Guided brand strength, marketing strategy, team performance, and revenue for a $265M premium CPG brand while managing multiple divisions through major reorganizations. Drove build of the Americas Brand & Marketing capability, maintaining strategic alignment with the EMEA team on Fiskars core principles and brand initiatives.• Directed several functions and teams: PR, Consumer Marketing, Trade Marketing, Merchandising, Social/Influencer and creative/brand planning across GTM (Go-to-Market) strategy; collaborated with E-Commerce on projects • Ownership of ~$5M operating budget; monitored and influenced a $20M customer program trade spend • Led agency initiatives, media strategy, and long term planning, including two new category launches and development of new brand value proposition and visual brand language; forecasted revenue from program expected to be $162M

Reorganized and strengthened the Trade Merchandising team, improving trade marketing planning, forecasting, campaign development and agency relationships. Localized Fiskars global brand and portfolio initiatives into market-specific retail and channel marketing plans while integrating Business Area local priorities and strategic focus. • Ownership of a combined $20M marketing budget and monitored trade spend • Guided eight direct reports, each with account ownership of 30 major high-profile retail clients, including Walmart, Target, Amazon, The Home Depot, Lowes, Michaels, Joann Fabrics, and ACE Hardware• Established a new integrated marketing calendar highlighting alignment to business area goals and funding allocation by strategic initiative, customer, and tactic• Partnered with an agency for in-person and virtual IDI research on Lawn & Garden category, consumer behavior, and shopping preferences to develop a shopper-based store design for must-win customers to deliver a 10% lift in sales• Managed 40 programs, including ratings and reviews and Back-To-School (BTS) campaigns for major retailers, and developed the social media influencer program for the company• Designed an education-marketing campaign aimed at the BTS market and TeacherLists recommendations; delivered a ~38% increase in targeted YoY, and a 20% increase in size-specific scissor requests on TeacherLists, and a $5.64 ROAS, nearly doubling 2022 results

Led strategic marketing initiatives for consumer products across the Home & Personal Care Appliance division with brands such as Black+ Decker, George Foreman, and Remington. Led all merchandising initiatives for the US and Canada, ensuring brand fit, effective communication addressing customer insights, and positive in-store interaction.• Established brand templates connecting product packaging and POP displays across all retailers for consistent brand experience in the market, designing 25 off-shelf promotional display programs driving incremental sales of up to $7M • Saved the company $1.4M+ in two years by moving production of permanent point-of-purchase displays to China while maintaining timelines, premium quality, and customer experience• Achieved 95% on-time delivery for display programs during COVID, with ownership of the merchandising program• Guided concept to pitch to execution, collaborating with Product Marketing, New Product Development, Inventory, Sourcing, Finance, Creative, Sales, and Distribution, as well as global teams on the ground in China, Bea• Outlined and communicated merchandising strategy guidelines for each product launch for use by marketing teams, and increased sales on SKUs by ~30% by improving execution on displays• 2x recipient of Gold Awards for Innovative Structural Design, Consumer Focus, and Best Application of Spot or Full Label category – in the Box Manufacturing Olympics for Remington iLight

Co-led newly created Channel Marketing function and team, building core capabilities, processes, and tools. Drove Home Appliances category, overseeing mass retailer customers, including Amazon, Walmart, and Target. • Led category deep dive and line review processes, partnering with Category Management, Product Marketing, Finance, and NAMs to collaborate on competitive, optimal product presentation, and pricing strategies• Accelerated e-commerce growth by driving promotional planning, including a successful business case for Prime Day, and increased utilization of digital marketing levers

Responsible for sales of Consumer Electronics, Housewares, and more specializing in E-Commerce drop ship DTC format. Tasked with incubation of major accounts in WI, IL and IN including Kohl’s, hhgregg, Groupon, Bon-Ton, and Walgreens.

Drove E-commerce business volume growth in Consumer Electronics category as well as increasing new EVINE Live customers at 3rd largest television shopping network in the country.• Delivered incremental sales growth by prospecting new categories and driving new promotional levers (FY14 +43%, FY15 was on pace to meet +13% budget).• Launched extended warranty partnership with SquareTrade delivering improved margins for company and improved experience for customers; Increased attach rate by 10%.• Led strategic promotional planning with Digital Marketing and Creative to execute promotions, brand programs and evaluate analytics to optimize future campaigns.• Demonstrated strategic flexibility and creativity by meeting goals while continually adjusting assortment, pricing, shipping and handling, and value pay settings to align with on-air pressures and corporate directives.

Managed a fast-paced, high-volume store in a commission-based sales environment, driving $6M In sales.• Trained a 16-member team on tactics to improve customer service, product knowledge, retail merchandising, and business operations to ensure an outstanding customer experience

Brought vision to life, driving the development of new products, services, and programs. Provided strategic business development and business cases to gain C-level buy-in on initiatives to deliver E2E solutions within incubating markets. • Identified and cultivated a new vendor partnership with GoPro to align with brand identity, digital content, and revenue goals, leading to national product rollout, receiving the prestigious Best Buy Bravo Award • Developed category-wide strategy and launch for a new, multi-channel, major department in big box stores (Smart Home), including on-boarding, needs assessments, and partnering for the program that brought in $4B within four years• Launched a lucrative partnership with Office Max for back-to-school, requiring a rapid go-to-market ramp-up in just three weeks that delivered a new revenue pipeline of millions of dollars

Directed new format launch, testing and measurement to bring new format tests to market for internal customers, including business plan creation, customer value proposition development, concept deployment, and exit strategy.• Partnered with UK-based Car Phone Warehouse and internal business units to deploy the Best Buy Mobile concept, including hands-on management during the go-live of both SAS and SWAS formats in New York• Collaborated with 20+ cross-functional teams to create, document, and launch cell phone trade-in capability for BBY Mobile; built the business case and secured legal team support to launch cross-category BBY Trade-In offering

Championed consumer research and value proposition testing to drive new concepts and products across the company. • Managed all 1,500+ SKUs in a 5K sq ft test concept store, engaging female customers through a focus on Digital Imaging education, services, and technology that meet the demands of her unique lifestyle

Managed online assortment and promotion strategy—driving increased sales while exceeding P&L and EVA goals.• Pioneered lifestyle-based navigation website test following thorough analysis of customer shopping patterns and sales, using insights to deliver business case resulting in full-scale roll-out across all product category pages. • Established and maintained strategic vendor relationships, negotiated product pricing and MDF funds, generating increased vendor sales and market share.

Managed $847M open-to-buy budget, and advanced from purchasing commoditized TVs to new aggressive growth products including digital, projection, and high-end microdisplay TVs.• Collaborated with buyer to strategically address inventory overages and constraints—achieving record majority market share in the face of steep competition. • Trained, mentored, and managed Inventory Analyst Team resulting in multiple analyst promotions, while consistently meeting or exceeding in-stock and promotional objectives.