As the Head of the Consumer Connections Hub, I oversee integrated planning, consumer communications, paid media, shopper marketing (both on and off-premise), and our internal creative agency. I lead a talented team of 25 professionals, along with an expanding freelance creative team of five additional headcount.In this role, I played a pivotal role in shaping White Claw's cultural strategy, ensuring its pop culture relevancy and brand saliency. I co-pilot with the newly formed Digital Center of Excellence to build digital acumen and am the author of White Claw's loyalty program, leveraging our engaged community to enhance brand connections. My leadership is focused on driving innovative marketing strategies, optimizing media investments, and fostering a collaborative environment that supports creative excellence and impactful consumer engagement.

My role was expanded to encompass a broader scope of consumer communications, including public relations (PR), social media management, consumer response, distributor communications, and influencer marketing. In this capacity, I successfully led a dynamic team of eight marketing professionals, driving impactful campaigns and fostering meaningful engagement with our audience. My expertise in these areas enabled me to create cohesive and strategic communication plans that resonated with consumers, enhanced brand visibility, and supported business growth.

Led commercialization efforts for category-leading brands White Claw, Mike's, and Cayman Jack. Drove strategic brand initiatives and go-to-market strategies that resulted in significant market share growth. Spearheaded innovation into new categories, including White Claw Zero, White Claw Vodka, White Claw Vodka Soda, Mike's Zero, and Cayman Jack Zero. Led Mike's packaging renovation, making it the #1 FMB at Walmart. Responsible for managing the shopper marketing and paid media teams, focusing on enhancing brand visibility, driving consumer engagement, and optimizing product launches across multiple channels, maintaining the brands' leadership positions in the market.

Led the marketing team at The Mom Project, driving innovative strategies to support our mission of empowering women in the workforce. Developed and executed comprehensive marketing plans, enhancing brand presence, and driving engagement across digital, social, and traditional media channels. Focused on creating opportunities for moms by connecting them with inclusive employers, resulting in significant business growth and community impact.

Rested. Recovered. Redesigned my career.