ABOUT
I'm an accomplished omni-channel marketer with 13+ years of progressive experience developing and implementing digital and traditional marketing strategies to drive sales growth, increase market share, and maximize customer lifetime value for consumer goods (CPG) brands in the personal care, beauty, and wellness spaces.
AUG 2024 - PRESENT
DIRECTOR, DIGITAL MEDIA & E-COMMERCE
ODELE BEAUTY
Odele is an emerging haircare brand built around the premise that customers shouldn't have to choose between efficacious products, clean ingredient decks, and elevated design. As Director of Digital Media & E-Commerce, I lead our Amazon and direct to consumer sales channels, as well as our digital media strategy across paid search, paid social, retail media, programmatic, and shopper incentives.
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Responsible for building and executing channel development strategies for Amazon, DTC, and retail dot coms
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Manage relationships with agency partners leading Amazon business development, paid media, affiliate, web
development, and retention/CRM -
Define and execute digital media strategy and approach, including creative expression, measurement, and optimization
to ensure plan delivers against company objectives -
Co-develop and manage organic-to-paid social content strategy and pipeline, scaling seeding from <50 to >500
orders/month
SEPT 2021 - AUG 2024
DIRECTOR, DIGITAL MEDIA & E-COMMERCE
DUKE CANNON SUPPLY COMPANY
Duke Cannon Supply Company is an emerging men's challenger
brand that has rapidly expanded from its heritage in Specialty and Independent retail into Food, Drug, and Mass. As Director, Digital Media & E-commerce, I led our direct to consumer and Amazon sales channels as well as our media strategy across digital, programmatic, retail media, and linear TV.
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Owned DTC and Amazon P&Ls: assortment, pricing strategy, promotions, advertising, and customer experience
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Delivered 100%+ improvement in DTC contribution margin over two years by strategically optimizing paid search and paid social to reduce customer acquisition cost
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Built and managed content engine for paid social, spanning brand creative, influencer, UCG/CGC, and advertorial
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Optimized a $15 million+ marketing budget across CTV, OLV, linear, paid search, paid social, and partnerships
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Managed relationships with agency partners leading paid media, web development, Amazon, affiliate, retention/CRM
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Built and mentored a strong team of direct reports to onboard new capabilities and operate our digital channels with excellence
NOV 2020 - SEPT 2021
DIRECTOR, GLOBAL PRODUCT PORTFOLIO
YOUNG LIVING ESSENTIAL OILS
Young Living Essential Oils is the world leader in essential oils and essential oil-infused products. As Director, Global Product Portfolio, I led strategy and execution for the oils and diffusers category:
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Owned $800m global essential oil portfolio including competitive analysis, innovation strategy, and product lifecycle
management for catalog of >250 active SKUs -
Defined product concepts, positioning, and go-to-market strategy for several key launches including the successful
Simplified by Jacob & Kait™ essential oil collection -
Led through transformation period to refocus on profitability, rationalizing unprofitable SKUs and tightening productdevelopment pipeline to focus on biggest bets
JULY 2019 - NOV 2020
MARKETING MANAGER, USA
PRANAROM USA
Sold in nearly 10,000 pharmacies and specialty stores worldwide, Pranarôm is an industry leader in the field of scientific and medical aromatherapy. As US Marketing Manager, I was responsible for creating and executing marketing strategies that leveraged our core competencies to grow market share and brand awareness in the United States.
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Executed successful go-to-market for certified organic Hand Sanitizer and Mask Purifier during challenging COVID-19 period, delivering more than 100,000 units in the first month of sales
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Drove double-digit growth in United States market share by developing and executing a comprehensive product
portfolio and retail merchandising strategy -
Launched 30+ SKUs in 2020, including a skin care collection, diffusion blends, Certified Organic Hand Sanitizer
and Mask Purifier, and expanded Children's catalog -
Reversed multi-year negative sales trend and delivered strongest YoY growth of all brands within the Natural Enhanced Channel for the period ending July 2020
SEPT 2017 - JULY 2019
MANAGER, MARKETING & BRAND DEVELOPMENT
SUNLEAF NATURALS, LLC
SunLeaf Naturals is a Minnesota-based manufacturer of bath, body and home aroma products made from 100% plant ingredients and pure essential oils. As Manager, Marketing & Brand Development, I worked to create innovative product-, retailer-, and market strategies that leveraged the brand’s unique strengths and positioning to grow sales across all channels.
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Directed digital transformation, launching a new e-commerce website and content marketing strategy that delivered +40% channel growth from 2018 to 2019
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Envisioned and implemented 'best-in-class' merchandising strategy for key retail partners, developing and installing full permanent end-cap fixtures in >20 doors
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Developed go-to-market strategy to simplify wholesale product offering, launch on Faire.com, and increase opening order and LTV
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Directed evolution of packaging design and copy, displays, and collateral for 100+ SKUs, elevating brand image and
visibility at retail
OCT 2014 - SEP 2017
HEALTH, WELLNESS, & BODYCARE MANAGER
LUND FOOD HOLDINGS, INC
This multi-faceted role combined key category management functions for health and beauty care (HBC) with marketing and content development for the company health and wellness program, Nourish.
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Led assortment planning, pricing, and promotions for aromatherapy, specialty vitamins, sports nutrition, superfoods,
herbs/homeopathy, and local categories -
Implemented best-in-class merchandising strategy across 27 stores, delivering double-digit YoY category growth in 2015, 2016, and 2017
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Developed and implemented strategic promotional and merchandising programs to introduce and promote 25+ new independent natural and organic brands across 27 retail stores
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Overhauled Nourish magazine program to generate additional ad and demo revenues and improve profitability
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Developed Nourish health and wellness training program accessible to 4,000 employees
NOV 2013 - OCT 2014
PRODUCT MARKETING MANAGER
AHNESTI PROFESSIONAL HAIRCARE, LLC
AHNESTI products combined the performance of salon-professional haircare with the ingredient purity standards pioneered by the world's foremost third-party organic certifiers. As the Product Marketing Manager, I collaborated with company CEO as a founding employee to build and market the brand from the ground up:
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Developed, panel tested, and successfully launched a portfolio of seven clean hair care and styling formulas
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Launched e-commerce website with strategic content marketing and promotion plan
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Created materials and programs to support field sales team, allowing for sell-in to several high-profile national retailers
2013
2012 - 2013
TEAM LEADER
INTELLIGENT NUTRIENTS, INC
BEAUTY ADVISOR
CHRISTIAN DIOR BEAUTE
PRODUCT GUIDE
ORIGINS NATURAL RESOURCES
2010 - 2011
M.B.A.
CONCORDIA UNIVERSITY ST. PAUL, 2017
4.0 GPA | SUMMA CUM LAUDE
B.A., SPANISH LINGUISTICS
UNIVERSITY OF ST. THOMAS, 2012
3.82 GPA | MAGNA CUMA LAUDE
SPANISH CERTIFICATE
UNIVERSITY OF ALICANTE, 2011
WORDPRESS / SHOPIFY
AMAZON SELLER CENTRAL
GOOGLE ANALYTICS
ADOBE CREATIVE SUITE
MICROSTRATEGY
NIELSEN / SPINS
WORKFRONT
HUBSPOT