Applying my gifts of organizational agility and marketing acumen and passion for giving Marketers the tools to confidently navigate the increasingly complex marketing ecosystem, to continually improve marketing effectiveness - getting really efficient with our marketing dollars so that we can find and converse with new audiences. More certified project professionals means more successful projects to elevate our world.

Big M Consulting was founded on the principle that the core Marketing fundamentals can be applied to any industry or trending marketing tactic to bring big results. Let us help you build your brand!

Added responsibility for overseeing the internal design team of 120+ art directors, copywriters, and producers responsible for concepting, producing, and syndicating all website, DTC, CRM, ATF and enhanced retailer content for over 10,000 SKUs annually. Included onsite photo and video studio and E-commerce retailer syndication team.• Brought transparency to the centralized design group's work output levels and costs. Benchmarked to external agency costs, reduced costs by 89% from 2021 to 2022 through increased output on flat overhead. Socialized progress with internal stakeholders, improving the team’s reputation. • Relaunched the internal Studio capability after determining that it was under-leveraged by brand teams by assessing existing work, interviewing stakeholders, and modifying the intake process to deliver a 12% increase in new projects and positive feedback in the next three months. • Identified a creative process skill gap within the marketing population, developed a highly-trafficked SharePoint of terminology, process, best practices, and FAQs, and launched a consolidated briefing tool and platform that captured all business needs and streamlined communication and time to market. • Addressed the lack of career pathing within the creative roles by partnering with HR to standardize titles and outline a Capability and Skill matrix by job level and function to guide personal development plans, resulting in improved employee engagement and clear development areas of focus. • Introduced and embedded Digital Store Walk activity to walk cross-functional teams through the mobile and desktop experiences that our consumers have with our brands, categories, and retailers

Led 30-person team responsible for three functions: Enterprise Marketing solutions – managing marketing systems (PIM, DAM, Workfront), creative and media agency roster, and marketing planning tools and cadence; Brand Communications – PR (including crisis management), social media and influencer strategy and execution for 40 brands, 80+ social channels, and Training & Capabilities – managing skills diagnosis and upskilling in functional areas of marketing, brand management, design, and e-commerce.• Developed and implemented brand planning principles to reflect changes in consumer behavior while maintaining rigor for objective-setting and budget efficiencies, incorporating retail media agencies• Oversaw social media audits and playbooks for 22 brands to use competitive benchmarks and industry best practices to answer the complicated question of “How often should we be posting?”• Refreshed agency roster via a robust RFP process with cross-functional buy-in, negotiated Joint Business Plans with key retailer media groups – Amazon Advertising, Walmart Connect & Roundel; unlocking multi-million dollar savings and industry-leading beta participation. • Demystified the ever-growing list of marketing shiny objects – Ratings & Reviews, Influencer Marketing, Retailer Media, by collaborating with subject matter experts, documenting the principles into a playbook, socializing, and training the marketing organization. • Modernized enterprise-wide digital marketing capabilities by leveraging ad agency resources for a series on digital marketing to upskill entire marketing organizations on critical topics of paid search, social, & vertical video

Added temporary responsibility for a 28-person Performance Marketing team driving over $1B in E-commerce revenue across Amazon, Direct to Consumer, and retail.com customers (Walmart, Target, and others). Led the reorganization of resources into the business units and maintained subsequent indirect reporting, creating a community of practice.

Led the 30-person North American marketing team, focusing on New Product Innovation, People Development, and Commercial collaboration. • Grew innovation funnel from 9% to 45% 3-year vitality rate, adding over 100 consumer-tested concepts while delivering on time, existing seasonal programs for a $1B brand.• Partnered with commercial and trade marketing leadership to drive better new product development adoption through customer sales planning activities, including sales meetings, critical sample needs, line review prep, and pricing guardrails. • Identified marketing skills gap in P&L management and financial acumen. Developed and deployed training and improved tools for product assessment.

Integration Lead – LENOX & IRWIN Acquisition, E. Longmeadow, MA (10/2016-8/2017)Director, Product Development – Striking, Workholding & Fastening Tools, Southington, CT (3/2017-8/2017)Project-managed the integration of LENOX, IRWIN, and hilmor brands into four strategic business units within SBD. Responsible for R&D, marketing, and brand communications teams. This included physical and digital asset transfer, people resource deployment, and significant graphics overhaul.

Pioneered hilmor, the first organically built brand for Newell Rubbermaid in over 20 years through 5+ years of industry research and product development. Led co-located cross-functional incubation team of R&D, marketing, brand communications, sourcing, and quality to enter a new B2B category with industry re-defining branding, advertising, and in-market demonstration—over $1MM in sales in first 90 days, and 70% distribution penetration in year 1. • Authored the strategic business case to enter the HVAC/R tools space based on competitive assessment and macroeconomic trends. Explored various acquisition possibilities before deciding on a build rather than buy market-entry model. • Established the cross-functional team that launched 150 innovative tools from hundreds of hours of job site visits, customer interviews, and consumer research• Leveraged deep consumer insights to create a brand strategy with unique brand positioning• Developed and deployed an integrated marketing campaign with a 70% share of voice in trade print, a mobile-enabled website, best-in-class merchandising, and full post-purchase support through consumer services, online videos, and competitive cross-reference tools• Created a six-person mobile marketing team for product demonstrations and sales engagement• Invented Retool Your Future scholarship campaign to promote trade school enrollment and build brand advocacy