SVP of marketing for Mattress Firm and Sleep.com. Joined in September 2020, re-positioned the brand and launched Junk Sleep campaign, driving double digit growth across funnel metrics, brand attributes and sales. Additionally launched and grew the Sleep.com product and brand, creating a thought leadership space and education/engagement tool for sleep experts and consumers alike. Contributed to record-breaking year that drove 5% increase in share and outperformed category growth by 3x. My role expanded in July 2021 to oversee team of 70 individuals across all marketing disciplines: media strategy and investment, social media, promotional marketing, private brand, vendor marketing, PR and internal communications.

Hired to re-organize marketing department, develop brand strategy and help position the business for acquisition. Responsible for marketing strategy through execution across a 55+ person team, including brand and category marketing disciplines, CRM, membership, creative, UX/UI and operations.Developed audience segmentation and rolled action plans out through the organization focused on growing consumer lifetime value across multiple consumer groups and trip typesLed the membership team and program, flipping the numbers from a -30% decline year over year to 70% growth in first four months through testing and promotions, while also developing entirely new plan(s) focused on developing a loyalty program, while also driving membershipRe-organized the CRM team, articulating talent needs and implementing new technologies, including a field-based program for data capture growth, shifting from a 8-10% capture rate to 80%Developed new brand positioning along with accompanying brand guidelines and membership campaigns focused on building a strategic ramp to holiday sales

Led the brand strategy work for the 2018 brand re-launch, from upfront research through creative all creative channels and corporate employee groups (Canada, US, Mexico)Responsible for ongoing brand strategy and vision, including development of a pipeline of signature experiences that will meet consumer needs in new ways that are unexpected, drive the brand, and increase consumer lifetime valueDeveloped multi-year architecture and visual identity strategies to solidify the master brand and reduce risk from the sub-brandsLed annual planning across the brand and all lines of business- developing a tiered approach with strategies for mass campaigns and focused content- partnering with multiple leaders across the organization - $650M in spendDeveloped content strategy for the organization that both leverages our best assets- our people- and showcases our knowledge through very ownable content that is both meaningful and affordableLed a strategic team of marketers responsible for the brand funded campaign work specific to services, community relations, diversity and inclusion and other areas of focus for growth and awarenessPartnering with research to develop methodology that helps assess impact of new brand work across internal and external constituentsResponsible for $40M marketing plan that launched In Home Advisor and Total Tech Support services- beating projections quarter over quarter

Responsible for the creative strategy and execution for the Best Buy brand as well as all of the lines of business and seasonal drive times within- including Back to School and Holiday.Partnered with agencies to create consistent templates and approaches to all creative channels and formats to ensure consistency throughout all areas of creative developmentPartnered with research to develop testing and optimization plan across 200+ campaigns per yearManaged an internal team of 15, as well as a roster of external agencies, supporting over $700 million worth of media and creative assets. Responsible for creative messaging and channel strategies that speak to our unique audiences across channels including television, short and long form digital video content, display, social and mobile media.

Promoted to run new discipline at GSD&M. Responsibilities included managing cross-discipline team of brand, digital and social strategists, analytics specialists and UX leads.Responsible for bringing additional data and insights to traditional brand planning- including everything from persona development to consumer journey mapping and digital behavior analysis.During this time, I also pitched and lead multiple smaller digital-heavy pieces of business (as strategy and account lead) to help build opportunities within the agency for growth around targeting, search, social and site innovations.

Tapped to build out internal capabilities including: digital, mobile, and social. Activated across all clients, including key relationships with: John Deere, BMW, LL Bean, US Air Force, Walgreens and Marshalls to name a few.Operationalized internal mobile & social capabilities, including the hiring and training of individuals and teams to activate brand promises across emerging media platforms.Managed social strategy and community management on US Air Force, Marshalls and Walgreens. Refreshed LLBean.com web site, activated mobile, site and social efforts for Jarritos, etc.Led pitches for numerous pieces of business while also providing agency-wide training and education around emerging media and best in class integrated creative concepts and activations.

Led YELLOWPAGES.COM business, overseeing national branding efforts including the development of 8-10 TV spots annually and creative for the Super Bowl in 2006. Managed Wal-Mart’s Hot Release Tuesday campaign efforts, coordinating with musicians, athletes and celebrities to produce and push exclusive content for the brand.Led John Deere C&CE business, later expanding to global efforts, managing over $30MM of integrated campaign strategy and production.

Managed Dell Small Business site along with accompanying online advertising efforts.