Promoted to drive consumer engagement across multiple brands through digital, brand, and creative performance marketing strategies, resulting in successful launch of new initiatives, execution of rebranding efforts, and implementation of essential marketing technologies.Leading a team of over 20 professionals focused on enhancing category and brand awareness, consideration, & intent among consumers to drive traffic to six brands (Drybar, Amazing Lash Studio, Radiant Wax, Elements Massage, Fitness Together, & GlowPass). Responsible for developing, accelerating, and expanding the organization's digital, brand, and creative performance marketing strategies to surpass financial objectives.

Maximized consumer awareness and interest to increase location visits and achieve financial targets at WellBiz through optimizing digital performance marketing services and promoting coordination between digital, creative, and franchise teams.Overseeing and managing teams responsible for planning, launching, and executing digital marketing solutions and creative strategies across a portfolio of brands, including Amazing Lash Studio, Drybar, Elements Massage, Fitness Together, Lunchbox Wax/Radiant Wax, and Wellbiz Brands, to drive business growth and achieve financial objectives.

Ensured Noodles & Company built and executed a cohesive 360-degree, integrated marketing plan that fulfilled and prioritized the business objectives of the marketing organization. Responsibilities include:• Led the organization's omnichannel Loyalty marketing strategy via all touchpoints (web, mobile app, SMS, email, paid media, social, and in-restaurant) to drive growth objectives and guest engagement/loyalty through campaign planning, messaging strategy across all guest-facing and multi-channel marketing efforts. • Leveraging data to support and drive brand strategy, achieve key revenue and budget targets, and influence diverse audiences and influencers. • Focus on Go-To-Market strategies to ensure we are building and leveraging the right processes to support excellence in campaign execution. • Translating business and marketing objectives into data-driven communication strategies (goals, tactics, and metrics) - with a specific focus on digital touchpoints. • Serving as primary marketing advisor to multiple business functions and agencies on campaign objectives and processes required to support the campaign strategy • Partnering with real estate and restaurant development teams to understand expansion opportunities to design and develop marketing plans to grow brand awareness, new restaurant traffic, and engagement • Led the cross-channel marketing team (including paid media, social, loyalty/CRM) to determine the most effective mix of product and brand content to achieve both revenue and engagement goals • Constructing and evaluating ROI models, conducting financial /pricing analysis, and forecasting the impact of market strategies, campaigns, and initiatives• Ensuring strong collaboration and integration among key stakeholders across the organization (Franchise partners, external vendors, Creative, PR, Guest Care, and Field Marketing) to coordinate the development and execution of end-to-end communication plans for key initiatives and campaign launches

Promoted into position as an innovative and transformational leader to oversee the strategic partnerships and relationships for the enterprise.Responsible for the acquisition, development and management of all corporate strategic partnerships and alliances. Oversight of an international team of 10 people and focused on transforming the strategic alliance organization (partnerships and alliances) and business processes.

Promoted to lead the centralized Destination team to develop increased sophistication of Destination visitation strategies, implementation of the Destination go-to-market plan and launch of the Marketing Automation Platform.• Accountable for the Destination visitation results to the Executive Committee and Board of Directors, a business that represents over half of the organization’s revenue each season. • Leveraging a strong business acumen and analytical capabilities to drive a data-driven approach to guest segmentation including modeling to predict a guest’s “next resort to visit” and personalization that leveraged identified key guest motivators for taking a ski vacation, resulting in record-high guest growth for the 2018/2019 season with targeted marketing strategies resulting in +16% increase in engagement versus control. • Leading transformational Process Improvement work for the go-to-market process including extensive 12-week discovery with +6-month implementation that included the involvement of over 150 stakeholders. This has resulted in an increase of efficiency of +76% versus prior process season-to-date. • Achieved +50% improvement in Leadership rating and Leader Index (as reported by the annual Employee Engagement Survey by Towers Watson) versus prior year

• Responsible for translating the general strategic direction from senior leadership into a set of concrete strategies and plans around the Known Vail Resorts guests, including oversight of all marketing efforts for the Destination Marketing team associated with driving Known destination visitation.• Key cross-functional lead in the critical integration of Whistler Blackcomb. Serving as the strategic partner for the Canadian team across all marketing areas to ensure all opportunities and risks were identified out front, prioritized and resolved in an effective and efficient manner.• Develop and build key destination marketing strategies in collaboration with the leadership, business, and resort teams to ensure comprehensive prioritization of business needs and quantification of opportunities, including contingency planning and real-time optimizations.• Serve a leadership role throughout the organization, in coordination with other functional Destination guest areas, to ensure that the necessary actions occur in support of the top priorities.• Leverage multifaceted knowledge of the business and focus on cross-functional success to serve as the key partner for arising global business needs, including serving as a liaison for the season pass team to drive a successful 10th anniversary go-to market, Epic Military Pass, and leading the execution marketing efforts for the launch of Emma®.• Lead strategic presentations for upper management and the Board of Directors that provide regular insights on the state of the business and key growth strategies.

• Led the strategic marketing efforts for Destination efforts, which were responsible for more than three-quarters of total sales growth representing approximately 44% of overall pass holders.• Managed the development and execution of a multi-million dollar media strategy across all regions to include enhanced customer targeting and retargeting efforts in both online and offline mediums.• Collaborated on international and domestic acquisition and partnerships from preparation, on-boarding, and continued integration into the Vail Resorts’ resort portfolio including marketing and operational preparations.• Established thought leadership in creative ideation that served as a foundation of strategic planning around initiatives such as increased CRM segmentation, 3rd party relationships, transition to a National media buy, and the launch of communication to Advance Lift Ticket guests to increase Season Pass conversion.• Partnered with internal service teams to leverage their expertise in mediums such as CRM, Content and Media to drive specific Destination initiatives to develop a shared ownership in driving/influence results.

• Managed the strategy and analytics of online season pass sales and oversight Resort websites performance. Including, but not limited to, driving overall strategy via CRM and Social Media efforts. Saw year-over-year growth in online sales of +15%, with an increased mobile conversion of +16ppts.• Partnered with Resort marketing teams to develop overall online season pass sales goals. Focused on building overall communication and relationship with each team to collaborate on how to optimize efforts around season pass sales. Testing included targeted and promoted season pass social posts - with Northstar seeing a 14:1 ROI.• Enhanced online sales via close partnership with UX and IT teams to launch mobile sales, A/B testing and personalization capabilities. EpicPass.com homepage has seen an increased engagement with geo-personalized content since launch of site personalization.• Collaborated and managed agency relationship to deploy a redesigned Pass Finder. Drove redesign strategy to develop a comprehensive front- and back-end tool to allow for internal management with the future development opportunities. Since launch, the page has seen a +33% year-over-year growth in revenue participation.• Managed overall competitive reporting and analysis. Providing weekly updates to the executive team regarding notable competitive pricing or marketing strategies and providing strategic recommendations on next steps and/or potential impacts to the business.

• Managed the production of all existing-customer commercials. Including, but not limited to, driving strategy, production sourcing, serving as the DISH producer and scheduling of on-air insertion. Total existing-customer commercials increased from 6 to 15 spots within 10 months, directly contributing to the lowest voluntary churn in 8 years.• Drove the multi-million dollar agreement and partnership between DISH’s customer moving program and HGTV’s Property Brothers included full strategy ownership across 5 existing-customer commercials, daily marketing emails, website development and management, social media engagement and statement marketing. Post first-year success, HGTV sought to expand the number of communication touch points, as it was deemed their most successful partnership due to its high-exposure and return structure. DISH’s churn rate due to moving achieved a 7 year low.• Led the price increase proactive direct mail communications - reaching 10 million customers at a cost of $4.5 million. It included numerous focus groups regarding creative strategy, significant creative strategic iterations with direct CEO and Chairman strategic and creative alignment.

Executed the strategy, production and implementation of all existing-customer commercials at nearly $20MM per year. While doing so, initiated a company-wide transition to HD commercial insertion, lessened customer likelihood to churn by 25% and increased positive brand perception by 12ppts to 68%. Spearheaded a multi-million dollar collaboration between DISH's customer moving program and HGTV's Property Brothers, resulting in comprehensive strategy ownership across five existing-customer commercials, daily marketing emails, website development and management, social media engagement, and statement marketing. Following the first year's success, HGTV sought to increase communication touchpoints, making it their most successful partnership due to its high exposure and return structure. This collaboration contributed to DISH achieving a 7-year low churn rate for customers moving.

• Coordinated the creation of client email campaign, including the implementation of the seeding, distribution and analytical tracking – A/B testing and single-version campaigns in conjunction with CRM systems• Aided in analyzing client’s current online presence, providing optimizations and management of websites and social media sites to drive key current revenue strategies, along with acquisition strategies.

• Steered the company's social media efforts using best practices and industry-standard approaches to devise campaigns and analyze user engagement data.• Engaged in extensive search engine optimization practices including use of Google Analytics.• Played a substantial role in realizing the company's overarching goals through active involvement in creating and implementing direct mail and online marketing campaigns for clients.

• Assisted in building unique brands for artists, athletes, and companies by implementing extensive content strategies and organizing publicity events, leading to features on ESPN and opportunities for talent to perform alongside renowned artists such as John Mayer, Third Eye Blind, and Goo Goo Dolls.• Crafted and disseminated press releases to media channels and sponsors on behalf of professional athletes, with the aim of publicizing upcoming press events, competitions, and race outcomes.