Owner & Operator of DEFINE Oakley Fitness

I led the New Product Development Innovation team at Intrinsic. Executed 36 new product innovations across 6 brands from idea to production. I worked across multiple categories, including supplements, devices, oral care, skin care, and textiles. I was responsible for all aspects of the product development process, from idea vetting to sourcing to financials to forecasting to design briefing to go-to-market/launch strategy. I developed an innovation stage gate process from scratch, built it into a custom project management tool, and led a 3-day company-wide strategy meeting to create a system for triaging, vetting, and scoring innovation ideas efficiently. I also partnered as a key stakeholder in the development of a dashboard to integrate multiple sources of eCommerce data, quickly analyzing potential business impact and unit financials for hundreds of ideas a month, making the Stage 1 process 70% more efficient. I successfully launched 20+ new products to market with 16 more in production upon my departure in less than 2 years, generating an early life cycle annual run rate of over $5 million in revenue impact and $2 million in profit contribution.Left this role by choice to pursue my own business venture.

•Create selling material to then also present to retail buyers in sales calls; leading to new distribution expected to grow the business by $4-5M on Dreft and $1M for Sun & Earth in 2021•Build go-to-market strategy for both brands from packaging, physical and digital content creation, promotional and in store activity; monitor budgets and metrics for campaigns monthly •Direct agency partners for Amazon 1P and 3P strategy, leading to 3x the sales forecasted on newly launched products and positioning Amazon to be the #1 customer for Sun & Earth and the #3 customer for Dreft•Coordinate cross-functional teams including R&D, Production, Commercialization, Sales, Accounting and Fulfillment in weekly brand maintenance meetings•Lead and manage the innovation process and new product development projects for both brands from idea through implementation; New innovation on Dreft in 2021 is expected to triple the brand’s volume at Walmart•Developed the pricing strategy for Sun & Earth and manage the communication to internal teams, existing and prospective customers•Rationalized the Sun & Earth brand to be more efficient due to supply chain limitations; reduced the number of products in the portfolio by 65% to decrease fulfillment error and increase capacity for higher performing products, while maintaining 95% of sales•Manage and oversee new development of the direct-to-consumer website (5th largest customer for Sun & Earth), resulting in 8-10x the number of orders vs historical averages and 2x the number of unique site visits per day•Established the system to monitor liability associated with restaging the existing portfolio of Sun & Earth, resulting in 50% less financial write-off than forecasted

Jergens•Managed the $156M P&L of Jergens resulting in improved profit margin and exceeding annual business expectation•Presented P&L updates of business drivers, opportunities and risks to leadership executives on a monthly basis•Led the search strategy and development of SEO optimized web content focused on maintaining communication consistency and brand equity across all digital consumer touchpoints, resulting in $3 ROAS & doubling Amazon sales•Coordinated cross-functional and agency partners to execute marketing, communications and promotional campaigns (TV, Print, Digital and In-store) with high return on investment tactics focused on efficient reach, resulting in Nielsen Marketing Mix results that consistently outpaced category benchmarks •Forecasted the Net Invoice Sales expectations for the upcoming year, as well as, monthly key performance indicators to track •Developed strategic, integrated marketing plans utilizing marketing effectiveness tools such as Nielsen’s Marketing Mix Analysis•Monitored campaign performance through extensive data analysis; report on key findings of competitive activity, monthly sales and adjust plans accordingly to maximize investments

John Frieda | Frizz Ease•Conducted extensive data analysis through Nielsen Analytics, on a $41M brand, for weekly and monthly sales and competitive updates on the Frizz Ease sub-brand, as well as, the John Frieda Masterbrand•Led the roll out of a new search strategy that is much more focused and strategic; decreasing bounce rates by 40% and producing a $4 ROI for every dollar spent in Amazon Search Marketing•Managed the launch of a new product line based on a deep consumer insight from ideation to in stores•Represented the brand in retailer line reviews at Walmart and Target to influence the adoption of new and existing products in the John Frieda portfolio•Led the social media cross-platform presence of John Frieda through a transformation in look tone and feel to match new consumer target market•Organized budget tracking of John Frieda and contributed to developing Net Invoice Sales expectations for each year

John Frieda | Frizz Ease•Managed inventory liability through the restage of Frizz Ease and provide clear direction to cross functional partner’s to ensure minimal financial impact •Represented the brand in retailer line reviews with local retailers such as Kroger to influence adoption of new and existing products in the John Frieda portfolio•Led and trained peers on assessing and accurately monitoring media performance, ensuring consistency in reporting •Managed the relationship with the external social media agency from briefing to creation and community management on all social media platforms•Controlled coupon and sampling budgets throughout the year, and made recommendations for allocations for the following year

John Frieda | Luxurious Volume•Managed data analysis through Nielsen Analytics for weekly and monthly sales and competitive updates with recommendations going into immediate implementation by management for decisions•Assisted in marketing planning process to drive success of the Luxurious Volume restage and commercial Innovation•Delivered daily business needs and work with cross functional partners and agency partners on all brand objectives•Managed artwork and creative assets while leading national sampling programs to drive trial and awareness

•Managed data analysis through Nielsen Analytics for weekly and monthly sales and competitive updates •Coordinated multi-agency team for brand refresh including: brand artwork updates, full website update, search terms, newsletter development and social media refresh•Led the development and execution of national retailer promotional programs (Target, Walmart, Walgreens and CVS) and sampling promotional programs which led to more than 2 million impressions of the brand and generated trial that drove consecutive months of growth

•Streamlined the process of sending sample packs to prospective wholesalers, sending donation packs for fundraising efforts and the documentation of what is sent with an electronic filing system to ultimately reduce cost•Managed 30+ requests for Custom Sweaty Bands monthly, by collaborating with in-house design team to facilitate a personalized experience for each customer •Responsible for completing basic accounting functions, including compiling retail and expense reports, assembling tax documentations, updating inventory, electronically depositing checks and creating invoices daily•Represented brand outside of the office by attending expositions to expose the brand to potential customers•Provided customers with assistance in placing orders, processing payment and various questions

•Monitored a residential community of 80 undergraduate and graduate students and mediate residential disputes•Designed and executed programs promoting academic excellence, alcohol and drug alternatives, and diversity•Serves as a role model for students and project professionalism on behalf of University Park Apartments

•Performed clerical tasks such as: answering phones, package handling, addressing residential concerns

•Integrated within all aspects of talent acquisition including job posting creation, completing initial resume screening of 100+ resumes per opening and new hire on-boarding procedures (coordinating start dates, ordering laptops, creating profile and employee identification for new hire)•Managed the Materials Messenger Newsletter, a monthly newsletter that reaches more than 1,000 employees who encompass the Materials Center of Excellence; reviewed submitted articles and generated content by attending events •Assisted 2,000+ employees with HR related issues and requests, such as system updates, payroll, benefits etc. •Supported seven employee engagement teams, which include Diversity, Health and Wellness, Rewards and Recognition, amongst others, by serving as a liaison to ensure teams continue to complement one another

•Trained 20 new hirers in the areas of customer relations, product preparation and delivery, and safety and cleanliness standards in order to promote customer satisfaction, food safety and drive repeat business•Managed store operations from open to close while serving traffic of nearly 250 customers•Handled over $1,000 in cash transactions daily and reconciled financial records nightly