Brand Castle is a value add retail broker and growth consultancy.Our goal: Guide high potential consumer brands to become #1 in their category by scaling them onto retail shelves, while also executing all of the marketing required for them to win once there.Armed with decades of experience spanning ecommerce, brick and mortar and beyond, Brand Castle's team and extended network are the perfect guides for consumer startups looking to build iconic companies that are built to last.Learn more at Brandcastle.co

Episodes Available Weekly On:🎙️Spotify: https://open.spotify.com/show/6eRc2aPoSiVKOHtP2pcr05?si=c67b0a311ce1499e🎙️Apple: https://podcasts.apple.com/us/podcast/the-omnichannel-roundtable/id1729529860🎙️Amazon: https://music.amazon.com/es-us/podcasts/1718a8e6-6b8e-49c2-b128-65799143ad83/the-omnichannel-roundtable🎙️iHeart: https://www.iheart.com/podcast/269-the-omnichannel-roundtable-148345273/

Along with Steve Hooper and Kari Chen, conceptualized and led the inaugural incubator for consumer startups within the Dartmouth alumni networkFacilitated weekly interactive lectures taught by industry experts in operations, finance, product development and moreTaught the courses on marketing and go-to-market strategies

Oversee all digital marketing, growth planning and branding for this rapidly growing beverage company. Our goal: to be the #1 hydration drink for families in the US!

Oversee all digital marketing, growth planning and branding for this rapidly growing beverage company. Our goal: to be the #1 hydration drink for families in the US!

Conceptualized and executed the brand pivot away from a traditional sports drink to a healthy hydration brand for mothers and families. Achieved 15x revenue growth within 18 months.

Served as the lead Account Director and outsourced Chief Marketing Officer for a range of clients across the B2C ecommerce space. Strategize and oversee execution for all performance marketing initiatives.Multi-million dollar product launches include:- Magic Spoon (keto cereal)- Clove (sneakers for healthcare workers)- Our Place (kitchenware)Aggressive scaling and/or pivoting includes:- Masimo Personal Health- Greater Than Sports Drink- Wicked Cutz jerky- VKTRY Gear (performance insoles)Channels of expertise include:- Acquisition across Facebook, Instagram, Youtube and Pinterest- Paid Search/CPC across Adwords, Bing and Yahoo- Email and SMS marketing- Conversion rate optimization using Google Optimize

Client: HoneyBum Apparel (May 2017 to July 2017)Role: Product Launch Consultant (Contract)Oversaw all paid advertising, email marketing, promotional strategy, website development and optimization for Honeybum.com, a socially conscious fast fashion brand bringing the California lifestyle to the rest of the world.• Took brand from $0 to $270k of monthly revenue within 4 monthsClient: Cave To Cellar Wines / Cavetocellar.com (December 2013 to October 2014)Role: Ecommerce Marketing and Branding Strategist• Overhauled the branding, website U/X, growth strategy, pricing and creative direction for client• Facilitated three focus groups and one nationally-distributed survey to inform decisions around the brand positioning, customer segmentation, emotional promise, voice and visual guidelines• Drafted detailed and annotated wireframes to inform frontend and backend site redesign• Conceptualized creative briefs for four distinct advertising campaigns ; Managed photo shoots, including approving models, securing props, scouting locations and providing in-person direction to photographer

• Served as head of the Growth Strategy channel, leading a 13 person staff of other senior digital marketers working on 100+ accounts simultaneously• Hired and trained 9 other strategists to CMO-level, tripling the headcount of the channel under my tenure and doubling the client count• Through a +20% increase in average client retention, have generated double digit QoQ revenue growth for channel• Grew size of team from 5 to 13 full time Strategists; from 60 clients to 140 clients simultaneously• Grew % of company revenue from 25% to 30%• Developed sophisticated processes for optimizing all phases of the conversion funnel• Increased average monthly retainer price by 25% and expanded department profit margins by over 10 pointsSuccessful Client Launch: • Have overseen 100% of digital marketing efforts for Raden.com (a smart suitcase brand), leading to a double digit reduction in acquisition costs and almost 8 figures in revenue during year 1• Online sales were so strong in holiday 2016, they sold out of inventory globally• Turned this into marketing campaign that generated a 15,000 person waitlist and several hundred thousand dollars in pre-order salesSuccessful Client Scale: • As lead marketer for Frasier Sterling (a fast fashion jewelry brand), grew monthly revenue by 8x through a mix of rebranding, Facebook and Adwords optimization, introducing exclusive higher price point product and on monthly bundle deals.• Since taking off in Holiday 2016, product has been worn by celebrities including Miley Cyrus and Jenner Sisters

• Conceptualized and developed an optimal niche social network for women and executed due diligence for two other social networking concepts• Fundraised $80k of angel investment ; Managed all financial forecasting and budgeting• Conducted market research, focus groups and competitive analysis to develop go-to-market strategy for management, including business development strategy and consumer branding insights • Project managed app development, including validation testing of feature set, UX/UI implementation, conception and design of logo, art direction for launch advertising and overseeing work of two mobile app developers• Built comprehensive wireframes for two apps; Executed front-end changes in Xcode and Adobe Illustrator

• Category Manager responsible for owning strategic and tactical aspects of a $155 million business portfolio, including women’s woven tops, bottoms, dresses, outerwear and denim • Achieved +35% revenue growth and +26% bottom line growth over 2012 through product mix, strategic inventory investment and management of Gap.com exclusives• Added several exclusive pant fits and SKU extensions to the assortment based on trend research and business opportunity, generating $3.9 million incremental dollars to the business over 2012, accounting for +4 points of comparable sales growth• Adjusted e-mail and website marketing cadence to be more strategic based on customer research

• Rotation program in Inventory Management, Merchandising and Production across Gap Inc. brands• Gained intermediate knowledge of denim garment production and construction• Skills acquired included revenue/cost forecasting, trend analysis, financial modeling, commodities negotiation, quality control, store real estate optimization and online marketing• Conceptualized new assortment of novelty men’s polo shirts for Banana Republic, organized a photoshoot with on-figure photography and mocked up a season’s worth of email and site marketing to support the message

• Five years of seasonal experience working at all three brands within Gap Inc. company portfolio• Banana Republic (July 2011 - August 2011)• Gap (January 2008 - May 2008)• Old Navy (July 2006 to September 2007, August 2008)

• Researched corporate global effectiveness -- prepared a comprehensive benchmarking deck• Drafted macroeconomic environmental scan for international retail sector, identifying emerging markets and recommending 3-5 year workforce strategy implementations• Researched and composed qualitative and quantitative cost-benefit analysis for expanding Gap, Gap Kids and Banana Republic into the Scandinavian Apparel Market

• Interned directly with Commissioner Hydra Mendoza, Mayor Newsom’s senior education advisor from autumn 2006 to summer 2007 and again over the summer of 2008.