Advise and guide early stage food & beverage startups

Hired as part of the executive team to establish and lead the marketing department at a fast-growing food & beverage innovation start up-Set company vision, goals, structure, and process-Oversee and drive brand marketing as well as company's brand marketing efforts-Lead senior level presentations to C-suite, from Fortune 50 companies to startup founders-Source and manage relationships with external agencies and vendors-Develop new capabilities and skillsets within the company and junior team

Guided legacy brands into new media era of innovative communication and breakthrough growth via brand planning and content strategy on world-class brands including eBay, Lay's, and Nestle.-Led development of creative briefs, digital strategies, and communications planning frameworks(channel plans, media ecosystem, user journey, social strategy, etc.).-Oversaw and developed an integrated strategy team of 10 junior strategists across disciplines (analytics, social, brand, and market research) to develop comprehensive campaigns and track + optimization of results.-Spearheaded new business strategy and delivered winning pitches.

Transformed go-to-market execution for brand, product, and media plans:-Built new real-time media & new product tracking process & tools to analyze real-time results and drive strategic improvements.-Optimized creative quality via in market A/B testing, and media plans with strategic buy improvements.-Led retailer sell-in strategy & shopper marketing development including packaging, brand planograms, and in-store messaging.

Spearheaded reinvention of global business model and brand strategies focused on user acquisition and retention:-Redefined the brand business model and strategy at critical growth juncture, as the brand matured from new entrant to established player.-Awarded “President’s Choice” for breakthrough strategic contribution to the brand's first ever portfolio architecture strategy, and executed via refreshed brand visual identity, sku optimization, and pricing.-Identified front end innovation product whitespace opportunities to guide research & development of future technologies.

Step-changed brand marketing plans on cosmetics portfolio (COVERGIRL, Max Factor, Dolce & Gabanna, SK-II)to accelerate category growth & brand share-Drove improvements to the innovation pipeline planning process and new product development across all of P&G Beauty.-Received “Breakthrough President’s Award” for category segmentation strategy to enable into luxury brand expansion into new price tier and retailer channel.