Sep 2023 – Aug 2024 · 11 mos · New York, New York, United States · Hybrid

• Led full-funnel marketing team focused on acquisition, retention and customer experience across all touch points.
• Brought on by Launch, Trade's investment entity, to guide the Marketing organization through a critical period -- including leadership changes, a re-platform to Shopify and new business model testing. Leveraged industry knowledge and change management experience to reset the team, launch a new category and lay the foundation for a NYC-based CMO.

Aug 2022 – Aug 2023 · 1 yr · New York, New York, United States · Hybrid

• Leap — the retail platform for modern brands — is building the world’s largest network of branded retail stores powered by data, systems and scale. DTC brands need to be omni-channel, which makes us one of the fastest growing companies in the retail/eComm space. Joined post-Series B and helped the company scale to 100+ doors, leading to an additional $15M investment. Contributed to expansion and/or deal execution with leading brands such as True Classic, ThirdLove, M.M.La Fleur, Public Rec, Ink & Alloy and perfectwhitetee.
• Responsible for full-funnel marketing team spanning brand and product strategy, campaign and creative, CRM, B2B demand/lead gen and public relations. Executive ownership of go-to-market strategy for both the platform's expansion and new product lines, including: ideal customer profiles, personas, buyer journey mapping, messaging & positioning, use cases, competitive intelligence, and launch strategy.

Oct 2021 – Jul 2022 · 9 mos · New York, New York, United States · Hybrid

• Joined post Series-A as an early member of the Leadership team charged with defining the future of retail -- a blend of the digital and physical shopping experience. Primarily online, The Sill owns and operates stores in New York, LA, San Francisco, Chicago and Boston to deliver on the brand's mission: a world in which we are all connected to nature.
• Owned product roadmap (physical & digital) and brand experience across marketing, eCommerce, fulfillment and CX for the leading direct-to-consumer brand offering plants and biophilic design. Led CRM and analyzed omni-channel insights to drive CLTV.

Jan 2020 – Sep 2021 · 1 yr 8 mos · New York, New York, United States · Hybrid

• Responsible for full-funnel team that drove product and marketing startegy/execution to bring the brand's value props to life. Oversaw a team of 10 -- Product, eCommerce, Brand (inclusive of Editorial, Digital Content & Community), Creative, Lifecycle (acquisition & CRM) and Retail Marketing -- and led Merchandising throughout 2020. Named one of Business Insider's "12 Rising Star CMOs to Watch."
• Highlights:
• Owned product roadmap (physical and tech) that doubled revenue while reinvesting of 23% OpEx & ad budget back into the business
• Led Consumer Insights work resulting in 5 customer personas to drive product & brand development
• Built full-funnel marketing strategy and conversion optimization plan to exceed traffic/revenue goals by +130%
• Launched omni-channel Reward Program -- from the business case, financials and tech platform to all consumer-facing touchpoints, including CX/Retail training

Apr 2018 – Dec 2019 · 1 yr 8 mos · Boston, Massachusetts, United States · On-site

• Recruited to lead beverage category innovation and ultimately led the cross-functional, innovation-to-market process for multiple categories and dayparts across a $6B system and 2,000+ cafés. Oversaw strategy, ideation, development, testing and marketing for new product launches – all in pursuit of better eating and food system disruption. Learned alongside other JAB Holding Co. portfolio brands, including coffee specialists Peet’s, Stumptown, Intelligentsia, Caribou and Keurig.
• Highlights:
• Developed go-to-market strategy for Panera's new hot/cold coffee program, including new product development and customer experience (capital-intensive café improvements)
• Served as subject matter expert to guide full-funnel marketing efforts, spanning awareness and acquisition to retention and advocacy
• Led cross-functional team of 20+ to successfully re-launch the category, generating double digit category growth in 6 mos
• Co-led company-wide new product marketing calendar that stemmed multi-year breakfast category declines and contributed 300+ bps to comps

Nov 2017 – Apr 2018 · 5 mos · Boston, Massachusetts, United States · On-site

• Selected to serve as strategic partner to new CMO given successful marketing & innovation track record for the 100% franchised organization. Recognized by Brand Innovator's “40 under 40“ for brand-building contributions.
• Highlights:
• Partner in creating brand identity - 2018's "Most Transformational Brand" by QSR Magazine
• Co-led agency review process with MediaLink
• Partnered with Business Analytics to assess Ad Fund spend & budget allocation
• IR content lead, resulting in analyst confidence in Marketing, Digital/Loyalty & CPG plans

Oct 2013 – Oct 2017 · 4 yrs · Boston, Massachusetts, United States · On-site

• Led cross-functional team (with VP) responsible for the brand's go-to market process for new product lines, with ultimate responsibility for generating growth on $700M in U.S. sales across 9,000 locations. Owned the brand’s multi-million dollar new product development & marketing calendar -- from concept validation and GTM enablement to full-funnel marketing strategy.
• Recipient of 2017 Marketer of the Year executive leadership team award for product development/marketing that drove the brand's shift to a ‘beverage-led’ company and the continued honor of the #1 brand for customer loyalty in the out-of-home coffee category (Brand Keys, 13 consecutive yrs).
• Highlights (from multiple roles):
• Innovation and GTM lead for multimillion $ Cold Brew launch, a top initiative in the brand’s 70 yrs
• Created business case for frozen coffee re-launch; double-digit category growth
• Led 500-store Nitro Coffee test via a company-first agile process; 2x speed to market
• Early lead for Next Gen store tap system, driving top traffic & guest satisfaction in 10 yrs
• Brought GranDDe Burrito to market via new cross-functional insights & Ops process
• Business analytics partner in creating a best-in-class testing organization

Aug 2010 – Oct 2013 · 3 yrs 2 mos · Boston, MA · On-site

• Led integrated agency/brand teams in delivering breakthrough marketing, PR, corporate & crisis communications & social media campaigns for the agency’s largest clients, while developing junior staff. Promoted 3 times in 3 years. Clients included: General Mills (Nature Valley, Pillsbury, Yoplait, Totino's brands); Jiffy Lube International, Johnson & Johnson; mike's hard lemonade & the Snuggle & Wisk brands.
• Guided brands to become early adopters of digital marketing and social media:
• Led Nature Valley Trail View SXSWi debut; 10k attendees & shattered web traffic goals in < 2 months
• Co-created Nature Valley CSR program raised $1.3M for national parks; +7% product sales
• Launched Jiffy Lube franchise’s first social media/customer service channels
• Created Jiffy Lube’s 1st cause campaign; raised $1M via in-store & social activations
• Grew Snuggle’s Facebook fan base by 210% & Wisk fan base by 50%
• Managed a multi-year process around Jiffy Lube's new approach to oil changes. An internal & external comms campaign that required extensive stakeholder engagement - from industry organizations and internal executives to franchisees and store-level employees. Secured 150+ media placements (98% positive/neutral) for a potentially contentious issue.

Aug 2008 – Aug 2010 · 2 yrs · Boston, Massachusetts, United States · On-site

• PR, media relations and corporate communications in the retail and consumer tech space. As client / media lead, wrote press materials and secured media coverage for category leaders such as Gogo Inflight Internet (executing the brand's go-to-market consumer media strategy) and Gazelle. Managed media relations for the Chilean Economic Development Agency's U.S. publicity efforts and Bank of America’s signature philanthropy program "Museums on Us." Appeared on live broadcast and radio spots for Dunkin' Donuts.