• Manages global merchandising consistency, SEO, and margin-accretive POS goals, with emphasis on Direct to Consumer and Amazon process improvement -- consistently growing site traffic and Organic POS YoY• Key member of collaborative, innovative taskforce for AI-influenced content strategy and roadmap;introducing 2x A/B tests YoY across digital, social, and packaging content before go-to-market• Building macro-based keyword analysis, strategy, usage, guidance, and automation for 100% of Mattel digital presence globally

• Owned product page merchandising strategy, standards, and KPIs for 20+ brands to improve overall product health ratings and share of digital shelf; automated reporting decreased time spent on tedious tasks by 5x in order to improve dedicated time for analysis• Ran hundreds of in-market A/B tests to quantify impact of digital content marketing trends andsubstantiate best practices• Developed Ecommerce “Digital Playbook” in partnership with shopper insights team to modernizedigital creative assets; led cross-functional conversations to socialize change and manage implementation

• Managed Card Games product and brand development, including UNO (the #1 card game item globally); resulted in highest sales ever in 2020 (NPD)• Governed and led actions for global P&L, budget and rationalization for 150+ SKUs• Planned market entry for new global launches and introduction of product into new Games subcategories• Built strategies for and presentations to internal & external stakeholders• Partnered with retailers at global and local levels for new launches, channel segmented marketing initiatives and more• Curated consumer insights and A/B testing to update consumer communication• Produced and directed TV commercials and asset shoots• Tested and approved digital launches – like licensed collaborations on the UNO! app, addition of UNO to the Houseparty app or anything on @UNO socials• Helped in the planning process for Mattel Games’ presence at live events• Guided licensor partnership initiatives and development on regular basis• Analyzed and actioned on internal and external data through expertise in platforms such as Tableau, NPD, ThoughtSpot, Cognos and more; high proficiency in Microsoft Excel and PowerPoint

• Led 360-degree ideation through in-store plans and placement for significant new launches for UNO – like UNO FLIP! in 2019, and DOS in 2018• Instituted the UNO Artiste Series as brand’s entry into the collector space• Orchestrated consumer insight analyses via in-house CI team (at-home testing and focus groups)• Pioneered first-ever Mattel Games Costco bundle

Identified bottom-up demand smoothing and package extension promotional opportunities to increase revenue during slow times at six restaurants; used in-house data sources for sensitivity modeling

Hanes Men's Underwear

• Client: Nestle• Restructured multimillion dollar budget for 40+ Nestle brands through analytics tracking and data-driven research, resulting in +20-point competitive market share across paid search• Led team in developing consumer-centric digital strategy campaigns

Clients: Nestle, Citibank (Popmoney)

• Clients: Caesars Entertainment, Ferring Pharmaceuticals• Generated 100%+ ROI by piloting & producing Neo’s first-ever profitable paid Social campaign

• Executed and optimized SEM campaigns using Google AdWords• Generated leads and improved user experience across multiple ADT media outlets—including ADT.com, www.facebook.com/ADT and ADTStaySafe on Twitter• Created and administered Twitter and Facebook content through Shoutlet and Bitly• Supported pitches to and conversations with affiliates and vendors through keyword research, competitive analysis and general evaluation

• Organized PR efforts directed at alumni and over 5,000 potential student applicants• Used Constant Contact, direct mail and print marketing to contact patrons of the art for fund-raising efforts • Sparked online buzz from writing online press releases regarding major YoungArts events• Generated integrated marketing plans to further establish the NFAA’s identity