Led brand development and international marketing for Fortune 500 retailer with 1,800+ convenience stores, $40M budget, and team of 15 direct reports. Created and implemented brand strategy, store redesigns, promotional campaigns, packaging, training, mobile and social presence. Managed $200M private label portfolio. • Implemented improvements and strategies that elevated share value 2x to $4B in 26 months by partnering with leadership team on complex closing to package and sell company in June 2017.• Increased key metrics, 19% Net Promoter Score, 4.2% sales, and 26% ROI, by focusing on and delivering exceptional customer experience. • Grew $200M private label portfolio 8% by analyzing portfolio, discontinuing weak SKUs, introducing new products, redesigning packaging, and restaging 200+ SKUs.• Re-engineered “Corner Store” brand by identifying most valuable customers, defining vision, refreshing visual identity, and conducting extensive employee service training.• Built data-driven marketing culture, focusing team on tracking variables that maximized traffic, basket sales, and profitable revenue growth. • Established aggressive social media strategy, super-charging on-line community from 5K to 400K in 18 months.• Developed geographic and behavior-targeted mobile campaigns and Improved SEO plus online location data, increasing visibility 40%.

Reinvented and relaunched Aetna brand, Aetna.com and Aetna messaging platforms. Managed brand strategy and integrated marketing team of 8 direct reports and $65M budget for advertising, digital, and demand generation marketing across enterprise and business verticals.• Increased purchase consideration 22%, loyalty scores 14%, and membership 250K by developing and implementing “What’s Your Healthy?” platform, a $50M campaign executed across businesses, media channels, and audiences. • Rallied employee base, unified messaging across businesses, and signaled innovation to clients by developing and implementing award-winning re-launch of Aetna brand, including insights, architecture, mission, values, voice, visual identity, employee education, and enterprise-wide communications platform.• Re-engineered media strategy, focusing on audience engagement via shareable social media, including engaging content, advocacy, and community building with original presence on YouTube, Facebook, Twitter, and LinkedIn.• Introduced enterprise-wide SEM media buying, increasing efficiency 18%.• Developed and executed campaigns that increased brand engagement, including:o WhatsYourHealthy.com: Attained 600K engagements where people “share their healthy”.o OurHealthy.com: Created thought leadership site to showcase company view on “fixing” health care.o CommunityVitality.com: Collaborated with Magic Johnson Enterprises to improve health literacy for 400K members.o AetnaVoicesOfHealth.com: Received 1.5M votes to honor local community “health champions”.o Aetna.com: Restaged Aetna.com to be commercial, mobile, and share friendly.

Reversed 10 years of DeBeers’ sales declines and consolidated CitiGroup’s consumer finance brands to achieve market leadership. Managed team of 35 and budget of $35M. • Achieved market turn-around and 2% sales growth by developing strategic plan to vertically integrate marketing and re-build momentum for diamond jewelry category.• Invented and launched diamond Trilogy through extensive consumer research, vertical integration with retailers and manufacturers, retail inventory management, and employee training, reaching $200M brand in 6 months and $300M in subsequent years.• Merged 3 consumer finance brands into 1 “uber” brand and raised to industry leader in 24 months by modernizing loan application process and aggressively marketing via mobile advertising.• Revolutionized Citi’s marketing approach from TV-centric to mobile-centric, increasing volume 22% and risk quality of applicants 18%.• Raised Citi’s unaided awareness 4x to 78% in 18 months while under-spending competition by concentrating marketing support that accelerated introduction of “uber” brand.

Managed advertising, digital, and direct marketing for Duracell across the world, American Express across Asia, and Nestle across North America with integrated teams and budgets up to $80M.• Grew Duracell from 10 to 40+ markets by leveraging 4-quadrant development strategy, applying universal truth, and introducing 3-tier sales approach.• Repositioned American Express Green Card across 14 Asian countries for rising middle class and increased brand relevance by offering exclusivity of elite card with attractive introductory offers.• Pioneered bottled water portfolio strategy for Nestle’s Perrier and San Pellegrino brands, boosting trade sales 45%.• Originated and launched MotherNature.com marketing, growing awareness from 0% to 55% with target audience within 6 months.