Currently leading market research and GTM strategy for startup ventures, including a DTC men’s grooming product and a children’s transportation network. Launches planned for early 2025.

VP of Sponsorships '23-'24; At-Large Consulting and Events '24-25

𝗠𝗢𝗗𝗘𝗥𝗡𝗜𝗭𝗘𝗦 𝗖𝗥𝗘𝗔𝗧𝗜𝗩𝗘 & 𝗕𝗥𝗔𝗡𝗗 𝗘𝗡𝗚𝗔𝗚𝗘𝗠𝗘𝗡𝗧Redefines the brand marketing strategy, position, voice, and design standards with a consumer-first mindset for the $460M US Coast Guard Credit Union. Brought the brand back to life with impactful storytelling and the ‘Go Beyond’ brand promise and slogan to be in lockstep with today’s industry market standards.𝗛𝗢𝗪 𝗜 𝗗𝗢 𝗜𝗧• 𝗠𝗼𝗱𝗲𝗿𝗻𝗶𝘇𝗲d 𝘁𝗵𝗲 𝘀𝘁𝗮𝗹𝗹𝗲𝗱 brand into a dynamic and recognized competitor in the credit union marketplace; created content strategy, social media, digital strategy, a new logo, slogan, brand standards (voice, tone, design guidelines), signage, and Point of Sale collateral. • 𝗥𝗲𝗯𝘂𝗶𝗹𝘁 𝘁𝗵𝗲 𝗹𝗲𝗴𝗮𝗰𝘆 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 from the ground up; increased new visits by 343%, users by 345%, and page views by 333%. • 𝗥𝗲𝘃𝗶𝘁𝗮𝗹𝗶𝘇𝗲𝗱 𝘁𝗵𝗲 𝗼𝗻𝗹𝗶𝗻𝗲 banking platform and mobile app to prioritize and enhance consumer engagement. • 𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗲𝗱 𝗦𝗘𝗢 𝗮𝗻𝗱 𝗦𝗘𝗠 strategy; leveraged data analysis, Google data, consumer/competitor intelligence, market segmentation and trends to deliver optimizations. Increased measured brand awareness from 15% to over 90% in 3 years.• Oversaw 𝗲𝗻𝗱-𝘁𝗼-𝗲𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 strategy and innovates brand experiences to drive consumer engagement.• 𝗖𝗿𝗲𝗮𝘁𝗲𝗱 𝗮𝘄𝗮𝗿𝗱-𝘄𝗶𝗻𝗻𝗶𝗻𝗴 creative assets recognized for modernizing and maximizing brand voice. 𝘄𝘄𝘄.𝗰𝗵𝗿𝗶𝘀𝗿𝗼𝗴𝗲𝗿𝘀𝗼𝗻𝗹𝗶𝗻𝗲.𝗰𝗼𝗺

𝗜𝗚𝗡𝗜𝗧𝗘𝗗 𝗕𝗥𝗔𝗡𝗗 𝗖𝗔𝗣𝗔𝗕𝗜𝗟𝗜𝗧𝗜𝗘𝗦 Delivered strategic marketing and brand expertise across client portfolios, including Kinder's Seasonings, Jackson Clothing Company, and Epic Label Solutions. 𝗛𝗜𝗚𝗛𝗟𝗜𝗚𝗛𝗧𝗦 & 𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦• 𝗖𝗿𝗲𝗮𝘁𝗲𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 strategy aligned with business goals to provide marketing expertise and brand direction to SMBs, including retail packaging, social media, and website engagement/usability. • 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗲𝗱 𝘁𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 strategy for breakthrough CPG launch into the organic product marketplace, including brand platform strategy, messaging, packaging redesign, and website creative. • 𝗗𝗿𝗼𝘃𝗲 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗹𝗮𝘂𝗻𝗰𝗵 for a startup retail manufacturer, including brand development and positioning, brand logo creation, and social media brand content. 𝘄𝘄𝘄.𝗰𝗵𝗿𝗶𝘀𝗿𝗼𝗴𝗲𝗿𝘀𝗼𝗻𝗹𝗶𝗻𝗲.𝗰𝗼𝗺

𝗧𝗥𝗔𝗡𝗦𝗙𝗢𝗥𝗠𝗘𝗗 𝗕𝗥𝗔𝗡𝗗𝗦 & 𝗖𝗥𝗘𝗔𝗧𝗜𝗩𝗘 𝗢𝗣𝗘𝗥𝗔𝗧𝗜𝗢𝗡𝗦 Reporting to the CMO, built and streamlined commercial brand strategy for this $550M e-commerce startup. Refreshed and reintroduced the brand directly to Fortune 500 suppliers and all employees company wide.𝗛𝗜𝗚𝗛𝗟𝗜𝗚𝗛𝗧𝗦 & 𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦• Redefined the brand. Developed brand identity & persona. Defined the mission internally, promoted external activations across multiple sites. Supervised website U/X overhaul, mapping to brand redesign. • Led internal creative team. Established creative operations, including briefings, social content calendars, and multi-point reviews. Defined creative best practices, including art, copy & content strategy. • Oversaw agency implementation of brand standards (including voice and design) and production of national TV campaign, 360° digital campaigns, and photo shoots.• Targeted promotions achieved over $60M in monthly sales; added an additional $12M in seasonal revenue by identifying and promoting annual sale opportunity. 𝘄𝘄𝘄.𝗰𝗵𝗿𝗶𝘀𝗿𝗼𝗴𝗲𝗿𝘀𝗼𝗻𝗹𝗶𝗻𝗲.𝗰𝗼𝗺

𝗖𝗥𝗘𝗔𝗧𝗜𝗩𝗘 & 𝗕𝗥𝗔𝗡𝗗 𝗠𝗔𝗥𝗞𝗘𝗧𝗜𝗡𝗚 𝗧𝗥𝗔𝗡𝗦𝗙𝗢𝗥𝗠𝗘𝗗Oversaw brand advertising and marketing campaigns for multiple regional brands across broadcast, digital and visual mediums for the $40B grocery retailer. Managed $12.3M annual budget; drove brief development, copywriting, agency scoping and planning; supervised all audio, video, and photography productions. 𝗛𝗜𝗚𝗛𝗟𝗜𝗚𝗛𝗧𝗦 & 𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦• Directed external agencies on corporate rebrand, investor presentations, and all consumer advertising.• Developed price/value campaign; turned fresh consumer insights into a limited TV brand campaign, then scaled it into a 2-year, omnichannel campaign which increased sales $6.8M/week, the highest in 10 years.• Integrated agency and creative operations for holiday campaign messaging to increase average holiday sales 2.5% per shopper while driving $7M in media savings.• Launched “Just for U” loyalty program and shopping app, achieving 3.5M downloads and $210M in sales.• Led Chevron Fuel Rewards partnership launch advertising, adding $350M in sales year one.• Partnered with the NFL & Pepsi on promotional spots to increase PepsiCo product sales by 16%.𝘄𝘄𝘄.𝗰𝗵𝗿𝗶𝘀𝗿𝗼𝗴𝗲𝗿𝘀𝗼𝗻𝗹𝗶𝗻𝗲.𝗰𝗼𝗺

𝗕𝗥𝗔𝗡𝗗 𝗕𝗨𝗜𝗟𝗗𝗜𝗡𝗚 𝗙𝗢𝗥 𝗚𝗟𝗢𝗕𝗔𝗟 𝗔𝗨𝗗𝗜𝗘𝗡𝗖𝗘𝗦Launched and grew video capabilities for in-house creative agency. Partnered across the organization to create high-impact brand campaigns, online video, and DTC advertising. Developed and supervised go-to-market product launch efforts, live and computer animated asset creation, and brand guidelines for motion graphics.𝗛𝗜𝗚𝗛𝗟𝗜𝗚𝗛𝗧𝗦 & 𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦• 𝐑𝐞𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞𝐝 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐨𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬; added video to photography campaigns, developed templates for brand video interviews, and achieved $600,000 savings in production costs. • 𝐃𝐫𝐨𝐯𝐞 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 by 250% with “Better Sound Through Research” video campaign’s emotional product stories. Achieved over $220M in product launch sales with digital, print and video marketing.• 𝐂𝐫𝐞𝐚𝐭𝐞𝐝 𝐜𝐮𝐬𝐭𝐨𝐦𝐢𝐳𝐞𝐝 𝐯𝐢𝐬𝐮𝐚𝐥 𝐝𝐢𝐬𝐩𝐥𝐚𝐲s for Target and Best Buy; translated into 19 languages for EMEA and APAC retailers worldwide.𝘄𝘄𝘄.𝗰𝗵𝗿𝗶𝘀𝗿𝗼𝗴𝗲𝗿𝘀𝗼𝗻𝗹𝗶𝗻𝗲.𝗰𝗼𝗺

• 𝐖𝐫𝐨𝐭𝐞, 𝐏𝐫𝐨𝐝𝐮𝐜𝐞𝐝 𝐚𝐧𝐝 𝐃𝐢𝐫𝐞𝐜𝐭𝐞𝐝 over 150 music videos for MCA, Sony Music, Warner Brothers, and Atlantic Records; for artists such as Trisha Yearwood, Don Henley, Vince Gill, Dixie Chicks, Billy Joe Shaver, and LeAnn Rimes.* Two time recipient of CMT's Independent Video of the Year* Winner of the Nashville Film Festival Best Short Film: "The Right Place" https://youtu.be/xpPBx68_rjM?feature=shared• 𝗟𝗲𝗱 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 for clients such as Hunter Fans, Cook Medical, and the American Red Cross.