• Marketing Strategy optimization and budget alignment with private equity backed portfolio infrastructure• Organizational structure creation and optimization within performance marketing vertical and across sales and merchandising arms. Change management.• 360 Marketing Strategy & multi-million dollar Budget optimization, company P&L management• Board liaison for Brand, cross-divisional system and process creation• Leader in Tiktok content & Tiktok Shop strategy and execution sprinting. First to market in lash space leveraging full-funnel social commerce• Amazon 1PL management with multi-million self-service advertising, Amazon Marketing Cloud segmentation strategy and execution, full-funnel ad strategy including DSP, PPC• Sephora, Ulta, Sephora @ Kohl's, Ulta & Target, Nordstroms, Macy's, and International (20 countries) marketing and brand development• Branding, copy and content alignment• Customer funnel and core shopper persona development• Integrated campaign process development and project management

• Organizational Development• Management Consulting, Leadership Development and Coaching• Business Strategy and SOP optimization• Operation scaling and project management support

• Created Marketing and B2B Sales teams infrastructure, brand strategy and B2C/B2B customer acquisition strategy from ground zero. Established PR, Development and PPC agencies of record. • Incepted roll-out acquisition and retention plan for 4 new vanity collections and established seasonal marketing strategies for existing product, including product pricing, promotional calendar and communications strategies. • Set up third-party seller stores on Amazon, Walmart & Ebay, including product catalog, platform pricing, and PPC campaigns. • Optimized PPC strategy on Home Depot, Lowes, Wayfair and Overstock. Performed tests on 3rd party e-mail, banner placement and Google shopping strategies. • Implemented Google Merchant Center, Performance Max and created social media marketing + online advertising.

• Launched new brand, created new website (both B2C + B2B), re-engineered backend system infrastructure, created industry-first sponsorship of 2 Formula D drivers, and launched 360 acquisition and always-on marketing strategy.• Created brand strategy, social media and online advertising, influencer network and sponsorships. Content strategies across site, Facebook, Instagram, TikTok, Pinterest including always-on, product promotion, sponsorships and affiliate campaigns. • Streamlined advertising budget and digital strategy, including evergreen OEM and new Aftermarkets product marketing across Google/Bing PPC, social, ad networks, CRM and sponsorship. Additional attribution modeling across channels - Site enhancements, Media, Social, E-mail, Network Display, Retargeting, Affiliate marketing, Paid Search and SEO• Evaluate brand positioning and value propositions through campaign conversion behavioral data and channel attribution performance. Acquisition/Sales numbers, U/X, reporting KPIs, SEO/Content optimization and channel analysis.• New business development through B2B: creation of propriety platform and sales management. 10% of total revenue year 1• Led Product development of replica wheels including product management of pricing, promotion & merchandising. • Technology & Enhancements: Maintenance and Integration of Magento 2 commerce platform and Netsuite ERP. Creation of in-house automations and business enhancement products. • Third-party selling platform strategy and operations: Ebay, Amazon and Walmart. Selling and promotional strategy, product listings and fulfillment strategy.• Marketing communications & media mix strategy: Digital Paid, Owned & Earned media to maximize impressions and raise ROAS. Google ads, paid search, google shopping, performance max and social platforms.• Marketing Operations - establish and maintain entire creative production process - digital, print and social - along with product pricing and promotional calendars.

• Partnered with Dacor (Samsung) for creation of their brand reinvention campaign as a luxury lifestyle brand, LG’s ‘Connected Home’ communication strategy about technological capability and Asko’s US brand positioning. Created industry-first editorial magazine (AJ: the Appliance Journal) and editorial Radio ads. Established and deployed influencer strategy.• Client relations: Manage all Brand vendor relations, create individual marketing strategies to achieve annual brand sales goals and collect/deploy annual co-op marketing dollars. Develop 360 programs.• Created Interior Designer trade program, developed showhouse strategy and improved Contractor/Developer B2B programs• E-commerce - Site merchandising strategy, creative marketing operations, managing P&L and maximizing gross margin, and establishing marketing/promotional calendar based on best practices• Communications & Media mix strategy: Online + Offline; Digital Paid, Owned & Earned media to maximize impressions and raise ROAS with Print, Radio, Outdoor. Includes Remarketing, Ad Networks, Paid Social, and Direct Site ad buys • Partnering with luxury showhouses and designer influencers to showcase appliances and inspirational designs.• Establish and Maintain entire Creative Production Process - Digital, Print and Social. Manage relationships with PR and Social agencies.• Lead E-mail strategy, production cycle and deployment. +1MM e-mails annually to database of 0.5MM customers. Manage acquisition modules, automated assets (Welcome, Abandonment, Price drop series), and general segmentation content• Site enhancement based on 1st party behavioral data and channel performance in Paid Search, SEO, Affiliate, Display and Paid Social.

• Creator of partnership with Zendaya and 20th Century Fox's "The Greatest Showman," including her appearance in holiday catalog, PR activations and exclusive fashion line; Developer of Nintendo X Bloomingdale's, a fashion-forward campaign combining high/low fashion, exciting activations and colorful creative in a multi-sensorial omni-channel experience. • Crafted and executed new product launches, loyalty programs and specialty activations for brands such as: Viktor+Rolf, Charlotte Tilbury, Jo Malone, La Mer, Shiseido, Briggs+Riley, and Maximillian Furs• Incepted Festivals campaign, an acquisition strategy targeting Millennials and a sales strategy to disproportionally drive spend with key apparel and cosmetics vendors.• Oversaw specialty campaign P&L (E-commerce + Offline), maximizing gross margin, omni-channel marketing tactics, promotional calendar, merchandising strategy, cross-border promotions and media/events.• Pursue, develop, and oversee all corporate partners and business partnerships. Inclusive of creative campaigns, business development, tourism, travel & leisure, and philanthropy. Inclusive of: Nintendo, 20th Century Fox (The Greatest Showman), Spotify, Cotton Incorporated, Crayola, among others.• Media 360 strategy: attribution mix of Paid, Owned & Earned media to maximize impressions and raise ROAS. Includes Remarketing, Ad Networks, Paid Social, and Direct Site ad buys in Digital landscape.

• Engineer of Lunar New Year retail festival, an industry-first campaign to capture high-value Asian shoppers and tourists in America. Remains the gold standard for retailers today. Additionally defined the system architecture for analyzing international customer spend at Macy’s Inc.• Development and implementation of International & Tourism Strategy - Integrated customer experience, paid & organic media, partnerships, analysis and campaigns• Pursued, developed and oversaw network of tourism, travel & leisure and travel agent partnerships. Inclusive of: Marriott (+ Sheraton) brands, Cunard and Circle line cruises, American Airlines, British Airways, Hawaiian airlines and independent agents/operators across the US. • Increased international e-commerce 2017 sales +15% in a downtrending landscape. Strategies included digital partnerships with micro influencers in Asia (Savi, Vege soup). See above video featuring Elva Ni• Created advertising campaigns, attended sales missions and trade shows, established unique corporate partnerships and developed brand awareness in tourism sector. • Created US retailers first-ever international tour operator commission program• Overhauled brick-and-mortar service strategy

• Partnered with Senior Executives to develop Bloomingdale’s Campus Brand Strategy and University recruiting initiatives• Promoted upscale, contemporary image at Universities through unique workshops & programs• Recruited & Managed Junior Merchant Executives Full-Time (45), MBA (5) & Intern positions (25) yearly• Coached/Counseled Associate Planners (30) through performance management metrics• Developed Bloomingdale’s college website to increase candidate awareness & promote brand

• Created and implemented corporate-wide education programs & classes• Revised corporate Management Development Review process to focus on behaviorally-based reviews• Incepted and rolled out Time Management, Presentation Skills, Negotiation Skills, Change Management classes.