Lead the development of marketing strategies to fuel the aggressive growth plans for two affiliate brands in a quickly evolving retail model. Manage branding efforts to build brand awareness and drive customer engagement. Develop an integrated marketing, communication, and media plan to be implemented across digital, social, and traditional channels. Establish an organizational structure and processes to maximize efficiency and execution that will scale with growth. BRAND STRATEGYCreate unique marketing strategies for both 2nd Ave and GreenDrop brands that drive awareness, increase traffic, and form memorable and relevant relationships with customers. Lead brand narrative across PR and social to create disruption and drive conversation.VOICE OF CUSTOMERDevelop customer-centric strategies based on data, research, and insights to harness the voice of customers and segment audiences into retention and acquisition models. Drive consumer engagement and create an emotional connection with a variety of audiencesBRAND MANAGEMENTBuild the brands by guiding the look, voice, and tone of all brand activities. Develop brand positioning to grow share of voice and identify opportunities for differentiation. Redefine brand identities to clearly communicate values to targeted customer segments. INTEGRATED MARKETING & COMMUNICATIONSDrive omni-channel marketing initiatives across all consumer touch points. Develop a content strategy and integrate messaging across channels for brand consistency. Develop a media mix across owned, earned, and paid media to optimize ROAS across channels and continually test channel mix.COMMUNITY MARKETINGLead a team of Community Marketing Managers to develop impactful relationships in communities across the regional footprint, coordinate and activate local marketing efforts, plan, and manage community and partner events.

Lead the development of marketing strategies to fuel the aggressive growth plans for two affiliate brands in a quickly evolving retail model. Manage branding efforts to build brand awareness and drive customer engagement. Develop an integrated marketing, communication, and media plan to be implemented across digital, social, and traditional channels. Establish an organizational structure and processes to maximize efficiency and execution that will scale with growth.BRAND STRATEGYCreate unique marketing strategies for both 2nd Ave and GreenDrop brands that drive awareness, increase traffic, and form memorable and relevant relationships with customers. Lead brand narrative across PR and social to create disruption and drive conversation.VOICE OF CUSTOMERDevelop customer-centric strategies based on data, research, and insights to harness the voice of customers and segment audiences into retention and acquisition models. Drive consumer engagement and create an emotional connection with a variety of audiencesBRAND MANAGEMENTBuild the brands by guiding the look, voice, and tone of all brand activities. Develop brand positioning to grow share of voice and identify opportunities for differentiation. Redefine brand identities to clearly communicate values to targeted customer segments.INTEGRATED MARKETING & COMMUNICATIONSDrive omni-channel marketing initiatives across all consumer touch points. Develop a content strategy and integrate messaging across channels for brand consistency. Develop a media mix across owned, earned, and paid media to optimize ROAS across channels and continually test channel mix.COMMUNITY MARKETINGLead a team of Community Marketing Managers to develop impactful relationships in communities across the regional footprint, coordinate and activate local marketing efforts, plan, and manage community and partner events.

Led brand marketing and communication efforts by creating compelling content, driving digital engagement, developing strategic partnerships, and producing innovative experiences that build brand distinction and generate billions of earned media impressions annually. Developed integrated marketing, digital and content strategies across channels to portray a cohesive, impactful story. MARKETING STRATEGYLed a marketing and communication team to deliver cross-channel advertising. Analyzed customer data, insights, and mindset to develop a targeted approach to content, media and messaging. SOCIAL MEDIADrove a full funnel digital approach through brand and performance social media. Managed a social channel with one of the strongest online media tactics. Developed channel optimization strategies to achieve varying KPI’s to maximize traffic and revenue YoY. CONTENT DEVELOPMENT | INFLUENCER MARKETING Led a digital content strategy by organizing multiple streams of original and influencer created content. Developed a tiered influencer network to create authentic brand advocacy through macro and micro digital influencers, consumers, and associates. INTEGRATED MARKETING & COMMUNICATIONS | MEDIA PLANNINGDrove integration of content and messaging in owned and national media channels to create a consistent brand message through every touchpoint. Experienced with the full funnel of marketing channels from awareness and consideration to conversion.MARKETING PARTNERSHIPSDeveloped strategies for brand enhancing partnerships with cultural influencers, talent, athletes, teams, properties and fashion designers to drive traffic, consumer advocacy, and media interest for the brand. PUBLIC RELATIONS | MEDIA ENGAGEMENTGarnered billions of earned media impressions annually. Engaged national and local media outlets to secure broadcast, print, and online coverage to drive brand differentiation and spread awareness of brand developments.

PUBLICITY | MEDIA ENGAGEMENTGarner billions of earned media impressions through product trafficking, news engine pitching, and publicity focused events and partnerships. Engage media to secure multiple outlets through national broadcast, print, and online coverage, to drive brand differentiation and spread awareness of brand developments. INNOVATIVE EVENTS | EXPERIENTIALSupport JCPenney’s enterprise initiative to reinvent the brand by creating innovative event concepts to transform the company's overall image and drive reconsideration. Engage strategic cultural influencers and talent to advocate for the brand, creating relevance and media interest. Plan and execute large-scale consumer events to introduce multiple original brands to showcase progress in the retail community. RETAILTAINMENTDevelop experiences and entertainment in malls and stores to drive traffic and increase brand awareness. Leverage platforms and partnerships that lend relevance and show the brand’s innovation. Create experiences and content that can be scaled and activated continually to build equity.PHILANTHROPY | CAUSE MARKETINGCreate a giving strategy that engages our associates, foundation, and customers in unique, impactful ways to give back to communities and causes. Support overall business objectives and develop programs and partnerships that activate giving at both a national and local scale. Offer volunteerism opportunities that support associate and executive development.

Led strategic planning and execution for key clients and partnershipsSTRATEGIC PLANNING | BRAND PARTNERSHIPSCreated event and PR strategies to drive results and help clients achieve target objectives. PROJECT MANAGEMENT | EVENT PRODUCTIONManaged projects and vendor negotiations. Prepared a detailed creative proposal, concept, budget, and timeline. Acted as lead producer on-site while supervising team, talent and related personnel. Managed all expenses, results, information and data to prepare a post event reconciliation report.

Led business development to increase productivity for a boutique sports marketing agency. Directed a cross-functional team to serve key clients, talent and partnerships.TEAM LEADERSHIPDirected a 20+ person team to service primary clients. Lead multiple projects at once to ensure strong integration across the organization. BRAND STRATEGY | SPONSORSHIP MANAGEMENTManaged clients’ multi-million dollar annual investment in sports. Developed sponsorship strategies that aligned with their brand objectives to drive business. PARTNERSHIPSStrategic point of contact for senior clients. Managed relationships and negotiations with partners, drivers, and talent, including Mario Andretti and Paul Newman. NEW BUSINESS DEVELOPMENTContinually procured new business to grow company’s client base and revenue. Produced a 27% increase in agency annual revenue through securing new business

Managed Texaco/Havoline program elements of multi-year professional tennis, golf, and auto-racing sponsorships.PROJECT LEADER | SPORTS MANAGEMENT | EXPERIENTIALManaged the NASCAR, CART, PGA Championship and US Open (ATP) sponsorships for Texaco/Havoline. Worked with client to understand objectives for the sponsorship investments and organized customer, executive, and team functions to achieve ROI. VENDOR NEGOTIATIONS | EVENT LOGISTICSManaged vendor contracts and rooming lists - 2,000+ room nights/year. Planned logistics of races and events including hotel, transportation, tickets, credentials, hospitality, venue tours, driver/athlete appearances, and special events