I was recruited to revitalize and reinvent the digital brand from the creative direction to the go-to-market strategies. I developed the Brand Book and guidelines, transforming the brand look, feel, and aligning the organization around this new direction.I manage all the strategic marketing plans with a multi-million-dollar budget including marketing analytics, research, creative services, PR, and media channels.. I serve as the brand and company positioning architect, securing all brand guidelines in order to move and align things with the evolving company mission, customers and culture. I cultivate the ongoing efforts to understand key customer segments, content, and targeting with data-driven decision making and insights. I foster a team culture of creativity, adaptability, and clear, cross-collaborative communication. ● Created clear, long-term objectives and team cohesion by developing annual marketing calendar. ● Reduced marketing costs by 38% ($2.6M annually) by streamlining marketing team, renegotiating third-party contracts, cutting unnecessary outsourcing, and developing robust in-house creative team. Increased customer touch points and enabled more authentic reflection of brand culture and content. ● Dramatically improved advertising effectiveness (social media engagement, follower/email list growth, conversion rates, and bounce rate drop) as a direct result of new internal creative team efforts to tailor and customize content to each channel’s specific user segments—quality over quantity. ● Raised customer engagement rates by 26%+ and reduced customer acquisition costs (CAC) down 18% by implementing new and returning customer analytics approach.● Accelerated positive PR and brand expansion by 36%+ instituting diversity and inclusion initiative emphasizing diverse voices, bodies, and inclusive stories.

I led the total brand identity overhaul and reconstruction including the creative direction, eCommerce, digital marketing, photography, celebrity dressing, influencer programs, partnerships, PR, budget, promotional events, and copy. I spearheaded a long-term and historical brand study in order to define the key customer target segments, content strategies, market presence, and notoriety. I fortified the brand vision and identity by directing all the visual and written creative content and storytelling including video, photography, and social media presence. I leveraged my in-depth market research and insights to enhance brand growth. I successfully executed the U.S. and international brand relaunch across all channels, exceeded the traffic benchmarks, and effectively reconnected the brand with the targeted and outlying customers—penetrating markets beyond the retail/fashion industry. I controlled all the eCommerce assets such as photography, graphics, and securing a seasonal campaign timeline. I also fostered and maintained strong, lasting relationships with our cross-functional partners in order to ensure clarity and alignment with the brand direction and business performance.● Recipient of 2019 Los Angeles Adweek Award (Top 10 marketers in LA) for successful relaunch efforts. ● Generated $60M in additional revenue within first year as a direct result of relaunch. ● Increased outreach 38%+ over 12-month period by prioritizing targeted celebrity dressing and editorial networking events. ● Developed and launched American Apparel Brand Book and Brand Style Guide aligned with new brand voice and visuals. ● Reduced marketing costs by 7% and drove higher ROI by cultivating improved external partner and affiliate relationships—enabling clearer customer/segment/channel understanding. ● Amassed 1M new followers across social media platforms within one year after founding partnership with Universal Music Group to bolster outreach and awareness efforts.

I directed the strategic initiatives for a portfolio of 13 global digital/mobile marketing and sales applications—Customer Relationship Management (CRM), Direct-to-Customer (D2C) and Business-to-Business (B2B) platforms. I supervised the creative services team for UMG labels and artists in addition to designing the marketing initiatives for the artist launches across all channels, including mobile and web.I coordinated the technical performance and release strategies for UMG’s consumer marketing technology application portfolio—encompassing all 13 global sales/marketing applications along with a catalog of data apps, eCommerce, and a Digital Asset Management (DAM) platform. ● Saved millions and by independently designing and developing UMG's first digital delivery platform for sending digital files to Apple Music—effectively paving the way for Group’s induction into the digital distribution.

I oversaw the transition from the existing CRM email targeting platform to a Software as a Service (SaaS) solution. I planned and executed the expansion of the CRM and D2C space and fan experience across multiple channels including social networking, shopping cart function, and Single Sign-On (SSO) security features. I conducted technology audits and analyzed the market/industry trends. I also formed and managed the P&L and a $5.3M budget for the marketing technology roadmap. ● Saved $1M+ in costs, simplified integration process, and reduced time-to-market for new, third-party components by building and utilizing service-oriented architecture (SOA) based interface. ● Created centralized hub for third-party partners to source artist assets, sales tools, and marketing assets by building online sales and marketing application for Vivendi Entertainment.

• Strategically planned and managed team for all B2B and B2C applications for UMG’s marketing assets• Successfully deployed new B2B extranets in the U.S. and Canada providing a centralized assets and image sourcing interface for business partners that resulted in increased time to market for products and revenue generation.• Oversaw management of marketing materials added to the B2B applications. Defining asset specifications and type including: cover art, publicity photos, banners, track listings, promo clips, etc.• Involved in designing and building the next-generation digital supply chain platform for direct to consumer systems. Provided application for content creation, ingestion, content management, transcoding and delivery of multiple formats such as video, text, audio, and images to multiple platforms such as online, mobile and HD-DVD. • Successfully balanced portfolio profitability, process improvements, and client satisfaction and employee productivity.