I lead Peloton’s Global Product Marketing team across our Connected Fitness and App portfolios.

Responsible for Peloton's global brand strategy and positioning across all markets.Built Peloton Brand Strategy function from the ground up as the first brand strategy hire. I hired, coached, and led an incredible team of 3 brand strategists.- To enable growth strategy and position Peloton to win with a broader consumer target, I led development of Peloton's new global brand strategy (positioning, architecture, visual and verbal identity, marcomms/messaging strategy).- Led implementation of new positioning across owned and paid channels, including retail, eComm, inside sales, social, email/CRM, on-product experience, and acquisition / brand campaigns. - Designed and evolved Peloton brand architecture as our business scaled and the product and membership portfolio grew. Led post-M&A integration of Peloton and Precor brands.- Led development of product positioning strategy, name, and identity for multiple new-to-the-world hardware, software, and content products (e.g. Peloton Guide) and business lines (e.g. Peloton Corporate Wellness) to support Peloton's top growth initiatives.- Developed omni-channel marketing briefs for brand campaigns and new product launches.- Partnered with Consumer Insights and Regional Marketing teams on new market entry during geographic expansion, to understand local consumers and tailor brand strategy for local markets.- Designed and managed team roadmap and budget to advance Peloton growth strategy, including $XM annual budget for brand strategy initiatives and multiple brand and creative agency relationships.

Prophet is a global marketing strategy consulting firm, and I held roles across the Chicago, Hong Kong, and NYC offices.I was responsible for leading client engagements related to marketing, brand, and customer experience strategy, often with execution plans. I managed teams of 3-6 consultants or subject matter experts through market analysis, research design, opportunity identification, and strategy development. When the strategy required a marketing plan or activation, I collaborated with client marketing teams to design launch roadmaps. When the strategy involved development of new digital products or experiences, I guided the product design activities with Prophet UX/UI designers and client development teams. I worked directly with C-suite leadership or the head of marketing, product, or digital transformation.During this time, I spent nearly a year on an international assignment out of Prophet's Hong Kong office, leading a multi-workstream growth strategy project with a top bank in Vietnam.- Segmented retail banking market (quant study + focus groups) and guided selection of target customer- Developed 2-year roadmap of consumer-centric acquisition moves (e.g. new products, signature experiences, programs) to attract and retain target segment- Partnered with UX/UI specialists on redesign of digital banking mobile app- Led marketing launch planning for two acquisition moves, including channel prioritization, development of agency brief, spend/budget guidance

I designed qualitative and quantitative customer research approaches and oversaw the execution of that research. I discovered research insights to identify actionable growth opportunities for our clients and presented recommendations to senior leadership teams (Marketing/Strategy leadership or C-suite).Project experience:+ Segmentation, positioning strategy, and customer experience development for major international furniture and home goods retailer+ Brand strategy, go-to-market strategy (pricing, channel, promotions, branded experiences), and launch plan for three consumer brands for a global food and beverage company+ Partnership strategy, brand architecture, and marketing organization design for world-class healthcare providerOther experience:+ Led recruiting, interviewing, and hiring efforts for MBA candidates for Midwest Region+ Managed Chicago internship program including program planning (goal setting, design, budgeting) and execution (onboarding, training, social events) + Participated in business development efforts, including opportunity identification, sales approach, and proposal/pitch development

For my MBA internship, I developed a new strategic positioning and activation plans for a major international retailer. This strategy was informed by market research, competitive analysis, internal stakeholder interviews, and an in-depth customer segmentation analysis.