Driving Growth and Customer Impact Across Hispanic/Latino, Underserved and Student Segments.- Hispanic/Latino Marketing Leadership: Designed and executed BMO's first bilingual (English/Spanish) marketing campaign, culturally tailored to highlight Spanish services. Resulted in a 94.4% customer satisfaction rating at H/L- focused branches.- Mobile Innovation for Underserved Audiences: Launched FundsNow, a digital- first mobile deposit feature, with a multi-channel communications plan targeting underserved segments.- Data-Driven Strategy and Measurement: Partnered with business, analytics, and data teams to establish and track KPIs for Hispanic, Underserved, and Student segments. Metrics included deposit growth, revenue, media performance, and ROI.

Developed and led national brand strategies for Walgreens, driving consumer value through differentiated experiences in convenience, products, services, affordability, and personalization.- Launched and operationalized Walgreens' new enterprise-wide brand position, integrating front-of-store and pharmacy to maximize ROI across B2C, B2B, and employee initiatives, supported by a lean team of 1 direct report.- Designed and executed strategic, consumer-centric $3M go-to- market campaigns for Beauty, Value, and Hurricane Preparedness, driving results in Walgreens’ top-performing region, Puerto Rico.- Built and nurtured a high-performing partnership with a new creative agency, onboarding them effectively to deliver high-quality, impactful campaigns.- Championed diversity, equity, and inclusion by embedding multicultural representation across brand campaigns for Hispanic, African American, and LGBTQ+ audiences.

Led national brand strategies for Amway’s Beauty (Artistry), Health (Nutrilite), and Home (G&H) categories, driving growth through collaboration with cross-functional teams, agency partners, and Independent Business Owners (IBOs).- Developed and executed annual growth plans aligned with IBO strategies and business objectives, driving measurable impact on brand performance.- Acted as the Voice of the Customer, refining success metrics and leveraging consumer insights to shape strategies and deliver impactful outcomes.- Conducted strategic market assessments to optimize service, pricing, and brand positioning, maximizing market penetration and profitability while ensuring operational and financial feasibility.- Led a high-performing team of 4 Account Managers, providing mentorship, setting clear performance goals, and fostering professional growth to achieve superior results.

Led strategic marketing and public relations initiatives to strengthen Golin’s global brand and industry leadership. - Directed the global rebranding campaign Progressive PR, managing messaging, creative development, and production to align diverse executive stakeholders.- Launched Customer Experience Public Relations (CXPR), driving internal adoption and external recognition through targeted strategies for clients and media outlets.- Elevated the agency’s profile by leading high-impact award submissions (e.g., PRWeek, SABRE), showcasing talent, clients, and innovative work.- Managed Golin’s global internal awards program, overseeing operations, creative production, and live broadcasts across 50+ offices to celebrate excellence.

Led SC Johnson’s Global Pest business, handling strategic and creative alignment across global assignments, in addition to managing cross-functional communications across TracyLocke’s global and local hubs.- Boosted brand awareness and implemented Go-to-Market shopper marketing strategies of SCJ through a global toolkit that included POS design, merchandising, and integrated activation; collaborated with international, cross- functional teams that included 1 direct report.- Evaluated market research and category performance, monitoring, and adjusting strategies to meet changing market and competitive conditions; monitored communications in all media, digital, and traditional materials.- Collaborated with Senior Brand Managers to build out shopper programs, leveraging consumer insights to promote a global communication approach for the Pest portfolio of brands.- Provided temporary support to the Home Cleaning SCJ business, increasing the scope of work by incorporating below- the-line support to an above-the-line only program.

Managed brand strategy, creative, and production for McDonald’s, Sprint, Kellogg’s, and Purina, overseeing a team of 2 direct reports. Developed innovative concepts that increased brand awareness, drove demand, and boosted revenue.- Capitalized on revenue streams across 5 Purina brands, generating a 15% growth in scope of work.- Identified consumer insights to launch multi-cultural campaigns; launched a Dog Chow campaign that featured a Hispanic, Purina dog owner that generated more than 6.4M views on YouTube.- Introduced a results-guided campaign approach for Hispanic market entry; conducted activation tests in key markets by deploying multi-channel campaigns; delivered significant results – “Beyond” received a 53% lift in volume in Miami, and “Purina One” received an 8.84% lift in LA.