Oversees brand communications and innovation pipeline for Heinz Masterbrand, with a particular emphasis on the Heinz Ketchup portfolio. Spearheads external advertising, media, and social agency relationships to brief, refine, and execute annual campaigns and ongoing cadence of activations. Partners with 10+ internal cross-functional departments to strategically ideate, develop, and launch innovative products for Heinz.

Drives growth of Heinz Ketchup via strategic whitespace innovation, advertising, and public relations. I develop consumer-centric innovation strategies to inform product and packaging innovation pipeline and partner with cross-functionals in R&D, legal, regulatory, operations, and supply chain to commercialize the ideas. I helped steer landmark research and redefined Heinz's brand positioning to launch during 2020 Super Bowl. I oversee relationships with agency partners to develop and execute annual campaigns across Core ketchup as well as the rapidly growing Heinz Better-For-You portfolio.

Served as strategic lead and primary client contact across industries for both B2C and B2B clients. Conducted primary and secondary research, developed strategic marketing plans, and oversaw project execution to deliver robust programs including product launches, sales force tools, social media promotions, retail displays, and video production.

Oversaw strategic relationship and daily management for ConAgra Foods’ largest brand, Marie Callender’s, as well as Peter Pan Peanut Butter. Developed and executed robust annual consumer incentive plan. Analyzed data to identify opportunities for brand growth within legacy programs and regularly presented recommendations to client’s senior brand team and agency leadership. Spearheaded brand repositioning and managed agency consortium throughout launch.

As part of agency’s New Business/Incubator team, managed projects across multiple growth accounts and brought online new clients by developing scopes of work, estimates, timelines, and resource plans. Range of industries included luxury commercial real estate, gaming electronics, QSR, higher education, financial services, and alcoholic beverages.

Managed all communications within the retail environment for national wireless carrier, including ongoing rotational promotional signage strategy and execution. Supported new product and program launches via fixture design and development of supporting offline marketing materials.

Wrote website content, blogs, press releases, and articles on a piece-by-piece basis for a variety of customers including large corporations, start-ups, law firms, non-profits, and political organizations, among others.

Responsible for managing advertising and communications for the organization. Projects included the production of a public service announcement for radio and TV formats and a redesign of the organization's website. Handled press relations through press releases and follow-up calls. Worked to develop consistently branded outreach materials for both general and scientific audiences. Created databases for gathering and tracking community outreach efforts and press interactions.

Worked closely with the Executive Director to organize and orchestrate the three day performing arts festival. Coordinated fund development by communicating with business, foundation, and individual donors. Efforts resulted in attendance increase of 11% over the previous year.