Experience

Egg Strategy

• United States
• Advertising Services
• 1 - 100 Employee

• Managing Director

  • Sep 2016 - Present

  Lead insights, brand strategy and innovation across our Consumer Packaged Goods clients. Amazing work collaborating with clients to discover their brand, stretch into new areas and transform their portfolios. Lead insights, brand strategy and innovation across our Consumer Packaged Goods clients. Amazing work collaborating with clients to discover their brand, stretch into new areas and transform their portfolios.



Yahoo

• United States
• Technology, Information and Internet
• 700 & Above Employee

• Consultant -- Senior Director of Brand Strategy & Integrated Marketing Communications

  • Jan 2016 - Oct 2016

  Led creation of Brand Strategy, Brand Book and Communications Architecture for Yahoo Equity as well as Content business directly with CMO. Responsible for bringing clarity and inspiration to IMC marketing briefs for creative and media agencies across six product verticals, shifting teams from product-centric to brand- and consumer-centric thinking. Advise on new product innovation positioning and insights-to-activation. Created new marketing frameworks for Product Marketer’s annual plans. Led creation of Brand Strategy, Brand Book and Communications Architecture for Yahoo Equity as well as Content business directly with CMO. Responsible for bringing clarity and inspiration to IMC marketing briefs for creative and media agencies across six product verticals, shifting teams from product-centric to brand- and consumer-centric thinking. Advise on new product innovation positioning and insights-to-activation. Created new marketing frameworks for Product Marketer’s annual plans.



EVB

• United States
• Advertising Services
• 1 - 100 Employee

• Strategy Director

  • Sep 2014 - Jan 2016

  Head of planning on agency's largest account - JCPenney - responsible for brand strategy and insights that set the course for communications across the client's agency roster. Created new strategy tools that brought collaborative strategic thinking upfront to inform client’s marketing brief. Resulted in elevated, focused and more insightful briefs with a strategic idea that delivered the brand (not just products or events) and would work across disciplines. Within EVB/Victors & Spoils, responsible for brief oversight with emphasis on cultural relevance to inform social and digital creative.



Kraft Foods Group

• Director, Marketing Communications

  • Sep 2013 - Sep 2014

  Responsible for strategy and communications across touch points for Kraft's Beverage Business Unit. Brands were big and iconic, including Capri Sun, Mio, Maxwell House, Crystal Light, Gevalia and Kool-Aid. Ensured inspired marketing briefs, integrated agency brief evolution and communications planning. Partnered closely with Design in development of brand architectures and relaunches. Explored communications strategy for beverage brand launch in Mexico market. Also responsible for oversight of advertising agencies and relationship management (W+K, Saatchi, Taxi, EVB, Razorfish); Counseling and training of brand team members.

• Brand Strategy & Innovation, Associate Director

  • Jul 2012 - Sep 2013

  Unique client-side account planning for the Top 50 Kraft brands -- well-loved but worn household names needing fresh relevance. Required leading company shift from product-centric thinking to consumer- and brand-centric thinking. Role included Brand Strategy, Creative Strategy, Brand Architecture, Brand Team Partnership for business "surgical strikes" and New Product Development / Innovation Insights and positioning.



DDB

• United States
• Advertising Services
• 700 & Above Employee

• Account Director - Comms & Innovation

  • May 2002 - Jul 2012

  The Clorox Company - Cleaning & Laundry products, Armor All, STP, Brita Water SystemsWorked in what turned out to be the really exciting world of cleaning products -- uncovering the emotion and meaning behind the category and brand for our consumers. In doing so, was able to help my clients change the way they went to market through more meaningful and compelling communication ideas.Role was account management/strategist hybrid:Guiding client through major strategic shifts and creative evolutions, leading all-agency integrated marketing, shaping brand foundations and positioning, leading consumer research and recommendations for final advertising strategy, advising on new product development from discovery to BASES concepts to launch. Oversaw development and production of campaigns, from television to digital. Awarded for Liquid Plumr Double Impact (2012 Adage Funniest Viral Video of the Year), Green Works Reverse Graffiti Project (2009 EFFIE (Silver, Influencer Marketing) & 2009 Cannes Lion (Bronze)), and Tilex TV (2007 EFFIE, Silver).



Axon Studios

• Co-founder

  • 2001 - 2002



SF Interactive

• Advertising Services
• 1 - 100 Employee

• Account Supervisor

  • 1998 - 2001

  In the flurry of the San Francisco dot-com boom, working at this pioneering digital/web agency allowed me to learn a whole new area of marketing that was, and is still, ever-changing. Adaptec, Shockwave & Lifewaves• Rebuilt and increased size of Adaptec business, moving it from a project-based to retainer-based account. • Managed strategy, digital creative and web development for Macromedia Shockwaves (now owned by Adobe) and Lifewaves (precursor to today’s gamification health monitoring devices).



Dailey

• United States
• Advertising Services
• 1 - 100 Employee

• Account Executive

  • 1998 - 2000

  NESTLE/Willy Wonka candies• Managed launch of new candies and managed nine sub-brands. Led client’s first interdisciplinary media planning process and created their first Style Guide. NESTLE/Willy Wonka candies• Managed launch of new candies and managed nine sub-brands. Led client’s first interdisciplinary media planning process and created their first Style Guide.



GREY Germany

• Germany
• Advertising Services
• 100 - 200 Employee

• Account Executive/Training Program

  • 1996 - 1998

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