Voyant Beauty delivers the future of beauty through an emphasis on innovation that helps brands grow with a focus in the beauty, skincare, cosmetics, hair care and hospitality and hotels industries. Responsible for all consumer research, analyzing trends to identify market opportunities for new product innovations and the strategic development of product development roadmaps. Responsible for marketing, content, and PR strategy.

Top marketing executive responsible for developing global brand strategy and leading all B2C & B2B marketing functions.

• Deployed new marketing strategies focusing on digital to support +1,100 retail locations throughout North America, Ecommerce as well as the overall brand. • Led new e-commerce division and designed first digital marketing roadmap• Established eCommerce GTM plan and deployed new channels to drive acquisition, retention, and engagement

Played a vital role in the initial start-up and establishment of the first all-service beauty and wellness on-demand tech app for nails, make-up, hair, facials, massages, and men’s haircuts. Originated GTM strategy for B2C and B2B channels as well as spearheaded marketing, media, creative, and brand strategy. • Analyzed consumer and competitive research to develop the brand platform and created the company’s first brand guidelines, which included, positioning, messaging, corporate identity, logo use, content strategy, and execution guidelines for creative. • Created new marketing department and led a team of six direct reports and spearheaded the onboarding for external agencies, third-party vendors, and trade contractors.

Perfectly Posh is a pampering brand booming all over the USA. With over 120 naturally based pampering products, we’re doing exciting things in both business and trend-setting skincare. • Develop business vision and marketing plans for new initiatives spanning strategic and executional requirements, provide effective organizational communication links to maintain the business focus and ensure progress against business goals. • Establish and lead the overall strategic direction of Posh’s portfolio and categories of Personal Care products from concept to execution, as well as execute strategies that maximize return on marketing investment and deliver competitive advantage. • Develop launch plans for selected products and categories and provide leadership, vision, and infrastructure support for the achievement of innovation and brand portfolio/category expertise against corporate businesses and brand equities.

Responsible for all marketing and communication activities. As the Director of Marketing and a member of the executive team, I oversaw the creation and implementation of all marketing strategies and programs for the overall brand as well as each community within the portfolio of properties.• Developed creative strategy and managed the production of TV, B2B & B2C print, newspaper, direct mail, signage, collateral, websites and event marketing materials. Managed all media strategy and planning.• Revised existing marketing strategy and developed programs that refocused marketing efforts which led to the organizations record level occupancy of 98%.• Overhauled the organizations entire digital marketing platform which included social media, new website, content marketing, PR, and digital marketing and media.

Tourism in Washington State provides over 150,000 jobs and represents a 4.5 billion dollar industry. Providing brand strategy consulting services and served on the marketing steering committee during the transition from a state-funded and operated entity to a non-profit organization. • Analyzed competitive media expenditures and operating budgets to determine required resources to grow state tourism. Provided recommendations on budget levels and resource allocations to executive board which was approved and presented to over 300 stakeholders at 2012 Washington State Tourism Summit. • Provided recommendations for identifying, developing and managing business alliances and marketing partnerships to acquire new business/revenue, drive business goals, increase audience reach and generally add value to the states’ brand. • Analyzed business strategies and marketing plans to create a SWOT analysis to identify key challenges. Provided recommendations for prioritizing tactics for immediate and mid-range opportunities.• Analyzed consumer insights and changes in media consumption to develop and recommend a digital media strategy which would integrate across traditional media to improve conversion rates and increase visitor arrivals.• Created Washington State Tourism's Social Media Playbook which communicated goals, objectives, and best practices as well as outlined the process for the acquisition and distribution of tourism related content.

Marketing Agency: Clients: Expedia, Hotels.com, Oregon Health & Sciences University (OHSU), T-Mobile, Puyallup Fair, Microsoft, Google• Conducted focus groups, developed surveys and performed in person interviews to obtain consumer insights regarding social media usage and online buying behavior to develop an effective strategy for increasing revenue from the senior market segment. • Utilized consumer insights to conceptualize, develop and deploy an online game targeting senior adults which utilized social media channels which increased consumer engagement, increased traffic to website, lengthened users’ overall time on-site and resulted in an overall increase in bookings and revenue. • Provided leadership and managed consumer and stakeholder qualitative research to successfully reposition the clients overall brand.• Secured agency as a preferred vendor with Expedia’s Affiliate Network which gained agency access to hundreds of affiliate partners for potential new business and incremental revenue streams. • Developed and pitched a digital centric approach to clients existing media strategy which led to significant increase in website traffic and customer acquisition. Recommendation included integrating online marketing programs across various business units to increase efficiencies and to increase consumer engagement.