Leading big bet & platform innovation on Pop-Tarts and Rice Krispies Treats

Marketing lead for the iconic Eggo brand. Owning the nearly $1B brand's strategy and mobilizing a diverse team of internal and external partners to deliver award-winning work and business impact in a unique category.

Brand Manager on Eggo. Led the execution of multiple data-driven and fully-integrated go-to-market campaigns that were developed with consumer insights at the center. Owned budget management, social media strategy, business analysis and integrated business planning.

Innovation lead for Pop-Tarts, Nutri-Grain and Special K Bars. Translating brand strategies into innovation runway by identifying key growth opportunities and developing and bringing to life projects that meet the needs of the brand, customers and consumers.

Co-owned the $480M Frosted Flakes business by building, executing and measuring best-in-class go-to-market strategies, which resulted in a +1.6% increase in sales and .2 share growth during my time on the brand. Successfully managed a large and complex budget and owned the business performance reporting process.

Responsibilities include managing 15 brand communities across platforms such as Facebook, Twitter, Pinterest, Vine, Instagram and Tumblr. Analyzing social media data and discovering insights which assist in digital strategy and content creation for major brands and promotions. Developing social media processes that outline best practices for the organization. Leading key stakeholders to align on common visions and management of social media activity. Identifying social influencer opportunities while amplifying brand messaging and purpose through social activity.

Responsibilities included aiding media personnel and acquiring statistics before, during, and after Michigan State University athletic events. Managed team social media accounts and coordinated press conferences. Wrote press releases, game recap and athlete feature stories that were published in game-day programs and on www.msuspartans.com.

As the Valero Alamo Bowl media coordinator I was responsible for the credentialing and communication process for over 200 media members and supervised the press box during the 2011 Valero Alamo Bowl. I also managed the bowl’s public relations efforts including writing and editing press releases, setting up press conferences and maintaining clip files and media contact lists. I initiated, implemented and tracked the outcome of new media strategies such as establishing an online presence and increasing interaction with the bowl’s audience through Facebook, Twitter, TVEyes and WhoSay. I also provided text, video and graphic content for the bowl’s website, game program, media guide, fan guide, flip card and weekly e-mail newsletter.

Coordinated and oversaw the community relations of the Bombers including player and mascot appearances. Wrote and disseminated press releases that were picked up by the Battle Creek Enquirer and helped maintain the Bombers website. Stepped in as the ticket sales intern and monitored all ticket sales and managed the ticket office throughout the 2010 season. Marketed Camp Day to area summer camps and daycares, which resulted in over 500 children attending the event.

Worked with community partners on local tourism and economic development projects. Assisted in the expansion of the Barry County Tourism Council's Passport to Barry County program through brochures, advertisements, and facilitating communications. Coordinated communication between local producers and other foods stakeholder organizations in the county as the temporary Market Master of the Hastings Farmer's Market.

Collaborated with a small group in organizing a concert for Michigan State University students and the general public. Was solely responsible for communicating with numerous individuals to verify the hospitality provided for the artists met standards outlined in contracts. Publicized various campus-wide ASMSU events by creating posters and media passes.