Led strategic planning and creative development of marketing communications for the Snacks and Confection Business Unit. Inspired and helped activate winning culture for creating competitively advantaged communications. Implemented new strategic processes and tools. Engineered brand repositionings and revitalizations resulting in significant business lift on iconic brands including Oreo, Planters, Ritz, Stride gum, Wheat Thins, and Honey Maid. Member of the business unit’s Senior Leadership… Show more Led strategic planning and creative development of marketing communications for the Snacks and Confection Business Unit. Inspired and helped activate winning culture for creating competitively advantaged communications. Implemented new strategic processes and tools. Engineered brand repositionings and revitalizations resulting in significant business lift on iconic brands including Oreo, Planters, Ritz, Stride gum, Wheat Thins, and Honey Maid. Member of the business unit’s Senior Leadership Team. Show less

Led a start-up unit of Draft, created to service the Bank of America account. Conceived as a new, stand-alone business model that gave Draft the capability to provide holistic communications programs for both business-to-business and consumer initiatives. Provided advertising, direct marketing, online, strategic planning and database services. Recruited and managed a talented team of twelve marketing professionals. Directed new business efforts.

Directed all marketing, advertising, communications, and brand-building efforts for Sierra Mist and Diet Sierra Mist. Developed and implemented strategic and annual operating plans. Oversaw advertising development, promotions, media planning, and outside agencies. Engaged in cross-functional collaboration with Sales, Research, Finance, and Bottling partners.

Established the Urban & Ethnic Marketing Department at Pepsi Cola North America. Built a talented team of 11 professionals and assessed market opportunities and corporate strengths and weaknesses in this area. Created a vision for the department, enlisted support and sponsorship of senior management to enroll the rest of the organization. Developed and implemented marketing, advertising, media, and promotion strategies.

Unearthed compelling consumer insights to direct strategic planning. Developed and sold creative concepts. Identified new consumer markets and targeting opportunities. Designed innovative techniques to assess marketplace effectiveness of advertising and programs. Developed integrated communications programs. Frequently participated in new business pitches. Ranked as one of the top Brand Planners in the agency.