Led go-to-market (GTM) positioning and marketing strategy for the launch of Breakout Learning’s AI-driven edtech platform in a startup environment. Crafted a marketing and communications plan targeting higher education professors and administrators, emphasizing the transformative impact of using AI to bring small-group discussions back to the center of education.Managed email marketing, social media, and events—including webinars and conferences—resulting in over 1,700 marketing-qualified leads. Led a PR and earned media program that secured tier-1 media placements with outlets such as Fortune and ABC News, contributing to total media readership of over 20 million, with the ABC News on-camera segment generating approximately 100,000 views. Spearheaded a thought leadership program with bylines in AACSB Insights, EdTech Digest, and University Business. Established an awards program leading to wins at the 2024 Edison Awards, DA/FETC Top EdTech Products of the Year Awards, and EdTech Digest Awards. Launched the company website and developed a content marketing strategy that maintained a steady cadence of news, blogs, and video content.

Created and led the $4B-revenue company’s first formal communications team, responsible for more than 1,000 projects per year, including a high cadence of thought leadership and news content. Established all policies and processes for corporate communications, CEO and executive communications, internal communications, board of directors reporting, crisis communications, public relations, brand standards and brand architecture. Also partnered with CFO and lead underwriters on investor education materials including management presentation, SEC filing documents and analyst day events for public company offering.

Architect of the company’s first formal business development team designed to bring discipline and process to attracting and winning new clients. Responsible for maintaining a $100M+ pipeline of new client targets, managing RFP and interview process, and upon appointment, the formal transition plan and scorecard to ensure a successful start to the partnership. In the five-year period starting 2012, approximately 50 new accounts were secured with estimated annualized aggregate revenues of approximately $320M.

Led new product development for IN Connected Marketing and the broader marketing services division. Helped establish and apply the company’s in-store demonstration capabilities for retailers, playing a leadership role in the 2010 outsourcing of Sam’s Club’s demo program, the largest deal in Advantage history at the time.

Responsible for the national and test marketing calendar, marketing strategy and innovation for the $8B brand’s beverages line. Led team in new concept/idea generation and new product development, including spearheading Mountain Dew Baja Blast, the QSR industry’s first chain-exclusive, proprietary soft drink. Promoted to oversee menu daypart strategy, including developing the business case and aligning the organization to expand Taco Bell into the breakfast daypart.

Led marketing team to implement regularly scheduled shuttle service between Las Vegas properties, increasing foot traffic and revenue. Repositioned main entertainment attraction at Rio All-Suite Hotel & Casino based on consumer research, increasing box office 15%.

Led team of 9 to develop new procedures for forming direct e-tailing partnerships for overseas DVD distribution. Presented to senior executives on the “subtitling vs. dubbing” issue for 2001 overseas release of musical film, “Moulin Rouge.” Enabled $750,000 in cost savings.

Co-managed the careers of ~40 screenwriters and directors including Anthony Minghella (The English Patient), John Madden (Shakespeare in Love) and Jon Robin Baitz (Brothers & Sisters), helping negotiate deals up to $4M.