Created effective DTC, B2B, and B2C marketing strategies, optimizing budgetary allocation and developing an impactful and cohesive brand story through digital channels, in-store presence, packaging, and domestic and international trade shows.Managed creative team of external partners and direct reports responsible for all product and packaging design, collaborating with leadership team to drive strategy, roadmap, and product development.Formulated and implemented annual marketing budget, including revenue management, cost control, budgeting and forecasting, strategic planning, and operational efficiency.Collaborated with executive, product, creative, and sales teams to optimize sales touchpoints, drive sell-in and sell-through, and increase market share across wholesale channels – mass, ecommerce, grocery, lifestyle, international, and specialty.Managed licensing partnerships with leading children’s entertainment brands, developing and launching co-branded product lines with placement in three of the largest retailers in the US.Built and managed Amazon Advertising campaigns, consistently beating ACOS/ROI goals at 3x industry benchmarks.

Launched D2C business unit by establishing and supervising fulfillment center, managing personnel recruitment and training, overseeing website operations, and leading diverse team of direct and dotted-line reports.Responsible for all Shopify strategy, sales, and site operations, optimizing for growth, profitability, and customer experience. Increased site traffic, conversions, and customer retention YOY through effective merchandising, data analysis, and testing.Spearheaded a comprehensive website redesign and re-platforming project that streamlined content management and supported scalability for future growth. Managed the selection and integration of platform, ensuring alignment with business objectives and technical requirements.Led overhaul of social media channels with a focus on Instagram, resulting in an engagement rate 4x benchmark, and ultimately 7x follower growth.Planned, managed, and executed consumer-centric market research program to gather valuable insights and product feedback aimed at facilitating data-driven decision-making in product development and marketing efforts.

Directed the recruitment, retention, and oversight of external agencies and consultants in Public Relations, Social/Paid Media, SEM, SEO, and Digital Services.Managed CRM database of 150k+ contacts, including creating sales automation funnels, segmenting, drip campaigns, A/B testing, and data analysis.Established content strategy and brand voice for all marketing channels, including web, email, direct mail, social media, SEO and SEM, paid media, print, website, and PR. Developed messaging that resonated with the target audience, improved brand visibility and customer loyalty, and increased market penetration.Managed customer service team, delivering comprehensive support, training, and conducting regular process evaluations.

Created national integrated marketing campaign for retail partners and consumers, leveraging in-store merchandising, social media, and email. Overwhelming success led the program to be anniversaried for over a decade as annual tentpole promotional event. Developed brand collateral including catalog, web copy, product details, packaging, tradeshow assets, digital ads, presentations, and sell sheets.