Hands-on marketing leader with experience in all aspects of brand - research, strategy, creative, activation, analytics and evangelism. Track record of success in defining transformative strategies and delivering impact by working cross-functionally to bring a brand to life within an organization and throughout customer communications and experience.LED GLOBAL BRAND STRATEGY TRANSFORMATION: Drove repositioning development process to address challenges, crafting a new brand strategy grounded in company strengths, cultural context, consumer need and the category landscape. Gained leadership alignment and championed new strategy across the company to scale delivery in all touch points. Worked with 50+ partners on Product, Sales, B2B, Corporate and HR teams to root initiatives in the brand. Collaborated with agencies and internal Marketing, PR and Creative teams to create a new brand identity, creative platform and media approach. BUILT AWARENESS, AFFINITY AND EQUITY THROUGH INTEGRATED MARKETING: Developed and managed master marketing calendar and oversee all moving parts to deliver on time marketing initiatives. Track record of process and tool building, creative development, communications planning, budget management, measurement and optimization. CHAMPIONED CONSUMER-CENTRICITY VIA INSIGHTS: Introduced new research methods and established insights processes and frameworks to create actionable research that informed marketing briefs and product specs. Foundational research included: Global Segmentation - defined consumer targets to drive growth; Customer Journey - uncovered mindset, needs and pain points to improve performance across the journey and down the funnel; UX Benchmarking - evaluated the impact of design on key use cases to drive product innovation and optimization.DROVE GREATER BUSINESS FOCUS VIA ANALYTICS: Developed data tools, including lifetime value (LTV) and behavioral segmentation, to make the business case for a membership focus within the company, leading to the establishment of Member Growth Team. Managed team to drive acquisition, engagement and revenue by executing against product and CRM A/B testing roadmaps to address user needs across the lifecycle. REIMAGINED BRAND CONTENT FOR MONETIZATION: Redefined vision for branded content programs, creating a framework for content franchises. Established structure that enabled a path to more personalized content, improved brand storytelling, better partner engagement and value creation / monetization.