Defined core value propositions and go-to-market strategy for Zelle consumer and small business offerings, leveraging primary research and market intelligence to define key audience personas and launch relevant product features. Developed growth strategies to drive adoption and increase engagement with Zelle, working with data sciences, product management and bank partners to execute marketing programs that grew network transaction volume +26% in 2022.

Owned end-to-end marketing strategy and revenue targets for Bumble Bee specialty products, leading quarterly planning with finance and collaborating with sales on price and promotional activities to drive profitable growth.Developed creative briefs and guided agencies on culinary content creation to launch a new Anova brand website, social media presence and refreshed sales enablement tools, driving improved conversion rates for lead generation campaigns.Pioneered company entrance into D2C ecommerce space, evaluating the competitive landscape, identifying consumer white-spaces, defining market size, and crafting the go-to-market plan including financial and brand health targets. Led cross-company strategic partnership with Good Catch plant-based seafood brand, developing sales materials and managing cross-functional teams to drive distribution through the Bumble Bee sales network in retail and foodservice.

Designed go-to-market plan and sales strategy to expand penetration of Unilever products in over 3,000 restaurants nationwide, building on industry trends and shifting consumer food preferences to drive profitable growth. Collaborated with global and local stakeholders on annual strategy planning, including performance analysis, target setting, and budget allocation, through to creation of selling materials and engagement tools for field sales teams.Created and executed B2B lead acquisition campaigns targeting restaurant and foodservice operators via social, digital and email, driving increased engagement with content on UFS.com and doubling the sales conversion rate for 2019.

Developed communications strategy for 2017 national campaign featuring Steph Curry from concept to launch, including TV & digital assets, and an influencer and PR plan that drove the brand’s highest social engagement rates ever. Designed consumer promotions plan and in-store activation strategy to drive penetration of new product launches, outpacing trial and repeat targets, and growing total Degree Men sales +7.6% in 2017 (more than 2x the target).Transformed Unilever deodorant Club Channel pack structures, working with packaging engineers to reduce corrugate and drive margin improvement, while partnering with consumer insights to enhance visual brand equity at point-of-sale.

Managed three 2015 product launches through the global innovation approval process for Right Guard and Dry Idea. Created concepts, led design development, built P&L statements and drove cross functional teams to meet key deadlines.Led team tasked with improving compliance to purchasing guidelines for all Henkel North America marketing teams; designing new processes and conducting trainings that resulted in a 75% reduction of non-compliant purchase orders.

Executed 2013 and 2014 new item launches for Right Guard body wash and Dry Idea deodorant, collaborating with packaging engineers to mitigate issues on new product structures and working with sales planners on retail sell-in story.Managed entire Right Guard and Dry Idea marketing budget; providing recommendations on coupon strategy, digital programs, retailer specific initiatives and in-store advertising.

Lived and integrated within a rural community of 5,000 people, working entirely in Spanish to create turn key business and community projects from planning, design, and analysis stages, through implementation.Designed three-year growth initiative and strategic marketing campaign for a banking cooperative, doubling membership and tripling the number of savings plan participants in the first year of promotions.