Consulting with marketing agency as lead marketing and media strategist for retailer expansion in U.S.

Served as member of Marketing Leadership team leading all integrated marketing communications across all brands. Managed agencies and teams responsible for traditional and digital media, social media, shopper marketing, retail media, influencer/PR, content development, websites and packaging.Directed creative strategy, production, planning and execution of integrated marketing communications across national and retailer channels including TV, search, SEO, web, programmatic, social, digital display, influencer, web and streaming video/OTT for all brands including Del Monte (Growers of Good), JOBYA bubble tea, Take Root Organics, Contadina, College Inn and Kitchen Basics.In-sourced performance marketing (hands on keyboard) resulting in improved campaign efficiency and effectiveness.Led all acquisition and performance-based marketing across all owned and paid channels.Developed and implemented annual digital roadmap setting vision, tactics and capabilities needed for advancing digital and ecommerce business results.Led team in development of brand frameworks, positioning, brand identify architecture and style guidelines to support activation of brands across all channels.Led retail media strategy and execution, ROI, business reviews, negotiations, and upfront investments.Managed all agencies, SOWs and RFPS., including packaging print production and design agency services.

Developed and launched company’s entry into ecommerce as of Jan 2017 growing to $80m by Q1 2021. Led go-to market strategy, tech stack/systems, content, customer development, stand-up of Amazon business, advertising, P&L and performance measurement. Implemented new PIM and DAM systems. Built comprehensive audience strategy across retail and national media using first party and 3party data, including utilizing of DMP/DSP and sales measurement to drive new user acquisition, repeat and loyalty.Developed SEO and search strategies and redesigned all brand websites to improve UX, site traffic and 1st page rankings.Led outsourcing of pre-press function and development of new creative management system.

Led National Shopper Marketing and Category Management Functions. Developed category growth strategies and shopper marketing strategy. Build functional capability, tools & resources.

Led National Shopper Marketing and Visual Merchandising for Del Monte Foods

Managed a team of 8 responsible for Shopper Marketing plans at Safeway, Costco, BJs, Stater Bros., Smart & Final, Hispanic and Regional grocers along the West Coast. Led first "digital road show" at customer showcasing Coke's digital capabilities at retail.Launched comprehensive Coke with Meals platform (Deli focus) at Safeway and Olympics programming.

Led cross-functional team responsible for multicultural business performance in the U.S. including P&L management and monthly business scorecard.Developed annual integrated marketing communications plans (TV, radio, digital, print, community events), shopper marketing and sales execution (AMPS) across portfolio of brands and key customers (Walmart, Kroger, Home Depot, Hispanic Independents). Received PMA Bronze Award for Flu Prevention campaign.Developed Hispanic brand architecture and positioning which was informed by consumer research projects.

Built relationships with key customers (Safeway, HEB, Pet Specialty, Walmart, Auto Channel, Supervalu). Led developoment of innovative shopper marketing programs including: center of store reinvention for Pet Aisle, Home Care and Trash; media integration for retail with TLC's Animal Planet and Overhaulin. Received two new Category Captaincy wins at Safeway for insight-driven, category growth solutions.

Developed process/capability for strategic planning department when it was ThompsonMurray, managed account planners and developed wide range of shopper marketing and promotional initiatives for key clients Walmart, P&G, Perdue, Coca-Cola, Smucker's, Leap Frog and more.

Managed full line of bakery products with P&L responsibility. Absorbed an acquisition and re-launched doughnut product line with integrated marketing support.