Experience

Feeding America West Michigan

• United States
• Non-profit Organizations
• 1 - 100 Employee

• Development and Marketing Director

  • Oct 2015 - Present

  Provide strategic planning and overall management of the fundraising and marketing activities of Feeding America West Michigan. Responsible for planning, implementing and directing all aspects of fundraising and marketing activities. Provide strategic planning and overall management of the fundraising and marketing activities of Feeding America West Michigan. Responsible for planning, implementing and directing all aspects of fundraising and marketing activities.



Gazelle Sports

• 2015 Gazelle Girl Half Marathon Race Director

  • Jan 2011 - May 2017

  • Worked collaboratively with the race and advisory committees to deliver an exceptional experience for a women’s running event, with proceeds benefitting four female-focused charities.• Interfaced with Baxter Community Center and the YWCA to identify and provide complementary entries to first-time race participants.• Completed comprehensive post-race analysis and outlined 2016 plan for Gazelle Sports leadership team.• A total of 3,523 runners participated in 2015; a 23% increase over 2014.• Revenue increased $60,600 to an estimated $262,000.• Social media focus on Facebook grew to a total of 5,400 in 2015 from 2,000 in 2014.• Women’s Apparel Specialist and recognized as one of store’s top sellers since 2011.



Kent County Parks Foundation

• Executive Director

  • Feb 2014 - Jan 2015

  • Crafted new mission statement: Inspiring Kent County to move by investing in open spaces, parks and trails.• Facilitated 18-month strategic plan in concert with strategic planning committee.• Planned and implemented two events: Parks Matter! & Something’s Grilling. Responsibilities included development of all marketing materials, securing sponsorships, website coordination, food and beverage, donor correspondence, and production of timely reports for board review. • Conceived and executed 2014 Year-End appeal resulting in a 47.8% increase in donations over previous year, and an incremental 50 new or renewed donors.• Created an Annual Operating Plan outlining major initiatives and planned activities for 2015 calendar year, including a quarterly calendar and financial budget. • Applied for and received two separate opportunities for free marketing services, valued at $50,000, resulting in new brand identity, website, brand guidelines and standards, creative assets and social media strategy. • Applied for and received new office furniture from Steelcase, valued at $50,000.• Implemented first phase of social media strategy.• Cultivated relationships with organizations who shared similar missions to the Kent County Parks Foundation including: Gazelle Sports, West Michigan Mountain Biking Alliance, and Michigan Adventure Racing.



Dorothy A. Johnson Center for Philanthropy

• United States
• Philanthropic Fundraising Services
• 1 - 100 Employee

• Independent Contractor and Graduate Assistant

  • Aug 2011 - Jul 2013

  • Authored report, Community Conversations About the Children of Grand Rapids, a report to Mayor George Heartwell. Aggregated and analyzed responses from a broad cross-section of the community. Provided descriptive highlights of findings, identified emergent themes, provided recommended next steps for collective action. • Completed year-long comprehensive research project on the next generation of high capacity philanthropic leaders in conjunction with the Frey Chair for Philanthropy and Family Foundations. Responsibilities included survey development & monitoring, data mining, analysis of findings, and recommended insights (http://www.nextgendonors.org/).• Conducted literature reviews and wrote case studies on multiple subjects including out-of-school programs, childhood obesity, next generation, social return on investment, the Kalamazoo Promise, and prisoner reentry programs.



COTTAGE GROVE MARKETING, LLC,

• Owner

  • Jan 2009 - Nov 2012

  • Two year consulting engagement between Amway and U.S. Dream Academy, a nonprofit organization offering innovate afterschool and mentoring programs for children of incarcerated parents, and at-risk children living in low-income communities. Spearheaded all aspects of brand positioning and new communications campaign featuring an eight minute video, brochure, and fundraising presentation for the development committee.. Completed strategic plan for Amway outlining the corporate sponsorship between the two organizations. Elements included fostering employee engagement, new innovative program offerings, and development opportunities. • Delivered successful project in collaboration with marketing communications firm, Hanon McKendry, for new online business by executing primary and secondary research, exhaustive competitive analysis, and creating analytical framework. • Spearheaded writing projects for multiple clients, including case studies and business process outsourcing success stories to give businesses competitive edge. Principle writer for outbound marketing campaign targeting C-Suite executives focusing preparing their business for the inevitable economic rebound.• Consultant to Smart Balance, Inc., preparing deep-dive analysis on fat trends in food, uncovering category expansion opportunities for brand.



IRI

• United States
• Market Research
• 700 & Above Employee

• Director of Client Solutions, Kellogg Company

  • Jun 2007 - Oct 2008

  Delivered market insights and recommendations to Kellogg’s frozen foods leadership team for Eggo, Kashi, Morningstar Farms and Gardenburger brands. Lead team of 3 managers to produce monthly business reports and presentation. Accelerated senior management decisions by serving as key resource on brand pain points, drivers of growth and decline, and impact of innovations. • Propelled client’s competitive advantage with comprehensive research and analysis of frozen foods industry, identifying market threats and opportunities across 93 categories.• Guided marketing strategy by recognizing and reporting impact of steam innovation on growth of certain frozen food categories.• Strengthened Eggo brand with trend analysis of private label frozen breakfast products that enriched marketing strategies.• Safeguard company’s prospects with thorough and thoughtful market analysis and company profiles that informed executive decision making on acquisition opportunities. • Improved corporate understanding of market opportunities with monthly business reports whose graphics and format allowed immediate comprehension of trends and issues across brands, and alerting senior management to prospects for expansion through informed decision making.• Spearheaded development of new database with Frozen Meals data that improves understanding of trends in entrée, pizza and handheld breakfast segments, resulting in improved competitiveness. • Facilitated creation of new tool that tracks over 500 new frozen meal products to gauge market impact.



Whirlpool Corporation

• United States
• Manufacturing
• 700 & Above Employee

• Senior Brand Manager, KitchenAid

  • Apr 2004 - Jun 2005

  Spurred growth of KitchenAid cleaning products with research-based marketing and public relations campaigns. Held P&L responsibility for products including dishwashers, compactors, disposers, sinks, faucets, washing machines and dryers. • Delivered new public relations campaign, Celebrate a Classic, to promote KitchenAid dishwashers.• Guided effective communications for Experience the Power of Two campaign for new drawer dishwasher, using proof-points research methodology.• Protected company from excessive risk, recommending against launch of high-end washer/dryer set and exit from washer/dryer category because of incompatibility with KitchenAid brand promise.



Amway

• United States
• Manufacturing
• 700 & Above Employee

• Manager

  • 1995 - 2004

  Manager, New Business Development, Pyxis Innovation Division, 2000 – 2004Senior Business Line Strategist, Corporate Marketing Division, 1998 – 2000Senior Marketer / Business Line Strategist, Amway US Affiliate, 1995 - 1998• Built company growth by analyzing and determining consumer market opportunities and delivering new products and business opportunities for Alticor in areas of genetics and weight management, as well as workplace wellness initiative for Alticor human resources. • Liaison for innovation team on major new product category of nutragenomics by leading 9-member cross-functional team in market research and concept development, resulting in multi-million dollar investment in Interluekin Genetics.• Directed marketing and brand development for consumer products, including $1.5M consumer research project using multiple methodologies. Guided 5-member wellness team to deliver new category and business development for the Alticor family of companies. • Led name generation and positioning for five new consumer brands: Viamo, eSpring, iCook, Kahve, Improvisation Tableware.• Proposed market expansion in water purification category by developing direct-to-consumer opportunity and business-to-business model focusing on builders and remodelers, • Negotiated contract with Waterford Crystal that achieved worldwide exclusivity in trade channel and unique designs for tabletop and giftware categories.• Jumpstarted sales for new eSpring water purifier brand with $2M budget, developing communications for Japanese consumers and distributors that included 30-second spot, 1- and 2-page print advertisements, brochures, premiums and education.• Won awards for brand management of Improvisation Tableware that delivered 1st year revenues of $10M, including Addy Best of Show in West Michigan for HOMELIVING catalog and honorable mention for sales portfolio, and gold medal in national ITVA competition for 1-minute spot.