• Spearheaded reimagination and delivery of FY25 TT GTM Toolkit. Led research, product marketing, and creative teams to provide comprehensive guidance and assets to elevate TT’s brand and product portfolio; deliverables included refreshed brand identity, product positioning and messaging hierarchies for key audiences, and full asset suites – enabling best-in-class creative with a cohesive, distinctive identity and persuasive messaging across all customer touchpoints. • Pioneered comprehensive new GTM strategy for top-priority TT acquisition audience, drove adoption by socializing strategy with C-suite down to working teams, and led end-to-end execution with channel marketing teams by advising on creative work, implementation plans, and experimentation. New approach contributed to +Xpts consideration and +X% units in FY24. • Led team to build new expert referral platform capability. Key responsibilities included building business case, guiding selection of vendor, creating financial incentive structure, and leading E2E customer experience strategy and design. Capability launched in March 2024 and delivered a +XXX% increase in referral rate and XX% new customer mix in FY24.

• Drove strategy, development, and testing of new offers and value propositions to five distinct Credit Karma customer segments. Successful roll-out of winning offers and value props drove growth of +XXX% units and +XXX% revenue in FY22.

• Led multi-channel global monetization initiative. Key responsibilities included defining vision, building strategic roadmap, aligning executive leadership, forecasting and managing financial plan, and delivering execution. Delivered profit growth of +XXX% in FY19, +XX% in FY20, and +XX% in FY21. • Oversaw team of three direct reports to manage LE's A/B testing and personalization, user experience research, and market research programs. Across all programs, led team to develop actionable insights and partnered with cross-functional stakeholders to optimize the customer experience across website, marketing, and product merchandise. • Managed user experience research and market research cost centers: forecasted budget needs, led vendor negotiations, and presented contracts for C-level approval. Delivered $XXXK cost savings for FY20–FY23.

• Built and led LE.com A/B testing program, including creating and maintaining program documentation site and backlog, instituting program governance, and evangelizing program vision to cross-functional stakeholders. Grew testing velocity +XXX% in FY19 and program headcount from one to three employees.

• Created playbook to streamline and formalize three-year communications planning: components included new strategic and analytical frameworks, simplified processes, and actionable planning tools. Presented to CMO in August 2017 and approved for implementation beginning in 2018. • Advised on 2017 three-year communications planning: contributions included selecting and sizing focus demand spaces, developing long-range workstreams to extend digital growth, and integrating internal initiatives into consumer-facing story.

• Directed planning of Walmart strategic growth summit for four SCJ business divisions. Responsibilities included overseeing all content development and event planning and managing communications for all levels up to CMO.

• Led and managed $XMM SCJ Home Cleaning multi-brand marketing initiative and $XMM Pledge promotions and shopper marketing initiatives. Responsibilities included creative briefing and concept development, channel planning, and creative development. • Charted five-year Pledge North American revenue management strategy, including plans for price-pack architecture and base product innovation. Strategy was approved and projected to deliver +$XMM net sales and +$XMM profit margin. • Oversaw cross-functional team to develop assortment planning strategy for Home Depot. Recommendations resulted in Pledge gaining new distribution on three SKUs, which delivered +$XMM revenue.

• Headed cross-functional team to achieve successful re-launch of new Windex aerosol, released in market in February 2015. New product drove +XXpts in %ACV distribution and tripled historical sales rates. • Created and owned Windex® millennial consumer initiative. Responsibilities included leading e-commerce content development and assortment optimization, partnering with agency on Facebook community management, and optimizing promotions marketing plans. Initiative drove +XXX% in e-commerce sales, +XX% in Facebook page followership, and +X% in promotional plan efficiency.• Tracked and analyzed market share, volume and revenue drivers, and competitive activity; and recommended strategies and opportunities to drive business objectives.

• Increased share of shelf for Glade® seasonal programs by analyzing and presenting insights from Nielsen sales data. Resulted in +$XMM in retail sales for FY2014-2015 programs.• Led digital content refresh of all 195 SCJ products on Target.com, to improve shopability for the guest and gain vendor eligibility in flexible fulfillment and Target.com shopper marketing programs.• Supported Ziploc® home storage business by creating, maintaining, and analyzing business reports; creating selling decks and presenting to the Target buyers; and leading bi-weekly cross-functional team meetings.

• Developed a new multi-brand marketing campaign, including in-store displays, promotions plans, and social media creative. Recommendations were implemented in January 2014 and delivered +$XMM in FY14. • Conducted Nielsen launch analysis of competitive and adjacent category products and used the results to design a new product launch strategy. • Evaluated e-commerce opportunities by researching customer behavior and supply chain logistics in order to make entrance strategy recommendations.

• Developed strategic plan for Priceline.com’s suite of mobile applications by analyzing market trends and competitive landscape.• Designed the graphics and user interface and wrote programming specifications for in-app features “Tonight Only Deals” (released in Apple App Store in September 2011) and “Priceline Negotiator Flight” (released in October 2012).

• Co-authored two research papers, one published in top applied economics journal Applied Economic Perspectives and Policy (October 2013) and one in top behavioral nutrition journal Appetite (December 2012).• Assisted in the design, preparation, and conduction of observational studies.