Lead the strategy, development, and implementation of comprehensive brand activities, encompassing brand creative, campaigns, advertising, sponsorships, partnerships, events, local marketing, marketing operations, and sales development.

Provide consultative services and project support to senior leaders in marketing, communication and business strategy. Project portfolio includes marketing strategy development and execution, campaign management, loyalty marketing, partnership and sponsorship development and optimization, digital marketing, advertising, content marketing, and events.

Developed strategy and managed execution of over 275 annual experiential marketing initiatives, including campaigns, partnerships and sponsorships, events, trade shows, consumer engagements and brand experiences that delivered on business goals.Key Contributions & Accomplishments:• Redesigned and optimized strategy and investments to increase customer awareness, consideration, conversion, and affini-ty. • Developed and implemented signature national campaign leveraging partnerships, sponsorships, and events to drive a 61% increase in sales leads, +25% in event attendance, +50% in traffic, and 5x increase in avg. time spent on website. • Reimagined product launch strategy to include an integrated marketing plan, sales team integration and elevated virtual events resulting in an 615% increase in viewership.• Successfully optimized, managed, and executed 30 professional, collegiate and youth sponsorships ranging from the Minne-sota Vikings to the Sanford International PGA tournament through a combination of data driven analysis, innovation, and sales enablement. • Built and led a talented team of marketers leveraging their skills, experience, and strengths to deliver effective and elevated brand experiences.

Led strategic marketing communications, cause marketing, brand strategy, advertising, promotions, programs, and budget management in support of business objectives. Developed and implemented national, integrated marketing campaigns, cause marketing programs and events for 152 locations across the United States and Canada.Key Contributions & Accomplishments:• Redesigned and optimized strategy, budget, and portfolio resulting in a 20%+ increase in participation and a 45% lift in incremental revenue year-over-year as well as a significant increase in customer satisfaction, retention, and club usage. • Successfully reimagined and led crucial, multi-channel Commitment Day campaign which generated over 456MM impressions and drove an incremental 27K attendees. Executed over nine days in 132 clubs simultaneously, the campaign drove a 4% increase in member conversion rate, 35% lift in spend, doubled visits, 4.3% year-over-year increase in retention and engagement of 46.5% conversion to active status post event. Post survey results indicated an 86%+ satisfaction rate with over 59% of participants bringing one or more guests to experience Life Time during the campaign.• Created, managed, and executed two new national cause marketing partnerships and annual campaigns in support of the Life Time Foundation, Make-A-Wish, and the Children’s Miracle Network. These programs raised over $500K in their first year, impacting hundreds of communities nationwide and are projected to garner millions for each organization annually. • Implemented evaluative metrics to analyze programs, gain insights to improve ROI and correlate event performance with business results while providing baseline metrics by which to evaluate future success.

Serving over 40MM visitors annually, Mall of America is North America’s largest tourist destination. With 520 stores, 50+ restaurants, 16 attractions, and two connected hotels all adding to the overall MOA experience, effective marketing is a critical component in maintaining growth and success in an industry that faces ongoing economic challenges.As the Marketing Director, I directed a wide scope of integrated marketing activities and achieved a high degree of growth in revenue, visits, and brand recognition. Some of my successes include:• Developed and implemented of annual marketing plans resulting in a 4% year-over-year increase in traffic and sales for Mall of America and a 6% year-over-year increase for Nickelodeon Universe including Mall of America’s most successful Black Friday and Holiday campaigns to-date. • Drove incremental traffic, increased end-of-day spending, and overall duration of stay by leveraging seasonal events and key moments such as the Super Bowl, Mall of America’s 25th birthday, Nickelodeon Universe’s 10th birthday and the Final Four to name a few. • Built the first successful multi-attraction pass, a visitor-centric program that combines a centralized marketing and operational effort with tenant participation and engagement to deliver year-over-year growth and a 50% increase in comp sales.• Managed the relaunch of mallofamerica.com, a digitally innovative online resource for visitors, and internal customers.• Conceptualized and launched a new tenant portal app to gain insight and streamline communications for marketing campaigns and promotions. Resulted in 1,100 active users, 75K views and a 98% tenant participate rate.• Oversaw the execution of all paid traditional, digital and social media strategies, ensuring a robust presence to drive traffic, promote activities, shopping, entertainment, and attractions.

Marketing lead for Regis’ private label products and premium division which consists of 21 distinct brands, covering over 650 salons across the United States and Canada. Responsible for the development, management and execution of integrated marketing communications, brand strategy, design, advertising, program development and budget management.Most notably I directed the branding and visioning for private label/owned product lines for 7,500+ corporate and 2,00- franchise locations with $50M+ in annual sales volume. This included directing the company’s first ever brand relaunch for the premium and private label divisions, successfully establishing a fresh brand vision and identity for product lines that carried into overall content, advertising, and integrated strategies.My additional responsibilities included collaborating with internal, agency, and vendor partners to align division needs and objectives with marketing strategies spanning in-salon marketing, advertising, paid search, SEO, CRM, public relations, and digital and social media.

Developed and managed loyalty programs for Regis’ family of brands in alignment with company-wide retention and revenue objectives. • Responsible for content development, budget management, and asset integration into key marketing strategies and campaigns. • Developed and executed loyalty marketing strategy resulting in a 14% increase in guest retention, 11% increase in guest loyalty, and a 3.7% incremental year-over-year comp lift in participating locations.• Refined customer value proposition to maximize customer loyalty based on guest and industry research. • Created strategy and implemented initiatives ensuring field adoption and implementation of loyalty programs.• Designed and implemented promotions to drive traffic and revenue from current, as well as, underserved and lapsed guest member segments.

Created and implemented innovative, integrated customer experiences that strategically supported business objectives including national and market-focused campaigns, live events, partnerships, category initiatives and product launches, viral marketing campaigns, sponsorships, sweepstakes, and cause marketing programs. Led cross-functional teams and managed all facets of production including budget and agency management, leveraging internal/external marketing channels, and vehicles to create effective integrated marketing programs.• Conceived and executed campaigns in partnership with global brands such as Microsoft, Samsung, LG, Sony, Universal Pictures and Coca-Cola garnering hundreds of billions of earned media impressions, driving consumer buzz/storytelling, generating revenue, and increased in-store and online traffic. • Developed and managed television show partnerships and integrations with numerous programs, such as a two-year brand integration with bi-weekly segments on the Best Damn Sports Show Period and ten-year partnership with The Ellen DeGeneres Show. • Designed and executed Best Buy Mobile’s "GRAMMY in the School’s" program and marketing plan impacting 500+ at-risk schools, garnering over half a billion media impressions for Best Buy Mobile and the GRAMMY Foundation. • Planned and executed numerous integrated campaigns and events leveraging talent, such as Lady Gaga, the Foo Fighters, Jennifer Lopez, Maroon 5, John Legend, Magic Johnson, Justin Bieber, the Rascal Flatts, Ice Cube, Dr. Dre, Emmett Smith, Tim Gunn and more. • Pioneered numerous strategic programs for Best Buy, such as text to wins, live event streaming, television show integrations, viral videos, advergames, user-generated contests, digital scavenger hunts, pop-up stores, cooking demonstrations, text to screen promotions and more.

• Managed execution of Best Buy’s sports sponsorships including the Minnesota Vikings, Twins, and Timberwolves. • Managed advertising and live events for 300+ store grand openings across the United States and Canada. • Developed and managed one of the world’s most popular fantasy football leagues and one of Best Buy’s most successful online promotional programs ever. The Best Buy Fantasy Football league garnered 388MM+ impressions, 121K weekly players; 3.9MM site visits; and a18% conversion rate (industry average is 5%). • Created and led Best Buy’s first category specific cause marketing campaign which successfully drove brand loyalty, sales, and differentiated Best Buy, while raising $450K for a non-profit organization.• Managed Best Buy’s New York City Marathon sponsorship including branding, entertainment/main stage at the race start, expo experience, race course presence, and the Best Buy employee team. Sponsorship averaged 500MM Best Buy impressions annually.

Developed and executed strategy and placement of the Target brand and exclusive products in national television shows and feature films resulting in exposures valued at over $6.6MM. Designed and implemented media and publicity campaigns driving brand affinity and loyalty.• Developed, coordinated and supervised the execution of media and publicity campaigns.• Directed agencies and led cross-functional teams including studios, production companies, and internal teams to achieve campaign objectives. • Television placements included exposure on such shows as Will & Grace, Dharma & Greg, Felicity, Providence and Dawson’s Creek. • Managed feature film shoots at Target stores including on-location management, casting, branding, product integration and script review to assure maximum brand exposure for Target and its exclusive brands.

Department was responsible the development and execution of over 800 customer, press and employee events reaching 23MM customers annually.• Assisted in the development, management and communication of live consumer events.• Supported the coordination and implementation of meetings ranging from small meetings to Target’s national sales meeting with 2K+ attendees.