted offers to market segments. Oversaw staff of 50. I focused on what was a very large sales and marketing budget, and looked for efficiencies as well as opportunities to gain greater integration and leverage of the messaging. Show less



Ecolab

• United States
• Chemical Manufacturing
• 700 & Above Employee

• Director, Ware Washing Products

  • 1991 - 1994

  St. Paul, MN Institutional cleaning product division of $1B Ecolab, Inc. Held $50M P&L responsibility. Managed brand for pot and pan ware washing products and systems. Led cross-functional team of 5 including scientists and engineers. At Ecolab, I worked directly with front-line sales teams and clients to gain hands-on, in-person customer feedback into product development and marketing positioning and messaging. The intersection and collaboration between sales and marketing was key to creating… Show more Institutional cleaning product division of $1B Ecolab, Inc. Held $50M P&L responsibility. Managed brand for pot and pan ware washing products and systems. Led cross-functional team of 5 including scientists and engineers. At Ecolab, I worked directly with front-line sales teams and clients to gain hands-on, in-person customer feedback into product development and marketing positioning and messaging. The intersection and collaboration between sales and marketing was key to creating customer value. Show less



Marriott International

• United States
• Hospitality
• 700 & Above Employee

• Director, Strategic Planning and Marketing

  • 1988 - 1991

  Bethesda, MD Assessed new business opportunities, strategic planning and business launch. Developed new business, program / promotion and launch. Worked in golf management, restaurant, travel plazas and airport concessions. In this role, I launched a new business (Golf Management) leveraging data and resources right under our noses. Key to both success and learning was the ability to not only assess business potential and resource requirements, develop strategy in a new industry, etc. through data… Show more Assessed new business opportunities, strategic planning and business launch. Developed new business, program / promotion and launch. Worked in golf management, restaurant, travel plazas and airport concessions. In this role, I launched a new business (Golf Management) leveraging data and resources right under our noses. Key to both success and learning was the ability to not only assess business potential and resource requirements, develop strategy in a new industry, etc. through data analysis as any good consultant would do, but to also be instrumental in making it happen. Show less



McDonald's

• United States
• Restaurants
• 700 & Above Employee

• Regional Marketing / Advertising Manager

  • 1982 - 1988

  Washington, DC Responsibilities included marketing 300 restaurants, including 75% franchised and 25% company-owned. Managed three agencies, collaborating with corporate teams to leverage national plans and program for regions. Supplemented projects with locally developed programs and advertising based on requirements. Launched new products, advertising and PR for region. Ran regional co-op committee / board. Mentored Japanese marketing director and managed 10,000th store opening. This was an amazing… Show more Responsibilities included marketing 300 restaurants, including 75% franchised and 25% company-owned. Managed three agencies, collaborating with corporate teams to leverage national plans and program for regions. Supplemented projects with locally developed programs and advertising based on requirements. Launched new products, advertising and PR for region. Ran regional co-op committee / board. Mentored Japanese marketing director and managed 10,000th store opening. This was an amazing role where I first cut my teeth for a lifetime of Courageously Creative Leadership where I worked effectively with multiple partners and stakeholders to move the vision and big ideas to support it forward. Show less