Refounding Lincoln, an iconic 100+ year old automotive brand at this global boutique luxury agency

IAT strategy lead for Mobil1 and Mobil1 Racing

Living my purpose working for this up and coming Portland, Oregon-based premium craft distillery. Building on our reputation for developing and marketing high quality and innovative products, I am leading the charge to brand our craft inspired, premium artisan products with all of the quirky personality and diverse flavor of what it means to be from Portland. Very excited to continue my journey working on a premium sustainable, organic tequila brand.

A two month consulting engagement leading up to and including first ever virtual Brandweek with 6000+ attendees, I developed and communicated the strategy and structure for the Masterclass sessions, secured big draw speakers and worked with top CMO's to ensure content was compelling, cohesive, on topic and locked and loaded.

Responsibility for launching new offer, building credibility in this space. Included thought leadership, white papers, partnerships, speaking engagements, high level client engagements and building new research tools.In addition, serve as US Ambassador to Ipsos Foundation promoting employee involvement, coordinating with other country ambassadors and generating awareness of the Foundation with clients, donors and other foundations.

In an expanding role that spanned Ipsos’ Kids and Family & Multicultural Centers of Excellence and Media & Entertainment Practice (Deputy Head), I delivered game-changing insights to dynamic social media, streaming, tech platforms and content providers. As co-president over tens of millions of dollars in custom research, I co-led 125 geographically distributed researchers to develop and execute cutting-edge programs from RFP through delivery, providing unprecedented insights spanning audience development, content optimization, subscription/ad sales growth and monetization, and media brand tracking.Highlights include:► Transforming three successive teams from resource drains into business drivers, building the most highly skilled, diverse, and top-performing teams in the service line.► Overhauling the newly-independent Media Development practice with strategies that catapulted it into one of the company’s fastest-growing lines of business► Building and fostering long-term relationships with top-tier digital media companies and brands, exceeding revenue and margin targets and over-delivering on client expectations.Programs include:► Enlightening a digital platform about the landscape and lexicon of Multicultural, Millennial and Generation Z consumers.► Demonstrating through paired comparison which iconic characters should be promoted together on streaming.► Running halo-echo analytics that ranked streaming shows based on their contribution to subscription growth.► Proving the value of humorous digital context to advertising effectiveness across five industry verticals.► Defining best practices for video advertising using dynamic content injection in a marketer playbook.

I unleashed the voice of the shopper to inform specialty brand, private brand, and retailer innovation, delivering unique insights from custom research, loyalty data, and analytics that shaped clients’ corporate and brand strategy.Highlights include:► Building a low-value, money-losing cost center into high-value revenue generating profit center with investment that positioned Galileo as a valuable consulting partner.► Guiding custom research from proposal and pitch, winning cross-functional consulting and research-specific projects by designing and executing high-value research. Programs include:► Pioneering first-of-its-kind longitudinal brand tracking study to consistently measure performance of 200+ private brands, leading to new retailer penetration and new business opportunities.► Translating insights into brand strategy, positioning and naming for a new private brand that drove a 20% increase in e-commerce visits and doubled basket size.

In progressively senior roles, I rose from VP of Global Research, Strategy & Innovation to Managing Partner in just 2 years, During my tenure, I harnessed inspiring youth and family insights to improve digital, retail, and consumer products and programs for many of the largest and most iconic kid and family brands in the world. Highlights include:► Tripling consultancy revenue in year 1 by developing and promoting distinctive strategy, research and innovation offerings.► Securing Nestle USA agency of record for cross-company kids and family strategy and research.Programs include:► Quantifying kid influence in non-traditional ad categories for a premier cable broadcaster.► Developing and testing a digital game for an online advertising literacy campaign.► Creating a national non-profit’s campaign website that engaged 6M teens.► Securing deserved credit for a top-tier entertainment company’s health and wellness CSR initiative with brand positioning, logo, tagline and activation programs.

I was rehired and rapidly promoted to lead the executive team and launch the company’s first digital lifestyle magazine, mobile app, and multi-channel ad revenue programs.Highlights include:► Establishing mutually beneficial partnerships with VH1, ESPN, Macy’s, Spike TV, and others.► Originating and overseeing the highly profitable WIN IT promotion that drove 26.5 million impressions, a 30% YoY jump in ad revenue, 150% hike in newsstand sales and 15% rise in subscriptions.

Promoted twice, I built the company’s in-house strategy & insights team, agenda and learning from scratch into a recognized global center of excellence (COE) as head of strategy and insights, planning process, media, e-commerce, and category/promotions managers. Highlights include:► Driving a $60M revenue increase that grew second-largest spirits brand portfolio by +5% in flat market.► Slashing costs by $25M through agency consolidation and by instituting agency work plans.► Modernizing research practices and approaches, including introducing state-of-the-art shopper marketing and syndicated research techniques.