• Full ownership of Mobile Phone business: Branding, Media, Inventory, Budget, P&L, Pricing, Business Analysis, Product Launches, and 3 retail locations• Weekly interactions with CEO to discuss opportunities, issues, results, and strategic planning• +26% GM and +25% Net Income in 2023 vs. 2022 through cost-cutting and profit-driving initiatives1) Switched 70% of existing customers to more profitable plans; 2) Targeted price increases and revised promotion offer without compromising close rates; 3) Built new pricing model projected to increase GM by ~10%;• Updated, upgraded brand assets and consumer experience1) Differentiated brand identity, voice, values, and positioning; 2) Upgraded stores with expanded, curated inventory; 3) Targeted Media plan across trade area; 4) Improved in-store experience to be a preferred Mobile destination vs. Verizon, AT&T, T-Mobile

• Full P&L accountability for $1B key investment brand• Created and sold-in annual Brand Plans to corporate leadership, communicated across the organization, presented at National Sales Meeting• Completely re-created all brand assets and go-to-market strategy based on exhaustive consumer research and category analysis. Full re-positioning with re-designed packaging, website, and new loyalty program• Built first-in-industry Social Media presence for any cigarette brand in the US• Led agency relationships to deliver on all content, creative, and planning needs

• Re-positioned, re-launched Dr. Scholl’s as a fashion-brand with foot health benefits. New products achieved YOY growth rates between 24% and 190% after the first year• Launched Copper Sole as new brand. Created all brand assets, positioning, and long-term strategy

• Worked with President on projects requiring re-positioning, Brand Strategy, Corporate Strategy, or Go-To-Market Strategy• Successful tenure led to continued participation in projects after officially ending the engagement