Rebuilt the marketing team, defined new brand strategy, brand activation plans, and ecommerce marketing plans, including digital and social media marketing, email marketing, SEO and CRM activities.

Leading all aspects of brand marketing from strategic planning to the development of go-to-market communications that drive revenue growth, market share and profitability. Directing digital, social, e-commerce (brand site and Amazon), search and in-store consumer experiences focused on awareness and a consistent brand experience. Managing one direct report, marketing agency and creative resources with a $12M budget. • Orchestrated aspects of holistic brand transformation inclusive of consumer research, new name, campaign, website redesign, PR, video, digital and social media and retailer support returning the brand to category growth.• Developed and executed complete refresh and focus on Amazon business from product page content, search management and development of an Amazon excusive pack resulting in +29% consumption growth.• Launched new protein bar and oatmeal products, line extensions, displays and special packs for food, mass, club and e-commerce. • Directed an Instagram follower growth strategy in 2019 resulting in a 300% increase in one year.• Supported international growth opportunities in Canada and Mexico including retailer engagements, website and social media.

Develop and deliver curriculum for the Strategic Marketing capstone class of the UCLA Marketing Certificate program.

TAPROOT, Los Angeles, California, Consultant, 2016. Created brand strategy and key messaging for A Community of Friends (ACOF)RATED I CREATIVE, Los Angeles, California, Consultant, 2015 - 2016. Represented award-winning, full-service video creative agency, creating content for entertainment, sports, fashion, healthcare, consumer products, home and tech industries.

Led the marketing function and drove category creation for early stage CPG health and wellness startup, commercializing first of its kind personal hygiene protection product. Identified and executed digital marketing strategy and direct response programs, including web, e-commerce, social media, search, display advertising, email and content marketing. Led retailer commercialization awareness efforts with key retailers, including Walmart, Target and CVS.

Shaped and directed global diabetes brand strategy, turning customer and market insights into marketing strategies, communications and experiences that inspire loyalty and advocacy with customers. Oversaw team of ten direct reports, market research and analytics, brand strategy, communication and creative direction, agency relations, conventions and event management and marketing operations with a $5 to $15M budget.  • Redefined diabetes strategic vision to strengthen global market leadership. Executed a highly engaging global internal communications plan through webinars, online QR code scavenger hunt contest, creative contribution contest and intranet webpage that drove 86% awareness. Initiated external launch through key opinion leaders at major European convention, resulting in 82% indicating more likely to recommend Medtronic products.• Spearheaded rebuilding company brand architecture with a consumer centric approach reducing the number of brands from 40 to 3 maximizing brand awareness and communication efforts, including implementation of new packaging design brand expression.• Created and led multiple marketing development programs, such as concept writing, agency relations and branding and naming.

Developed and executed global new product development strategy, portfolio prioritization, brand and commercial marketing strategies, including identifying new market development opportunities for $1.3B WW revenue. Led marketing team of 16 members. Strengthened U.S. field force effectiveness through continued education and marketing programs focused on therapy expansion, objection handling and competitive knowledge. • Directed development and launch of two new insulin pump systems for U.S. and international markets driving 10% revenue growth.• Led creation of interactive physician professional education program, resulting in $1M in incremental revenue.• Piloted first lead generation DTC email campaign, resulting in 2% conversion to pump therapy and 2000% ROI securing future investment in digital campaigns.

Directed all elements of marketing, including global business plans, product messaging, promotion, market research, field education, pricing and forecasting. Led professional development of three direct reports. Drove awareness and lead generation through physician and patient connections. Implemented consumer-focused website and physician finder, peer-to-peer education programs and KOL advisory boards.

Led business unit strategic planning, therapeutic system product and portfolio management, branding, messaging, and communications. Established global market requirements, facilitated OEM internal development and conducted stakeholder (physician, lab staff) UI research to drive workflow efficiency and performance of business-critical next generation therapeutic system. Executed successful early product launch for Japan in 2007, capitalizing on $2M in sales and creating business plan achievement.

Created marketing and business development strategies including launching new exclusive products, regaining $10M in lost business for $30M club channel. Developed in-store sampling and strategic promotion (coupon) strategy to ensure strong sell through. Improved forecasting, production, distribution and inventory management by 50%.

Created and executed consumer marketing plans for $90M hair care brands and $30M men’s business, including strategic development and execution of advertising, creative media plans and promotional plans. Drove the “#1 Dermatologist Recommended Brand” for Neutrogena franchise with renewed focus on 25-year-old core product portfolio, developing new positioning, claims, integrated marketing plan, and two commercials with the highest CEI in Next TV (ASI) testing in T/Gel history. Launched new hair care line overachieving business plan by 30%. Managed the professional development of two direct reports. Designed, documented, and trained the New Product Process and Idea Generation/Ideation Process.

Led the commercialization of the $100M Neutrogena Cosmetics business including 124 original skus, 86 new products and line extensions, retail fixtures and counter units, national and account specific programs, sampling (Dermatologist, in-packs, & BRCs), website, and supply chain coordination.