• Led D2C acquisition and retention for North America, managing a multi-million dollar budget. • Developed and executed marketing initiatives for HydroFlask, OXO, and Osprey, optimizing campaigns for revenue growth. • Guided digital marketing strategy, managed third-party partners, and ensured best practices. • Created segmentation plans and email journeys to enhance lifecycle management and acquisition metrics. • Managed teams, fostered best practices, and aligned efforts with company goals while reporting into SVP of Marketing• Leveraged eCommerce, analytics, and paid media platforms to drive traffic and optimize budgets. • Led successful marketing campaigns with strong ROAS, managed marketing calendars, and boosted sales and profit growth.

• Led global media strategy focused on digital, crafting integrated campaigns driving brand awareness and ecommerce performance while reporting into CMO• Managed paid media budget across platforms like Paid Social, Search, Affiliate, Display, OTT, Programmatic CTV, Publishers, and OOH.• Aligned media strategies with Ecommerce business plans, collaborating with cross-functional teams.• Cultivated partnerships with media vendors for 360-degree activation plans and custom content initiatives.• Developed region-specific media plans while ensuring global strategy alignment.• Established measurement frameworks for tracking and reporting media performance.• Conducted competitive analysis to enhance media strategies and identify growth opportunities.• Initiated test-and-learn approaches to innovate media campaigns and leverage data-driven insights.• Provided strategic recommendations based on consumer insights and market trends.• Managed RFPs for media agencies, ensuring alignment with global marketing objectives.

• Led a team comprising Assistant Managers of Retailer.com and Performance Marketing, and an Associate Manager of Site Operations and Merchandising.• Reported to the SVP of eCommerce, with a dotted line to the VP of Global Marketing and GM.• Collaborated with the Global Customer Engagement Marketing team to execute seasonal online marketing calendars, driving customer acquisition and revenue through activations on brand.com.• Directed SEO initiatives on product and category pages to enhance organic traffic and establish authority.• Developed and managed the advertising and promotions budget for online programs.• Managed the North America eCommerce P&L, partnering with leadership to optimize the A&P budget.• Aligned forecasts with the North America Marketing team to support omnichannel initiatives.• Revamped the customer loyalty program, enhancing customer retention and communication.• Managed relationships with third-party paid media, affiliate marketing agencies, and vendors.• Led paid search and social media agencies to drive new customer acquisition and scale performance marketing.• Strategized and developed email and SMS marketing programs, growing and maintaining the customer database and optimizing CRM campaigns.• Collaborated with cross-functional teams on brand awareness campaigns, promotional ideas, product development, launches, and seasonal campaigns.• Managed Retailer.com relationships with Sephora, Ulta, Macy’s, and others.• Oversaw the implementation and QA of promotional programming, measuring KPIs of paid media and promotions on Retailer.com.• Worked with leadership to develop a go-to-market digital strategy for product launches.

• Lead customer acquisition strategy for DTC business• Manage a $7.5M yearly paid media budget• Drove 46% YOY customer growth during Covid-19 with the implementation of new customer acquisition promotion• Launch paid media strategy to support Sephora partnership• Manage, optimize and scale paid media channels for customer acquisition, retention and remarketing• Utilize tests released by Google to better optimize and help with account efficacy • Monitor and analyze daily data to ensure all media performance was optimized• Oversaw SEM account restructure, resulting in 2x in ROAS, 60% growth in conversion and lower CPA costs• Managed all third-party paid media vendor relationships. Tested new vendors, Connexity, Liveintent, AddShoppers, SoPost to help with customer acquisition• Lead the paid search and social agencies. Worked closely with agencies on strategies to help drive net new customer acquisition, scale performance marketing and help drive revenue• Evaluated new acquisition/ digital marketing opportunities• Established a full-funnel marketing strategy for paid media• Worked closely with cross-functional teams on brand awareness campaigns, promotion ideation, product development, product launches, seasonable campaigns. • Managed strategic influencer marketing on YouTube and Instagram. Worked closely with influencers and their teams on content creation to help drive conversion and new customer acquisition• Drove SEO initiatives on PDP pages, category pages, and blog posts to help drive organic traffic and establish authority in the clean beauty space. • Worked closely with executive leadership to develop a go-to-market digital strategy for product launches

• Managed and developed digital marketing strategy for global brand launch including brand awareness campaigns, building brand and product awareness landing pages, digital ads for global launch events, and social media content.• Managed third-party agency to implementation of search engine optimization including SEO optimized product descriptions and content marketing.• Created search campaign strategy including brand shopping, brand, and product, resulting in 4:1 ROAS.• Oversaw third-party agency implementation of Google and Bing ads.• Drove strategy and execution for email campaigns including welcome series, cart abandonment, content recommendations, product education, and win-back.• Created marketing automation flows for customer lifecycle marketing.• Managed strategic influencer marketing. Worked closely with influential bloggers on gifting products, collecting UGC, sponsored posts, and giveaways.• Led social media strategy including content creation, hashtag management, and organic product tagging.• Implemented social ad campaigns on Facebook and Instagram including customer acquisition, remarketing, brand awareness, website traffic, content promotion, product awareness, and B2B account support, resulting in 5:1 ROAS.• Oversaw digital marketing efforts for strategic partnerships.• On-boarded and managed customer financing tool (Affirm) for in-store and eCommerce.• Managed global flagship store digital marketing strategy including two flagship store openings.

• Profitably acquired new customers through digital advertising, retargeting ads, display advertising, social media, external partnerships, influencer marketing, and other direct marketing programs. • Managed email campaign strategy from acquisition to retention by implementing solutions such as welcome series, cart recovery, win-backs, and personalization. • Executed strategic partnerships with Entrepreneur Magazine, Staples, and Mr. Kate to develop and maintain brand awareness and credibility. • Established and managed an influencer marketing program, working closely with influential bloggers on gifting products, collecting UGC, and providing feedback to the product development team. • Managed press release content, distribution, and performance analysis. • Served as a community manager by engaging fans, followers, prospects, partners, and aspirational customers through comments and Direct Messages. • Built out a strategic roadmap, segmentation, and content planning. • Managed and developed curriculum for the marketing internship program. • Developed marketing plans and provided detailed analysis, leading the development of the digital team and strategy.

• Took existing B2B business to direct-to-consumer market. Implemented fluid and engaging user experience, including page layouts, shopping improvements, and site optimization. • Strategized and managed e-commerce calendar related to customer outreach, product, marketing, and sales objectives. • Managed e-commerce platforms for B2B and B2C, including Amazon. • Provided detailed reporting on site and product performance for future product development. • Expanded profitability of the recognized brand and led digital business through emerging e-commerce verticals. • Worked with sales, social media, agency, and product teams to ensure successful product launches. • Oversaw e-commerce graphics and customer service teams to ensure timely execution of programs and products. • Increased site traffic and conversion via organic drivers, site optimization, data analytics, and social ads. • Worked with the graphics team to create brand and customer-aligned digital content.• Styled, designed and produced all digital media for e-commerce, social and print catalogs