Leader of the brand marketing team charged with growing the purpose-driven heritage brand into a competitive casual sneaker brand.-Developed the brand’s first marketing strategy focused on growing with a new female-identifying consumer segment—shifting from a 60%/40% male/female traffic split to 52%/48% in just six months.-Built a best-in-class team of experts, restructuring the team and bringing in the brand’s first women-led digital and PR agencies, garnering over 600 million impressions and over 50 new pieces of press coverage.-Completed the brand’s first customer research project focused on understanding the female-identifying consumer in four key markets to inform product development focus and creative direction.-Spearheaded an audit of technology resources, moving to first-in-class web, email, SMS, and social tools that led to growth of email list by 8%, SMS by 480% and social following by 50%.-Repositioned the brand with new creative direction and redefined the strategy across all owned channels—from digital to retail marketing. -Transformed paid channels with creative direction and media strategy that led to improving ROAS over 30%, reducing CPA by 13%, and increasing gross revenue from first time customers by 19% and return customers by 36% year over year.

Drove global strategy and development of marketing campaigns for the brand and its largest revenue-driving categories, Sportswear & Kids.- Built first human-driven storytelling strategy to reach a new target market that’s become the brand’s fastest growing customer segment, The Responsible Customer, through customer research, persona work, journey mapping and media planning.- Created strategy for the first brand campaign, Facing Extinction, that drove tens of thousands of youth activists to global climate strikes with over 4 million impressions on Instagram and Facebook, 26 million impressions on YouTube and Google Display and almost 60k web visits.- Developed strategy for Let Them Be, first campaign to establish brand as leading creator of durable, responsibly-made clothing for kids through content development, influencer outreach and targeted media planning.

Global lead for the fastest growing running brand’s first digital marketing team, establishing customer insights, media plan and content strategies.- Built the marketing strategy and team that helped take HOKA from $3 million to what is now a billion dollar brand. - Developed most highly-engaged campaign in the brand’s history with the content and media programming of Humans of HOKA. Identified opportunity through focus groups, competitor research and persona work and built partnership and media plans.- Created brand’s first female-focused program, Women Who Fly, that helped move from a mostly male customer base to a 50/50 gender split through a targeted media plan, ambassador-led training program, run retreat event, nation-wide contest and film series that was named Ad of the Day by Adweek.- Led the brand’s first ever geo-targeted co-marketing campaigns, on-site sponsored women’s running events and local Humans of HOKA programs with select retailers that resulted in record sales for major retail partners.- Built strategy for Ironman Triathlon partnership, advising on film content direction, strategic media placements, and paid media spend.

Led global team responsible for all digital content solutions, supporting key brand and product stories with internal and external partners. - Established knowledge-sharing between creative, product, insights and regional partners that improved customer experience through AB testing and collaborative creative working sessions.- Won a Sonos Hack Week competition with the idea for a brand campaign about music in every room improving mood called Sonos Makes it Home, that led to a global media campaign in partnership with Apple Music and study of 30,000 people that had coverage from over 500 news stories and drove registrations 18 times higher than any other music service.- Built the strategy for the “Learn” section on Sonos.com to better communicate the brand’s “why” to differentiate the brand from its competitors in the audio space. - Led the launch of the brand’s first product bundles that increased the number of products purchased by new customers after noticing an insight that having more than one speaker in the home improved the customer experience.

Led global team responsible for driving engagement and sales, effectively managing conflicting priorities of the brand and ecommerce teams. - Drove engagement and sales through content marketing, strategic partnerships, email marketing, social media and paid media.- Built Teva’s first brand campaign that helped re-connect with the heritage story and re-establish their authenticity as the inventors and creators of the often-imitated Teva Original sandal.- Managed media agencies, built the brand’s first SEM strategy that resulted in a 100% increase in revenue from YouTube referrals, and influenced the company to build a larger internal team to manage analytics and paid media across all brands in the portfolio.

Led the first online marketing strategy and redesign of the natural nutrition bar brand’s website that doubled their traffic year over year.

Established the first interactive marketing strategy and redesign for the natural skincare brand that doubled their sales year over year.

Wrote, fact checked and edited articles for the nation’s first digital magazine covering nutrition, health and fitness.