BIGideas.co is boutique consulting firm focused on helping leaders catalyze business growth through the application of Strategic Marketing and a focus on BIG ideas.

Recruited to drive the transformation of the US business by leading the development and implementation of a consumer-driven growth strategy. Responsible for delivering new marketing & innovation initatives required to deliver COSI’s P&L goals. Member of the North America Executive Leadership Team and Global Innovation Team. Reported to the CEO.⇨ Led creation of a new brand positioning “A Sea of Good”, and a holistic reinvigoration plan.⇨ Developed and launched Chicken of the Sea Infusions, the most significant innovation in the category since 2000, achieving strong in-market success and delivering 2X gross profit vs. company average. ⇨ Won “Best NEW Supermarket Product of the Year” in PEOPLE’S magazine 2019 food awards.⇨ Secured significant increases in marketing investment to drive business transformation.⇨ Led COSI strategy renewal. ⇨ Developed an inspiring brand vision & manifesto to strengthen employee engagement. ⇨ Created a strong consumer knowledge and insight platform to guide the development of category management & innovation strategies.⇨ Built a robust 3-year innovation pipeline focused on 3 large and promising scalable platforms. ⇨ Launched a product improvement in core tuna business “More Chunks of Goodness”, delivering superiority vs. market leader and helping to support pricing efforts and improve gross margin.⇨ Reactivated the brand with a targeted digital plan and first national TV advertising in a decade. ⇨ Built a strong marketing team and completed renewal of agency partners

Responsible for repositioning Cardinal Health -Fortune 15 company- from a wholesale distributor to an integrated healthcare solutions provider and building marketing capability/competence to increase customer-centricity. Managed agency relationships and 20+ person internal team. ⇨ Developed company’s first TV commercial under the new “Wings” campaign. ⇨ Aired via free media through key strategic alliance; generated over 100 million impressions. ⇨ Partnered with sales to implement B2B best-practice sales model (CEB Challenger™). ⇨ Completed Challenger™ & Marketing trainings among 1,000 sales reps and 600 marketers.⇨ Co-led creation of first-generation of Challenger™ messages across priority businesses.⇨ Centralized procurement processes to track and optimize marketing budget. ⇨ Led creation of “The Nest”, a best-in-class enterprise customer knowledge and research repository, a breakthrough at Cardinal Health given its decentralized nature.

SENIOR MARKETING DIRECTOR, U.S. SWEETS PORTFOLIO (2013-2015)Promoted to lead the U.S. Sweets business portfolio and organization, including strategic and P&L ownership of iconic brands like Jolly Rancher & Twizzlers.⇨ Redefined and refocused efforts on improving profitability and strengthening the core business. ⇨ Drove transformational changes in brand support model, portfolio and pricing strategies.⇨ Led exciting brand-building efforts, including dynamic new packaging and advertising.⇨ Led development of new Jolly Rancher's "Keep on Sucking" campaign; NA Effie Gold winner.⇨ Changed media model by shifting TV investment to in-store, digital and social media efforts.⇨ Directed launch of Lancaster, Hershey’s first new brand in 25 years. Led Hershey’s QTE Network, uniting 60 leaders to drive strategies to foster employee engagement. ⇨ Transformed culture of employee recognition, netting 10% gain on corporate engagement. ⇨ Led design/launch of a social recognition platform for employees (Smiles) ⇨ Created the Milton Hershey Awards, a recognition program to exemplify excellence.⇨ Received external recognition (WorkHuman Innovator- of-the-year) and Hershey's CEO award.BRAND DIRECTOR, GLOBAL HERSHEY'S AND REESE'S (2011-2013)Recruited to lead global expansion of iconic Hershey's and Reese's brands. Responsible for leading Global brand strategy (product portfolio, marketing communication, and innovation) and managing brand health.⇨ Achieved record share growth in priority markets and grew international sales 40%.⇨ Envisioned and led the first successful plan to expand Reese’s internationally (CH, MX, BR).⇨ Built global Hershey's franchise team in partnership with regional leaders.⇨ Devised Hershey's new mega-brand vision and Global brand architecture.⇨ Completed global brand-positioning research to define right global vs. local balance.

ASSOCIATE MARKETING DIRECTOR & BUSINESS LEADER - DOWNY (2009-2011):Responsible for leading Latin America Downy and Laundry Additives categories (expatriate assignment in Panamá) including, P&L delivery, Innovation pipeline, and multifunctional organization of 30+ managers. ⇨ Guided Downy to #1 in the LATAM region, growing sales +33%. ⇨ Captured the best marketing ROI across all P&G brands in Mexico. ⇨ Strengthened 3-year innovation, increasing its total NPV by 50%.⇨ Grew shares, consumer, and market fundamentals across all countries. ⇨ Improved profitability in Mexico for the first time in 6 years.⇨ Led successful launch of Downy in Brazil, achieving 5-year goals in just 2 years. ASSOCIATE MARKETING DIRECTOR - NORTH AMERICA FABRIC ENHANCERS (2006-2008):Responsible for reinvigorating innovation and devising a sustainable growth model for Fabric Enhancers business (Downy, Bounce, Gain) in North America.⇨ Increased sales 18% (to $1.3B), produced 7% YOY growth (4X higher than prior period)⇨ Reinvigorated Downy & Bounce with new concepts, packaging, and product formulations.⇨ Breathed new life into a declining market (-2% to +3% YOY).⇨ Delivered a 5X increase in the value of the innovation portfolio.⇨ Guided the Fabric Enhancers to become the fastest growing billion-dollar category in P&G.⇨ Earned CEO’s highest award for global brand building.Achieved early career success at P&G as | Sr. Brand Manager, North America Fabric Care (2004-2005) | Marketing Manager, U.S. West Region, Baby & Family Care (2001-2003) | Brand Manager, LATAM Andean Region, Health Care (1999-2000) | Associate Brand Manager, Colombia, Beauty Care (1996-1998)