Media and advertising expert driving campaigns across traditional and digital channels. Manage multi-media channel plans and advertising agencies.

Built, own and operate two independent high-volume coffee houses on the University of California, Berkeley’s campus. Took an extended leave from Equator Coffees to develop this business and gain insight into owning and operating an independent brick-and-mortar business.

- Manage strategy for quarterly brand campaigns, retail loyalty and digital subscription programs, email marketing, and paid media channels.- In ‘21 drove 103.5% YoY subscription growth via product refinement, strategic campaigns, and promotions.- In ‘21 drove 11% YoY email growth via user segmentation and campaign automation.

My second tour at Equator Coffees, after initially building out their marketing department from 2015 - 2017. Returned in June of 2020 to lead performance marketing channels and provide strategic insight in all D2C & retail owned channels.Analytics- Google Analytics Individual Qualification certified, an expert in Glew analytics platform.- Provide weekly and quarterly performance channel reports to the executive team.- Established analytic framework and KPI's that have led to +32% YoY D2C growth in 2021.Partnerships- Identify, negotiate, and manage strategic brand partnerships across all Equator channels to drive customer acquisition and sales growth with new audiences.- Developed key partnerships with strategic brands that deliver on brand objectives and results, including increased conversion rate and higher lifetime value.- Develop strategic partnerships with high-impact brands such as Rapha, Parks Project, Autocamp, and Gu Energy Labs.- Manage strategy for email marketing, social affiliate channels.

Responsible for all aspects of marketing and community management for a high-growth third-wave coffee business.Marketing & Communications • Led Equator marketing programs including digital, direct to consumer, public relations and social media.• Strategic planning of marketing campaigns including GTM plans for product launches.• Creation and executive marketing campaigns across digital, email, and social media channels.• Oversee events channel and staff. Including P&L and long-term growth trajectory.• Worked directly with CEO in developing marketing strategy and business development.• Partner with Director of Retail to create and implement effective community campaigns and in-store activations.• Manage and support Marketing Communications Coordinator.• Develop and manage marketing P&L and advertising budget. E-Commerce• Responsible for company website including design strategy, content development, and web optimization.• Develop Equator subscription platform from conception to launch.• Digital communications through online platforms including email marketing campaigns and digital storytelling.

Lead brand manager for TOMS product, responsible for product development, partnerships, and team management.Marketing & Communications • Developed and managed multi-channel, integrated marketing plans for product and brand initiatives.• Spoke publicly for TOMS to media, industry partners, and at sponsored events.• Cited directly in New York Times, Fortune Magazine, & “Imbibe 75- people to watch in 2015.”Product Innovation• Led cross-functional teams to develop new beverage products and beverage-related marketing opportunities, from concept to commercialization.• Managed project timelines to deliver products with leadership of internal partners to ensure successful launch. Community Management• Hired and managed Product Coordinators to support TOMS internal locations & Whole Foods Market.• Managed TOMS coffee business against operating plans and budgets.• Led community and in-store teams to deliver integrated launch programs for coffee products, including product direction, marketing plans, store operations and supply chain requirements.• Worked collaboratively with Whole Foods Market regional teams to support TOMS Roasting Co. in 380+ locations.Product Development• Developed full range of distinct coffee products into core coffee portfolio.• Coordinated development of TOMS Roasting Co. with responsibilities ranging from sourcing, cupping and developing roast profiles to creation, implementation, and execution of national marketing campaign.• Coordinated creative, marketing, and product category research for TOMS third One for One product.• Launched line of Whole Foods Market exclusive coffees from TOMS that went from a three region 150 store test, to nationwide 380+ store rollout within four months of product introduction.

Research, develop, and coordinate TOMS newest 1:1 TOMS Roasting Co. TOMS is on a mission to brew something greater. In March 2014, TOMS launched TOMS Roasting Co. the evolution of the TOMS’ One for One® movement and its first departure from the fashion industry. With every bag of coffee purchased, TOMS will provide one week of clean water to a person in need.The introduction of TOMS Roasting Co. Now makes an everyday ritual an extraordinary daily giving opportunity.Each bag of coffee provides one week of clean water.THE UNC Water Insitute estimates that 1.8 billion people are drinking unsafe water. Each bag provides one week (140 liters) of water. Each cup of coffee provides one day (20 liters) of water. (World Health Organization’s daily requirement of 20 liters/day)With Water For People, each TRC purchase supports safe water projects, sustainable water systems that are locally run and built and maintained to last for generations. TOMS Roasting Co. is providing clean water in the countries where we source our beans: Rwanda, Honduras, Guatemala, Peru, and Malawi.

Developed, conducted, and published extensive research studies in Exercise Physiology.Vol 3 (2012) - JUROS Science & TechnologyBody Perception: Parents Poorly Perceive Children’s Fitness Characteristics