As Brand Strategist, I provide consultative marketing guidance and merchandising services to unlock new revenue and growth opportunities for customers.Some of my key contributions include:➥ Optimized the customer segmentation model (including brand messaging and positioning) for emerging medical technologies. ➥ Researched strategic direct-to-consumer (D2C) opportunities for a screen manufacturer; created a compelling business case encompassing brand strategy and launch support plans.Services provided to JPL Communications: Shopper PersonasOmnichannel Journey MappingPrimary and Secondary Market Research Client PresentationsProject ManagementShopper Personas Omnichannel Journey Mapping Client Presentations Project ManagementServices provide to Geek Hive:Strategy ConsultantOmnichannel Customer Experience Marketing Research

* Strategy Consultant * Omnichannel Customer Experience * Marketing Research

I was in before I tasted the wine, why? I believe in the power of empowering others, sustainable living, and gatherings. Then I tasted the delicious wines! I am excited to introduce you to both the concept of clean-crafted wine and the amazing community that is disrupting the $80B wine industry, one direct shipment at a time. If you are not familiar with the clean-crafted commitment, Scout & Cellar wines are grown naturally with NO synthetic pesticides, NO added chemicals or dyes, ZERO added SUGAR and have very low naturally occurring sulfites!

* Shopper Personas * Omnichannel Journey Mapping * Primary and Secondary Market Research * Client Presentations * Project Management

* Led the Hanes brand strategic direction that included consumer target segmentation, brand positioning, and new product innovation development of the $4B retail brand * Championed long-term innovation stage gate process achieving executive committee approval, led multidisciplinary teams including six Business Units, Insights, R&D, Finance, and Design teams to qualify and commercialize 30 new products from among hundreds of concepts * Implemented award winning, persuasive, results-driven advertising, for innovative new product concepts including TAGLESS Tee, ComfortSoft Waist Bands, No Ride Up Panties, Comfort Fit Socks and Underwear, and Lay Flat Collar * Managed $50M annual budget and led 30+-person cross-functional team to support the strategic initiatives of the Hanes brand ;

At Scout & Cellar, your why, matters. This omnichannel, direct marketing company is disrupting the $88 billion wine industry and this fall will expand to another highly consumable category, coffee, with its clean-crafted commitment and it's amazing community. I joined this journey because I share the founder's vision and passion for sustainable, carbon neutral, better for you, better for the planet products. I am staying for the community of amazing people that I have met, who inspire and encourage me to believe in myself and my leadership, to grow myself and my team to live our whys out loud. If you are the least bit intrigued, message me. Show less

* Provided innovation, brand, product development, retail marketing consulting services to a range of clients from Home & Garden, Table Top, Vintage, Food, Hospitality, Beauty, Apparel and Communication AgenciesEstablished Bella Misto a specialty retail business, that celebrates the "beautiful mix" of the Italian lifestyle. Conceived and managed all start-up activities of the business, including consumer research, developed business plan and budgets, designed the brand's identity, created category merchandise plans and managed inventory investments, sourced products via vintage markets in Italy & at US trade shows (International Home, Home and Gift) executed visual displays to attract shoppers, customer service. Executed marketing initiatives in social media, email and at live pop-up events at regional Italian Festivals Show less

Supervised Category Managers responsible for $250 million in omnichannel revenue. Created and drove innovative strategies, vendor partnerships within high-margin, SKU-intensive categories. Amid the pandemic, category sales increased by 20%, outpacing the category, market share increased by 12.3% or 31 bps. Improved gross margin dollars by 26% Led ecommerce merchandising strategy for the $475 million ecommerce site & mobile app. Executed test and learn to establish best practices, drove awareness, and trained merchant teams on e-commerce SOPs to support channel growth, inventory efficiency and increased vendor support. Expanded online assortment in underpenetrated categories by 30%. Reclassified 50,000 SKUS to align with customer expectations, increased SKU conversion rate by 8%. Show less

Led team of 10 consumer and customer-focused brand & product marketers, insight analysts, commerce, and consumer service personnel. Drove market share growth on the category’s leading brand No nonsense , along with well-known private label offerings with retail sales of approximately $200 million Collaborated cross functionally with the e-commerce, merchandising, product development, operations, and sales teams. Directed brand strategy. Drove integrated marketing plans that included crafting briefs for brand stories, product messages, and creative direction. Approved digital ads, social content, and media plans. Campaign results exceed company expectations by 10%. Organized agency search process, hired, and supervised new communication agency, with strong digital first orientation. Managed the corporate marketing budget. Show less

* I joined Kayser-Roth Corporation in 2011, where I managed a 5-member team of marketing associates, working with brand marketing, PR, and social media agencies to develop the category’s #1 ranked national brand.Some of my key contributions include:➥ Established brand priorities and optimized messaging/positioning to reinvent the No Nonsense brand. ➥ Synthesized key insights from research, market data, store visits, and social listening tools into a compelling presentation for internal/external customers.➥ Led customer acquisition activities and brand campaigns, including print and digital advertising, public relations, celebrity spokespersons, social media, influencer partnerships, and promotions.➥ Delivered a 50% increase in shelf space at national retailers, resulting in ‘No nonsense’ becoming the legwear category’s leading brand.➥ Scaled retail sales of ‘No nonsense’ to exceed the $200M goal.➥ Developed a private-label legwear brand for Walgreens, growing to $11M in sales.