Hold a pivotal and visionary leadership role in advancing the organization's Centennial Commitment as we drive towards 100 years of transformative impact. Spearhead Shedd's experiential brand evolution, amplifying our presence and fostering unparalleled levels of brand awareness, favorability, and trust. Oversight of Shedd's Marketing and External Affairs encompassing comprehensive marketing strategies, public relations and internal communications, brand strategy, and government affairs and public policy. Focused on cultivating integrated approaches that reinforce the organization's mission and solidify our global reputation as a leading institution in conservation, research, science, education, and animal care. Key objectives include innovative revenue diversification, audience diversification and growth, with emphasis on increasing engagement among Black and Latinx visitors, and safeguarding, advancing, and amplifying our operational priorities, significantly boosting external influence amongst consumer, industry, and city and government spheres.

Led a best-in-class collective of multidisciplinary strategists and creators bringing together innovation, creativity, community, and connection with a goal of propelling modern marketing principles into enterprise excellence. This group was a powerhouse of passionate individuals dedicated to crafting captivating socially-forward experiences for Ulta Beauty. Our mission was to ignite engagement, magnify brand affinity and LTV, and champion the dynamic evolution of the beauty community and beauty culture.

Responsible for key marketing business and brand growth drivers - new consumer acquisition, member retention, omnichannel expansion, brand awareness, engagement, and connecting the brand to culture. Direct oversight includes our go-to-market approach, media investment, content, social media, and influencer relations.

Oversight of brand social media strategy and creative, influencer relations, editorial, and copy and video production.

Led team with direct responsibility for building the brand across all facets of the digital landscape (Brand, Media, Digital Marketing, Influencer & Partnership) on a global scale. (30+ international markets) Responsible for all departmental objectives, including global brand, digital, and social strategy, creative content production, community growth, media planning and buying, influencer and talent relationships, and development of key digital marketing strategies and initiatives.

Oversight of global market communications footprint, global brand partnerships, fashion relations and NARS special projects, including charitable platform.

Served as the principal oversight of the brand’s internal and external communications strategies, including instating policies and procedures regarding external positioning company-wide.

Drove strategic development and content planning aimed at acquisition, engagement, retention, and ROI. Motivated 14-member cross-functional team with varying levels of digital I.Q. to identify and leverage new marketing methods, utilizing data analysis and A/B performance testing.

Served as the global and US domestic communications liaison with over 55 global markets and hundreds of media outlets for the purposes of expanding the portfolio’s awareness, establishing credibility amongst consumers, and generating high-quality press globally.