Fractional marketing/digital/e-commerce leadership. Helping beauty, wellness, & apparel brands build their brand & omnichannel marketing strategies with a data-driven, consumer-centric, & DTC-first approach to brand strategy, go-to-market, media, & content.Brand strategy | Brand & product positioning, storytelling | Go-to-Market strategy & implementation | Growth, digital marketing & media planning | Digital audits across web, social, & content | Site experience, onsite testing, conversion rate optimization strategies | Consumer journey mapping | E-commerce commercialization | Marketing & Digital organizational planning & transformation | General strategic planning | CoachingPast roles:- Global Head of Marketing at Smashbox Cosmetics, leading strategic business planning for cosmetics brand during maternity leave: 3-year business plan, go-to-market strategy, social & influencer strategy, budget planning, etc. - Vice President, Growth & Business Development at NEOM Wellbeing London, leading expansion of North American commercial efforts for UK wellness brand, including localized marketing & customer acquisition strategy, management of DTC & Amazon channels, and new strategic opportunities. - Interim VP of E-Commerce at Casper, running day-to-day site operations, building e-commerce & personalization acceleration roadmaps, conversion rate optimization strategies.

Hired as a full-time consultant to serve as the founding marketer, joining pre-revenue to craft marketing strategy, brand voice/identity & content strategy, for new clean color cosmetics brand, launching its 360 omnichannel implementation on its DTC website and with Sephora as the exclusive global retail partner, first in US & Canada, then expanding to other regional markets. Outperformed sales objectives across brand DTC site, sephora.com & Sephora stores for all product launches, including brand launch, which beat retail projections by over 200% with several sold-out skus.Cultivated consumer engagement strategy, growing social following to 100,000 in <4 months, building creator partner base of 100+ with engagement rates above benchmarks & strong advocacy from superfans & influencers alike.Built Brand, Trade, Growth, & Comms/Integrated Marketing verticals, including digital marketing, content, and creative production. Selected, onboarded, & managed agency partners to create a cohesive, consumer-first brand expression, while recruiting in-house roles.

Managed brand strategy and marketing activations for emerging GenZ clean color brand from campaign conception & content production to 360 go-to-market, media, & e-commerce, with a focus on community engagement & creator partnerships.

Built and led the US brand marketing organization for Top 10 prestige color brand, across omnichannel retail, DTC and pure players, with a focus on performance marketing and e-commerce transformation. Improved marketing ROI considerably via emerging platform investments & revamped content strategies. Assumed eCommerce responsibility during pandemic, growing new customers by 4.5x, increasing conversion rate by 3pts.

Created and led digital media center of excellence for L’Oreal Luxe brands. Managed full-funnel digital marketing strategy, paid media planning and execution for programmatic, paid social, SEO/SEM, affiliate partnerships, influencer and content strategies. Crafted LUSA best practices for direct response media, conversion optimization, and attribution.

US brand portfolio strategy for Face and Lip Makeup categories, leading new product launches and existing catalog and pillars across POS, media, & digital. Grew Teint Idole Ultra into the largest franchise within the overall brand, growing its liquid foundation from the #4 to #2 rank overall (top 5 at Sephora), and achieving double-digit growth for 4 years. Grew Ulta partnership from small emerging account to a Top 3 retailer, including the 2016 Ulta Launch of the Year Grandiose Extreme Mascara. Spearheaded Diversity initiatives for the US Marketing teams, with a specific focus on the Latina/x consumer, outperforming media benchmarks for key launches by 2-4x.

Successfully piloted the role of Chief of Staff within L'Oreal Luxe, a program that was eventually adopted by wider L'Oreal USA organization. Reported to the General Manager of Lancôme US, managing strategic projects across Marketing, Supply Chain, Education, & Retail. Created all major strategic presentations to L'Oreal Executive Committee, and conducted in-depth luxury market analytics including growth forecasts and market sizing across distribution channels, creating monthly reports benchmarking market performance within an evolving channel distribution ecosystem.

Luxury Marketing, Digital Marketing, and Strategy Specializations- Co-President, Luxury & Retail Club- Fellow, Forté Foundation - Member, Consortium for Graduate Study in Management- Elected Block Leader and Follies Committee Member, Stern Student Government- Co-Vice President, Events, Stern OutClass- Member, Graduate Marketing Association, Stern Women in Business, Association of Hispanic & Black Business Students

L2 (acquired by Gartner in 2017) was an independent digital brand strategy/research & advisory firm that created a Digital IQ Index®, a leading benchmark of digital excellence across various industries, including Beauty. Assisted with research projects, ran site QA and select digital merchandising projects, developed and executed the company's first search and display marketing growth strategy.

Conducted in-depth research project of digital marketing capabilities of 13 major US retailers, including site technology, navigation, product search, customer service, rich media, and mobile capabilities. Developed complementary strategy for online merchandising and digital marketing capabilities between retail marketing and brand flagship (Lancome.com).

L2 (acquired by Gartner in 2017) was an independent digital brand strategy/research & advisory firm that created a Digital IQ Index®, a leading benchmark of digital excellence across various industries. Managed data integration and launch of an enhanced HTML5 website, including the rollout of a dynamic intelligence table allowing brands to benchmark their digital footprint against industry competitors. Coordinated e-mail marketing and social media efforts to communicate the release of web enhancements and L2 research studies to member brands across Luxury, Beauty, and Retail industries.

Citi Private Bank's Law Firm Group provides financial solutions to individual and institutional clients consisting of top-tier global law firms and their high net worth attorneys, including cash management, complex credit financing, estate planning, investment management and capital markets.Contributed to new client and business development, sales support and compliance oversight and controls for a $1.3 billion book of business, generating $17 million in revenue in 2010. Developed and executed a new business acquisition and revenue growth strategy focused on investment assets, sourcing a pipeline of over $10 million in new AUMs in 2010.

Supported senior management with business development and strategy, managing data analysis and reporting for revenue growth initiatives, banker performance metrics, and client marketing campaigns. Generated optimized asset allocation, portfolio construction strategies, and financial planning for individual attorneys and law firm pension plans, with assets totaling over $100 million. Gathered and interpreted balance sheet data accumulated from over 200 law firms to build historical trend analysis in profitability, lawyer productivity, expense management and other key metrics versus peers.