Award-winning strategic leader with 15+ years experience in insight-driven brand strategy and storytelling.

Offering a breadth and depth of experience that not only crosses major categories on top global brands, but also spans disciplines from the beginning to end of the consumer journey. 


I trust my gut, validate with data, operate with agility, and am never satisfied with "good enough." 

Work
Work

2021 Sundance Film Festival

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Work
Work

2020 Sundance Film Festival

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OOTO
OOTO

Passion: Travel

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Work
Work

2021 Sundance Film Festival

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PROFESSIONAL HISTORY

ASSOCIATE DIRECTOR, MARKETING,
SUNDANCE INSTITUTE

2019-today

Brand and Communications Strategy for the Sundance Film Festival and Sundance Institute.
Responsible for marketing plan development and execution including branding, messaging strategy, advertising, publishing, and audience experience.

SVP, STRATEGIC PLANNING, TPN

2014 - 2019

Leadership. Insights and Activation. Brand Positioning and Advertising. Omnichannel Planning. Business Development.
Brands: Hershey's, Clorox, Danone, Gatorade, Women's Sports Foundation

PLANNING DIRECTOR, ARC WW / LEO BURNETT

2012 - 2014

Brand Marketing. Cross-Functional Integration. Retail Go-To-Market. Global Extension. Store-Back Activation.
Brands: Pantene, Herbal Essences, Vidal Sassoon

STRATEGY DIRECTOR, OLOGIE

2011 - 2012

Brand Strategy. Positioning. Architecture. Essence and Character. Messaging Strategy. Qualitative Research.
Brands: Cardinal Health, UC Berkeley, Nationwide, Fordham University

ACCOUNT DIRECTOR, RYAN PARTNERSHIP

2003 - 2010

Trajectory from Assistant Account Executive to Account Director. 
Brands: Ziploc, Saran Wrap, Edge & Skintimate, Stouffer's, White Castle

 

WORK

A few of my favorites.

INSIGHT CURATION

With the intent of democratizing insights across the agency, we created a knowledge sharing platform to house and share intelligence about various channels, categories, audiences, and trends.

Insights Curation Tool

MARKETING INNOVATION

INSIGHT

Going back to school is more than just being physically ready, it’s feeling emotionally and socially prepared to connect with others.

STRATEGIC IDEA

Use the Hershey's bar as a conduit for conversation, fostering kid-to-kid connections.

Hershey's Emoji Bar

BRAND ACTIVATION

INSIGHT

Our target reserves s'mores for camping and select other rare occasions. Examining her behavior, Google Trends showed us that outside holidays, s'mores are most searched on Saturdays.

STRATEGIC IDEA

Reframe as an "everyday" occasion, and make s'mores the next Taco Tuesday. 

Hershey's

BRAND POSITIONING & ADVERTISING

As the lead brand agency, we were tasked with modernizing Thomas’ English Muffins to attract new and younger households with a relevant and distinctive campaign that focused on the key product POD, Nooks & Crannies, while still resonating with those who already know and love the brand.

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QUALITATIVE RESEARCH

1:1 interviews providing a look at the changing dynamics of the milk category.

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BRAND STRATEGY

The Fordham name is prestigious, but this rebranding approach for the School of Professional and Contunuing Studies underscores that it’s also accessible for adult students. We focused on demonstrating the recognition and academic credit PCS gives for the lives they’ve already lived while inspiring them to take the next big step to finish their degree. This helps students envision continuing their life stories there and all the possibilities that await them.

Fordam_Feature.jpg

ENTERTAINMENT ALLIANCE

INSIGHT 

She thinks she has to sacrifice her health to look good.


STRATEGIC IDEA

Help her create a healthy relationship with her hair so she doesn’t have to make personal trade-offs for her style.

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SPORTS MARKETING

On behalf of Gatorade, built and maintained relationships with key influencers in secondary schools, primarily coaches and athletic trainers. Primary research uncovered insights about this specialized and complex audience, much different from the typical consumer target. Our highly targeted brand campaign executed in key channels including print, OLV, digital, and events.

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EDUCATION

 

MIAMI UNIVERSITY RICHARD T. FARMER SCHOOL OF BUSINESS
BS, MARKETING

1998 - 2002

Marketing Major

International Business Minor

Courses in branding, promotion, supply chain management, consumer behavior, market research, sales management and personal selling, imagination and creativity, problem solving skills, creating customer value, global marketing, and interactive media studies. Experiential international business study abroad program in London, Amsterdam, Paris, Geneva, Munich, and Barcelona.

OMNICOM UNIVERSITY ADVANCED MANAGEMENT PROGRAM

2015-2016

Omnicom University is considered one of the pre-eminent management development programs in the industry. Course format is based on the Harvard Business School case study method and is led by professors from HBS.