Manage integrated brand, product, and lifecycle marketing to grow audience, build brand sentiment, and drive membership. Direct cross-collaboration (creative, content, sales, social, analytics, and editorial) to deliver digital campaigns that drove sales. Leverage key data for continuous improvement to optimize go-to-market strategy.

Led product strategy, commercial planning, and brand marketing for wellness and edible brands. Collaborated with cross-functional and executive leadership teams on strategic planning to drive key business priorities. Managed brand architecture, marketing strategy, product innovation, packaging, branded content, budget management, and data-driven performance analysis.• Launched Wonder Wellness Gummies with integrated consumer and trade marketing program, including paid media (digital, search, and CTV), trade engagement, social media, retail programs, e-commerce optimization, CRM programming, and public relations. Leveraged key data to drive 90% distribution in available accounts and surpassed sales volume targets by 22%.• Directed all strategic marketing programming for Good News, company’s top edibles brand. Grew brand by three times to $25M in 2021 versus prior year. Managed external agency partners in development of brand identity work.• Built new roadmap for company’s medicinal cannabis market portfolio to drive product strategy, brand positioning, and commercialization initiatives in both existing and prospective markets.

Provided strategic consulting for small- to mid-sized clients, leveraging proven marketing practices to build successful consumer brands. Delivered insights-driven solutions for communications, target audience segmentation, business analysis, and brand identity creation. Translated strategies into effective go-to-market plans with KPIs to measure performance.• Developed omni-channel marketing plans for Beard Guyz and Van Der Hagen men’s personal care products. Handled creative briefing, customer mapping, product strategy, brand health tracking, and digital / social content strategy. Drove e-commerce sales to increase 15% in six months and new distribution in over 1,000 Walmart locations.• Led marketing communications strategy and brand creation of Noteworthy Media Network. Supervised early-stage product development of digital platform.

Led all aspects of marketing for beer portfolio, managing team of five. Directed development and execution of brand communications, visual identity, event marketing, consumer promotions, retail programming, research, media strategy, and public relations. Built brand and creative vision to drive 16% growth for Illinois’ largest independent craft brewer.• Served as member of executive leadership team and led strategic planning for overall product portfolio.• Launched brewery’s first comprehensive advertising campaign with paid media (transit, outdoor, and digital), SEM / SEO, and social media. Improved brand awareness for $30M business. Led design work for all brand creative.• Built new social media strategy to enhance brand story, using more consistent messaging and strengthening brand identity. Significantly increased Instagram followers and engagements among Twitter/X followers.

• Led total portfolio strategy initiative for marketing division, including process creation and sell-through to company executive leadership. Provided strategic leadership for brand portfolio positioning and market segmentation, leveraging consumer insights, customer research and market intelligence. Served as marketing team leader for sales & operations planning process, leading to improved communication and efficiency across departments. • Delivered specific business targets (volume, profit, share) for brands with key revenue opportunities. Collaborated with sales team and distributor partners for ongoing business development through core retail channels and customer segments. • Led strategic plan development and management for Corona family of brands, including the #1 import beer Corona Extra. Oversight of brand P&L, including management of marketing budget in excess of $150 million. Leadership resulted in Corona sales trend improvement of +7% after two successive years of decline.• Corporate champion of new creative vision for Corona, leading development of its iconic “Find Your Beach” campaign. Implemented comprehensive new brand strategy and retail framework; increased brand relevance by 21%.

Directed the overall strategic planning, programming, and product management for development of AMA membership in the group practice physician market, representing over 450,000 physicians (50% of the total U.S. physician population). • Created marketing strategy and plans for distinct physician segments to communicate AMA brand, membership value proposition, and product benefits. Built new scaled pricing structure for group practices to drive membership adoption. • Developed improved suite of products to strengthen membership appeal to targeted physician groups. Led market launches for each new product set, established key performance metrics, and conducted post-launch analyses to identify product improvement opportunities. Collaborated with key internal and external stakeholders to define future product upgrades.