As the Director of Marketing at Booksource, I led the transformation of a reactive sales support team into a proactive, strategic marketing department. I developed and executed comprehensive marketing strategies that aligned with business goals, driving brand awareness, lead generation, and customer loyalty. My leadership focused on building cross-functional collaboration with sales, product, and executive leadership to ensure cohesive strategies and seamless execution of… Show more As the Director of Marketing at Booksource, I led the transformation of a reactive sales support team into a proactive, strategic marketing department. I developed and executed comprehensive marketing strategies that aligned with business goals, driving brand awareness, lead generation, and customer loyalty. My leadership focused on building cross-functional collaboration with sales, product, and executive leadership to ensure cohesive strategies and seamless execution of initiatives.Key Responsibilities:-Developed and implemented a brand strategy that drove significant brand growth and enhanced market positioning.-Led a team to deliver integrated multi-channel marketing campaigns, including digital, email, social media, and paid advertising, resulting in a 30% increase in marketing-qualified leads (MQLs).-Managed the transformation of marketing operations, introducing data-driven performance marketing processes and KPIs to measure success across lead generation and customer acquisition.-Drove the execution of demand generation initiatives, aligning with sales to optimize the sales pipeline and increase customer acquisition.-Oversaw the development and launch of content strategies to engage educators and reinforce Booksource's position as a trusted partner in classroom reading resources.-Managed marketing technology stacks including HubSpot and Mailchimp, ensuring efficient processes and alignment with Salesforce to optimize sales enablement and marketing workflows. Show less

As the Portfolio Manager for the Pet Specialty Dog Category at Nestlé Purina PetCare, I was responsible for leading the strategic development and execution of channel-specific strategies to optimize product performance and drive revenue growth across key retail channels. I collaborated closely with sales, marketing, and product teams to ensure alignment with brand objectives, while delivering impactful results within a highly competitive marketplace.Key… Show more As the Portfolio Manager for the Pet Specialty Dog Category at Nestlé Purina PetCare, I was responsible for leading the strategic development and execution of channel-specific strategies to optimize product performance and drive revenue growth across key retail channels. I collaborated closely with sales, marketing, and product teams to ensure alignment with brand objectives, while delivering impactful results within a highly competitive marketplace.Key Responsibilities:-Developed and implemented the go-to-market strategy for key brands, including Pro Plan, ONE, Dog Chow, and Beneful.-Led new product launch strategies, contributing to $326MM in annual revenue growth for Pro Plan and driving $42MM in incremental sales through product line expansions.-Conducted in-depth market analysis to identify growth opportunities, including white space identification and pricing optimization to enhance channel performance.-Built and maintained strong relationships with key retail partners (e.g., PetSmart, Petco, Amazon, Chewy).-Managed cross-functional collaboration between sales, category management, and product development to create cohesive sales presentations, promotional strategies, and product innovation. Show less

As the Portfolio Manager for Strategic Revenue Management (SRM) at Nestlé Purina PetCare, I was responsible for developing and executing pricing and trade strategies across a $2B portfolio, including the Treats and Litter categories. I worked closely with cross-functional teams to ensure alignment on pricing architecture, promotional planning, and margin optimization, while driving both topline and bottom-line growth.Key Responsibilities:-Led the development of portfolio-wide… Show more As the Portfolio Manager for Strategic Revenue Management (SRM) at Nestlé Purina PetCare, I was responsible for developing and executing pricing and trade strategies across a $2B portfolio, including the Treats and Litter categories. I worked closely with cross-functional teams to ensure alignment on pricing architecture, promotional planning, and margin optimization, while driving both topline and bottom-line growth.Key Responsibilities:-Led the development of portfolio-wide pricing strategies to optimize price-pack architecture and address competitive market dynamics.-Collaborated with brand teams, finance, and supply chain to implement pricing and promotional strategies that aligned with overarching business objectives and market demands.-Conducted pricing analyses and identified opportunities for growth, including the development of white space strategies that capitalized on emerging trends and consumer preferences.-Facilitated Price-Pack Architecture (PPA) sessions across multiple product categories, helping to optimize product sizes, pricing, and promotional effectiveness to drive profitability.-Worked closely with retail partners to align pricing strategies, mitigate risks related to price scraping, and ensure equitable distribution across multiple sales channels. Show less

As the Brand Manager for Bella and Beneful, I led the strategic development and execution of brand initiatives aimed at revitalizing and expanding these key pet food brands. I managed P&L responsibility for over $600MM in revenue, overseeing product innovation, marketing strategy, and cross-functional collaboration to drive brand growth and profitability.Key Responsibilities:-Managed P&L for Bella and Beneful, identifying opportunities to optimize pricing, packaging, and product… Show more As the Brand Manager for Bella and Beneful, I led the strategic development and execution of brand initiatives aimed at revitalizing and expanding these key pet food brands. I managed P&L responsibility for over $600MM in revenue, overseeing product innovation, marketing strategy, and cross-functional collaboration to drive brand growth and profitability.Key Responsibilities:-Managed P&L for Bella and Beneful, identifying opportunities to optimize pricing, packaging, and product offerings to enhance brand positioning and drive market share.-Led the launch of Bella, a new brand targeting small dog owners, focusing on consumer insights and developing a comprehensive marketing strategy to establish its presence in a competitive category.-Spearheaded the renovation of the Beneful brand, transitioning it to a "Natural" positioning by removing artificial flavors, colors, and preservatives to align with evolving consumer preferences.-Collaborated with cross-functional teams in product development, supply chain, finance, and sales to execute new product launches, ensuring alignment with brand strategy and market demand.-Developed and implemented integrated marketing campaigns for both brands, utilizing digital, social media, and in-store activations to engage consumers and drive brand awareness. Show less

As an Account Manager for Tractor Supply Co. (TSC), I was responsible for managing the relationship and driving sales of Nestlé Purina’s cat food and litter portfolios. I developed and executed channel-specific strategies to grow revenue and improve profitability within the pet category, focusing on negotiating trade terms, optimizing product assortment, and driving trip frequency through promotions and targeted initiatives.Key Responsibilities:-Managed the Nestlé Purina… Show more As an Account Manager for Tractor Supply Co. (TSC), I was responsible for managing the relationship and driving sales of Nestlé Purina’s cat food and litter portfolios. I developed and executed channel-specific strategies to grow revenue and improve profitability within the pet category, focusing on negotiating trade terms, optimizing product assortment, and driving trip frequency through promotions and targeted initiatives.Key Responsibilities:-Managed the Nestlé Purina portfolio for TSC, focusing on cat food and litter categories, ensuring strategic alignment with the retailer's goals and consumer needs.-Developed and executed channel-specific strategies for TSC, including trade funding negotiations, product assortment, and promotions, to maximize revenue growth and customer engagement.-Collaborated with the TSC buyer to optimize product mix, resulting in improved trip frequency through targeted promotions and better product availability.-Led trade funding re-negotiations, moving from off-invoice allowances to a pulse promotion strategy to drive incremental trips, improve profitability, and increase brand visibility.-Analyzed sales data and category insights to identify growth opportunities and propose distribution gains for Tidy Cats litter and other key product lines. Show less

As the Shopper Marketing Manager for Target, I was responsible for developing and executing integrated shopper marketing strategies to drive brand performance at the point of purchase. I collaborated closely with internal teams and Target’s merchant and marketing teams to create innovative and data-driven programs that increased shopper engagement, category growth, and brand visibility across key Purina cat portfolio product lines.Key Responsibilities:-Developed and implemented… Show more As the Shopper Marketing Manager for Target, I was responsible for developing and executing integrated shopper marketing strategies to drive brand performance at the point of purchase. I collaborated closely with internal teams and Target’s merchant and marketing teams to create innovative and data-driven programs that increased shopper engagement, category growth, and brand visibility across key Purina cat portfolio product lines.Key Responsibilities:-Developed and implemented shopper marketing programs tailored to the Target shopper, focusing on in-store, digital, and promotional initiatives to drive traffic, conversion, and brand growth.-Collaborated with cross-functional teams, including Sales, Category Management, and Product Marketing, to align brand strategies with shopper insights and Target’s overarching business goals.-Partnered with Target’s merchant and marketing teams to create tailored, account-specific marketing plans that resonated with their customer base and enhanced brand visibility.-Utilized syndicated data, shopper insights, and consumer research to inform strategy, maximize promotional effectiveness, and drive retail activation.-Led the development of seasonal campaigns, product launches, and category growth initiatives, integrating shopper-focused messaging across touchpoints. Show less

As the Assistant Brand Manager for the Dog Snacks category, I was responsible for leading brand initiatives and executing integrated marketing strategies to drive growth and build brand equity for Beggin’ and T-Bonz. I collaborated closely with cross-functional teams, external agencies, and senior leadership to manage the brand’s P&L, execute marketing campaigns, and optimize product portfolios.Key Responsibilities:-Managed the day-to-day operations of the Beggin’ and T-Bonz… Show more As the Assistant Brand Manager for the Dog Snacks category, I was responsible for leading brand initiatives and executing integrated marketing strategies to drive growth and build brand equity for Beggin’ and T-Bonz. I collaborated closely with cross-functional teams, external agencies, and senior leadership to manage the brand’s P&L, execute marketing campaigns, and optimize product portfolios.Key Responsibilities:-Managed the day-to-day operations of the Beggin’ and T-Bonz brands, including P&L management, brand strategy execution, and product development.-Developed and executed annual marketing plans, including media planning, digital and social media campaigns, and consumer promotions to drive brand growth and increase market share.-Led cross-functional collaboration with teams in R&D, Sales, Supply Chain, and Finance to deliver new product launches, promotional programs, and packaging innovations.-Partnered with external agencies to create and manage advertising campaigns, ensuring consistent brand messaging and alignment with overall business objectives.-Conducted consumer research and utilized Nielsen data to track market trends, inform strategic decisions, and identify opportunities for product innovation and competitive positioning. Show less

As Associate Brand Manager, I was responsible for leading the Corporate Brand and overseeing the Digital Strategy for Purina, managing all social properties, and the digital presence on Purina.com and Petcentric.com. I played a key role in aligning the brand’s digital initiatives with overall business goals, ensuring a strong online presence, and driving consumer engagement through innovative content strategies.Key Responsibilities:-Managed brand equity and corporate brand… Show more As Associate Brand Manager, I was responsible for leading the Corporate Brand and overseeing the Digital Strategy for Purina, managing all social properties, and the digital presence on Purina.com and Petcentric.com. I played a key role in aligning the brand’s digital initiatives with overall business goals, ensuring a strong online presence, and driving consumer engagement through innovative content strategies.Key Responsibilities:-Managed brand equity and corporate brand strategy across Purina’s Corporate Brand, ensuring consistent brand messaging and alignment with business objectives.-Led the development and execution of Purina’s digital and social media strategy, overseeing the management of Purina.com, Petcentric.com, and social media platforms.-Collaborated with cross-functional teams including PR, Consumer Insights, Marketing Communications, and eCommerce to optimize the brand’s digital presence and consumer engagement.-Partnered with external agencies to develop and execute online marketing campaigns, including SEO, SEM, and social media advertising, driving traffic and conversions across digital channels.-Developed and managed content calendars, ensuring the timely execution of brand campaigns and seasonal promotions to support the overall marketing strategy.-Utilized consumer insights and digital analytics to measure campaign effectiveness, identify opportunities for improvement, and inform future marketing strategies.-Led the strategic development of corporate-level communication strategies for PR events, corporate announcements, and brand partnerships. Show less

As a Promotions Assistant, I supported the Purina ONE brand team in the planning and execution of national and regional promotional activities designed to drive sales growth and increase brand visibility. I played a key role in coordinating promotional events, managing marketing materials, and collaborating with cross-functional teams to ensure successful implementation of promotional campaigns.Key Responsibilities:-Assisted in the planning and execution of promotional campaigns… Show more As a Promotions Assistant, I supported the Purina ONE brand team in the planning and execution of national and regional promotional activities designed to drive sales growth and increase brand visibility. I played a key role in coordinating promotional events, managing marketing materials, and collaborating with cross-functional teams to ensure successful implementation of promotional campaigns.Key Responsibilities:-Assisted in the planning and execution of promotional campaigns for major retail partners, ensuring alignment with brand objectives and shopper marketing strategies.-Coordinated the development and distribution of point-of-sale (POS) materials, including displays, signage, and coupon offers, to drive consumer engagement and increase retail visibility.-Collaborated with internal teams including Brand Management, Sales, Merchandising, and Trade Marketing to support the execution of in-store promotions.-Assisted in the development and execution of national promotions tied to major product launches, seasonal campaigns, and shopper activation initiatives.-Managed the tracking and reporting of promotional performance data, including sales lift and ROI metrics, to assess the effectiveness of campaigns.-Coordinated logistics for in-store sampling programs, demonstrations, and other shopper engagement activities to enhance consumer interactions with Purina products.-Assisted in the management of vendor relationships for the production of promotional materials, ensuring timely delivery and adherence to budgetary constraints.-Supported the post-promotion analysis process by gathering and consolidating sales data, promotional spend, and insights to optimize future campaigns. Show less