Leading marketing strategy, creative & content development, integrated marketing execution across brand and product launches, and research & insights for De'Longhi North America's Coffee category

Creative business leader challenged to transform Centrum, a $350M+ business, into an insight-driven, relevant brand to attract new users and drive household penetration. Led Centrum’s creative refresh to elevate relevancy of brand to align with modern consumer needs:Partnered closely with Global team to develop assets that drive breakthrough with diverse talent, strong claims, and impactful music. Tapped into relevant market dynamics during Covid-19 & the recession by improving the brand’s presence via optimized media plan and tactics.Collaborated closely with Medical and Legal to identify hard-hitting, differentiated claims.Elevated Centrum’s digital presence by launching a new Centrum.com in Q4 2020, improving efficiency and effectiveness of digital assets across key channels including Paid Social & OLV, and furthering Centrum’s 1P data collection strategy.Managed A&P and overall P&L efficiency through identification of over $2M to reinvest in working media.Led Centrum Minis commercial launch and collaborated closely with customer teams to expand distribution to top retailers, increasing expected volume by +$8MM.Crafted Centrum’s January 2021 promotional and digital plan to drive breakthrough during the highest traffic month in VMS category, growing sales (+7.9%) despite facing significant supply challenges and out of stocks.Exercised strong stakeholder management in collaboration with Customer Strategy & Supply Operations amidst supply challenges resulting in significant out of stocks across the franchise and cancellations of display & promotional support.Managed through tremendous change on team including transitioning on a new Brand Director, two Associate Brand Managers, Customer Strategy lead, and Digital Content lead.

Strategic business leader of Excedrin team delivering consistent year-over-year growth in a stagnant category (3X category growth rate during three-year tenure, +1.5% in 2019, +2.8% in 2018, +3.0% in 2017). Led management of Excedrin’s P&L and overall A&P by focused activation against highest ROI tactics and reinvestment of inefficient dollars. Championed creative bravery on Team Excedrin and led delivery of breakthrough, award winning executions over three years including We See Your Pain, Excedrin Works, #DebateHeadache, and Excedrin’s ongoing Culture Tap PR activations.Delivered We See Your Pain campaign and Excedrin’s Limited Edition PR program, achieving 1 billion media impressions at launch through high-reach spokespeople and strong omni-channel activation. This campaign led to Excedrin’s highest dollar share and weekly sales since brand relaunch in 2013 (+20% VYA). Advanced Excedrin’s digital agenda by delivering first DTC program with custom Limited Edition packs of Excedrin to consumers and capturing 1P data. This launch was accompanied by Excedrin’s first DCO campaign delivering 7M personalized videos in 1H 2019 and driving 80% VCR and 0.22% CTRs. Identified and led highly relevant content partnerships with Buzzfeed and Elite Daily to support Limited Edition PR campaign and garner further reach and awareness for brand with younger audience. Led the creative development and execution of insight-driven Real Migraine Relief campaign which was focused on unlocking growth and driving new users to try Excedrin Migraine. Delivered accompanying Excedrin Take Two PR sweepstakes to give migraine sufferers’ a second chance at important moments lost to their condition.

Collaborated with Global and agency partners to deliver Effie award-winning Excedrin Works campaign in Fall 2017 driving +22% in sales growth. Worked closely with agencies and legal, medical and regulatory partners to deliver insight-driven, Cannes award-winning #DebateHeadache activation. #DebateHeadache was critically acclaimed winning Adweek’s Media Plan of the Year, two PR week awards, and featured on Twitter as a best-in-class case study. This activation drove +10% growth. Deepened Excedrin’s content strategy and category expertise through strategic digital partnerships highlighting education around migraines and headaches: Reuters: Led two-year partnership with Reuters including developing strategy, key deliverables, oversight at content shoots, content syndication & distribution, and measurement. Delivered Explore the Science Behind Head Pain in close partnership with GSK Medical. This content brought the science of migraines and the role of Excedrin to life in a digestible and dynamic format. Year two of partnership explored the impact of migraines in the workplace: Working Around Migraines. National Geographic: Led high-reach, awareness driving content partnership with NG’s flagship TV series Genius; collaborated closely with agency partners & NG creative production team to deliver TVC and website content to support show launch. Advanced Excedrin’s digital strategy by deepening connections with consumers via engaging video content, optimized social content, and channel-agnostic creative. Expanded eCRM strategy to include a migraine-specific program to reach Excedrin loyalists and capture 1P data. This eCRM program has now expanded to over 113K subscribers.

Led the Denture Care business & drove growth ahead of category (SPG +7.8% & PDT +5.6%). Managed brand A&P & all performance tracking. Provided strategic recommendations to senior leadership on campaign performance and key media tactics. Spearheaded Denture Care’s digital strategy including delivery of a mobile-responsive, content optimized version of MyDentureCare.com. Drove brand’s content strategy through deep consumer insights, optimizing experience and content for the 60+ denture consumer. Developed and executed all promotional activity for Denture Care business.

Developing eCommerce strategyManaging relationship with social agency and monitoring brand's Facebook page Creating brands eCRM strategy to strengthen relationship with loyal users

Developed and recommended an insight-driven commercial communication plan for a product reformulation to reach lapsed users which included social media, non-profit outreach, and retail activation strategies Strategic recommendations were made to drive sales to exceed brand sales goal Created product navigation tool, in alignment with global team, to aid consumers in selection of appropriate productsBuilt relationships across categories within GSK to aid in the successful recommendation and delivery of summer projects Created comprehensive YouTube strategy, including writing task maps and creative briefs, for three primary segments Crafted Creative Brief for use by social agency in content creation for the digital space Analyzed and drew meaningful insights from IRI data, including consumption, distribution, loyalty, and buyer flow data

Created legal blog, monthly e-newsletter, and new website to increase client retention and to establish new clients in the Houston area, over the course of 8 weeks increased client based by 7% Consulted with Mr. Murrah and legal marketing company to redesign website and brand, responsible for all creative elements and generating content on current legal issues Researched and drafted memorandums on landlord-tenant laws in various states Analyzed contracts and leases, drafted and reviewed leases and operating agreements, and communicated with clients regarding progress on their affairs which resulted high efficiency within office procedure Duties include conducting legal research, writing memorandums, and aiding attorney, Mark Murrah, in his efforts to provide precise and comprehensive legal analysis and answers to his clients.

Contributing to the overall effort to market JURIST as a unique source of legal news with contributions from both professionals and law students. Duties include posting JURIST and related content to Facebook, Twitter, and Google +.Current projects include gaining local and national media exposure for JURIST and developing a strategic plan that will be implemented beginning in Fall 2012.

While focused primarily on trademark law matters, was continuously exposed to several aspects of intellectual property law. Researched and analyzed trademark infringement claims, drafted and reviewed trademark applications, and wrote cease and desist letters to potential infringers which resulted in higher efficiency within the office and increased client satisfactionDrafted addendums to contracts and licensing agreements, reviewed and edited employee handbook, reviewed patent applications, and created claim charts for patent analysis Other non-legal duties include reviewing and editing internal work policies and aiding in general marketing efforts for the firm.

During my time at The Spencer Law Firm, I assisted senior attorneys with various litigation matters including drafting motions, appellate briefs, and discovery requests. I aided with the preparation for mediations and evidence gathering. In addition, I researched various legal issues while focusing primarily on business and contractual disputes.

Duties included creating and implementing a survey to measure the effectiveness of the Austin Visitor Center, made recommendations to supervisors regarding which interface to use and how to administer the survey. This survey yielded useful results regarding how visitors want to receive their information and how the Austin Visitor Center can track visitor traffic through the doorAnalyzed business plans of over 20 U.S. cities’ convention and visitors bureaus and compared the plans with ACVB’s and reported findings and personal recommendations to the head of department Recommended content and stylistic changes which were implemented leading to more surveys and more reporting of quantitative data in following year’s business plan, thus honing the use of company’s resources and giving the ACVB strategic advantage over other cities Built and cultivated relationships with over 200 vendors to establish the events section on ACVB’s website, thus informing the public, both local and tourists, of events taking place in the greater Austin area

Compiled media lists, drafted pitches and news releases, and wrote media advisories Researched blogs for target markets and wrote blogs for clientsWorked onsite with clients during local television station interviews