Marketing Experience• Created and executed plans to separate brands from the competition. For Flatout Flatbread, after digging into its attributes and story, we determined the brand is in the WOW business. Everything we did – from packaging to innovation, recipes, and brand partnerships (i.e., co-branded Hungry Girl partnership that drove sales at Walmart) – got people saying “WOW, that’s cool!” WOW is also MOM spelled upside down, perfectly aligned with the target.• For Atoria’s Family Bakery, spearheaded a project management system to align all team members, guide budgets, and uncover efficiencies.• Since the battle for shelf space is fought online, created ways for brands to be part of the conversation. For Flatout, built a community of advocates (#flatoutfam) who engaged with the brand, created their own content, and spread the word about why they loved the bread and where to buy it. This ongoing push-and-pull of information was adjusted to key targets to drive purchase.• Created materials for the sales team. For Atoria’s Family Bakery, created and maintained sales materials and store merchandizing (i.e., IRCs, racks, frozen shippers).Sales Experience• Created an ecosystem of e-commerce stores including Amazon, Walmart.com, Shopify, WW.com,GaintEagle.com, Kroger.com, and UNFI.com for Atoria’s Family Bakery that increased revenue, mademarketing campaigns profitable, and conditioned markets to prepare for brick-and-mortar launches.• Developed relationships with Misfits Market, Imperfect, Fresh Direct, Hungry Root, and HungryHarvest to drive their sales of Atoria’s Family Bakery products, increase product mix and launch marketing programs. For Misfits Market, led the campaign that awarded Atoria’s Family Bakery an award for their Upcycled Naan.• Co-led meetings with mass channel stores, like Walmart and Costco, and natural channel stores, like Fresh Thyme and Plum Market, to grow distribution and sales and introduce the brand to new channels.

Managed campaigns for clients in the food industry. Led the team that announced the National Pork Board’s new brand positioning (from “the other white meat” to “pork be inspired”) and turned a USDA temperature change announcement into a pork celebration that generated two nationally syndicated Associated Press stories. Worked closely with the Board’s retail team to create local and national programs for stores like Walmart, Kroger and Publix.Experience also included developing and managing multi-million dollar budgets, participating in all aspects of new business development and overseeing content strategy development and traditional media relations in support of the “got milk?” campaign, several Oscar Mayer products (i.e., Deli Creations and bacon) and McCormick spices.

Served as team leader and primary client contact for several Campbell’s and Kellogg’s brands, as well as for the Arby’s Restaurant Group. Launched the Cheez-It Big Cheese Tour to reintroduce the brand and enforce its “big cheese” credentials; branded placements include “CBS Early Show,” “Good Morning America,” “Fox and Friends,” InTouch, Parade and local market coverage. The tour earned the 2008 Bulldog Gold Award for best food and beverage campaign.

Acted as client contact and day-to-day team leader for GlaxoSmithKline/ Schering-Plough/Levitra. Primary focus was to create and implement campaigns to generate awareness of erectile dysfunction via media and influencer facing programs. Developed an educational men's health website, which was featured on CNN, and established relationships with women’s and lifestyle magazine editors to cover Johnson’s products (i.e., Johnson’s Baby and Rembrandt lines).

Coordinated Shire’s national ADHD awareness campaign, “ADHD Experts on Call,” with celebrity spokespersons Kathy Baker (2003) and Ty Pennington (2004); branded placements include USA Today, “CBS Early Show,” “Good Morning America,” “Fox News,” “The View,” syndicated placements and local market coverage. Identified and managed breaking issues, most notably, Health Canada’s suspension of Adderall XR for potential cardiac complications (developed strategic plans, aligned stakeholders and messages, executed proactive and reactive communications).

In addition to evolving the new business team, planned and executed national media and issues-related programs for several clients within the healthcare industry, including ImClone Systems Incorporated and Pfizer Animal Health.