Scaled the business of a disruptive DTC and successfully negotiated an exit sale, alongside the co-founders and executive team.Launched trailblazing product collaborations and brand activations to elevate semi-permanent tattoos, as an addictive premium fashion + beauty accessory for youth (MZ Gen). Partnerships included: BTS, Travis Scott, Gorillaz, Keith Herring, Jean-Michel Basquiat, Live Nation, Marvel, Warner Bros, Nordstrom, Urban Outfitters…

CARMINDY BEAUTY: Developed integrated launch strategies and consumer engagement tactics for innovative new digital beauty business.PLUS: Developed digital marketing strategies for portfolio of agency clients, and currently partnering with the agency founders to design new business innovation models.

Worked directly with C-suite and Brand Presidents to lead the corporate-wide global rebranding of all business lines, with the mission to restage the brand, provoke digital conversations, activate younger consumers and drive business growth. As a result, successfully increased brand relevance metrics by +55% across 4-years, drove higher consumer engagement rates and sustained 90% global brand awareness levels. Lead the seasonal planning of global GTM calendar, mapping out key product launches and messaging priorities across select global business categories: Luxury ready-to-wear, couture, sportswear, contemporary, active-wear, underwear, denim, and street-wear. And managed global licensees across: accessories, footwear, eyewear, watches + jewelry, beauty, kids and home.Launched the brand’s most successful digital lifestyle campaign—injecting the brand into the cultural zeitgeist through partnership with music and fashion industry thought leaders (Kendrick Lamar, Frank Ocean, FKA Twigs, Grace Coddington, Bella Hadid, etc…), that multiplied consumer engagement and sales.Lead the strategic development of new global brand positioning—driving all global marketing strategy, brand architecture/portfolio mgmt, brand guidelines, employee culture, and campaign development.Authored annual budget planning strategy, and quarterly Board of Directors presentations for C-suite. And established the company’s first quarterly brand-tracking and insights study, delivering a cohesive view of consumer/industry/competitive data to measure marketing KPI, and identify business opportunities.

Reported directly to founder/CEO to develop luxury brand positioning, digital content strategy, user experience (CX), product portfolio, and marketing strategy (digital, e-commerce, social, mobile, media, advertising and CRM) for the launch of a disruptive new luxury consumer startup—that included the beauty industry’s first-ever smart AI device and digital ecosystem.Spearheaded co-op marketing programs with marquee launch retail partners such as Bergdorf Goodman, Nordstrom, QVC, and Selfridges--as well as building our own DTC channel.

Lead an integrated global marketing team, responsible for the strategic planning and execution of all global marketing activities across digital, performance, advertising, e-commerce, DTC, retail, Artist Relations, CRM, consumer insights, and loyalty program. Partnered with corporate leadership and HR, to transform organization’s talent resources, and digital and data capabilities, to multiply the brand’s digital presence by 10x in just two years--making it the #1 Beauty brand on Facebook with a digital ranking of “Genius” by L2 study. Keynote speaker at the inaugural WWD Digital Forum conference.Created a new DTC business model for limited-edition e-commerce "drops", including a digital-first collaboration with Nicki Minaj that sold out in 8 minutes and drove the highest daily site traffic in history.Partnered with Lady Gaga to launch two-year global digital, print, outdoor, video, and transmedia cause marketing campaigns to raise revenue for the MAC Aids Fund (the corporate philanthropy). Developed and implemented global digital content strategy and GTM marketing programs, across emerging and mature markets around the world (APAC, EMEA, LATAM). Worked directly with International regions to cascade global strategy while also analyzing local market needs.Oversaw global strategy for MAC Pro loyalty CRM program—creating greater alignment and long-term value with the professional artist community working in film, tv, music, theater, and fashion.Worked directly with top management (CEO, Group Presidents, etc) across Estee Lauder Companies and MAC, to successfully pitch 3-year global digital strategy and budget plans.

Partnered with the Warner Music network and founder/CEO, to design and execute multi-channel product launches for new celebrity/artist brand extensions by artists such as 50 Cent and Kim Kardashian (leveraging digital, paid/earned media, and events).Developed multi-channel celebrity and music strategies to augment the impact and cultural relevance of client marketing programs.

Increased brand awareness among target audience by over 50 percentage points and orchestrated integrated marketing programs leveraging a mix of digital, TV, radio, print, design, PR, retail presentation, and event vehicles. Scaled the business to be the fastest growing wireless company in US history.Lead cross-functional teams and agency partners to develop strategic framework and creative execution of new product innovations, content, and brand extensions across the Virgin Mobile portfolio (i.e. mobile content portal, customer interface system, digital media properties, e-commerce…).Managed strategic partnerships with handset manufacturers to lead design development across the entire product portfolio, and innovation roadmap. Additionally, architected custom retail marketing programs with big box retailers to align with each partner’s unique product mix, to drive customer traffic and increase product revenue during peak drive periods.Authored strategic marketing presentations and KPI reports for the Senior Leadership Team. And established brand-tracking studies and a Youth Insights network, to deliver real-time data on cultural trends, consumer preferences, product feedback, and industry innovations.Managed MTV relationship to drive multi-channel activity and elevate media value of premiere sponsorships (VMAs, TRL). Developed integrated media programs using text/web voting, mobile content, events, online marketing, product placement, in-show integration and advertising. Increased mobile content revenue by 25%.Created customer engagement and CRM loyalty programs to drive customer satisfaction and increase retention (LCM welcome series, branded magazine, content series, rewards program…).Launched an integrated cause marketing platform called The RE*Generation to link consumers and partner brands together to drive awareness of teen homelessness.

Worked directly with agency President to develop integrated marketing strategies and design solutions for new product innovations and global brand repositioning programs. Increased client site traffic by 20%. (Ford Motors, Rockefeller Center, FLOR, Trish McEvoy, Noriko Maeda, Elysian Hotels)Negotiated all vendor contracts across the agency, and managed top-level client relationships.

Lead agency teams of 5-20 staff to plan and execute global branding programs for new startups and established Fortune 500 clients (i.e. TV, print, radio, design, events, web). (Mindspring, Joe Boxer, M&M Mars, Qualcomm, FaithPopcorn’s BrainReserve, MYND, and iVillage)Spearheaded a global brand audit and brand positioning of B-B client that resulted in a complete corporate rebrand and structural re-alignment across 30 countries and 6,000 employees.Authored brand POV documents and creative briefs, and formulated global brand audits using brand planning qualitative studies (interviews, surveys, focus groups, ethnographies).Negotiated agency contracts, managed multiple senior client relationships and supervised junior account teams.

Implemented and analyzed the P+L for a series of new business acquisition and CRM retention programs, and card-member advertising campaigns for Chase Manhattan Bank.

Spearheaded the creation and P+L analysis of customer acquisition, CRM, and special-event marketing campaigns (direct mail, TV, road shows, events, parties, celebrity performances) for New York, Automobile, Seventeen and Mirabella.