* Led, developed, and ignited the transformation of global GTM brand/product marketing initiatives into industry-standard levels – strengthening relevance, elevating reputation, boosting consideration, and exceeding commercial targets.* Accelerated key category growth through management of +25 annual GTM campaign programs, inclusive of toolkits, creative/assets, messaging, media, and budgeting - executing and scaling across all brand and full funnel commerce driving programs.* Built the approach, development, internal adoption, and deployment of the brand’s first-ever consumer segmentation initiative - setting the foundation for briefs, content strategy, media targeting, messaging architecture and more. * Drove omni-channel process optimization through new project management system introductions (Airtable), hyper-focused budget management workstreams and up-level team management.* Accelerated brand adoption of data, insights, and market trends to inform decisions inclusive of quantitative and qualitative surveying (Qualtrics), full funnel metrics (Tableau & GA), social listening (Sprinklr) and planning (Airtable).* Led new agile methodologies, inclusive of group adoption and sustained usage, generating enhanced collaboration and speed to market. * Key stakeholder in executive sponsored brand positioning initiative to clarify mission, position, voice, and creative expression which provide a foundation for brand/product marketing and product portfolio mapping.* Ensured alignment with legal on all product, partner and marketing activation plans to ensure compliance and within contractual terms for the safety of our brand and partners.* Reimagined partnership ecosystem strategy, spanning global properties, collaborations, ambassadors, influencers, athletes, and non-profits – inclusive of Nicole McLaughlin, Tracksmith and Protect Our Winters.

* Directed the global brand strategy, seasonal product campaign development and full funnel Go-To-Market plans aligned to corporate priorities and financial goals* Drove insight-driven master campaign briefs which set the direction for all key cross-functional collaboration planning and execution, ensuring cohesive excellence across Global Product, Merchandising, PR, Creative, Wholesale, DTC (Performance & Retention), Regional Stakeholders, User Research / Trend and more* Spiked run product YoY sales, market share, wholesale sell-in and household penetration; achieving profit targets by overhauling the category with a new identity, positioning, full funnel investments, key wholesale partnerships and community collaborations.* Restaged the fastest-growing segment, outdoor active bottles/drinkware, through a consumer-centric segmentation strategy and full funnel approach backed by analytics and insights – inclusive of quantitative and qualitative data* Launched the Thirst For More global creative campaign from strategy through execution in 32 countries with improved integration across online and offline marketing channels, including advertising (high impact OOH, connected TV, digital, paid social, podcasts), organic social, PR, experiential, design, branded retail, and wholesale (exceeded program KPIs)* Support regional teams on Commercial Marketing Guideline adoption and local adaptations* Managed and scaled productions in a variety of formats and styles while confidently navigating complex and evolving brand needs* Developed and executed marketing positioning, naming, storytelling arcs and strategy for new global product introductions, collaborations, and limited-edition releases * Drove key initiatives, directives and brand comms across geographies, working closely with regional leads to ensure adoption and implementation for global cohesiveness - inclusive of calendaring, budgeting, resource management, and functional check-in dates and gates

* Led the development of New Balance Global Running integrated marketing initiatives across owned, earned and paid communication channels which drove regional adoption and consumer demand* Transformed New Balance Running’s “FuelCell” platform through a maniacal focus on differentiation spanning emotive storytelling, regional nuisances, amplification of brand assets and dedicated media investment to target the global consumer muse and lead to a 32% increase in global unified sales* Owned master creative briefs, authored integrated go-to-market marketing plans, drove end-to-end content creation and presented to executive leadership for all New Balance Global Running campaigns implementing DTC, Wholesale, Public Relations, Social, Event and Consumer Insights & Analytics, working in up to four (4) seasons at once* Key lead working with global product and merchandising teams to understand the full scope of each product story, owning master creative campaign brief submission each season; integral in global content creation/asset distribution across sell-in and sell-through periods* Forged global collaboration efforts across key cross-functional marketing communication groups to execute an overarching vision and strategic plans across multiple touchpoints (Public Relations, Social Media, Event, DTC, Wholesale, Insights, Energy)* Worked closely with regional teams (NA, EMEA, APAC, GC & LATAM) to ensure global campaign effectiveness, adoption and implementation across sell-in and sell-through periods* Drove formulation of new global consumer muse, “The Next Gen Runner”, through a collaboration across Consumer Insights & Analytics, Global Research (MediaHub), Running GBU and key regions* Ownership of New Balance Global Running consumer marketing budget and spend guidance, inclusive of external agency and partner investments* Led global running e-commerce content strategy, oriented towards exceeding conversion and consumer experience benchmarks

* Led the omni marketing strategy, vision and execution for +85 retail locations and PUMA.com, working across categories, including Running, Training, Basketball, Lifestyle, Teamsport and more* Drove the strategy for key direct-to-consumer product launch moments and seasonal shopping periods, collaborating with Global Brand & Retail Marketing, Digital & Social, Public Relations, Merchandising and more* Developed and executed cohesive marketing strategies focused on connecting and building deep relationships with target consumer groups through fully integrated programs and plans* Responsible for +30 annual campaign creative and media support briefings, collaborating with external creative agencies and internal cross functional partners, for timely and high quality deliverables within budget* Managed the strategy and implementation related to the “Kicks for a Cause” retail charity program with partner Soles4Souls, resulting in +$300,000 in monetary and +11,000 shoe donations since inception * Successfully managed the integrated marketing programming around +15 pop-up retail brand activations, inclusive of cultural moments (ComplexCon, Coachella, Made in America Festival) and brand ambassador initiatives (Rihanna, Big Sean, Selena Gomez & Meek Mill)

* Developed and drove North American PUMA Running consumer marketing strategy and execution, partnering closely with cross-functional groups including, but not limited to: Wholesale & DTC Channels, Global Running Marketing, Sports Marketing, Public Relations, Media Buying, Entertainment and Merchandising* Led all key PUMA Running seasonal product launch plans for the U.S. & Canada, developing fully integrated and cohesive plans with multiple consumer touchpoints ranging from ATL & BTL paid media, co-op media, PR, athlete integrations, social/digital, influencers, experiential, consumer and trade events* Spearheaded best-in-class cross-functional collaboration with Global Business Unit, Product Creation and Regional Merchandisers through product marketing brief creation and go-to-market plans, ensuring on-time launches and related support * Drove the vision, strategy and alignment around category and overall brand programs in North America tied to the 2012 London & 2016 Rio Summer Olympics* Ensured Running brand/consumer plans closely connected to, and positively impacted, the Running commercial business across Wholesale and DTC channels* Responsible for the management of one (1) Associate Marketing Manager, six (6) Field Marketing Tech Representatives and three (3) seasonal interns

* Full-service consumer engagement agency with over 500 employees working across U.S. and Canada* Assisted in successfully transforming and re-launching Campbell's multi-brand platform marketing initiatives, reshaping them from in-store merchandising programs to fully integrated campaigns with multiple consumer touch points