Led Brand, DTC and B2B marketing strategy for the Looptworks mission-driven, B Corp brand. Led brand purpose, positioning, strategy, go-to-market & integrated brand planning. Developed and led business partner & Series A investment pitch strategy and presentation. Collaborated with executive leadership peers to develop impact targets, company budgets and long-range strategic and financial plans. Defined mission, vision, values, target customer personas and brand guidelines. Contributed to 63% YOY sales growth. Member of executive team reporting to CEO. Collaborated with B2B partners to share the Looptworks story, amplifying sustainability journeys and ESG achievements as a result of Looptworks zero waste to landfill upcycling, downcycling and textile recycling solutions.

Inspired customer-focused and values-driven brand positioning and strategy. Responsible for leadership and development of channel teams including 16 multi-level direct reports across; customer loyalty, customer insights, brand & retail marketing, digital content & campaigns, digital customer innovation, direct mail/print, paid media, sponsorships, customer service, influencer, consumer & corporate public relations disciplines and multi-million-dollar eCommerce business for the New Seasons Market & New Leaf Community Markets B Corp brands. Responsible for significant brand and overhead budgets. Led key growth initiatives contributing to 3x annual revenue growth in six years. Provided financial stewardship, thought leadership, contributed to company merger/private equity exit, supported marketing-related due diligence needs. Member of the senior leadership team reported to CMO/COO.

Promoted to lead all retail and brand marketing for New Seasons Market and New Leaf Community Markets. Developed, mentored and led multi-region, marketing organization + agency partnerships. Led go-to-market strategy and planning process. Developed and led company’s customer insights, CDP, CRM and loyalty program disciplines including; overarching vision, market research, roadmap, strategy, technical requirements, financial modeling, executive & board presentations, branding and marketing launch. Exceeded loyalty enrollment goal by 3x first year post launch and drove 5:1 ROI. Developed brand & differentiation storytelling, cultivating the brand purpose and mission narrative. Led integrated marketing plans supporting five new store openings, new market expansion, dozens of private label product launches, weekly & seasonal sales events, share of wallet and market share growth initiatives. Stewarded multi-million-dollar marketing overhead and advertising budgets. Member of the senior leadership team reported to CMO.

Recruited by CMO to develop and lead digital strategy for New Seasons Market and New Leaf Community Markets natural/organic grocery brands. Built digital marketing, content and eCommerce disciplines and led talent to managerial succession. Developed digital product roadmap inclusive of email, mobile, social media, eCommerce and website programs. Led the strategy and cross-functional execution of MarTech developments and launches including; website redesigns, social listening, egift cards, digital circular, CMS & new email service provider migrations. Integrated customer analytics & insight in to digital strategy. Developed the go-to-market strategy for Amazon Prime Now & Instacart 3rd party marketplace partnerships. Led multi-million dollar eCommerce efforts with consistent YOY growth.

Develop & lead all digital marketing and campaign strategies for Fred Meyer & Kroger Marketplace stores. Create and implement profitable customer engagement, retention and acquisition strategies across all digital channels including email, websites, social media, mobile/mobile apps, blogs, video, influencers, paid media, SEM and ecommerce. Manage $14M digital advertising budget supporting over $5B in annual revenue inclusive of Apparel, Footwear, Home Furnishings, Garden, Home Electronics and Grocery lines of business. Provide leadership in the discovery and development efforts for Fred Meyer Gift Registry, digital coupons, Community Rewards loyalty program and Kroger’s Click & Collect eCommerce launch. Member of the Kroger Digital Customer Innovation Team providing thought leadership and direction for Kroger’s digital strategy and roadmap. Build and lead team of 5 digital strategists and 4 agency partners.

Lead business strategy, brand positioning and marketing for Danner & LaCrosse Footwear direct-to-consumer (DTC) channels including P&L responsibility for three ecommerce sites and the Danner flagship retail store in Portland, Oregon. Integrate and support B2B marketing for trade shows, trade publications, case studies, blogs, PR and influencer relations. Responsible for people leadership and development of retail store team and eCommerce teams. Collaborated with cross-functional groups to develop and launch the company’s custom footwear experience, giving customers the ability to customize their own Danner footwear online and watch it be manufactured in our Portland, Oregon factory. Led numerous MarTech enhancements and innovations. Drove eCommerce sales to 9% YOY sales growth.

Lead divisional retail marketing strategy, brand & channel marketing plans for Apparel, Footwear, Cosmetics, Home Fashion, Electronics, Garden and Grocery lines of business. Leverage customer insights to understand motivations for various customer segments and use in collaborating with cross-functional groups to develop go to market strategies, marketing briefs, product launch campaigns and brand plans. Partner with merchandising to develop B2B pitch decks to acquire new vendor relationships for sought after brands. Lead, coach & develop Marketing Specialists. Develop and manage $15M advertising budget including print, radio, TV, direct mail, outdoor and digital marketing channels.