Set strategic direction and owned the P&L for a portfolio of whiskey, rum and cordial brands, achieving annual Nielsen growth on top of unprecedented pandemic gains.Revitalized a 20-year-old brand, disrupting a category of traditional heritage-based whiskies by repositioning as a personality-driven lifestyle brand. Leveraged consumer research to build brand architecture, overhaul packaging, and develop consumer campaign resulting in 12% velocity lifts and Nielsen growth outpacing 4 of top 5 competitors.Developed long-term innovation pipeline, commercializing most successful innovation in portfolio-history, winning Gold at San Francisco World Spirits Competition and ranking #1 in portfolio sales and distribution in first 6 months.Lead roster of agency partners to drive owned and earned media across digital, social, influencer, PR, experiential and on-premise and off-premise trade marketing resulting in 9% sales lifts in media markets.Negotiated and executed brand partnerships and sponsorships, spanning collaborations with national brands, professional sports, music festivals and lifestyle events.

Full P&L responsibility for a complex and diverse portfolio of vitamins, minerals and herbal supplements.Defined and implemented strategic direction of the business, developing annual brand and volume plans which returned the brand to growth after years of decline.Focused resources by developing a need-state based portfolio management strategy for 600 SKUs; identifying areas to harvest, invest and divest to improve efficiency, increase capacity and optimize margin.Updated brand positioning and led agency in creating a new awareness-driving integrated marketing campaign. Developed team of two direct reports.

Promoted in first year to oversee innovation and renovation process for Nature’s Way and Sambucus brands, identifying and advancing a new item portfolio which exceeded gross revenue targets by 59%.Launched four innovation platforms in first year, attending customer meetings and securing nationwide brick and mortar distribution in club, food, drug and mass channels.Leveraged consumer insights to develop and validate short and long-term innovation roadmaps, then led cross-functional team in commercializing innovation from project charter through stage gate and successful launch.Oversaw new item launch strategy, developing a comprehensive media plan and dramatically accelerating the digital flywheel across Amazon, Target.com, Kroger.com and Walmart.com.Managed standalone innovation budget and maintained full P&L responsibility for all new items.Recruited, hired and coached team of direct reports who have since been promoted into senior roles.

Executed a complete packaging redesign for a portfolio of 400 SKUs including both a structural and graphics overhaul.Spearheaded organization’s entry into retail media networks, yielding a highly incremental 9.5x ROAS and paving the way for a team of full-time e-commerce employees.Honed channel strategy, developing an eight-SKU product line covering the most sought-after need states and capturing incremental distribution in the category’s fastest growing channel. Led day-to-day agency relationships, optimizing media to achieve a 15-fold reduction in landing page bounce-rates

Repositioned an iconic brand for a new generation, developing and implementing long-term strategic plans to make Bomb Pop the first teen-focused frozen destination in the grocery store.Led strategy and implementation of integrated marketing communications plans, partnering with agencies to develop revolutionary campaigns using cutting edge new media that captures teens’ short attention spans. Orchestrated cross-functional team in the development and execution of a three-year innovation plan to revitalize a stagnant category and drive new usage occasions. Managed Bomb Pop marketing budget, maximizing efficiencies to support unbudgeted new product launches.

Launched Simply Potatoes’ first national advertising campaign, achieving 13% base velocity growth in fiscal 2017.Utilized syndicated and internal data to manage and reconcile P&L, financial and category reviews.Collaborated with trade marketing team to develop, track and optimize pricing and retail promotional strategies.Spearheaded Simply Potatoes packaging overhaul, two product launches and innovation pipeline development.

Synchronized agency resources in the strategic planning and execution of multi-channel marketing plans for client brands, leading projects from research and concept to completion and reporting. Collaborated with cross-functional stakeholders at the corporate, franchisee and agency levels, making sure the unique needs of each partner are addressed in each presentation and every final deliverable. Orchestrated teams spanning broad disciplines to consider every touch point throughout the customer journey and ground thinking in omni-channel strategy.Client experience included: Buffalo Wild Wings, ExxonMobil and TCF Bank.

Oversaw client social media and digital platforms, PR and event activations, TV and radio production, print development and sweepstakes promotion.Partnered with traditional, digital and social paid media teams to define media strategy and budgets, recommend placements, analyze campaign results and optimize in real time. Translated analytical data and multi-faceted business goals into actionable marketing strategy and campaign briefs.Evaluated the success of each campaign using all available KPIs and applied learning to future initiatives.Client experience included Buffalo Wild Wings and Phillips Distilling Company.

Coordinated the development and execution of creative campaigns, ensuring that cross-channel deliverables fit a consistent brand voice and aligned with strategic business objectives.Facilitated the rollout of new digital properties including planning, UX, design, development, launch and key stakeholder training.Supported development and launch of new products with POP and sales materials tailored to the needs of a three-tier distribution system.Client experience included Phillips Distilling Company, Papa Murphy’s Take ‘N’ Bake Pizza, Red Robin Gourmet Burgers and Cox Communications.

Acted as liaison between agency’s internal teams and clients, orchestrating resources in the planning, development and implementation of digital initiatives.Managed the email marketing process for an international QSR brand including creative planning, campaign setup, QA, deployment, post-analysis and reporting for millions of emails each month. Ensured agency’s deliverables aligned with corporate objectives in the implementation of digital, mobile and influencer outreach campaigns.Client experience included Papa Murphy’s Take ‘N’ Bake Pizza and Red Robin Gourmet Burgers.

Built customer relationships in a business-to-business setting providing print media and couponing tools for advertisers to engage their end consumers.