- Improved the customer experience & informed initiatives to decrease churn by 9%- Increase retained revenue by implementing proper listening and feedback tools to guide the purchase journey - Customized cancellation flows to retain customers, and to improve data-Moved warehouse from 3PL to in-house- Retail Pitches: I had the opportunity to pitch MIXHERS to major retailers such as Whole Foods, Sprouts, & more!- Top 2 at Innovation Launchpad: My colleague & I pitched Mixhers in Albertson’s Innovation Launchpad and placed top two in our category

Where market insights + voice of customer meet to develop strategy to sustain value, and maintain relevance. - I became an expert in Mixhers's consumer behavior - why are customers churning? When are they churning? Are there specific SKUS that are churning? How can we better sell to the swing group in the eyes of the love group?- Decreased operational cost by informing product mix decisions: Which products should we double down on to reach our strategic growth goals? Which products should we sunset? Analysis including all time revenue, CAC, COGS, brand growth strategy, and market fit - Increased consumer relevance with a deep dive into product use cases and prioritizing those claims on packaging. - Developed robust recommendations for product & brand extensions

Director of Strategy & Consumer Insights January 2023 - September 2023- Strategy: Identified Mixhers’s ownable whitespace in the market from both a product and brand perspective to answer, “How do we capture & sustain value in this market?”- Rebrand: Informed rebrand through information on the consumer segments, optimal target audience, & opportunity value - Product: Informed decisions such as, “Which products should we double down on to reach our strategic growth goals? Which products should we sunset?” - Per Product insights: Target audience, compliant claims, use cases, recommended positioning, overview of the competitive environment & strategic opportunities within each individual market- Continual advocate for strategic alignment to 1) Shift from reactive to proactive business decisions, faster. 2) Ensure that smaller decisions are strategically made to support the bigger picture.- Legal: Opened up major company growth opportunities by owning regulatory compliance for Mixhers. I became heavily involved in walking the tightrope of regulatory compliance as it pertains to both brand and product messaging. I worked backwards to substantiate current products by modifying claims to meet DSHEA requirements, locating clinical evidence, and recommending product reformulation to improve products and meet requirements. This opened doors for major shows such as #ExpoWest and major retailers. - I trained the team on regulatory complianceIntellectual property:- Managed the strategy, search and trademark registrations to build Mixhers’s IP portfolio

- Improved operational efficiency by onboarding the company to a new project management system (Monday.com) and setting up processes for the marketing team- Worked with the team on several creative projects such as digital billboards, & campaign planning- Informed and advocated for elements of the rebrand (that came in 2024) such as: opportunity value, and consumer segmentation, early stage concepting and strategy - Improved cross-functional communication by project managing campaigns such as Black Friday, annual birthday sale, and many more. - Packaging proofing and recommendations: Supplement facts panels, compliance, consumer prioritization of claims, etc.

Brand Manager - Sept. 2021 - Present - Owned market & competitive research to provide strategic insights that inform brand messaging and ensure compliance- Managed the direction and execution of landing pages, YouTube ad creative, Facebook ads, emails, etc. - Increased ROAS by providing strategic consumer insights to guide ad copy and design - Designed & executed research for a new women’s line to break into new market Marketing Project Manager - March 2021 - August 2021- Increased productivity and execution by implementing & training company on product management tool Monday.com- Created consistent and compliant branding as the touchpoint for several ad agencies across numerous projects- Project managed and provided insights for the Clinical Immunity launch (3x award winning) – including creative/compliant messaging, ad copy, & consumer insights for both retail & D2C channelsConsumer Insights Intern May 2020 - November 2020- Optimized product messaging and packaging through market research and conjoint analysis - Created in-depth segment personas (4) and applied them through targeted brand scripts (40+)- Improved digital acquisition & retention with granular competitive savings breakdown & website personalization- Trained company on product management tool Monday.com to increase productivity

As a member of the Business Development team, I pitch relevant projects to clients and develop the Scope of Work for projects. Below are examples of projects I have worked on within the lab. Tiled.co - Project Lead - Revised marketing strategy by providing brand positioning, competitive landscape, & whitespace analysis- Built microapp to make competitive analysis easily accessed across the company - Managed client relationship Epic Loupes - Project Lead- Managed client relationship and team of 5 to ensure scope of work was satisfied and project deadlines were met - Optimized positioning message & media strategy from primary research (Max Diff survey, consumer interviews)

- Expanded job opportunities for 2,365 students by launching VMock (resume platform) at BYU during COVID -19- Used data analysis to discover most effective channels of distribution to boost product awareness and usage

-Increased @byumarriottlife Instagram account activity by 46% by creating relevant & engaging content-Redefined success in the business school by gathering nontraditional stories and insights from students & faculty -Generated scholarship funds for needy students by leading the #ChooseToGive digital marketing team-Led campaign that generated $3,500 for the Center for Children and Women in Crisis

-Improved operational efficiency by creating a rebranding strategy for customer experience & digital media-Supplied revenue opportunities by generating over 1,000 leads from target customers for the Microsoft Hololens-Amplified profitability by building and maintaining relationships with target customers

-Helped the camp increase participation by over 300% since I started on the team at age 18-Led and taught participants ages 12-18 at Remix Vocal Academy (A vocal camp designed to teach and inspire young singers to reach their potential in contemporary vocal music)-Oversaw and trained other female counselors for the past three years-Directed talent show, auditions, & dance-Aided in the overall flow of the performances-Led uplifting discussions

- Helped improve future business decisions by helping 200 students conceptualize key financial and accounting concepts

-Generated awareness of English class by finding 10+ new leads daily -Increased economic value of Hmong Seniors by teaching English as a second language

-Improved public relations by leading #LightTheWorld campaign & creating relevant & engaging Facebook content-Enhanced productivity and efficiency by training 75 volunteers on effective activities & time management -Increased leaders’ capacity to guide volunteers by teaching skill building classes at leadership conferences

-Generated over $1.5 million in revenue for BYUtv, KBYUtv, & Classical 89 radio through telemarketing -Closed the largest customer donation of $1,000 & was consistently ranked in the top for sales

- Built & increased following (over 41K views) by creating & managing YouTube, Instagram, & Facebook accounts- Built relationship with supporters by capturing pertinent content of the performers’ daily lives

- Increased revenue by creating crowdfunding video for Asthma Assist device and Educational Platform- Enhanced strategic planning by performing a SWOT analysis of the company and its competitors - Improved forecasting process by creating Pro-Forma financial statements