TSG is a global leader in consumer-focused investing with $11 billion in assets under management and a 30-year track record of building iconic brands. Portfolio investments include: CorePower Yoga, Backcountry, Revolve, HUDA Beauty, Hempz.Independent consultant retained on a full time contract basis through my own fully licensed business. Worked on various projects and portfolio company assignments for TSG Digital.

Through TSG Digital, marketing consulting for TSG Consumer's portfolio company to lead marketing initiatives.

As a catalyst for change, I drove Sephora’s explosive growth in social media. I spearheaded strategic initiatives that led to growth from 1 to 15 million Instagram followers and delivered 2 billion organic views annually. I championed and executed early adopter launches on Snapchat, TikTok, and Messenger, along with multiple beta product launches on Facebook and Instagram.• Conceived and launched Sephora’s first micro-influencer program, solving for a content production gap while supporting business-driving growth categories. Engagement outperformed average posts by 88%.• Launched first social media brand campaign, reaching 44 million people, generating increased brand recommendations and ad recall of +21 points in key demos. As Sephora’s first socially conscious campaign, it was a watershed moment gaining internal buy-in to feature only diverse models representing different races, ages, and the transgender community. This remains the only campaign in Sephora history to be picked up from the U.S. market and translated for 13 regions globally. • Oversaw transition to in-house video production in new LA content studio, increasing video output by 5x while reducing OpEx. Successfully integrated video and social teams to enable social-first video content creation and drove 64 million YouTube views annually.• Pioneered Lean Social Development, a groundbreaking internal process based on Lean Software Development principles that fostered collaboration, innovation, and speed-to-market, enabling a cross-functional team to respond to trending social content within hours instead of weeks. This process remains in place today. • Drove brand preference amongst Gen Z customers, earning Piper Jaffray's top ranking for Favorite Gen Z Beauty Destination. • Championed many efforts to drive diversity in Sephora's marketing, including the first Spanish-language content, the first marketing featuring a woman in a hijab, and the first social campaign featuring a transgender model.

SocialMedia.org is the membership community for social media leaders at the world's best brands. As a Board Chair, I led high-level, confidential discussions with other senior leaders at major organizations.

I led social media and CRM for Basis, a wearable technology startup. I created all lifecycle communications (acquisition and retention) and developed content marketing partnerships with SELF magazine and NASCAR. I helped grow the business through multiple product launches and acquisition by Intel in March 2014, and was engaged for additional consulting April through June 2015.

As Crimson’s subject matter expert, I led several digital projects for Microsoft and Symantec to drive innovation in their digital channels. I managed teams of managers and analysts on organic social and performance marketing projects for Cisco.

Developed and managed DraftFCB San Francisco’s CRM discipline, overseeing the high-profile Electronic Arts account. • Using insights from game play, sales, and CRM data, I drove the agency’s go-to-market strategy, campaign planning, and execution for Electronic Art’s top-selling titles.• Rooted in industry research, I led efforts to validate and document best practices for everything from subject line testing to messaging cadence. • I collaborated with analytics business partners to establish the lifetime value of email subscribers in order to establish business rules that maximized retention while optimizing engagement and cross-sell opportunities.• To improve efficiency, I developed a framework for hindsight reporting and analysis, and re-engineered campaign production processes.• I developed and managed a high-performance team of 7 direct reports.

Set the strategy for using digital and social media channels to improve Jamba Juice’s customer loyalty and transform customer relationships from transactional to experiential. Grew stores visits by 15%.• Developed cross-channel content strategy. • Piloted and rolled out mobile location-based advertising and paid social campaigns, including negotiating with Twitter to be part of the Beta test for Promoted Tweets. • Identified and activated brand influencers on various social networks.• Improved Facebook engagement, growing social fans by 250% in less than 6 months.• Identified key metrics across all digital initiatives, analyzed results, and established analytics framework.• Consulted on website development, including drastically improving SEO.• Negotiated multimillion dollar vendor contracts.

I led marketing for this award-winning health & fitness start-up in the UK from pre-launch through the opening of their third location and ecommerce channel. • Led all brand marketing, growth, and customer acquisition activities including web development, email, social media, SEO/SEM, PR, press advertising, outdoor advertising, direct mail, and strategic partnerships.• Used customer research and insights to create innovative brand offerings which garnered Cupcake “Spa of the Year”, entrepreneur, and innovation awards.• Created and owned the brand voice, including naming of classes, services, and products.

I led marketing strategy, web development, direct and email communications, and online advertising for IKEA, Harper Collins, and UK retailer John Lewis.

As a Group Account Director, I developed a lifecycle communications strategy to launch the American Express member-get-a-member program. I was the agency’s Product Marketing Lead for the re-launch of Amex’s online banking product, customer acquisition card application, and home page across EMEA. Additionally, I led the re-brand of their global loyalty communications and brand guidelines.

I was an Account Director on Tesco, the UK's largest retailer, across two back-to-back engagements: 2004: The Forward Group - Tesco Healthy Living Club• Developed annual marketing plan and cross-channel customer acquisition strategy. 2005: Tullo Marshall Warren - Tesco Kids Club, Tesco World of Wine, Tesco Food Club• Developed member acquisition strategy and managed acquisition campaigns including prospect mailings, magazine ads, and inserts.

After successfully leading the most high-profile project for the agency, I was transferred to London to head up the account staff in the agency’s satellite office. • Developed annual marketing plan, spearheaded all communications development, and oversaw production team processes for the Hertz #1 Club Gold program in 13 markets across Europe.Account Supervisor, United Airlines • Developed and launched an industry first CRM program for United Airlines, My Mileage Plus.• Planned content, developed strategy, and managed production of monthly loyalty communications for United Airlines, including email, site, and direct mail. • Managed annual budget of over $10 million.