Adapting to new customer data and insights, I led a collaboration with our leadership team, our founder and the marketing team to refine the band’s message to reflect the current trends in the market. This rapidly transformed revenue growth to exceed targets in H1 2024. Currently we are on track to grow over 100% YOY. This is made possible by launching our new sub brand in retail and on DTC, growing Amazon 582% YOY and expand revenue from advertising by 273%.YTD, revenue from Amazon has increased from 19% in FY23 to 40% of total sales. This was achieved while increasing organic sales from 30% to 53% of revenue, reducing marketing spend 21%, increasing ROAS from ~$2 to ~$4, growing market share from 6% to 61% on core SKUs and increasing net margin 9%. Working to capitalize on our best customers, YTD our Lifetime Value (LTV) is up 12% and Average Order Value (AOV) is up 9%. This is largely due to the growth of subscriptions from 9% to 17% of DTC revenue and from 4% to 38% of Amazon revenue.Unlocked YouTube advertising that drove CAC down by $40 and new customer acquisition by +87% in H1 YOY. YouTube is now the leading new customer generator with a higher LTV than previous new customers. BrainCare, our new sub brand launched in 2023 became the #1 subscription product in under 60 days. This was achieved using our in-house team (5 fantastically talented individuals) and included everything prom brand positioning, messaging, all assets, packaging and website. The campaign has a 5.76% CTR on Meta, driving great traffic to DTC.Launched white labelled products (packaging, messaging) for export to Korea with a forecasted revenue of $750k in year 1.

Developed and implement all global marketing, media and advertising initiatives that increases productivity 6x and drove LTV to outperform key competitor (Hello Fresh) by 3x. Elevated Key Performance Indicators (KPIs) across the global team using data & reports to make evidence-based decisions that achieved a 42% higher output. Collaborated with cross-functional Sales, Development, & Customer Success teams to secure short-term and long-term objectives.Revised marketing strategies by tracking daily and weekly customer orders to launch elevated inbound strategies that added critical Lifetime Value (LTV). Guided by cohort data, shifted core marketing campaigns from “always on” to seasonal to achieve the most efficient customer acquisition.Lead the global marketing team to adapt and support a unified, consumer-driven vision through collaboration, active communication, relationship building, and problem-solving.

Bowers & Wilkins, Denon, Marantz, Polk Audio, Definitive Technology, ClasséBringing critical consumer language and team synergy to an engineering-driven company, I helped transform the global performance of six elite home audio brands and grew revenue +94% in three years. I led improved tactical execution as well as energized creative approaches, galvanizing the brands with strategic, consumer-focused differentiation and campaigns that brought forth a unique voice and key growth for each – while also introducing integrated marketing to maintain a unified strategy. Played a key role in increasing brand recognition +16%; lifetime value +126%; D2C business +350%; the Denon market share +30%; and Amazon revenue growth +67%.Brought a player-coach spirit to uniting a troubled, overtasked global marketing team, redesigning all marketing processes and content creation for timely execution. Implemented ROI metrics, tracking, and analytics across all initiatives.Grew creative group from 7 to 30 and global marketing from 20 to 52, deploying a fix-not-fire mentality and increased clarity around roles and expectations. Collaborating with a platform specialist, corrected Amazon account messaging, data, video, and dearth of images, moving single-digit growth to 75%. Restructured the DTC division and re-platformed all websites to champion audience education, simplify online purchasing tools, and inspire consumer confidence with new features like a 90-day trial. Leveraged deep experience in quickly unearthing and understanding what resonates with consumers to successfully reposition brands. Researched the origins of Polk, for example, interviewing legacy engineers to understand the story and original aspirations of the speaker brand to make it relevant for a new generation of Polkies.

I designed marketing, agency models, and learning tools while a family death required a sabbatical. Designed and implemented a GTM strategy, campaign, and positioning for Samsung’s platform businesses. Crafted and implemented a “Creativity in Business” training curriculum that teaches the art of innovation and creative thinking.

In this shift from creative to in-house marketing leadership, I designed tailored brand strategies across all product divisions at a 3-D cinema technology company, with results that were essential to a $550M valuation and sale. Led a team of 19 across the U.S., APAC, and Europe, designing marketing processes to ensure a high level of collaboration and communication globally. Rose to the challenge of driving strategy for movie theater technology that was still special but no longer new. Increased consumer brand engagement through innovative community events, incentives, and content. Segmented Screen, 3D Technology, and Device Technology products, resulting in better defined strategy and enhanced opportunities, driving growth that resulted in a 50% increase in the company platform over three years.

Wells Fargo, Qualcomm, Oracle CloudRecruited here to save the Wells Fargo account, I unified external agencies with different and often competing business goals, motivating a collaborative effort that resulted in a holistic, seamless customer journey. Reversing a negative three-year trend for the agency, I gained new clients and charted an understanding internally of what it means to truly know an audience. Drove six consecutive quarters of growth for Wells Fargo by aligning all campaigns and agencies around one cohesive strategy. Unified all Wells Fargo AORs to develop and implement 360 integrated marketing campaigns across all audiences and cultures. Identified and addressed the universal truth of limited banking knowledge – especially in young people – to create a popular campaign featuring the Wells and Fargo characters swooping in to educate. Generated lifetime value with new audiences. Conveyed a deep understanding of brands – and the necessity of connecting with consumers instead of merely making them laugh – won the Oracle Cloud, Wells Fargo Social, and Qualcomm accounts. Grew company revenue by 16% above prior year.

In this role I managed the VISA account globally, leading teams in 126 countries in aligning the credit card brand across global markets and business demands. I met or exceeded all campaign targets over three years, moving beyond cultural or political beliefs to create campaigns of human relevance that delivered results around the world. Worked with Disney-Pixar to create a commercial connected to Toy Story 3, the first VISA campaign approved by Disney in four years. Illuminated the connective tissue and common ground between the two brands to achieve excellence for both. Delivered positive ROI for Visa Inc. across both intent (+20%) and brand metrics (+10%) throughout tenure.

Adobe, HP, Emerald Nuts, HyundaiLeading a team of 12 here, I steered Adobe’s transition from traditional marketing to fully digital and helped the brand adjust to the change. Gold Effie Award: Campaign performance of Adobe’s product launchCannes Media Innovation Award: Adobe’s Layer Tennis, a campaign engaging masters of the tool in a platform tournament.Time Magazine’s 19th Best Super Bowl Ads : Emerald Nuts Boogeyman commercial

Canadian Tourism, Clorox, Unilever, Subaru, J&J, Energizer, EpsonIn this position I transformed a below-average performer into an award-winning, top-three agency, reinvigorating company culture with individual vision-casting and a new focus on relevance and personal experience in developing campaigns. I delivered +26% growth over the prior year and created marketing campaigns that exceeded targets for Energizer (+137%) and Brita (+43%).

BCAA, New Ad Media, Okanagan Springs Brewery

Guinness, P&G, Lexus, Peugeot, VISA, Lotto, Adopt-A-Minefield

Audi, Amstel Lager, Castle Lager, Nestle, KFC, Alitalia, Nedbank, Nedbank Private Bank, Sol Kerzner Resorts