Leading strategy and executional planning for 3 high-cost, high-impact channels within our Owned Channels ecosystem, inclusive of (4) Rewards programs, Direct Mail, and SMS/RMM for all brands. • Ensure that channels (Direct Mail, Rewards, and SMS/RMM) are strategically positioned to further progress against collective Enterprise KPIs – inclusive of ROI, Brand Perception, Journey Phase Movement, Marketing Qualified Reach, and Market Share• Drives strategic recommendations for balancing enrollment and sustained engagement within Marlboro Rewards, Cope Rewards, on! Rewards, and Aroma Rewards (Black & Mild), inclusive of vision for a future-state Enterprise Rewards solution• Drives strategic testing plan for our Direct Mail channel, inclusive of drive-to-web conversion tests and purchase-behavior correlations between DM-engaged consumers

Led two large cross-functional projects designed to create Enterprise-wide strategies and infrastructure to further Altria’s Vision. • Conducted execution plan rollout for Enterprise Audience Strategy among many cross-functional partners to ensure that our marketing communications plans were targeted to the correct modeled consumer segments• Led cross-functional team “Project 360” to examine our current data collection and integration process with retail partners, to compliantly enrich our owned data for improved modelled purchase behavior to drive marketing strategies• Developed test plan and strategic recommendation on viability of name matching/data sharing approach with retail partners

Launched the first ever Rewards platform for U.S. Smokeless Tobacco Company brands• Developed over-arching strategy and concepts for Rewards programs for Copenhagen and Skoal• Oversaw RFP process to choose a partner for the project with a lens on long-term viability for potential Enterprise Rewards platform to align with Altria 10-year vision • Collaborated with over 15 Altria groups to identify opportunities, overcome hurdles, and make necessary infrastructure changes for successful program launch

Created and executed omni-channel equity plans for Skoal, Red Seal, and Husky brands • Identified opportunity to better connect with Skoal consumers by modernizing image to improve brand relevancy• Launched refreshed Skoal campaign, and created a digital brand book to create ongoing consistency for the Skoal brand, which resulted in improved brand equity scores from 2019 – 2020• Collaborated with regulatory teams and manufacturing to improve Red Seal’s packaging to gain point of parity with industry standards and improve brand perception among competitive consumers• Created all new brand assets for strategic repositioning of Husky brand as a competitor for the growing discount segment

Adapted and executed omni-channel equity plans for Red Seal and Husky brands• Aligned all equity marketing materials to align with new price positioning of Red Seal• Concepted and delivered on a nation-wide comparative advertising campaign against the leading competitive brand • Collaborated with partner American Farmland Trust to further Red Seal’s existing cause marketing campaign

Developed cohesive value plan recommendations for Copenhagen and Red Seal brands, inclusive of all value levers• Evaluated changing marketplace trends to recommend monthly value plan to executive leadership• Developed introductory promotion strategies for the launch of the Copenhagen Mint line extension (which reached a 3.0pp share its first month in market)• Recommended and executed a price repositioning of Red Seal to better compete in market• Developed and executed all product price promotion changes for Copenhagen and Red Seal brands

• Consulted with lead retailers in a 120-store territory on merchandising, pricing, and margin strategies for their stores in accordance with Altria retail trade programs for all brands in the Altria family

• Executed Direct Mail programs for Marlboro Gold franchise – inclusive of audience selection and coupon strategies• Owned content and program strategy for “Team Marlboro” – Marlboro’s social-environmental campaign platform