Associate Vice President, Brand Management & Strategy

• 2022 - Present

Appointed agency lead for new vertical focused on healthcare. Responsibilities include pitching new business, leading integrated marketing campaigns, and coaching & developing staff.Key Accomplishments• Led the agency relationship and marketing strategy for Dartmouth Health, a $2.3B integrated healthcare system. Developed yearly strategic roadmap to direct $3.2MM annual budget, leading to the development of fully integrated & award-winning service line campaigns across Orthopedics, COVID-19 awareness, Cancer, employee recruitment, & telehealth. • Led strategic approach, research, and development of an omnichannel paid media campaign to rebrand the system to Dartmouth Health. Award-winning campaign drove high single-digit YoY increases across awareness, familiarity, and reputation.• Led a team of 5 to redesign the B2B website for Withings, a leading global medical device company. Crafted new mission and vision statements, messaging platform, and content to create a powerful lead gen platform resulting in over 250 form submits and drove over 20k visitors to the site in the first 3 months, beating original engagement goal by 48%. Show less

Director, Brand Management & Strategy

• 2019 - 2022

Oversight of agency teams dedicated to finance and healthcare clients. Responsibilities included leading annual strategic planning, developing integrated marketing communications strategies, full P&L management, & team leadership.Key Accomplishments:• Full oversight of Liberty Bank, a $6B regional “challenger brand” bank. Developed annual strategic marketing plan with oversight of campaign execution across all product lines. Cut Liberty’s cost per conversion by 50% and increased new consumer households 19% YoY by implementing audience-first approach to messaging.• Led marketing strategy for Florence Bank, a $70MM regional bank. Developed innovative media & marketing approach to open new accounts by segmenting and targeting new audiences across social, search, and responsive display, exceeding goal by 50%. • Managed all research and paid media campaign efforts for Women’s Health CT, including search, display, direct mail, TV/video, social, and OOH. Delivered record-breaking results, including beating new patient & annual appointment goals by double digits. Show less

Sr Strategist, Pharmacy Marketing

• 2018 - 2019

Achieved annual goal of 1MM prescriptions within only 3 months. Led the marketing strategy and omnichannel marketing plan for Medicare Part D enrollment among Seniors 65+. Key Accomplishments: • Defined the learning agenda for Seniors 65+ and leveraged primary consumer research to identify key actionable insights to help inform national marketing strategies. • Leveraged insights to develop the U.S. consumer marketing strategy which included an omnichannel campaign across paid, owned, and earned media. Developed new creative to focus on key proof points based on research. • Developed impactful creative and communication briefs and presented them to creative and media partners. Redesigned campaign landing page and employed responsive digital media leading to an 11% increase in conversions YoY. Show less

Director of Brand Marketing

• 2016 - 2017

Grew overall business segment from $360MM to $500MM within 2 years. Led brand strategy and go-to-market plans for product portfolio with total P&L oversight of largest & most profitable business segment. Increased U.S. share of the Star Wars license to a record 77%.Key Accomplishments:• Guided development of U.S. marketing strategies to drive consumer lifetime value, leading to a 6% increase in retention of consumers in the 9-11 age segment vs prior year. LEGO Star Wars became the #1 licensed boys’ toy property in the U.S. during my leadership. • Set shopper and consumer media direction (TV, print, digital, social, search, mobile, PR, in-store) with oversight of $25MM annual marketing budget.• Led the go-to-market strategy including pricing, profit, positioning, content development, assortment size, and overall priority/support level across product lines.• Partnered with agencies to lead and implement a world class e-commerce and digital marketing presence with retail partners such as Amazon, Walmart, Toys R Us, and Target. Show less

Senior Brand Manager

• 2014 - 2016

Led a team of four with GTM responsibility for licensed properties including Jurassic World, Star Wars, Angry Birds, Ghostbusters as well as product lines like Speed Champions and constructible action figures. Grew business segment from $200MM to $360MM.Key Accomplishments:• Set research agenda and direction for developing consumer insights for age segment. Led primary research project focused on lapsed users which led to fundamental changes in marketing and media strategy.• Collaborated with Sales, Shopper Communications, Licensing, and IP Partners on strategies and selling-in of customized retail opportunities and marketing programs by account. • Managed media, content, and business partnerships (Cartoon Network, Disney/Pixar, Lucasfilm, WB, Starcom, among others). Show less

Brand Manager

• 2011 - 2014

Brand management responsibility for franchises including Star Wars, the largest property in the LEGO portfolio. Responsibilities included selling in product portfolio to retailers, creative briefing and execution, media planning, forecasting, consumer sales analysis, marketing ROI tracking, global stakeholder management, and driving US market needs in global product and marketing development process.Key Accomplishments:• Led the team responsible for the unveiling of a life-size LEGO X-wing in Times Square to promote a new animated show with Cartoon Network called The Yoda Chronicles. The show was #1 in ratings and led to a +44% sales lift vs prior year• Responsibility for The Hobbit and The Lord of The Rings businesses. Increased yearly sales of Tolkien franchise by 11% in 2013 Show less

Assistant Brand Manager

• 2008 - 2011

Launched and managed the LEGO Group’s most successful internal IP to date, Ninjago. Grew the business into 12.2% of total portfolio sales in 2011, beating original estimates by 55%. Created marketing strategies for DVDs and TV specials.

Senior Analyst

• 2002 - 2008