Launched a digital direct-to-consumer deathcare start-up acquired by Foundation Partners Group in 2022. Led the development of brand and product marketing strategies and multi-channel marketing campaigns. Cultivated a network of creative, media, and digital marketing partners. Built systems to track KPIs and optimize performance.
Grew revenue by +200% while reducing acquisition costs by +50%.
Created aligned advertising, digital marketing, social media, and content strategies to deliver the highest-performing SEO in the industry.
Secured earned media coverage in the NY Times, Daily Beast, Ad Age, Ad Week, Bloomberg, NY Magazine, and the Guardian.
Provided marketing leadership that transformed Burgerville, a northwest regional restaurant chain, from an operations company doing marketing into a consumer-facing brand. Installed go-to-market systems approach to product launches. Designed quantitative and qualitative customer insights processes. Restructured product, marketing, and agency teams to be ahead of industry trends. Developed business cases for key strategic initiatives to improve customer experience.
Grew new customer acquisition for the first time in 5 years.
Increased popularity of every seasonal product year-over-year for three years.
Gained national attention in a 2018 market research study where Burgerville was rated "highest quality of ingredients" among all US restaurant chains.
Consulted with social innovation organizations to articulate their brand strategy. Mined cultural insights to generate new opportunities for the organizations to expand the value that they provided their employees, their customers, and the communities they served. Build a network of creative and inspired people who are working to make this world a better place.
Helped NoVo, a Buffet family foundation, to understand how people think and talk about commercial sexual exploitation and begin creating a new narrative that captures the nuance of the issue.
Worked with Paul Allen's Vulcan, Inc. to articulate a singular voice representing its diverse investment portfolio, building organizational alignment and excitement.
Crafted a brand plan for Hillsboro, Oregon that set a course for its future that its community could rally behind.
Founding team member of the Nike LIVESTRONG brand, leveraging the iconic Yellow Wristband into Nike's fastest growing collection at retail. Wrote the Nike LIVESTRONG brand plan and directed creative development of iconic brand identity, from shoeboxes to in-store presentation to event activations to retail and digital marketing experiences.
Grew the Nike LiveStrong business to $40MM in its first year, along the way raising $14MM to fight cancer.
Earned top honors at Cannes, Clio, D&AD, AICP Next, Webby and One Show for integrated digital marketing of the "Nike Chalkbot," leveraging social media to turn the roads of the Tour de France into an interactive demonstration of hope.
Created a co-branded consumer experience with the No. 1 sporting goods retailer in the US, securing its investment of $3MM in paid media and marketing programs towards Nike LIVESTRONG efforts.
Designed impactful and provocative brand campaigns against critical innovation initiatives. Responsible for mentoring a decentralized group of advertising, design, pr, retail, merchandising, and event managers into a cohesive goal-driven team. Developed collaborative programs with vendor partners to drive traffic and maximize productivity on the floor.
Wrote global positioning and directed execution of the US introduction of the Nike Sports Essential Tee, resulting in first-month sales of one tee sold every 15 secs.
Built an integrated marketing strategy for Nike Training. The efforts won Cannes Lion Silver for digital marketing, earned Ad Age's rant, "Nike's Better is Better than Under Armour's Better" for advertising, and rallied the initiation of over 3,000 consumers in 65 locations into the program in one day.
Drove segment growth of 14% against core teen girl consumers by creating an exclusive Nike iD eCommerce shop.
Set strategic direction for Nike's Southeast Asia market. Recruited and motivated a diverse cross-functional marketing team of 20 across Singapore, Malaysia, Thailand, and the Philippines. Planned and administered the demand creation budget to generate brand heat and spur unprecedented growth
Led women's business increase of 48% through the development of integrated advertising, in-gym marketing, and retail presentation.
Elevated Nike to the No. 1 soccer brand in SEA through national team and athlete sponsorships, non-traditional media development, and innovative consumer experiences.
Accelerated basketball sales with activation of high school grassroots programs, vendor partnerships, community outreach, university sponsorships, and global icon market visits.
Set the creative strategy and directed the execution of innovative advertising campaigns for Nike's Asia/Pacific region. Serving as a senior advertising advisor to 11 country teams. Oversaw the integration of advertising initiatives into retail presentation, digital marketing platforms, and grassroots experiences that generated brand excitement in-market. Reviewed and directed media budget of $50MM across the region and managed production budget of $4MM per year.
Set the marketing strategy for the company's global franchise division, Gymboree Play & Music. Led the design of consumer acquisition and customer retention strategies. Generated unique partnership marketing opportunities. Trained worldwide franchise community from 22 counties with clear, easy to use tools and best practices. Working with finance, planned, and implemented a global budget meeting all PTI goals.