- Champions the mining process of consumer insights and trends to infuse a consumer-first approach within product and creative brief development.- Utilizes consumer testing to develop and launch marketing campaigns. Most recent full-funnel campaign exceeded category benchmarks in pre-market consumer testing and was on par with the most well-known brands in the world. Once in field, delivered significant lift for brand in unaided and aided awareness, as well as +34% YoY site traffic and +14% direct load.- Oversees development and launch of integrated campaigns across purpose-based moments, new product launches, and collaborations. Effectively collaborates with key channel leads, such as DTC and retail, to ensure brand has strong, consistent message wherever the consumer meets us.- Leads public relations efforts to amplify our connection to the consumer and fuel conversion by in-depth understanding of their top emotional and functional purchase drivers. PR activation tactics include in-person engagements, press events, celebrity spokespeople, media tours and more.- Develops and maintains relationships with like-minded brands and partners to drive brand heat and relevancy in connection to our brand purpose, while translating to sales. Most recent collaboration activation delivered 50,000+ new email acquisitions, 3B media impressions, and sell thru within first week of launch.- Authors and actively participates in brand's multi-year strategic planning process in collaboration with brand president, corporate strategy partners, CMO, and cross-functional peers. Utilizes strong understanding of the category, consumer, pricing, and market trends to develop plans that lead to attainable YoY growth.

* Led internal team and agency partners in execution of public relations and communications strategies across paid, earned, shared, and owned media (press/influencer relations, paid and non-profit partnerships, CSR and DEI strategies, purpose-based campaigns, and brand ambassador programs)* Interpreted consumer and trend insights to develop campaigns and media strategies resulting in an increase of earned media impressions for 34 consecutive months (+320% from 2018 to 2020)* Executed full funnel public relations strategies that drove uptick of brand heat and love, record-setting social engagement, at-once wholesale orders, google search interest, and DTC conversion* Authored brand’s first crisis communication preparedness plan and framework* Spearheaded strategy and messaging for brand and executive leadership on issues related to DEI, the COVID-19 pandemic, and CSR matters

• Orchestrate B2B and B2C public relations plans while driving thought leadership, exceeding media impression goals, and overseeing team members, agencies, and partner relationships for nationwide events and festivals such as Warrior Dash, Firefly Music Festival, Chicago Beer Classic, and more• Develop C-Suite media messaging and consult on strategy and best practices• Pitch and build relationships with major media outlets and garner placements in mainstream and industry publications • Manage publicist, media, and stakeholder communication for consumer brands and events including press conference execution, government and community relations, and sponsor relationships• Devise and implement crisis communications plans for events with 90,000+ attendees and dispatch strategy and actions across public safety officials and internal departments• Boost revenue through strengthening current and establishing new marketing campaigns and promotions

• Managed the launch of brands and events from ideation to announcement• Spearheaded the process and implementation of a company-wide system that streamlined communication and accelerated timelines for more efficient launches

• Managed team of six and implemented digital and traditional B2B and B2C campaigns• Standardized processes for content planning and execution across company’s internal and external communication channels• Developed and managed budgets of $1 million+ for consumer marketing plans• Increased brand social following by nearly 450% through engagement strategies and tactics

• Developed systems and protocol for event directors to successfully plan and execute a nationwide running series with 50+ events and hundreds of thousands of participants• Formalized system and process for access, credentials, and back of house functions for inaugural Firefly Music Festival with 30,000+ attendees• Authored permitting documents and attended hearings with state and county officials for approval on production of large-scale events