Spearheaded the creation and systematic growth of the company's first brand marketing team, scaling it to 17 talented individuals. This diverse team drives innovative marketing strategies across a portfolio of 40+ brands and products. Fostering strong collaboration with sales, merchandising, and business units, we launched impactful B2B marketing campaigns, achieving a remarkable 230% increase in annual marketing output – all within existing budget constraints.

Oversaw a comprehensive shopper marketing strategy across the $4B Retail & Builder channels. Optimizing consumer engagement at over 6,000 retail and builders locations (B2C & B2B). Enhanced media game plans to achieve a sixfold increase in reach and a fivefold boost in impressions, securing the top share of voice in the contract channel year-over-year. • Managed the high-stakes launch of the "Count on Us" campaign, establishing Whirlpool Corporation as a frontrunner in the builder market.• Engineered the launch of inaugural builder business CRM program, setting new benchmarks for open and click-through rates, reflecting best-in-class performance. Rollout was pivotal in nurturing lead generation, improving sales conversions, and refining customer data collection and analytics practices.• Revitalized WhirlpoolPro.com with a planned rebranding and relaunch, transforming it into an award-winning builder-oriented B2B website. This overhaul significantly increased user engagement and time spent on the site, facilitated by targeted content delivery tailored to 5 key audience segments.• Developed and implemented multi-segmented marketing campaigns that bolstered brand positioning and market penetration for new and existing product lines. Utilized advanced analytics to measure campaign effectiveness and adjust strategies dynamically, ensuring peak performance and ROI.• Oversaw a team of marketing professionals in the ideation, development, and execution of campaigns and digital transformations. Collaborated cross-functionally with sales, IT, and external agencies to establish cohesive brand messaging and streamlined consumer experiences. • Enhanced internal processes and vendor selections to optimize budget allocations and resource utilization.

Directed comprehensive product development and marketing strategies for water filtration products, generating $170M in net sales. Led the largest product launch in Consumer Packaged Goods (CPG) history which improved filter performance, optimized SKU offerings, and bolstered product margins by establishing industry-leading claims. • Orchestrated cross-functional teams in the creation and execution of groundbreaking marketing campaigns and product innovations, which included obtaining 2 patents that effectively protected key technologies and designs, ensuring long-term market exclusivity and leadership.• Spearheaded initiatives to refine product design and claims, which culminated in significant improvements in performance metrics, operational efficiency, and customer satisfaction, sustaining market dominance and enhancing profitability through strategic intellectual property management and market-driven product development.