Founder of brand marketing consultancy that helps new and emerging food and beverage start-ups take flight and scale. I blend my experience from Big Food (Clorox, Hidden Valley Ranch) and as a Food Start-Up Founder (Tiny Hero) to develop marketing strategies for emerging brands and execute on them. Most recently, I launched the climate-friendly snack brands Moonshot (acquired by Patagonia Provisions) and Connect. Clients include: Moonshot Snacks, Connect, Aha! Alive, Red Boat Fish Sauce, Petit Pot, Konscious

Acquired by Patagonia ProvisionsLed the creation of Moonshot from an idea to a bold, dynamic brand with founder Julia Collins. Responsible for all marketing, including strategy, asset creation, and building & managing a flexible high-performing team. Built Moonshot's brand equity as the first climate-friendly snack brand through extensive content development (Climatarian's Cookbook, newsletters with >30% open rates, and social media with >3% engagement rate) and community building.

As the head of the Marketing Department and founding team member at Tiny Hero, I built the Tiny Hero Brand from a logo to a dynamic, fun, bold new brand that is disrupting the quinoa category. Responsible for brand marketing and consumer insights.• Built Tiny Hero from a logo to a dynamic, bold brand with a mission to make quinoa an everyday food for all. Responsible for brand marketing (new product development strategy and asset development), digital marketing (social media and advertising strategy), and consumer insights (concept testing, flavor TURFs, and IHUTs). • Led and built marketing team of FTEs, agencies, and consultants to deliver exceptional work on a limited budget.• Created highly engaging geographically-targeted advertising campaigns across Google, Bing, Facebook, and Instagram to support product launch at retailers (CTR of .92% for display and 4.25% for search campaigns). • Built Amazon sales from $0 to $100k/year. Managed all aspects of e-commerce business including merchandising, pricing, advertising, promotions, and fulfillment for both SellerCentral and VendorCentral.• Drove product innovation process with the business goal of increasing quinoa’s household penetration, commercializing 11 new products and 20 SKUs in 18 months. Launched quinoa-spiked MaQ & Cheese and Power Breakfast, a quinoa hot cereal, to bring quinoa to different parts of the day and different eating occas ions. • Gained 9200 points of distribution in 12 months, including key accounts such as Wegmans, Meijer, Safeway, Gelson’s, and Jewel. Partnered closely with Sales to develop retailer-specific selling presentations.

I'm a classically trained brand marketer with general management and marketing strategy experience. • Built new ingredients-focused growth strategy for KC Masterpiece using consumer and market research. Developed brand repositioning marketing launch plan with new website, packaging, and advertising. Since launch, the website increased Time on Site by 20% and the new packaging increased purchase intent by 12pts. • Executed new product development and commercialization, including Product, Pricing, Promotion, and Place, in 6 months (typically 24 at Clorox) of a Clean Label Ranch with no artificial ingredients. Developed branding hierarchy and look and feel of new Hidden Valley sub-brand, Simply Ranch, to differentiate this premium product. Led cross-functional team to develop $6M marketing launch plans including TV and digital advertising, PR and influencer sampling, FSIs and in-store promotions, and app consumer promotions with Ibotta and Shopkick.• Led innovation team to develop Better For You products for Hidden Valley, resulting in “Outstanding” BASES idea (achieved by <5% of ideas). Evolved ideas using multiple focus groups to find a meaningful consumer need, explored technical feasibility, modeled potential market size and profitability for products that increase Hidden Valley’s Household Penetration, and conducted industry analysis of a new category to Hidden Valley, dips.• Led sales and finance team to model and analyze pricing increase scenarios for Kingsford ($700M annual sales) to meet business goals of more profit, strategic need to establish a premium product tier, and supply constraints. • Analyzed IRI data and created summary reports for senior executives on business performance and drivers. • Recognized with 2 prestigious awards from the entire Specialty Division and the Specialty Marketing function.

Created online and offline marketing strategy targeting school kids to increase purchase and consumption of school meals. Designed consumer advocacy and field marketing programs, including projected budgets, to increase sales of newly launched Meal Kits product in-store.

Researched the business and sustainability case for potential new product, single-serve coffee. Built financial model to forecast net income, designed market launch plan, identified potential suppliers, and analyzed environmental impact.

Managed rebranding project with marketing consultants, conducted interviews and surveys to design and implement a member impact measurement system, built organizational consensus around website redesign and managed software developer to execute on vision, and analyzed membership data to identify income generating opportunities.

Joined Preserve in 2008 as Product Development Associate, progressed to Senior Associate within a year, and promoted to Manager and Sustainable Design Lead in 2010. Responsible for designing and launching 100% recycled plastic household products for a pioneering and entrepreneurial sustainable consumer packaged goods company. Efforts resulted in its most profitable year in 2011.Project and Product Management: Managed cross-functional teams, including internal and external sales, marketing, manufacturing, and engineering members, to launch 10 new products in the Everyday Tableware and Kitchenware product lines. Led Sustainability Committee with CEO and COO. Created strategy to deliver on sustainability mission in resource constrained environment, resulting in new external partnerships and refocused marketing efforts. Managed Everyday Tableware launch to Target in accelerated 15-week timeline from initial overseas tool purchase to product shipping. Simultaneously developed packaging, sales collateral, and online marketing copy. Conducted sales forecasting and supply chain and manufacturing planning for 16 products ($1.25MM in sales).Marketing: Crafted internal and external communications of company’s sustainability values and products’ environmental benefits, including website pages, information on-pack, sales materials, and social media posts. Conducted focus groups to create new product concepts. Designed new packaging structure for cutlery with 50% cost savings.Department Management: Created and managed $350k department budget. Hired and managed employees in product development and management. Co-organized and led staff-wide “Eco Teach-Ins” to increase sustainability knowledge and foster team building. Data Analysis: Analyzed sales history and identified high-profit growth areas through customer profitability analysis. Designed retailer merchandising programs and pricing through multi-scenario cost-benefit analyses.

Worked on educating designers and engineers about sustainable design, created internal sustainable design resources, and developed an action plan for greening the company’s operations.