Experience

The Win Frame, LLC

• Advertising Services
• 1 - 100 Employee

• Founder, Chief Brand Officer

  • Apr 2016 - Present

  After heading up marketing for several large consumer brands, I have started my own practice to focus on doing what I love most: developing & implementing brand story/purpose work as a means to drive sustainable differentiation & profitable growth. Through my experience restaging, reinvigorating, and relaunching multiple brands in several categories, I've developed proven techniques to get from grand vision, to ownable & differentiated positioning, to company-wide adoption, to profitable growth. I help you align your brand's every action, practice, and behavior around a unified purpose in order to focus your teams' efforts on driving business results. As the internal brand owner, I have delivered results for multiple brands across multiple industries. Perhaps I should do it for you. The Win Frame. Purposeful Action | Intentional Results



Character, LLC

• Portland, Oregon Area

• Advisory Board Member

  • Jun 2015 - Present

  Character LLC analyzes brands and makes strategic recommendations based on deep understanding of story and character—what they call the Story Framework approach. After taking several brands in multiple categories through their Story Framework process with dramatic and measurable success, I was invited by Character to join their Advisory Board. I provide client-side implementation insights and best practices. Character LLC analyzes brands and makes strategic recommendations based on deep understanding of story and character—what they call the Story Framework approach. After taking several brands in multiple categories through their Story Framework process with dramatic and measurable success, I was invited by Character to join their Advisory Board. I provide client-side implementation insights and best practices.



Fossil Group, Inc.

• United States
• Retail
• 700 & Above Employee

• Global Director - Portfolio, Fossil Brand, Global Marketing - Brand, Advertising, Media, Social

  • Sep 2013 - Apr 2016

  Portfolio - Responsible for strategic marketing guidance and investment direction, consumer activation, seasonal asset delivery, and on-going global marketing operations. Tasked with elevating and optimizing marketing team's contributions within the licensed environment. Managed Marc Jacobs, DKNY, Karl Lagerfeld, and Chaps Ralph Lauren. Fossil Brand - Led Fossil brand's global marketing efforts across channel & consumer touch points. Responsible for brand building via on & offline media, social media, and PR. Developed and launched company's first-ever integrated media campaign across paid, owned, and earned channels, contributing to double-digit traffic & sales gains (both on & offline). As a result, Fossil out-performed the market in Q4 '14, returning to comp store growth. This performance solidified marketing as a strategic business driver within the organization and led to incremental demand-creation investment in 2015. Global Marketing - Worked across all Fossil Group brands as well as global & regional marketing teams as an internal marketing resource/counsel. Drove the RFP process for Fossil Group's global brand tracker as well as Fossil brand's social media agency. As a central resource, consulted on and contributed to Fossil brand planning & programs for 2014.



Travelocity

• United States
• Travel Arrangements
• 200 - 300 Employee

• Head of Brand Marketing - Brand Strategy & Positioning, Advertising, Media, Brand Social, Insights

  • Mar 2012 - Aug 2013

  Led complete rejuvenation of the Travelocity brand while delivering excellence in brand management, advertising communications, consumer insights, insights-based innovation, media, sponsorships & alliances, and brand social (@RoamingGnome on twitter & Instagram). Led brand positioning work and development of a new integrated campaign which drove significant increases in brand equity/preference/intent and reversed traffic declines in critical LOBs. Delivered strong growth to brand social channels via innovative social & experiential programs.



Dr Pepper Snapple Group

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

• Director, Snapple Brand Marketing - Brand Strategy, Positioning, Consumer Programs, Innovation

  • Sep 2010 - Mar 2012

  Responsible for strategy development, innovation, positioning, integrated consumer communications, and program execution for Snapple. Led development and launch of new products (Diet Half 'n Half flavor news and a new line in Lightly Sweetened White Teas) which drove incremental volume. Also developed strong consumer-facing programs (like Snapple's integration into Americas's Got Talent). Responsible for strategy development, innovation, positioning, integrated consumer communications, and program execution for Snapple. Led development and launch of new products (Diet Half 'n Half flavor news and a new line in Lightly Sweetened White Teas) which drove incremental volume. Also developed strong consumer-facing programs (like Snapple's integration into Americas's Got Talent).



Dr Pepper Snapple Group

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

• Brand Manager, 7UP - Brand Strategy, Brand Positioning, Brand Re-Stage, Innovation

  • 2009 - 2010

  Led all elements of 7UP Restage (positioning, formula, graphics) resulting in a Top 5 all-time BASES score. Helped deliver annual growth to 7UP brand for the first time in > 25 years (actually the brand grew in two consecutive years).

• Manager, Strategic Initiatives

  • 2009 - 2009

  Led project to determine feasibility of Hub & Spoke production and distribution system to enable margin-enhancing packages (which is now in place and running) for internal and external bottlers.



Dr Pepper Snapple Group

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

• Brand Manager, Mixers - Brand Strategy, Brand Positioning, Brand Re-Stage, Innovation

  • 2007 - 2008

  Led comprehensive restage of Mr. & Mrs. T's Mixers (positioning, formula, graphics) that led to statistically-significant consumer preference increases. Led packaging innovation on Margaritaville to increase distribution opportunities and profitability. Drove Rose's new product innovation efforts.

• Associate Brand Manager, A&W Root Beer

  • Mar 2007 - Nov 2007

  Responsible for analytics and day-to-day stewardship of A&W business



MCA Development

• Dallas/Fort Worth Area

• General Partner - Residential Real Estate Development

  • Jun 2005 - Feb 2007

  After my father's unexpected death, I stepped in to run his business & represent my family's interests in a large, on-going residential development. Developed land, restructured deals, and refinanced debt while winding down the business. After my father's unexpected death, I stepped in to run his business & represent my family's interests in a large, on-going residential development. Developed land, restructured deals, and refinanced debt while winding down the business.



American Airlines

• United States
• Airlines and Aviation
• 700 & Above Employee

• Sales Account Manager - American Airlines Publishing

  • Jan 2003 - Aug 2003

  Managed the Texas region for AAP advertising sales. Managed the Texas region for AAP advertising sales.



Nortel Networks

• Telecommunications
• 700 & Above Employee

• Specialist Global Branding & Advertising Team

  • Jun 1999 - Dec 2002

  Entry-level contributor on the newly-created Global Branding & Advertising Team. Contributed to global media planning, placement, and reporting. Entry-level contributor on the newly-created Global Branding & Advertising Team. Contributed to global media planning, placement, and reporting.