Resume
Global brand marketing leader with over 15 years of experience driving brand growth, product innovation, & market leadership for iconic brands like Wilson Sporting Co., Amazon, Canon, KFC, Legends Apparel, PlayStation, and Procter & Gamble (Olay). ⧫ Expert in positioning, brand management, go-to-market strategy, and omnichannel marketing across CPG, apparel, retail, food & beverage. ⧫ Led multimillion-dollar brand initiatives product launches, consumer engagement projects, and digital transformation programs, delivering measurable increases in market share, brand equity, and awareness.
Highlighted Achievements
Led a cross-functional team in establishing brand positioning for a $100M DTC lifestyle brand, Legends Apparel, fueling 400% revenue growth.
Drove a $3M omnichannel transformation for KFC, increasing same-store sales by 13% and winning the Webby’s People’s Choice Award
for Best Food & Drink App.Relaunched heritage brand Andis, generating consumer insights that drove 11% revenue growth, 130M+ impressions, and 30M+ engagements.
Drove GTM plans for Canon’s EOS, launching a multi-tiered product lineup and community activation platform, driving 67% market share, 5.6M visitors, and an ROI of $3.11 per $1 spent.
Created brand strategy for $2.8B retailer, At Home, introducing four private labels and 6,000 SKUs, strengthening category expansion.
Optimized media strategy, delivering 3X ROI, reducing CPL by 38%, boosting conversions by 21%, and improving media efficiency by 19%.
Brand Marketing Director
MARKETING CONSULTANT, Remote, USA
Dec 2023 - Present
Umbrella of freelance/contract agency roles leading large-scale upstream brand and customer experience initiatives for market-defining brands such as Amazon, Wilson, KFC, and Blue Shield of California. Led integrated teams across strategy, design, copy, production, and analytics to deliver brand and marketing initiatives (up to $5M) that built brand affinity and deepened customer engagement.
Senior lead supporting brand strategy development / GTM creative execution for Wilson’s DTC expansion into the North American apparel category, connecting the brand at the crosshairs of heritage and culture, driving unaided master brand awareness to 78%.
Championed a customer journey initiative for Blue Shield Blue Cross California to map and optimize an end-to-end member experience.
Spearheaded a differentiated value proposition initiative for a $700M B2B2C health product distributor working directly with the C-Suite and business unit leads, to redefine and roll out the company repositioning to strengthen market perception and competitive standing.
Developed a go-to-market rollout strategy for the company’s new value proposition, including launch campaigns and updated sales scripts.
Orchestrated the strategic brand rollout at a national trade show, crafting a compelling reveal campaign and internal alignment strategy.
Oversaw the $3M design overhaul of KFC’s eCommerce website and digital experience ensuring a brand-first approach as part of their omnichannel transformation across 4000+ restaurants, driving a 13% increase in same-store sales.
Head of Market Expansion & Strategic Partnerships
SIGNIFICO, Remote, USA
Jan 2024 - Feb 2025
Moved in-house to support go-to-market strategy and demand generation for the pharma, payer, and HCP segments at a mid-size digital health company operating across the U.S. and Europe. Drove customer insights, segment strategy, lifecycle marketing, email, CRM, and analytics. Aligned product positioning with market needs, built customer-focused narratives, and grew high-impact B2B2C partnerships.
Spearheaded a customer insights & segmentation study across the global prevention product portfolio, synthesizing first-party data and third-party research to develop new customer insights that refined targeting and messaging, driving a 56% market expansion.
Devised, executed, and optimized a CRM-driven acquisition and retention strategy, implementing automated email flows, retargeting campaigns, and AI-driven personalization to improve customer engagement by 15%.
Identified and resolved a market positioning/pricing strategy challenge for a global prevention solution, increasing purchase intent by 17%.
Collaborated with the product team by leveraging consumer insights and emerging market trends to guide the launch of 2 new features and 1 new category expansion.
Executive Director, Brand and Integrated Marketing
BLVR, San Diego, USA
(Marketing agency for LoveSac, At Home, Alcon, Legends Apparel)
Jan 2016 - Dec 2023
Range of roles ultimately directing brand and integrated marketing strategy. Oversaw paid, earned, and owned channels, product innovation, and cross-channel campaigns for a purpose-led brand consultancy with a roster of $100M-$1B retail, DTC, and CPG brands. Scaled marketing into a strategic growth driver, fueling brand, product, and new business initiatives across a $3.5M P&L.
Led an 11+ person team in establishing a unified brand narrative for $100M DTC lifestyle brand, Legends Apparel, ensuring their story resonates consistently across all brand, product marketing, content, pr, performance, influencer, and activation touchpoints, growing revenue 400%.
Devised, executed, and optimized a full-funnel upmarket strategy across paid, programmatic, social, SEO, SEM, email marketing, and PR to increase brand credibility, and grow acquisition, resulting in a 53% increase in high-value customers & 42% lift in purchase value.
Spearheaded a multi-million dollar E2E repositioning of an iconic 100-year-old heritage brand including brand campaigns, integrated product marketing campaigns, packaging redesigns, retail, and Comm experience, driving 11% rev. growth, 130M+ impressions, and 30M+ brand engagements.
Owned the content roadmap working with the content and creative functions to develop a mix of high-value assets distributed through paid, owned, and earned channels that drove a 48% increase in organic followers and a 60% rise in engagement.
Optimized channel mix and performance, using data-driven insights to deliver 3X ROI, reducing CPL by 38%, boosting conversions by 21%, and improving media efficiency by 19%.
Senior lead supporting product launch of Polaris’s Alpha iQ+ with a 360° marketing campaign, integrating social, digital, PR, and retail activations, achieving 6.4M TV ad views, a 68% YoY traffic lift, and a 590% increase in dealer leads.
Defined portfolio brand strategy for national retailer At Home, introducing 4 private labels and 6,000 SKUs to deepen category reach.
Senior Lead, Digital Marketing & Content Strategy
RAISING MISS MATILDA, San Diego, USA
Feb 2013 - Dec 2015
Owned end-to-end digital marketing and content strategy for Raising Miss Matilda, a lifestyle-driven digital platform I founded, integrating editorial, social, email, and partner channels to create an emotionally resonant and data-informed platform. Managed strategy and execution of social/digital content for Raising Miss Matilda, driving 200% community growth in 1 year.
Managed strategy and execution of social/digital content for Raising Miss Matilda, driving 200% community growth in 1 year.
Developed and managed influencer strategy, executing influencer initiatives with IKEA, Tide, Balsam Hill, Cotton On, and VTech to support a range of product and retail launches.
Conducted A/B testing and performance analysis, delivering actionable insights and improving engagement rates by 20%.
Group Account Supervisor
(Senior Brand and Marketing Lead)
Senior Account Supervisor
(Brand and Marketing Lead)
LEO BURNETT, Sydney, Australia
(Marketing agency for Canon, McDonald's, WWF, NBN)
Jul 2011 - Jan 2013
Nov 2009 - Jul 2011
Led brand and go-to-market strategy for Leo Burnett’s consumer tech portfolio, overseeing Canon’s professional, consumer, and entry-level camera and printer segments in the Australian market. Responsible for broadcast, digital, social, print, retail, trade, and experiential marketing programs overseeing a team of 8 and managing 5 agency partners.
Drove Canon EOS category leadership strategy, launching a multi-tiered product lineup and community activation platform that resulted in a 67% market share, 5.6M visitors, and an ROI of $3.11 for every $1 spent.
Directed a market share reversal strategy for Canon PIXMA, leading omnichannel campaigns that delivered a 42% sales growth (3.5x category avg.) and a 22% brand value increase over four years.
Led Canon’s $13M masterbrand launch, streamlining the product communications portfolio, managing 5 agency partners in the process.
Helped establish Leo Burnett’s shopper marketing capability, shaping retail activation strategies and in-store consumer experiences.
Account Supervisor
(Marketing Campaign Lead)
BMF, Sydney, Australia
(Marketing agency for Expedia, Luxottica, Aldi, Kirin Company Beers and Cider)
Jul 2011 - Jan 2013
Nov 2009 - Jul 2011
Managed campaign execution for Australia’s top-selling young adult beer, overseeing beer and cider categories.
Launched a new cider category for Tooheys Extra Dry through a multi-channel campaign capturing 12% of the category within two months.
Produced a six-part branded content series with a cross-channel amplification strategy, increasing market share by 15% and sales by 9.5%.