A consultancy focused on cutting through the noise to form a clear, pointed end-to-end brand strategy and perspective. Our approach is grounded in achieving consumer resonance and loyalty by grounding in insights, authenticity, focus, and clarity.Long term assignments have included first Head of Marketing at a Series A SaaS platform focused on CPG insights and Strategy Director at a boutique creative agency.https://onyourleftstrategy.com/Categories Serviced To-Date:- SaaS- CPG: RTD beverage, supplements, alcohol- Fintech- B2B- Data/Insights- Fashion/LuxuryServing as an advisor, consultant, and freelance strategist (independent + agency side)

Thrasio is a $1.2B pre-IPO pioneer of small-cap eCommerce aggregator model: the consumer goods company reimagining omnichannel commerce and consumer products, across digital marketplaces, channels, and retailers globally. I relished my time and quick impact at Thrasio, but was unfortunately a part of the 400+ employees affected by Thrasio's reduction in force to help stabilize the business. - Created and led Thrasio’s Brand and Marketing Strategy Lab helping, shape and grow the strategic brand portfolio and overall brand building capabilities- Delivered insights-backed, breakthrough updated brand positioning and messaging strategies for the B2B corporate brand and leading brands across intimate, acne care, home cleaning, and petcare categories- Created processes to elevate efficiency and cut-through storytelling across Creative, Brand, and Marketing- Developed global brand strategies and integrated marketing campaigns to grow and evolve focus brands, helping achieve the overall business and marketing objectives- Delivered business growth via end-to-end brand and product strategy, and integrated marketing campaigns- Strategized and shaped cross-channel content by leading the internal creative agency- Grew and managed a team of 3, in addition to overseeing cross functional and project teamshttps://techcrunch.com/2022/05/02/amazon-aggregator-thrasio-begins-layoffs-names-new-ceo/

Reported to Founding GM. Responsible for monitoring, assessing, evolving and future proofing the Brand Strategy of Harry's Inc's newest brand from launch (eComm and Walmart exclusive).- Executed Learning Plan and Synthesized Insights: Built and fielded consumer learning journey (quant, qual, analytics, UX) to inform product innovation, messaging strategy, brand evolution- Developed and Drove Innovation: Developed brand principles for 3-year innovation approach and lead research, commercialization, and launch prep for each 2022 item- Retailer Partnership: Ensured best-in-class execution at Walmart (exclusive launch partner), including business analysis, pitching for and designing merchandise space, shopper marketing programs, eComm optimization and more- Led weekly Omnichannel strategy sessions to continually synthesize cross-channel learnings and implement impactful pilots and sales enablement strategies

- Commercial Lead for Stella Artois Brand Architecture, Innovation, Product Strategy in the US- Strategized and commercialized 9 new product innovations in 2020 ranging across new products (liquid), new pack types, improved visual identity, and new-to-world technology—Communications and Strategy lead for all new products, leading agencies in addition to remote technical cross-functional teams. - Responsible for each product P&L; 4 new-to-world products are driving 25% of Stella US growth YTD + Contributing to Anheuser Busch's first year of $1 billion revenue from Innovation- Facilitated import process and logistics with Europe zone, and across distributor and retailer priorities- Conceptualized and launched Stella Artois Solstice (summer seasonal) during COVID, including pivoting all asset creation to digital: top performing SKU across key retailers, contributing 30% of Stella brand growth, eComm programming outpaced all benchmarks and became a full time brand and company Big Bet for 2021- Launched Seasonal Product Strategy starting with first-ever Holiday Seasonal commercialized in > 5 months (Winter 2019)—Distributor orders 40% over capacity & led to 2.8% volume lift for brand- Overhauled Brand Architecture and future-proofed existing products to improve quality and consumer relevancy while maximizing revenue, alignment with Global strategy- Managed high-profile trainee during Marketing rotation- Award: 2021 Creative Excellence for bespoke charitable aluminum bottle- Certifications: Certified Scrum Master, Licensed Scrum Product Owner- Training: Leading at ABI intensive

• Responsible for brand strategy and communications of recently acquired brand, including: Brand Building, Shopper/Trade Marketing, Region Management and Planning, Experiential, Sponsorships, Content shoots (social, OOH, photography, TVCs)• Managed distribution expansion from 16 to 40 states—from plan approval to rollout process, day-to-day support• Oversaw development of “visual brand identity”—core design principles and positioning to help differentiate and gain consideration of challenger brand in a saturated category• Led sponsorship strategy and activation of Mexican National Soccer Team & FIFA World Cup properties• Strategized and executed unique shopper marketing and partnership programs and POS materials with key customers, CPG partners and regions: sweepstakes, sponsorships, cross merch• Continual focus on “disruptive” marketing opportunities to build brand meaning and awareness• Critical skills: Hispanic brand building, retail strategy, visual brand identity, public speaking, agency management, creative development, experiential activation, stakeholder management

Served as a member of Mars Global Chocolate's internal consultancy team.• Conducted an extensive analysis of current and potential shifts in the snacking category, provided recommendations addressing issues identified and “white space” opportunities and proposed adaptive strategies to remain an international snacking leader. Deep dive included analyses of: competitive landscape, category trends and emerging market opportunities. Reported directly to the Global Chief Marketing Officer and Global Brand Directors.• Performed analyses of brand performance across all brands in the chocolate portfolio, on both global and market levels, each period and synthesized findings into insight-based stories explaining occurrences and practices. Report sent to all global regional executives.• Investigated solutions for increased international presence and effectiveness for the Twix brand; presented recommendations for market entry and strategy shifts to the Global Brand Director.• Generated the foundational blueprint for a situation assessment, to investigate the potential of entry into a new global region.• Conducted extensive assessment of competitive health and wellness strategies and presented findings and implications.

• Performed a daily data pull and analysis of product bookings and shipments for all brands within in the beverage portfolio• Served as the primary contact on Country Time’s integrated marketing campaign, responsible for assimilating the roles and work of six agencies in the planning and execution of the launch of the brand's first new flavor in 14 years• Conducted a robust historical analysis on business drivers and opportunity identification within the Walmart account, given previously inaccessible data• Analyzed social media strategy for each brand in portfolio. Assessed the social media landscape and provided a roadmap for each Kraft brand focusing on the fit between brand strategies and consumer targets. Presented findings and recommendations to cross category marketing team

Provided analytical support to consultants. Analyzed data (syndicated sales performance, profitability, strategic modeling, shopper behavior) for use in sales and marketing projects for consumer package goods industry• Planogram and occasion based segmentation analysis for CPG food products company• Category, aisle analysis for CPG cleaning products company• Planogram and shelving analysis and recommendations at the regional, category and account levels for CPG food products company• Data assortment for leading beverage company

Completed data entry for Managing Partner of retained search firm.