As Chief Marketing officer, I transitioned all marketing strategy & execution from an external agency to in-house, by building an internal marketing team, for one of the largest cannabis chains in Michigan. My career highlights include: - Developing and launching Free Delivery campaign by identifying the opportunity, obtaining executive support, and developing clear messaging and marketing assets, resulting in delivery orders increasing 115% in five months. - Defining and implementing loyalty program to eliminate first time patient deals and drive incremental traffic. - Increasing online sales by improving SEO, GMB, and AB testing targeted marketing campaigns to drive additional traffic to the website. - Planning and executing local events, social media to drive brand awareness.

As the Advertising and Activation Manager, I identify new national TV advertising campaigns by partnering with marketing research to develop and test new advertising ideas, focused on societal tensions that are solved by a clear brand action that provides a strong consumer benefit.My career highlights include: - Ideating and testing new advertising concepts to generate innovative ideas as defined by high persuasion and uniqueness scores. - Analyzing concept test results and recommend specific concepts to further develop. - Managing agency partners to develop and distribute national print and local store marketing materials.

As the National Activation Manager, I develop marketing plans and execute national campaigns while leading individuals from 15 different departments. By analyzing sales data, I can develop presentations on the business’ current states and strategies for future executive review. I also identify and address growth opportunities among staff.My career highlights include:- Ensuring business stakeholders are aligned with the go-to-market strategies by developing communication plans by working with 15 departments to present marketing and training plans, timelines, and supply chain implications to executives.- Maximizing brand awareness by timing national promotions with product launches, business initiatives, sales hurdles, and operational complexity.- Developing the first-ever national new product sampling program and identifying an opportunity to target non-product users.- Improving data collection for data modeling projects leading to increased accuracy and decision making.

During my time as the Manager, I led the Field Support Team while handling internal questions, managing local traffic, planning events, onboarding new hires, and executing special projects.My career highlights included:- Integrating and improving the New Franchise Business Planning Meetings Process allowing marketing and operations managers to present updates, strategies, and tactics and developing and analyzing data and demonstrating progress toward achieving business goals.- Increasing staff skillsets by identifying stretch projects and managing the teams’ workload.

While working as the Wellness Program Leader, I developed and launched three new products while leading R&D, market research, operations, marketing, and training professionals.Some of my career highlights included:- Implementing the wellness strategy, positioning, and execution plan based on corporate values, industry trends, consumer insights, and pending legislation.- Generating $25M+ in first year sales based on a $300K budget covering market research, product development, third-party partnerships, and media by developing a go-to market strategy for a new product.- Prioritizing product improvements based on product sales, proposed legislation, and product reformulation complexity by developing and presenting a sodium reduction strategy to the CEO for implementation.- Identifying areas of improvement by conveying sodium hurdles unique to QSR pizza to the Director of the CDC.

Throughout my time as an Associate Brand Manager, I identified product, packaging, and distribution opportunities by analyzing shipments and consumption trends. By transforming product specifications, I met customer, consumer, and company objectives of taste and nutritionals vs. current market offerings with sales projections of $3-5M.My career highlights included:- Boosting sales by 10% by ensuring core business needs were met, issues were resolved, and solutions were delivered on time and efficiently.- Increasing media impressions by 110% by managing print, media, public relations, online, and coupon agency partners helping exceed expectations and go on to receive industry recognition as a best practice.- Achieving 98% of the forecasted goals by developing sales materials and identifying the top 20 customer accounts.

As a Marketing Intern, I created long-term visions and strategies for the WONKA online community to communicate with customers to gain insight and generate ideas. To ensure short-term and long-term business objectives were met, I partnered with the team to develop a phased execution plan.My career highlight entailed:- Identifying competitive brand communities and recommending where the WONKA online community belonged based on business objectives and constraints.

During my time as a Senior Marketing Analyst, I identified the needs of internal clients allowing me to recommend promotional and assortment actions. I revitalized training processes and procedures for new buyers on data and applications for strategic and tactical decision making.Some of my career highlights included:- Raising employee use of consumer behavior data by 350% by enhancing an internal reporting tool.- Cutting executive decision making from two-weeks to one-day by analyzing corporate advertising objectives and developing and integrating three promotional optimization tools offering recommendations for weekly FSI strategies.- Being promoted three times to roles of increasing responsibility.

- Analyzed customer needs in conjunction with company strategic objectives and developed a selling strategy and presentation for the field sales force to sell new website referral program. - Created marketing specifications for new products by analyzing the current marketplace, market potential, and competition. - Developed marketing map tool to illustrate the market size and market share for specific product lines. - Created a market research survey to evaluate consumer needs for a new product.

- Performed market and competitive research of potential new consumer target. Created go-to-market strategy, and projected financial costs with potential ROI - Analyzed historical and competitive rates and negotiated vendor contract rates. Reduced costs by 30%. - Identified budgeting process opportunity for improvement. - Recommended and implemented new tools and processes that increased efficiency when negotiating newspaper contract rates.