Specialize in marketing strategy driving full funnel executions from brand awareness through e-commerce ROAS, CPA and LTV.

Advisor to Knockaround on the company’s overall marketing strategy, brand awareness and media planning and execution.

• Provide Brand Health insights and metrics to leadership teams including the Executive Governance Team and Corporate Council• Utilize predictive analytics and strategic insights to protect and monitor Mylan’s brand reputation• Lead market research and campaign planning for launch of NewCo (VIATRIS), following the merger of Mylan & Upjohn, a 20B global pharmaceutical company• Partner with key stakeholders including the oCEO, Investor Relations, Government Affairs/Policy and Commercial teams• Propel stakeholder initiatives (Gov Affairs/Policy, Investor Relations, Employer Brand and Corp Brand) by providing campaign strategy and oversight, best practices, benchmarks & KPIs, identification of insights, trends and quantitative analysis of various metrics (paid, online listening, market research)• Manage and utilize various partners and platforms including media AOR, social listening, SEO and other brand reputation analytics and research partners.• Launch and manage governance of social & online listening analytics to global commercial teams.

• Analyze multiple digital touch points (news and social media volume and sentiment tracking, brand awareness, SEO ranking and influencer networks ) to provide actionable insights with supporting data in an executive dashboard to drive brand health • Lead strategy, content development and media execution of corporate brand digital initiatives, including display, paid search, native, e-newsletters and social• Lead integrated media planning, agency management and execution for corporate brand and various other stakeholders • Project management and UX surrounding global site platform transition• Member of the management team responsible for the selection of the global media agency and implementation of a centralized process across various business units

• Accountable for all aspects of outbound paid media – offline, digital and social including management of a $40 million annual media budget • Selected and lead multiple agency relationships performing media planning/buying, public relations and social creative: includes development and negotiation of SOWs, business direction, etc.• Optimize media mix and channel allocation by business objective for GNC brand, retail and product campaigns• Launched the largest media and public relations campaign in the history of GNC focusing on the launch of the new business model and loyalty program• Co-Architect of GNC’s Ad Tech strategy leading roadmap and development for GNC’s DMP, Campaign Management and BI tools• Manage all GNC Social handles and social campaigns maintaining consistent voice in conjunction with the brand pillars, optimized based on KPI by campaign• Planned, placed and negotiated comprehensive Super Bowl campaign inclusive of In-game placement, PR, Social, and Pre/Post Media support. After Fox rejection of the spot, led crisis management execution including PR management and replacement media campaign• Test new tech platforms specializing in social, mobile and other digital properties to support long and short term business strategies

• Planned, purchased and managed ~50M in online and offline media campaigns for Cedar Fair Entertainment Company • Provided investment POV and negotiated SOW regarding agency resources/tools• Evaluated quantitative results of campaign performance and where/if needed, re-direct in-flight to ensure optimal delivery

• Supervised all functions of broadcast buying for Culvers Restaurant (QSR), 55+ markets across the US• Planned, negotiated and placed online display campaigns for Cedar Fair Entertainment Company, PA Lottery, Rite Aid, and True Value• Managed broadcast and online budgets, client billing and adjustment billing of over $2.5 mm• Trained and supervised junior buyers in negotiation strategies, prioritizing deadlines, and execution of broadcast buying,