VP, Commercial Marketing, 1/22–4/24Led brand strategy, commercial planning, and delivery of end-to-end customer experience for the world’s largest cannabis operator. Directed Brand, Retail, Field, Social & Trade Marketers + in-house creative team to translate insights to integrated strategies that inspired commercial demand and advanced initiatives in positioning, design, digital, customer marketing, content, PR, CSR, and in-store experience. Conceptualized and implemented hyper-scalable, revenue-generating commercial marketing strategies, integrated campaigns, strategic partnerships, and brand experiences that drove engagement, acquisition, trial, and conversion. Analyzed activity, spending, and results to measure effectiveness and optimize strategies for driving revenue and growth. VP, Brand Activation, 06/20–12/21Built and implemented an integrated brand activation, customer marketing, and shopper engagement platform to promote brand awareness, cultivate B2B relationships with key account partners, influence shopping decisions, and enable lifecycle sales in an aggressive growth market. Led a team of field marketers and brand ambassadors activating multi-channel engagement to drive market penetration —including promo strategies, media activation, experiential programming, performance marketing, trade advocacy-building initiatives, and in-store demos and merchandising. Directed an internal studio team in creating compelling sales collateral, marketing materials, POS assets, and branded content that promoted the category, product selling stories, and reasons to buy. Central Region Director, 6/19–05/20Led the creation and execution of integrated marketing strategies across Retail and Wholesale channels in the company’s most commercially significant region. Directed a regional field team that owned consumer knowledge and built data-backed strategies and cross-channel programming to amplify brand affinity, inspire measurable consumer engagement, and drive sales.

Innovated, promoted, and executed scalable digital engagements and immersive brand experiences for an agency specializing in B2B & B2C martech offerings to enterprise and midsize clients. Leveraged emerging technology to enable and commercialize shopper interactions, experiential/event/trade show programming, and e-commerce platforms. Strategic partnerships focused on optimizing the consumer journey and boosting conversion rates through tailored data-driven approaches. Crafted and implemented comprehensive marketing, sales, and branding strategies, along with advanced CRM systems, to promote a diverse portfolio of offerings and drive measurable increases in customer engagement and sales.

Executive Group Director, 1/2012–9/2016Led the strategic development and execution of integrated field, experiential & shopper marketing initiatives for revered CPG and Lifestyle brands. Created award-winning campaigns and best-in-class assets and activations anchored by a fluent understanding of consumer behavior, category dynamics, and how best to accelerate business objectives while creating unique, brand-ownable consumer experiences. Oversaw financial forecasting, profit/loss management, and strategic operational planning; consistently exceeding revenue goals and budget targets through meticulous account planning and diversification of client partnerships. National Field Director, 7/2004–12/2011Spearheaded the development, rollout, and execution of customized North American field marketing infrastructure, designed to integrate digital, experiential, and traditional marketing channels to drive brand awareness, consumer engagement, and sales. Led market research efforts to gather insights on consumer trends and competitive landscapes, informing strategic planning and campaign innovation. Directed the agency’s Field Recruiting & Training Teams, implementing strategic talent acquisition and continuous development programs that significantly empowered and enhanced team agility, capabilities, and engagement.

Led the development and implementation of the Experiential, Event, Field, and Operations infrastructure for Brown-Forman’s spirits portfolio. Actioned strategic planning, flawless execution, and tactical analysis to deliver a cohesive platform of integrated brand experiences aimed at building consumer franchises and surpassing regional sales targets.

Oversaw the strategic execution of core Account & Field service functions, including production, promotion, activation, and measurement, across a multi-branded experiential platform to enhance brand perception, maximize product trial, and increase brand equity.