Currently leading all brand and consumer centric strategy.

- Drove all consumer and retail marketing strategy and execution in North America and new market launches in APAC with retail, distributor and ecommerce partners- Pioneered digital advertising initiative at ULTA establishing on-site and off-site strategy and spend parameters (Criteo and UB Media), leading to +20% growth on ULTA.com - Expanded brand’s international footprint into Korea market, developing local brand positioning and communication strategy and opening the company’s first branded store, surpassing revenue targets by +12%- Led the launch of new dry shampoo, leveraging full 360 North America market activation including experiential events, OOH advertising, digital media and influencer campaign, leading to strongest ever company launch while securing #1 category spot at Sephora post launch- Leveraged viral Tiktok campaign to negotiate joint conversion campaign with ULTA, generating incremental $900k in revenue

- Founder of boutique herbal supplement brand that started as a handmade product, then scaled to a DTC brand and via contract manufacturing into retailers like Erewhon, Thrive Market, Amazon, Target, Good Eggs, Anthropologie and many more. Exit via intellectual property sale- Fully led all launch creation, including formula design, branding, packaging and web development – winner of Best Nutraceutical 2022 and 2023 Wellbeing Mood Supplement Awards- Hands on management of all Customer Journey touchpoints including Shopify DTC store, performance media (Meta, Pinterest, Tiktok), SEO, editorial and social content, retailer marketing and media (Amazon & Target), influencer and affiliate programs – all achieving positive ROAS and full profitability targets

Advising startups on branding, marketing and go to market strategies.

- Lead all aspects of marketing and business development for EMEA and APAC regions and managed 5 regional teams, local agencies and 3 distributors as well as communication with global retail and ecommerce partners (Sephora, Selfridges, Tmall, Lane Crawford, Mecca etc)- Expanded China cross-border online digital store (Tmall) business, fully owning all promotional, communication advertising and product strategy leading to 30% vs. PY.- Established digital selling and online livestream program through top influencers collaborations as well as own digital selling studio resulting in incremental 20% sales growth- Revamped global assortment process, leading to 15% decrease in merchandizing costs and more localized regional assortments, improving sell through and inventory liability.- Established local social media strategy and new channel expansion (Line, Little Red Book, Weibo/Wechat, Tiktok (including Tiktok storefront)) and oversaw regional digital awareness campaigns- Launched China domestic market, leading to first week Hourglass placement at #5 brand overall and #1 concealer category spot through store optimization and digital awareness and conversion campaigns

- Led positioning overhaul, complete rebrand and unveiling at Expo West 2019.- Drove launch of 2 new product line extensions across all channels including grocery, ecommerce (Amazon) and DTC - Re-platformed OM site to Shopify and developed digital, social and e-commerce plans and framework. Developed full DTC operating plan with revenue and KPIs from acquisition to retention across SEO, email, performance and acquisition marketing. Found and managed new partners.- Concepted and developed 3 new product lines (capsules, broths, chocolate) and led all strategy from design to pricing to cross-channel forecast and manufacturing partner selection.- Led sell-in and expansion into new channels (Target) from analysis, new product design and retailer sell-in.

Consulting project leading operational strategy for organic snack brand:- Developed company's overall operating plan with short term and long-term (3 years) objectives and KPIs across revenue, staffing, channel strategy and marketing.- Built e-commerce and digital marketing strategy along with channel P&L and forecast across 3 sub brands and sites. Onboarded new digital agency, set up performance marketing plan and KPIs.- Established differentiated brand positioning and led brand identity and packaging redesign across 3 different product Iines.- Led distribution and sell-in strategy, built channel revenue forecast and managed day-to-day internal sales force along with external broker.

- Revamped entire product design and positioning strategy, leading to clear brand architecture and 5% increase in site conversion due to improved UX and shoppability- Launched 6 seasonal apparel and hard goods collections and new bespoke artist collaboration, totaling $25MM in business revenue. Led integrated marketing plans across e-commerce, digital, social and retail executions. - Led launch of yoga live-streaming channel and app from concept to execution, including UX design, programming, talent selection and user acquisition plans resulting in successful launch in 60% over established KPIs- Established global brand positioning and guidelines and led implementation across international teams and partners.- Led strategy, development and execution of projectOM – new cause-marketing brand for Manduka in partnership with Susan G. Komen Foundation. Within 4 months executed 10 marquee events, over 600 yoga studio classes and an on-line livestream class. -Oversaw launches of two product capsule collections, new brand and website development and execution of national and regional PR plans and social media campaigns. In total raised $250k in donations with over 750k people in total participation.

-Steward equity of $500MM+ brand for largest vertically integrated pistachio grower and processor in the world. -Led evolution of Wonderful Pistachios campaign strategy. Identified new consumer insights and relevant messaging to continue to drive brand awareness (+5%) and consideration within snack nut category. - Managed team of 3 reports across digital, brand marketing and trade marketing departments. - Drove global marketing strategy across EMEA and APAC markets with reports across the globe.

-Managed annual brand planning, budget ($50MM) and P&L of $500MM brand.-Developed go-to-market strategy to drive household penetration while also increasing consumption. Achieving 4 incremental points in household penetration. -Led integration of Wonderful Pistachios’ campaign through execution of TV, Print, FSIs, PR, digital and social media, and shopper marketing initiatives.- Launched brand's ecommerce channel and first ever digital marketing campaign

-Led development of company’s first ever Hispanic brand positioning and marketing campaign, including in-depth consumer research, segmentation, portfolio assessment and creative development for point-of-sale, broadcast and PR executions. Added 8 points in consumer awareness-Spearheaded snack nut portfolio expansion into Alternative channels (C-store, Drug, Target, Specialty)-Established e-commerce strategy for snack nut portfolio: built Amazon.com and Walmart.com online store fronts, leading to incremental revenue of 15% YOY from the channel

-Actively analyzed and managed brand SKU level P&L. Managing all marketing, operations and trade spend.-Recommended production improvements and SKU discontinuation strategy that lead to significant improvements in brand profitability. -Developed 3-year brand innovation strategy and new flavor pipeline, resulting in expanded distribution in Warehouse Club Channel.

-Established POM Wonderful’s international foothold with successful launches in France, Netherlands, Hong Kong, Japan, Korea and Singapore, driving incremental $12MM in revenue.-Developed local brand positioning and successfully executed all launch plan elements including online, events, sampling, social media and PR outreach. -Conducted consumer research on flavor and naming acceptance in international markets, which dictated final product portfolio at retail for POM line extension in Europe and Asia.

-Implemented nationwide $2.9M in-store demonstration and merchandizing program. Directly managed 5 Regional Managers and over 400 demonstrators. Event Marketer magazine’s Best Retailtainment 2008 award nominee.-Managed all online communications and set social media outreach strategy. Launched online CRM program increasing user loyalty by 27%. Dolce Gusto website given 2008 Webby Awards Honoree. -Established new e-commerce site. Created and managed online promotion and media strategy increasing own store purchases by over 200%