Hired to grow brand awareness for BILL, a financial technology, SaaS company, in the face of intense competition. Established the brand strategy and marketing function from inception. Recruited and guided a high performing team of brand and social marketing professionals, handpicked top-tier creative and media agencies, and successfully launched BILL's inaugural brand marketing campaign, new brand identity, name and brand strategy. Overhauled the social team and strategy to align with brand and business objectives. Managed a budget of $8 million, optimizing resources for maximum impact and ROI. Delivered strong brand awareness and lead generation via integrated brand marketing campaigns that went through the funnel from prospecting to retargeting. Launched with a test in 3 markets, and with successful results, obtained budget to continue the campaign and expand to 6 markets. Tripled brand awareness, increased brand rank vs. competitors from 19th to 6th, increased likelihood to consider by 21%, and improved metrics for all key brand attributes including a “brand I trust” (7 percentage point increase in trust). Consistently outperformed control markets and sitewide metrics QoQ for web traffic, new users to the site, leads and GOs. GO overdelivery vs. sitewide 8-16 pctg. pts. Brand campaign CPA decreased by 57% YoY. BILL revenues went from $642M in 2022 to $1.1 BN in 2023. Customer growth of 194%.Collaborated to build the foundations to scale the brand: Created a brand strategy, working closely with the c-suite and cross-functional leaders. Launched a new visual identity and company name that differentiated BILL and strengthened creative, as well as an employer branding system that strengthened recruiting efforts. Strengthened consistency and differentiation in messaging. Gained c-suite alignment on the brand architecture strategy to guide acquisition branding and product naming.

Collaborated with companies ranging from seed stage to long established to build brand strategies, integrated marketing campaigns, visual and verbal identities, PR, and brand portfolio, brand architecture and naming strategies for both B2C and B2B audiences.FidoCure (healthcare start-up funded by a16z): Hired by the CEO to build the marketing function for this seed stage start-up including a brand strategy platform, GTM strategy and plan, messaging framework, website content, marketing budget and resourcing plan. Optimized SEO and SEM efforts, launched email marketing, and drove social marketing efforts. Hired team including a PR consultant and a marketing and sales enablement manager. Created sales pitch deck and collateral; launched CRM platform. Renamed company (from OneHealth to FidoCure).Accion (investor in fintech for underserved global communities): Engaged by the CEO to create a brand architecture strategy, and collaborated with the internal marketing team to launch to employees, B2B stakeholders and consumers.R2A Labs (tech venture studio); Hired by the CEO to get to MVP for an art leasing business. Created the brand strategy including value proposition and brand positioning, conducted qualitative and quantitative research to define the ICP, and A/B tested digital ads to verify proof of concept. HotBread Kitchen: Built a marketing plan, marketing re-org. structure, and budget recommendation for the CEO.Revolution Foods: Partnered with the COO to create a GTM strategy and plan, operations plans, measurement tools and sales enablement materials to strengthen existing programs and drive sales. Developed social media strategy.Additional clients: Shazam,Numina, Happioh.

Hired to build the Little Lotus Baby retail brand, marketing and creative development functions and revenues from inception. (Little Lotus was a for profit retail start up subsidiary of Embrace Innovations. www.littlelotusbaby.com). Little Lotus was awarded the 2017 Edison Gold Product Innovation Award for Infant Sleep. Hired as the VP Marketing and Chief Marketing Officer, reporting to the CEO. Delivered revenue growth, and increased repeat purchase rates, while decreasing CAC, with a small team and budget. Used a multi-channel marketing approach to deliver results, leaning heavily into partnerships, email marketing, paid and organic social marketing, PR, display ads, influencers, SEO and SEM and expanded sales distribution channels from DTC to Amazon, Zulily and Gilt and via corporate partnerships with Method and EY.Partnered with synergistic brands to expand reach and scale - Bloom Baby, Hatch, Happiest Baby, Nanit, Dock-a-Tot, Cheerily.co.Leveraged influencers to amplify impact and drive trust and credibility: Built partnerships, including shared content, with 13 key sleep consultant influencers, built a customer ambassador program with over 50 loyal customers who expanded our reach in social and leveraged celebrity influencers Beyonce and Corey B.Drove strong website conversion (6%) and improved SEO by overhauling website and building a stronger content platform for our blog leaning into sleep tips and stories of impact. Secured 8 PR stories with a reach of over 6 million. Achieved avg. social marketing conversion rates of 4.15%. Grew Facebook following to 24k; Instagram to 3100.Developed the brand strategy platform, messaging, visual identity, audience personas, website. Managed crisis communications when the product was recalled not long after going to market.

Hired to build a brand strategy and marketing function and team from the ground up. Took on 3 additional teams: Corporate Social Responsibility, Company Store (physical and online) and Marketing Ops (interim) for this 14,000, Fortune 500 company. Led integrated brand marketing campaigns, brand strategy (including mission, vision, positioning, value proposition development), brand visual and verbal identity, product naming, brand marketing partnerships, brand education, brand health research, brand portfolio and brand architecture strategies. Transformed the brand strategy and visual identity - launched a new logo, visual identity and messaging frameworks. Launched the “30 logos in 30 days” campaign, which engaged users to design and vote on 30 logos. Results: Lifted the global brand reputation score by 137 points, generated over 400 broadcast mentions, resulted in 95% positive sentiment in social, 9k shares in social, tweets from 15 key influencers, with over 10M in impressions.Collaborated closely with product team to co-create, and gain C-Suite approval for, a streamlined brand portfolio strategy: Integrated and re-named 11 brands, and sunset 19 US products (of 70). Partnered with the mobile product team to improve mobile app branding, app experience and discoverability. Average app rating improved from 3 to 4.5 over the course of a year.Launched CSR campaigns with partners that drove business results, improved brand perceptions and delivered on our mission: Engaged 131,000 Yahoo users to donate almost $11M to philanthropic partners, added 300k minutes of additional time spent on the network, improved brand “trust” and “A brand that cares about me” metrics, achieved #3 status in Edelman Trust Barometer, delivered over $5.5M in additional revenues.Managed, motivated and mentored my teams through leadership changes - 4 CEOs and 5 CMOs within a year, as well as numerous other executive changes during that time.

Boutique Swedish brand consultancy with a global client roster.Led brand efforts to enable Lumene, a Finnish skincare company, to enter the US market - brand messaging, visual identity, product naming and qualitative research. Mobilized Electrolux employees with an employee engagement campaign designed to educate and mobilize teams behind the new brand identity. Included a corporate story, microsite, campus art and brand training. Led naming for 4 product launches.

Led the “Campaign for Real Beauty” global integrated marketing campaign. The campaign revitalized and transformed the Dove brand, increased revenues across all product categories and was considered one of the most successful early social media campaigns on YouTube ("Evolution"). Campaign efforts included launching the Dove Self-Esteem Fund, a corporate social responsibility partnership with the Girls Scouts of America, intended to help young girls build and maintain self-esteem and confidence. AdAge Best Campaign of the 21st Century; Harvard Case Study (Dove: Evolution of a Brand); 2005 Best of Show Canadian Media Innovation Awards; 2005 Grand Prix European EFFIE; 2005 Gold Euro EFFIE; 2006 GRAND EFFIE and 2006, 2007 AWNY “Good” Awards

Led brand strategy, advertising and messaging for key client, Leapfrog Educational Toys, driving customer acquisition and revenue growth and resulting in multiple creative awards. Brand narratives leveraged consumer insights to differentiate Leapfrog f the competition. 25% of annual sales goal achieved in the first month of the educational videos product advertising campaign. “Learn Something New Everyday” campaign was awarded the 2004 GRAND EFFIE; Leapster TV campaign was rated in the top ten best campaigns by Advertising Age (Dec. ’03).

Launched integrated marketing campaigns using customer insights and data to create differentiated messaging to the B2B target. Media included email marketing, digital, print, and OOH ads, direct mail and PR. Led B2B integrated marketing campaign for IP Telephony and Security products across a record 30 countries in Europe, the Middle East and Africa. Exceeded campaign goals by 20% with +$18MM in sales.Launched “Power of the Network” global brand campaign targeting SMBs in the US, Europe and China, part of a $150M global brand campaign.

Led advertising and integrated marketing campaigns for Brita, Sony, Adobe, Nature's Way, Jacuzzi and Covad. Promoted twice within 2 years. Launched global integrated marketing campaign for Sony’s Personal Digital Assistant product launch, enabling the company to reach its sales goals of 400k units. Developed brand positioning and retail merchandising strategies to differentiate Nature’s Way. Managed strategy and execution for an integrated brand campaign, as well as a product campaign, that enabled Brita to regain market share from lead competitor, PUR.Led new brand identity and global marketing campaign to reinvigorate the Jacuzzi brand and enable the company to regain market dominance. Campaign included positioning, messaging and brand identity, digital advertising, email marketing, direct mail, website development, PR, print, OOH, TV and radio advertising.