The Players Alliance is an organization made up of current and former professional baseball players who work to create equity and access in the game. The organization's mission is to address systemic barriers to inclusion and equity in baseball by:• Increasing participation in baseball in economically disadvantaged communities• Creating pathways to opportunities for underprivileged youth to play at higher levels• Equipping community coaches, parents and program volunteers with support to develop youth• Reducing the systematic barriers related to program, staffing, network and funding within communities to help their local baseball programs thrive

Brand and innovation marketing for sustainable household cleaning DTC e-commerce brand (55 employees; $40MM revenue, 146K active subscribers in 2022).• Managed brand planning, audience insights, communications, partnerships, PR and creative (video, photography, packaging, and graphics)• Directed brand strategy for customer acquisition campaigns (prospecting and retargeting on social, affiliate, display, and landing page / funnel experience) using test-and-learn frameworks to increase conversion • Oversaw content for influencers and creators, social, email, and SEO and analyzed audience data to identify segment opportunities, continuously pivoting engagement strategy to respond to consumer behavior changes• Drove brand awareness and discoverability by increasing the share of unpaid vs paid traffic 6% despite a 56% decrease in awareness spend• Helped diversify revenue base by growing Amazon 2.1X, becoming the fastest growing and #4 brand in its category, by optimizing product assortment, audiences, and brand and product listings.• Achieved 4% higher spend per customer and 27% higher overall average order value for recent hand soap and dish spray launches• Launched Ultra Concentrated product line and sold 14K units, adding $164K in contributing margin within 6 months• Used primary research to define new “eco-superior” brand positioning and consumer target segments, and partnered with cross-functional teams to refine product assortment, messaging, and brand equity.

Consultant advising on brand development, launch planning, and revenue growth for high-growth consumer goods companies in food and cannabinoid categories.Calyx Peak - Licensed cultivator and consumables manufacturer with 3 consumer wellness brands and 1 retail brand in CA, OH, NV MO, and MA (25 employees; $16.5MM revenue in 2019).• Led brand planning, PR, consumer research, and implemented shopper marketing, visual merchandising, and event activations to increase revenue 1.6x and increase diversification from wholesale to retail 19.6%.• Developed state-compliant brand launch playbooks for marketing communications, email, SEO, social and influencer campaigns in CA and OH.• Established CRM programs to help increase tickets 183bps, sales/ticket 100bps, and avg order value 553bps • Revamped field marketing, sales training, and trade show experience, and partnered with sales to help increase active store accounts 37.5%, total monthly orders 46%, and average order size per location 73.3%.E1011 Labs - CBD wellness brand, electronics, and consumables manufacturer (12 employees; $2.4M revenue in 2020).• Led planning for brand strategy and positioning and created activation plan for content, creative, and marketing on owned, earned and paid channels.Saucy Riot - Start-up condiment manufacturer specializing in hot sauce made from Carolina Reaper peppers (2 employees; > $100K revenue in 2020).• Developed brand positioning and advised on e-commerce conversion optimization and search engine optimization.

Part of internal startup team tasked to launch 3 CPG brands from scratch for publicly-held B2B supplier of agricultural ingredients but with no prior consumer products experience (2,854 employees; $1.86B revenue in 2018)• Implemented strategic plan to lead development of brand, product assortment, and in-market activation of 3 new CPG brands, with FIGR becoming the #2 brand with 13.3% share.• Oversaw consumer research and segmentation to define brand positioning, align on target segments, and create regional brand plans in social, CRM, shopper marketing, and events for each consumer brand.• Directed day-to-day activities for content, paid, and influencer programs and used influencer marketing, events, and promotions to organically grew social audiences for FIGR 2.9x and for Bantam 8.8x.• Led development of marketing automation and brand activations to drive data collection, and continually sought to optimize growth and retention strategies on email, display, and affiliate platforms • Managed e-commerce journey for Bantam in DTC, 1P, and 3P marketplaces, and used digital retargeting, programmatic, and affiliate programs to diversify the share of DTC revenue 6.6% YoY. • Used earned media and PR to help FIGR gain over 2MM impressions at launch.

Brand strategist for firm's creative digital consultancy that combined management consulting with creative agencies (9,000 employees; $3.1B revenue in 2017).• Oversaw full life cycle of brand strategy and digital experience client engagements from lead development to project implementation in insurance, sports, telecommunications, hospitality and fintech sectors. • Collaborated with directors to develop and refine marketing communications, decks, and collateral for firm practice offerings of data-driven content strategy and CX journey optimization in practice development and client pursuits.• Developed an immersive experiential installation at the US Open golf tournament that dynamically created personalized data visualization art from a user’s golf swing.

Advertising, media and public relations agency (77,767 employees; $9.60B revenue in 2015)• Oversaw strategic development of integrated consumer campaigns for household care brands Cascade, Dawn, and Swiffer in digital, mobile, in-store, social media, television, and print channels.• Evaluated brand communications for clarity and creative integrity against brand standards, ensured adherence to channel objectives, and iterated on optimizing creative for each channel.• Developed one of the most effective integrated communication programs in P&G Home Care called Dawn Saves Wildlife, which achieved highest purchase intent vs competition and won Addy, Effie, and Webby creative awards.• Developed Cascade omnichannel campaign called Dish Issues that drove ATL and BTL communications for 2 years and increased TOM awareness +11 vs. CPG average.• Executed Cascade product ratings and review program, leading to an increase of 60% in overall product ratings and 55% in brand rating.