- Led development and execution of GTM strategy for launch of new VIZIO OS to 15M active users, educating both current consumers and prospective TV buyers on new UI and performance improvements over 6-month rollout. - Increased VIZIOgram usage (+52%) with new product positioning, messaging and monthly creative.- Partnered with Digital and Product teams to grow VIZIO Accounts 353% through optimized TV, email and web touchpoints.- Spearheaded crossfunctional consumer insights development process. Worked with external agency and insights team to inform naming of first-party apps, create quarterly brand sentiment tracking and develop consumer TV purchase journey insights.

- Redefined target consumer and set messaging and GTM strategy for Royal Brew ($3M annual) and Huggaroo ($4M).- Worked with Value Creation team to conduct A/B tests on product images that increased Amazon conversion rate +8%.- Maximized overall brand profitability on Amazon through mini 2-week pricing tests, including coupons and price drops. - Spearheaded makeover of Royal Brew’s D2C site, generating +370% revenue YoY by increasing both traffic (+147%) and conversion rate (+57%). Worked with marketing manager to highlight key product benefits and high-volume keywords.- Led new product development of branded nitrogen cartridges and cold brew coffee, adding +20% revenue to Royal Brew. - Diversified Huggaroo revenue through non-eComm channel expansion into CVS (100-store test) and QVC (live TV showcase). Created sell-in material, pitched retail buyers and led packaging and product redesigns for each channel.- Evaluated daily sales data and manage P&L across all eComm channels in both domestic and international markets.

- Managed P&L, monitored business goals and tracked in-market initiatives for Febreze Car ($225M annual).- Created “On the Road Again” campaign that returned Car business to record growth of +16% in 2021. Developed initial insights with market research cross-functional and collaborated with media team on budget, platforms and reach goals.- Established overall innovation strategies and 5-year roadmap by leading cross-functional team in full-day sprint session.- Led creation of Essentials, Febreze’s first eComm-only launch and Wellness product. Developed initial consumer learning plan; collaborated with design teams on bottle and 2D design; and defined search strategy with Amazon customer team.

- Delivered current business goals and managed P&L for the Febreze Candle & Wax Melt business ($50M annual). - Remade brand’s upstream roadmap with combination of new product development and commercial innovation initiatives. - Managed relationship with brand’s creative agency and wrote briefs for development of Febreze digital assets that routinely beat internal engagement benchmarks by +40% on Facebook, Instagram and Pinterest.

- Assessed landscape of a developing marketplace and analyzed data to gauge effectiveness of competitor claims. - Made a detailed recommendation for Febreze’s initiative master plan and produced consumer- and customer-facing sell-in ideas.

Improved our daily work efficiency around big events by proposing greater use of web-only and print-only stories in our content management system. Content was posted online and updated faster than previous seasons, garnering more web traffic in the initial hours after games ended. Developed weekly analytics reports of audience engagement and online traffic for individual sports reporters. Gave consistent feedback on their author dashboards and steered our University of Wisconsin coverage toward topics that were more popular with our audience. Introduced use of SnapChat as a marketing tool for younger demographics by helping our graphics department create custom filters for local and state-wide high school sports events. The filters received up to 30,000 views each.

Built “Pokes Authority” as a new brand exclusively for our online coverage of University of Wyoming athletics, specifically targeting younger demographics through videos and new social media channels. Started a new annual prep sports special section yearbook through collaboration with upper management team that resulted in new revenue and formed relationships with several first-time advertisers.Spearheaded an increased social media effort across a variety of platforms and developed the largest sports Instagram account in any of the parent company’s 50-plus newspapers.

Coordinated with digital editor to create a new series of weekly sports vidcasts; videos brought additional revenue to the newspaper with a presenting sponsor. Led newsroom in developing two first-time special sections on historic local events that each won national awards.Became first staff member to produce regular highlight videos for high school sports events. Raw video was also used to improve weekly vidcasts, which saw increased traffic following the inclusion of game footage. Staff wrote award-winning stories on the lack of female head coaches in high school sports and challenges of increasing revenue for mid-major college football teams.

Served as one of two full-time reporters covering high school sports for the Northwest Herald and McHenryCountySports.com. I wrote game recaps and feature stories while covering my beats during the prep season. I also produced frequent blog posts on our Preps 24/7 Blog covering all high school sports.I made weekly appearances on "The Huddle," an online video segment recapping the action of the area's high school sports and looking ahead to next week's games.I was at the head of an increased emphasis on social media, managing to create one of the largest Twitter accounts in the company.

Worked for a web-only media company as a do-it-all reporter. At most sporting events, I live-tweeted, took photos, put together a video and wrote both a game recap and notebook. All of these are posted to one of Patch's web sites.From August - December 2011, I was the sports beat reporter for Oak Forest, Oak Lawn and Evergreen Park Patch sites. I had a semi-regular column titled "Ross on Sports" at Skokie Patch and produced numerous feature stories on local athletes.In addition to writing stories, I took on photo galleries and shot video interviews.

Interviewed marketing executives from professional sports teams to help create story ideas and write feature articles for the company’s weekly and monthly newsletters. Wrote stories about the marketing efforts of many teams, including the Detroit Red Wings, Cleveland Cavaliers, Minnesota Twins and numerous minor league baseball teams.

Wrote feature and business articles, including three front-page centerpieces. Was main reporter for a two-week international little league tournament producing features, recaps and notebooks. Also wrote articles for the business section, including three profiles on local companies.

Reported primarily on high school sports, including Kentucky’s state basketball tournament. Worked on cops beat and covered local news while also serving as a copy editor on sports desk.