Jan 2018 – Apr 2022 · 4 yrs 3 mos

Feb 2017 – May 2022 · 5 yrs 3 mos · Dallas, Texas

Sep 2013 – Feb 2017 · 3 yrs 5 mos

• Dallas, TX

Nov 2012 – Oct 2013 · 11 mos

Jul 2011 – Nov 2012 · 1 yr 4 mos

• Manage all marketing and media strategy for the $2B Doritos brand.

Jul 2010 – Jul 2011 · 1 yr

• Manage all marketing efforts for the company's business at Safeway and Publix grocery stores.

Aug 2005 – Aug 2006 · 1 yr

• Responsible for creating and executing an innovation strategy for the company's dips business aimed to drive at least $100 million in dip category sales growth by 2008.
• Worked closely with senior managers in the company's R&D, Consumer Insights and Finance groups to scope out and guide new product ideas to market.
• Successfully developed and managed the execution of 4 new Tostitos and Lay's branded dips that launched nationally in September, 2006 that included: Flavor selection, Product development, P&L optimization and Packaging. All four products are still in distribution and have contributed significantly to the company's strong growth in the dips category.
• Developed the business case and strategy aimed to increase dip and chip cross purchase incidence which included a focus on dips for all brands of Frito-Lay chip products. The strategy became a major plank in the company's strategic plan for 2006 and served as a catalyst for corporate re-prioritization of the business.

Aug 2004 – Aug 2005 · 1 yr

• Led a 25 person cross-functional task force responsible for executing all new marketing, packaging and
• product initiatives associated with the $2.5 billion Lay's brand.
• Developed and executed a launch plan for Lay's Cheddar & Sour Cream that resulted in the one of the
• highest first year revenue totals ($160 million, 50% over plan) of any flavor extension in FL history.
• Wrote a creative brief and managed the company's relationship with Tribal, DDB to develop and re-
• launch the Lay's.com website, now the company's second most trafficked site.
• Brand Marketing Intern, Summer, 2003
• Developed a complete marketing plan for the launch of a new line of sweet baked goods.

Aug 2006 – Jul 2010 · 3 yrs 11 mos

• Responsible for creating and executing a strategy that leverages the company's traditional retail distribution platform to extend services and product lines beyond DVD. Also serve as the lead brand strategist for all new projects, working directly with all content and brand ownership teams.
• Created and successfully sold in a first of its kind program with a major mass retailer and Hollywood producer that will develop 24 original graphic novel concepts from best in breed creators.
• Forged partnerships with 3 best in class digital entertainment providers (games, movies and music) to create a digital services proposition currently being considered by a major mass retailer.
• Lead all brand strategies associated with two start-up companies in the Beverage and Home Medical Services industries that are owned by our private equity partner.

Aug 2006 – Apr 2009 · 2 yrs 8 mos

• Recruited by CEO to build out the company's retail marketing group from the ground up. Managed a team of 4 that focused on developing DVD and video game retail marketing programs for content providers such as ESPN, WWE, Sesame Street, Discovery and The Weinstein Company. Worked directly with the marketing
• and buying teams at all major retail accounts including: Walmart, Best Buy and Target to sell in annual marketing plans and major in-store promotional events.
• Led all retail marketing strategy development for WWE Home Entertainment resulting in 12% overall growth in 2007 and 7% in 2008 (Overall DVD industry declined 4% and 7% in '07 & '08 respectively).
• Developed an exclusive year long Sesame Street program for Walmart that tied into the retailer's broader Health & Wellness initiative which drove $2.5 million in incremental revenue in 2008.
• Created and successfully sold in the first ever WWE cross category display at Walmart resulting in an incremental $1.8 million for the company and over $10 million for WWE corporate.
• Oversaw (from a retail marketing perspective) the company's foray into the video game category which has generated significant traction at GameStop, Walmart, Best Buy and K-Mart.

Jan 2000 – Apr 2002 · 2 yrs 3 mos

• A Verisign Company that sells and markets all Internet domain names with the .tv extension )
• Manager of Business Development
• Responsible for developing new revenue streams for the company as well as creating new product offerings
• for our consumers that diversified the company's product mix
• Negotiated 7 partnership contracts with companies including Intel and XO Communications that
• accounted for 10% of the company's overall revenues, and which played a significant role in Verisign's
• $63 million acquisition of the company in 2002.
• Created and led the development of the Company's first consumer product offering called "my.tv", a
• personal webcasting solution.

Jan 1998 – Jan 2000 · 2 yrs

• First company hire and member of the four person consulting team that helped Fortune 1000 companies
• navigate through the sports and entertainment sponsorship world. Services included sponsorship negotiation,
• promotional planning and stadium naming rights representation.
• Managed the $6 million annual sponsorship budget of sporting goods retailer The Sports Authority,
• which increased the company's annual consulting fees by 50%.
• Teamed with Company President to negotiate Nestle's multi-million partnership with the National
• Basketball Association and personally negotiated 10 additional NBA team sponsorships.