High-growth PE-backed EdTech leader in test prep education offering live and self-paced online courses, private tutoring, and Qbanks for pre-law, pre-med, and medical school students, as well as for residents, practicing physicians, nurses, NPs and PAs.• Developed the marketing team to span branding, e-commerce, paid media, customer acquisition, CRM, email, affiliate, creative, content marketing, social media, influencers and analytics. • Led the rebranding and integration of 4 acquisitions into all marketing and ecommerce systems. • Drove increased CAGR in the pre-med and pre-law business from 2019 to 2023, through strategic GTM launches, optimized media spend, targeted email segmentation, and affiliate marketing and influencer programs.• Implemented a new customer acquisition strategy that tripled lead generation, utilizing innovative marketing funnels, content lead magnets, landing pages, paid ads, and social media influencers; replicated this playbook for newly acquired businesses in GME, PA, and NP verticals, successfully accelerating growth.•. Augmented SEO, SEM, and paid media strategies increasing ROAS from 4.9 to 8.2 while scaling marketing spending profitably, effectively improving digital marketing performance and budget allocation.• Created and managed a multi-million $ marketing budget, delivering strategic annual plans and driving the team's quarterly planning of marketing campaigns • As an Exec Team member, presented at quarterly board meetings.

• Steered a 40-person health, nutrition, and fitness company, driving growth and operational excellence under private equity backing, while fostering an inclusive and dynamic organizational culture.• Crafted and delivered two comprehensive board presentations, outlining growth strategies, monetization opportunities, and customer LTV data insights, securing support from stakeholders for future initiatives.• Recruited and built a high-performing marketing team, including the VP of Marketing and Directors of Digital/E-commerce, Social Media, and PR/Influencers, enhancing market presence and brand visibility.• Spearheaded e-commerce strategies that doubled Black Friday/Cyber Monday revenue YOY. • Launched successful paid social advertising campaigns and achieved noteworthy ROAS in initial retargeting efforts.

• Transformed consumer segmentation research into actionable insights, driving branding and marketing initiatives that elevated the Beachbody brand across owned and paid media channels, while implementing a comprehensive brand equity tracking study.• Led the introduction of an online nutrition-based weight loss program, developing the GTM and communication plan, setting a company record for units sold at launch.• Served as the marketing lead for a company-wide e-commerce platform redesign, which doubled the conversion rate and significantly enhanced the user experience, reinforcing the brand’s digital presence.• Boosted online revenue through website merchandising, search optimization, cart improvements, and rigorous A/B testing, contributing to increased consumer engagement and sales.

• Leader of nutritional and dietary supplements portfolio of over $700MM spanning weight management, sports nutrition, and cleanse/detox categories. Product types include superfood health shakes, protein shakes, energy drink mixes, protein recovery drinks.• Delivered >$45MM in revenue with two new brand launches in the last 2 years• Led marketing team of 7 to deliver annual strategic marketing plans for top 3 brands in the portfolio

• Oversaw Marketing, General Management, and P&L for a robust dietary supplements portfolio in North America, driving growth across the weight management, sports nutrition, and cleanse/detox categories, ensuring consistent market leadership.• Guided a team of seven in the development and execution of annual business and marketing plans for the top three brands in the portfolio, achieving sustained brand growth and market penetration.• Directed the Shakeology brand team to a noteworthy CAGR and generating significant revenue, reinforcing its position as a leading brand in the health and wellness industry.• Launched Beachbody Performance, a premium line of sports nutrition drink mixes, on track to deliver $30MM+ in its first full year. Spearheaded brand positioning, target audience, pricing, product bundles, and marketing strategies for launch.

• Orchestrated the successful launch of Shakeology and significantly grew its subscription business, reaching substantial revenue milestones by 2015.• Handled all Shakehology marketing efforts, including marketing plans, branding, creative development, social media, e-commerce, consumer research, and network marketing initiatives, significantly elevating brand visibility and consumer engagement.• Launched and managed the content marketing initiative for Shakeology's blog in 2011, resulting in an increase in website traffic, reinforcing the brand's authority and reach within its target market.

• Developed an integrated brand marketing strategy around existing ad campaign• Managed a $9.5MM budget as well as agencies for advertising, media, and PR• Conducted comprehensive market research, defining unique positioning and target consumer segments.

• Led development of two licensing product opportunities forecasted to bring in more than $5MM at retail.• Filled pipeline with viable new product development opportunities for 2H08 and 2009 launches.• Developed go-to-market plans, managed cross-functional team and timeline for launch of two products.

• As founding team member reporting directly to Marketing VP, formulated business case to executive management recommending launch of new cosmetics brand targeting women aged 50+• Modeled P&L scenarios, quantified sales opportunity and level of investment needed for launch. • Synthesized consumer research and forecasted volumes to recommend the optimal mix of products.• Primary thought leader on strategy brand positioning, brand name, primary and secondary packaging and logo. Led collaboration with in-house creative department on design of packaging and logo. • Managed ad and media agency relationships for a $20MM TV and print campaign. Developed all briefs. • Optimized media plan with VP Media for dual goals of awareness and direct-response TV directing consumers to call 1-800 number for free samples-- a unique model in mass retail cosmetics world at the time. Generated 1MM calls and names in database.

• Identified and negotiated partnerships with external brands in other categories to create joint promotions and co-marketing programs. Leveraged these alliances to increase strength at the retailer.• Managed $8MM promotions budget, briefed agency for national promotional campaign• Delivered monthly business and competitive analysis using Nielsen data