Executive leader that drove businesses representing over 8B in annual sales by building new capabilities and driving change leadership. Led teams in the development of marketing strategies and go-to market plans for dog, cat, equine, exotics and private brand launches. Oversaw all companywide promotions including sitewide events and Holiday campaigns. Built strategic partnerships with merchant teams, marquis vendors, data science, media, creative and finance partners. • Led a team in the strategy, development and launch of the first category marketing campaign for dog and cat food featuring the brands customers know and love. Campaign exceeded engagement metrics and increased new to food purchases.• Initiated and implemented the first Chewy co-op marketing programs partnering with marquis vendors to drive business objectives and vendor funding for marketing campaigns. Exceeded vendor funding goals in 2024 and will drive double digit growth in 2025.• Managed a team in the development and launch of the first Equine campaign at Chewy focused on driving awareness and engagement. Initial campaign results show high CTR, increased traffic and new customer growth.• Oversaw a team development and execution of key company wide promotional events driving new customer acquisition and deepening engagement with existing customers. 2024 Sitewide events exceeded all engagement and awareness.

Marketing executive who oversaw all brand strategy initiatives including brand purpose, multi-year brand planning, target audience approach, campaign strategies and execution, consumer value propositions, naming, brand governance/education and line of business strategy support. Managed 3rd party and in-house agencies. • Led key strategic initiatives including 2022 strategy plan, brand campaign strategy and design target development. Managed internal teams and 3rd party agency in the execution of ’22 marketing campaign support.• Managed a team in the development of the strategy and launch of 2021 campaign “we made a way. Together.” Campaign drove double digit growth in trust, consideration and favorability as well as small business growth.• Developed a Covid-19 consumer mindset flow of emotion that was leveraged across all marketing initiatives across the organization during Q2 2020, driving cohesion and relevance for the brand.• Initiated and oversaw a team in the evolution of Brand education content strategy, education module development and brand site (brand central) evolution to drive stronger engagement and better user journeys.• Led a team in center of excellence work around naming and consumer value propositions. In Q1 – Q3 the team developed over 100 names including chatbot, credit cards, bonds, tools/services and internal recognition.• Promoted a culture of candor and inclusion. Annual survey data showed 88% of the team felt like they were able to openly and honestly share views upward.

• Drove thought leadership in the development and approval of a project platform across brand/culture/ experience, driving cultural change and creating connective tissues across disparate corporate initiatives.• Developed a mass customer segmentation strategy, identifying and focusing on consumers for future growth. Leveraged existing and new insights as well as data to build a targeting story. Develop a marketing strategic approach and engagement strategy inclusive of digital & multi-cultural recommendations.

Executive leader over cross-functional marketing teams supporting businesses that represented nearly 7 billion in annual sales. Managed 3rd party agencies, exclusive brand partnerships, strategic vendors and internal teams across digital, in-store marketing, PR, media, creative and strategy. Drove thought leadership, innovation & communication. Leverage business acumen and presentation skills to sell through strategies to SVPs and CMO. • Developed the business case/opportunity analysis and the marketing strategy, branding, packaging, in-store signing, events, PR and launch campaign support for Cat & Jack, an apparel brand representing over 2B in sales.• Identified an opportunity gap and go-to market strategy for new Hispanic marketing for baby. Pushed for greater consumer insights and coached agency to a strategy the CMO said was the most insightful Hispanic work he had seen at Target.• Led a cross-functional team that developed a new operating model approach and use case loyalty test that leveraged data science to create one-to-one messaging across direct channels including email, direct mail, mobile app, promotions and digital/social. • Managed strategic partnerships such as The Honest company/Jessica Alba, Yummy spoonful’s/Camilla Alves McConaughey and Sonia Kashuk as well as 50+ co-op marketing campaign partners. • Built, coach and develop motivated and empowered teams.

Strategic leader of cross-functional teams for baby (apparel, gear, nursery, diapers & feeding) and kids apparel businesses. • Developed and gained alignment through the CMO to a new baby strategy for 2015 founded in industry trends, business gaps and guest insights. Initiatives drove hundreds of millions in incremental sales, a 25% increase in baby registry sales and exceeded benchmarks on effective recognition, shopping interest and appeal.• Turned insights into action by updating our 2014 fall baby campaign driving 11% and 13% increases in branding and effective recognition, a 73% increase in social mentions and a +32 point increase in brand love.• Innovated Target Baby Sale, driving a 9% sales life and drove double-digit registry creates for 2014.

Led a cross functional team driving all marketing initiatives for Target Beauty and Personal Care Categories including ISM, digital, print, video, social media, events and PR.• Led beauty marketing initiatives that drove a 7.3% increase in beauty sales and 10% growth for exclusive brands in 2011. 2012 drove double digit growth for exclusive brands.• Initiated strategic changes that innovated the digital and social experience driving a 20% increase in engagement and a 38% increase in ROI to target.com.•Implemented a new distribution and engagement method for 2012 sampling with the goal of driving Facebook engagement. The event increased Facebook fans by 47%.• Developed the beauty strategy within the TargetStyle campaign. Team executed a live fashion show seeded in social and edited into TV spots and banners. Campaign increased Style brand perceptions by 28pts.• Nominated for leadership training (2012) & received SVP Best Team Award (2013).

Brands: Harley-Davidson, Harley-Davidson MotorClothes, Jack Link's Jerky, Kellogg School of Management, First Energy and Briggs & Stratton.Proactively managed cross-functional teams on the development of brand positioning, marketing communications, creative executions and profitability for Jack Link's and Harley-Davidson growth targets of youth, women, African Americans and Hispanics. Leverage public speaking and business acumen skills as a key member of the business development team.• Enhanced Jack Link’s 2009 marketing communication efforts including an augmented reality initiative securing a 17% increase in brand awareness and a 50% market share.• Drove Harley 2008 youth business resulting in a 20% increase in sales during a 25% category decline.• Managed Harley 2009 Hispanic initiatives increasing web traffic during the launch month by 615%.• Developed a strategic analysis on the positioning and insights for 2009 Harley women's initiatives driving a strategic shift in target audience and messaging. • Facilitated best-in-class creative work: ’10 Kelly “Best Integrated Campaign” (Harley Hispanic), ’10 AdAge Hispanic Bronze (Harley Hispanic), ‘09 Kelly “Best Spread Campaign” (Harley Youth), ’09 Silver Effie (Harley MotorClothes), ’09 Communication Arts (Harley Hispanic) & ’09 OMMA (Jack Link’s). • Partnered with senior management in the development of numerous new business presentations including leading category and competitive analysis and immersions.• Managed two internal teams, relationships with 12 clients and led agency presentation training initiatives.

Brands: Hormel Foods, Lloyd's Barbeque and Edina RealtyLed a cross-functional team of 15 on the strategy, marketing communications, creative executions and profitability for Hormel Foods and Edina Realty. Managed all aspects of day-to-day client relationships with senior executives and managed and developed two internal account teams.• Drove 2007 Hormel marketing strategy and execution increasing both brand awareness and household penetration as well as non-promoted sales by 20% and 16%.• Developed a strategic brand positioning for Lloyd's BBQ, efforts increased sales of the core business by 6% and brought new consumers to the brand. • Managed four direct reports and recruited three new hires.• Developed and led on-going office wide presentation training for all account executives.

Brands: Citigroup - International and Corporate AdvertisingOversaw the development of brand positioning, creative executions, competitive analysis and billing for Citigroup International focusing on emerging markets of Brazil, Japan and Great Britain as well as managed the development process of a new global campaign.• Collaborated with international offices to localize the global campaign for Citigroup worldwide.• Developed insights and analysis on competitive trends and new campaign launches. Overall process and approach was adapted throughout the company. • Collaborated to develop an integrated global advertising architecture and operations process that optimized Citigroup's global marketing strategy.

Brands: Hormel Foods, Jennie-O, Marshall Field's, NJ Anti-Tobacco, Fiserv & Special Olympics MNProvided strategic input on annual marketing plans and managed advertising development process including TV, print, on-line and promotions.• Drove brand equity research, brand positioning, corporate and package identity development and advertising and promotion execution for the merger of Jennie-O and the Turkey Store. 2002 launch delivered an 8% volume increase.• Developed brand strategy, product positioning and target audience for Natural Choice Lunchmeat. Launch support doubled sales during advertised timeframe. • Received BBDO President's Award for outstanding agency contributions.

Brands: Midwest Sports Channel, Velocity Express & The Home and Garden Show• Orchestrated new business efforts including client meeting, RFP development and presentation pitch. Also, managed client marketing plans and execution on several accounts as an account executive. • Orchestrated new business efforts resulting in 4 new clients.• Developed marketing plans and successfully managed client and new business projects simultaneously.

Brands: 16 General Growth Properties Malls• Initiated and managed successful print, collateral and broadcast projects for 11 billion dollar client. • Assisted in the orchestration of a mall grand opening representing over a million sq. ft of retail space.• Managed projects for 17 malls across the US and coordinated cross-promotions.

Brands: Rexcraft, Wedding Traditions and It's Your WeddingSupervised product selection, publication design and print production of 3 national wedding invitation catalogs for a $1 billion company.• Developed strategic direction for advertising and catalog layouts of 3 publications resulting in increased catalog orders and profitability.• Analyzed sales data and consumer feedback to make new product recommendations resulting in two top five ranking new products.