Experience

Be Well Brands

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

• Founder

  • Feb 2020 - Present

  Be Well Brands provides senior level expertise to companies that do not have the option of adding the personnel. Be Well Brands’ consultants act as an extension of the company’s internal team on both short term projects and long term initiatives. With years of experience working for globally recognized brands, we provide marketing and brand building expertise through: * Activations * Brand Positioning * Cause Marketing Integration * Licensing * Marketing * Merchandise Development * Retail Distribution * Strategy & Planning Show less



Brand Activation Consulting

• United States
• Advertising Services
• 1 - 100 Employee

• VP, Licensing

  • Feb 2020 - Present



Major League Soccer

• United States
• Spectator Sports
• 500 - 600 Employee

• VP, Consumer Products Marketing

  • Jun 2012 - Mar 2020

  Recruited to manage all marketing in support of $640M consumer products business featuring MLS, U.S. Soccer and Mexican Federation properties. Key responsibilities include developing year-round promotional platforms; building successful retail relationships; implementing in-store activations; driving licensed product sales and advancing strategic partnerships; and analyzing sales data to identify challenges and opportunities for growth. • Spearheaded the development of in-store signage, shippers and end-cap displays for major national retailers, including Dick’s Sporting Goods, Walmart and Toys R Us • Implemented digital advertising campaigns, supporting League tent-pole events (ex. All-Star) in partnership with Amazon.com, Target.com and Soccer.com • Developed 2018 World Cup in-store retail activation plans and achieved retailer buy-in from Macy’s, Target and Walmart • Generated national League exposure via limited edition retail capsule collections, garnering 5M+ incremental social media views • Created sales, marketing and design materials to assist sell-in of National Tours, All-Star Games and World Cup programming • Spearheaded internal jersey sales analysis in order to better understand the sales cycles and identify new areas of opportunity and growth Show less



Nickelodeon

• United States
• Broadcast Media Production and Distribution
• 700 & Above Employee

• Sr. Director

  • Mar 2008 - Jun 2012

  Spearheaded development of successful youth and adult consumer products programs for 10+ properties across key soft and hard goods categories in partnership with 70+ licensees. Consistently recognized for achievements over eight-year tenure, rising from Manager to Senior Director.• Oversaw $20M home furnishing and fashion accessories categories• Drove consistent YOY category growth and retail sales• Developed and implemented new retail programs to increase incremental revenue – including in-store endcaps, holiday blitzes and seasonal programs – in partnership with Bed Bath & Beyond, Hot Topic, Kmart, Spencer’s, Target, Toys R Us and Walmart • Generated additional revenue through strategic partnerships with national brands, including LaZ Boy, Serta and Chia Pet Show less

• Director

  • Mar 2005 - Mar 2008

  • Negotiated $15M bedding licensing contract, the company’s largest soft goods deal to date• Liaised with Walmart and Target buyers to establish incremental placement within bedding and home décor departments• Expanded placement for fashion accessories into adult jewelry department at Walmart • Developed annualized business plans, targeting 25 percent growth• Managed yearly budgets

• Manager

  • Mar 2004 - Mar 2005

  • Grew category 20 percent YOY by maximizing Back-to-School incremental sales and promotional opportunities• Created sales opportunities at key retail accounts, including Target, Toys R Us and Walmart• Analyzed annual and quarterly financial reports



National Hockey League (NHL)

• Spectator Sports
• 700 & Above Employee

• Manager

  • Nov 2001 - Mar 2004

  Worked in several divisions during five-year tenure at NHL, including Youth Marketing, Fan Development and Consumer Products. Recognized for strengths in achievements and leadership through promotions. • Successfully grew women’s and youth licensed product categories by ten percent through new contractual agreements and integrated marketing initiatives• Increased sales through strategic partnerships with high-profile clients, including LEGO, Lands’ End and Nike• Developed new revenue stream through unique partnership with The Zamboni Co. Show less

• Account Executive, Youth Marketing & Fan Development

  • Nov 1999 - Nov 2001

  • Managed media partnerships with Nickelodeon Games & Sports and Radio Disney• Created new content programming with sponsors• Oversaw development of NHL.com/kids relaunch



Bay State Games (Massachusetts Amateur Sports Foundation)

• United States
• Spectator Sports
• 1 - 100 Employee

• Account Executive

  • Sep 1995 - May 1999

  Integral member of nonprofit organization with a 4-person staff supporting Bay State Summer & Winter Games • Managed high profile sponsorship accounts (ex, Boston Globe, State Funding) • Created promotional materials and coordinated media buys • Managed organization’s payables/receivables and managed annual budget Integral member of nonprofit organization with a 4-person staff supporting Bay State Summer & Winter Games • Managed high profile sponsorship accounts (ex, Boston Globe, State Funding) • Created promotional materials and coordinated media buys • Managed organization’s payables/receivables and managed annual budget