Formulating consumer marketing strategy including brand refinement, ICP definition, hyper-local marketing in the Phoenix market, and digital performance marketing to achieve a more targeted and qualified lead generation engine and hone product-market fit.Supporting Business Development efforts to improve client close rate and advising on broader business and partner/referral marketing strategies as needed.

Advising on go-to-market strategy as the company prepares to launch in its first market (Atlanta).Baru leverages under-used factory capacity for on-demand local manufacturing of wood cabinetry thus avoiding the costs and delays of the traditional supply chain for these products while supporting local business, creating hometown jobs, and eliminating the environmental impact of long-distance shipping. Their patented technology puts more customization than ever in the control of professional designers and homeowners.The company is currently funding its seed round.

My experience spans big established brands to startups, enabling me to "cross-pollinate" my entrepreneurial thinking and action to large companies and my classical brand marketing discipline to small and growing companies.✔ Optimized key channels for 𝐌𝐢𝐱𝐏𝐞𝐫𝐟𝐮𝐦𝐞 and provided growth plan for new agency to implement.✔ Formulated growth strategies for 𝐄𝐦𝐢𝐥𝐢𝐞 𝐇𝐞𝐚𝐭𝐡𝐞 cosmetics and 𝐑𝐢𝐬𝐞 𝐁𝐚𝐫. ✔ Guided 𝐄𝐧𝐜𝐢𝐫𝐜𝐥𝐞𝐝 ethical fashion and 𝐌𝐨𝐮𝐧𝐭𝐚𝐧𝐨𝐬 𝐁𝐫𝐨𝐬. 𝐂𝐨𝐟𝐟𝐞𝐞 & 𝐓𝐞𝐚 through consumer insights and brand strategy and positioning projects to enhance their competitive advantage.✔ Expedited market entry for DTC menopause supplement start-up 𝐇𝐞𝐚𝐥𝐭𝐡𝐲𝐔𝐩 with brand development and acquisition & retention strategies. ✔ Advanced innovation initiatives and new product launches for industry giants 𝐁𝐮𝐫𝐭’𝐬 𝐁𝐞𝐞𝐬 (𝐂𝐥𝐨𝐫𝐨𝐱), 𝐆𝐞𝐧𝐞𝐫𝐚𝐥 𝐌𝐢𝐥𝐥𝐬, and 𝐃𝐞𝐥 𝐌𝐨𝐧𝐭𝐞 𝐅𝐨𝐨𝐝𝐬.✔ Crafted sales story for 𝐩𝐨𝐩𝐜𝐡𝐢𝐩𝐬 leading to $3MM in revenue within 7 months.

Led brand launch and growth marketing for a mission-driven online marketplace for goods from local shops and makers primarily focused on artisan and international foods, toys, gifts, art supplies, and sporting goods.✔ Iteratively shaped brand, marketplace UX, and GTM strategy in search of product-market fit. ✔ Optimized performance marketing leading to cost-effective visitor volume and more qualified customer acquisition.✔ Instituted Klaviyo email/SMS program resulting in 6X increase in repeat customer rate.✔ Employed creative and grassroots tactics for hyper-local marketing including a mom-ambassadors program, a school fundraising program, outdoor (OOH), local events, and door hangers.

Built brand and growth strategy for MealEnders weight loss lozenges, driving online sales through full-funnel tactics.✔ Elevated first-year sales to $1.1 million from a prior run rate of $200K, reducing CPA by 40% via an innovative paid social strategy.✔ Scaled second-year digital advertising budget to nearly $2 million while maintaining return on ad spend (ROAS).✔ Lifted reorders by 80% and grew email list to 100K subscribers through data-driven lifecycle automation and campaign strategies.✔ Doubled organic site visits with strategic content marketing including blogs, lead magnets, and social media engagement.✔ Oversaw website overhaul and SEO to boost traffic, elevate CVR by 25%, and raise AOV by almost 20% following pricing change.✔ Secured coveted Shark Tank spot; leveraged exposure for sustained lift in sales and successful CVS in-store test.✔ Launched brand on Amazon reaching 20% of sales.✔ Negotiated influencer sponsorships, leading to 40% boost in sales over several months.

Headed Naturalena's first U.S. brand launch. The Veeda brand of feminine hygiene products is a pioneer in bringing affordable, effective, 100% natural feminine protection to the mass market as a safer alternative for women everywhere.✔ Spearheaded launch of natural period care brand, Veeda, using an organic marketing strategy; built robust plan and cache of broadcast, online and print creative in preparation for expected funding. Components included: − Public relations and content marketing leading to multiple online brand placements − Brand champions program for field marketing − Social media and CRM which propelled double-digit monthly growth in social media & website engagement − Corporate social responsibility programs and cause-related marketing✔ Formulated data-driven sales strategy and presentations that secured distribution in 40+ regional and national chains and millions in sales.

Worked on strategic marketing projects for the Tomato business unit including brand positioning and line extensions.

Worked part-time with innovation and growth consultancy that employs entrepreneurial methods to help large CPG companies generate disruptive, breakthrough innovation to get new products into the marketplace quickly and efficiently.

✔ Headed strategic initiatives for global leader in direct response and celebrity brands.✔ Collaborated with the COO to to boost Proactiv sales via a successful brand-building and retention strategy, leading to a significant increase in stick rate and over 40% top-line growth. Initiatives included: - Developing a 500-deep FAQ database with Drs. Rodan & Fields to support user success and reinforce Proactiv’s expertise. - Creating engaging digital and print resources to guide customer usage and pre-emptively address causes of subscriber loss. - Re-introducing brand’s heritage elements across all channels for revitalization.✔ Established a new product evaluation system and provided guidance on launches.

I managed all marketing for the company's acne and feminine care lines as well as new product development, increasing sales +52% in three years after taking over the P&L (reversing decline of -27% over prior three years). I stretched a tight budget--creating a sophisticated website with SEO on a shoestring, forming brand partnerships, negotiating value-added, conducting in-house PR, and leveraging emerging media including social media, podcasting, videos, blogger relations, direct e-mails and mobile advertising.The direct response television advertising program I initiated resulted in the same in-store sales lift at half the cost while driving e-commerce sales.I created and launched the company’s first new category entry, a feminine care line, which reached #3 sales rank in test market and represented 26% of company sales in its 2nd year. I developed and test-marketed 10 products, launching 6 nationally.Beyond my marketing responsibilities, I participated in corporate strategic decisions, forecasted and analyzed sales, supervised consumer relations, participated in sales & investor presentations, managed budgets and P&Ls, and more.

I joined the company just after a new management team had come on board with an aggressive 5 year growth plan. First on my agenda was to reposition the $140mm Sunsweet Prune brand with a logo and packaging overhaul, new messaging and advertising strategy, and eventually a new name (Dried Plums). We targeted a younger audience with a health, vibrancy & convenience message, further differentiating the product line from its commodity-like competitors. Through an integrated, multi-faceted PR, promotions, and advertising program we achieved double-digit growth.Next, we tackled product line enhancement for our specialty fruit which, under my supervision, led to a doubling of sales and movement from #6 to #2 in the category. Finally, I conceived of and launched an innovative line of fruit bits, "Fruitlings," that introduced our products into the higher velocity produce section of the supermarket, created the first dried fruit line with a fun personality, and exposed our brand to a new family target.Other projects included the development and test-market of a shelf-stable smoothie line, sun-dried tomatoes, and growth of the prune juice business by introducing a new use (hot prune juice).