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 Transformed the marketing function into a revenue generating pillar for the company by launching the company’s first direct-to consumer channel under the Source Naturals brand.Please visit https://shopsourcenaturals.com/ Crafted Source Naturals’ full-funnel digital media plan with performance media metrics to drive awareness, engagement, and acquisition. Paid social, search, digital video, influencer, lead generation and programmatic campaigns have generated double digit ROAS, excellent awareness and reach, 60% engagement levels and efficient CAC Scaled the marketing department into a 15-person team to launch new products and campaigns. Source Naturals has grown 30% YoY into a $105MM business Created a unique voice and brand story for the Source Naturals brand by developing cross-functional brand guidelines enabling memorable messaging and the re-launch of Source Naturals as a wellness champion rather than a vitamins brand Led thought leadership behind consumer personas to improve targeting, increasing our ROAS by 6pp Positioned 500 unique products in the Source Naturals portfolio based on value propositions and consumer insights to drive acquisition Built the core backbone of product collateral to power our go-to-market channels including demand generation, sales, and the Source Naturals’ website. Examples of collateral are white papers, sell sheets, webinars, educational videos, landing pages, imagery and messaging for social and CRM channels Launched two breakthrough immune health products, “Source Naturals D-mmunity™” and “Source Naturals ZincMunity™”, tapping into trends around immune star ingredients, vitamin D and the mineral zinc. New products have generated a combined $7MM in revenue to date, surpassing expectations and KPIs Identified new product opportunity platforms: “successfully aging” and “cognitive health” through strategic portfolio segmentation

Designed Invisalign® accessories direct-to-consumer go-to-market strategy and led the launch of the Invisalign® accessories store: https://shop.invisalign.com/. The store generates $30MM annual revenue as of 2021

Designed 3 year innovation pipeline for Arbonne International's skincare and vegan nutrition portfolio including product strategy, positioning, pricing and packaging. Many ideas have been implemented.Also contracted to lead the concepting for new design routes elevating Arbonne skincare packaging to cue on wellness, luxury, and sustainability

Launched Organic Doctor, a new organic skincare and haircare brand in the US market into a multi- million USD business. I designed and implemented the go- to-market strategy comprising of brand positioning, messaging, pricing, product portfolio, pricing, retail presence and full funnel digital marketing launch campaign.I also created Organic Doctor's brand guidelines and led a packaging re-design project to cement the brand's credentials in the clean beauty space

Brand and product Lead on Sexual Wellbeing portfolio. As part of the global team, I grew the Durex and KY sexual wellbeing brands by 20% Net Revenue from $100MM to $120MM. Scope of work included commercializing new products, leading multi-channel integrated communication campaigns with heavy digital focus and rigorous P&L management.

This was a full mix brand management role where I led brand and innovation planning, communication campaings and the P&L for the Natures Valley brand in the UK market. The brand doubled in house- hold penetration and grew double digits over a 4 year period.I also Launched a new incremental indulgent snacking product platform leading the innovation process from ideation and feasibility stages to development and launch.

As Lead Associate in the Consumer and Retail Practice, I was responsible for leading the following projects:Project 1: Market entry strategy for Mondelez International to grow chocolate category in Arabian Gulf markets Project 2: Business review and strategic planning for Church & Dwight, North AmericaProject 3: Business plan definition and feasibility study for AB InBev to enter pre-mix cocktails category in US, UK and Europe

Rotated through sales and marketing graduate proogramPromoted to Product Manager on Financial Applications upon completion of the program