• Developed consulting practice providing domestic and international small business owners with brand marketing strategy, consumer engagement, leisure and business travel, and conference planning needs

• Led strategic planning for the Ford Ownership Experience campaign, You Mode ○ Developed brand direction for ownership lifecycle stages to deliver go-to-market client KPIs ○ Successfully united client stakeholders around a comprehensive brand platform, highlighting distinctive products for current and prospective owners ensuring technical capabilities including Amazon Alexa, Hands-Free Driving, AI Integration, Autonomous Vehicles, and Electric Vehicle Charging ○ Leveraged persona insights to shape messaging hierarchy for the You Mode communication strategy, which later translated into creative executions across TV, Print, Digital, Social, and Ford dealerships
• Developed consumer insight-driven solutions for Ford owners to enhance CX, addressing driver needs identified through quantitative and qualitative prototype research that I spearheaded
• Drove meaningful and pertinent engagement initiatives, including Coca-Cola Zero and smartwater experiential marketing at the Essence Festiva

• Led project on Internet of Things (IoT) industry research, market entry product strategy and brand awareness

• Conducted analysis that identified ~$1.6M cost savings across 4 food and beverage menu cycles at 48 club locations, leading budget cost-optimization exercises for food buffet and vendor catering sourcing ○ Achieved $2.7M savings across global network
• Directed brand portfolio strategy for $30M beverage program across 51 clubs in 3 countries
• Managed SodexoMAGIC vendor partnership across 3 portfolio refreshes highlighting boutique spirits, regional wines, and craft beers, resulting in $1.5M savings
• Enhanced guest experience and drove partner engagement by curating ~75 custom activation and experiential events, including key partnerships with Serena Williams, Porsche, Microsoft, and Chelsea Football Club

• Led digital marketing campaigns that promoted +6% registered customer growth by improving email marketing engagement, SEO, and CRM tactics, resulting in +10% and +15% improvement in open and click rates
• Led customer lifecycle marketing efforts targeted towards Medallion and Million Miler elite members within global 92M SkyMiles loyalty program membership base
• Restructured $3.5M Million Miler budget across luxury gift vendors Hartmann, TUMI, and Tiffany, and actively reconciled vendor accounts and identified pricing and IT discrepancies, decreasing cost exposure by $195K
• Directed marketing strategy for $850K SkyMiles Experiences program, including budget management, contract negotiation, rebranding, customer experience ideation and fulfillment, and relationship development among 83 external and internal partners, contributing to program performance exceeding prior year by +27%
• Oversaw Delta SkyWish program across 20 international charity partners, including Make-a-Wish Fou

• Orchestrated Award Travel communications planning that contributed an incremental $10M in mileage revenue, addressing revenue gap concerns by creating a cross-functional stakeholder team with Revenue Management to lead short-and-long-term promotional strategy for target SkyMiles segments
• Managed $13M SkyMiles non-air redemption program portfolio and identified key trends to develop unique product offerings that strengthened awareness and customer loyalty while driving mileage revenue

• Developed marketing strategy to expand $150M Vanity Fair portfolio through Cups category entry, led product and packaging design creation, solidified compelling customer story, and secured $290K promotional support, minimizing launch risk by 64%
• Directed $6M advertising and campaign promotions, including print and event sponsorship, with agency partners ○ Led post-campaign analysis to assess campaign impact, contributing to +12% incremental volume gains
• Drove vendor analysis, resulting in +6% cost savings, worth +$300K, positively impacting Vanity Fair financials

• Led day-to-day analysis of $800M Maxwell House brand across 40 products and 9 retail channels using Nielsen and internal shipment data, conducting volume planning and forecasting analysis with Sales. Improved inventory management by +7%.
• Managed $5.2M TV, Print, and Digital advertising with Oglivy agency for 2 new product launches: Breakfast Blend and Dark Roast, overseeing creative direction to produce breakthrough advertising against brand objectives
• Directed creative and technical aspects of Maxwell House $275K website launch and 1.1
● database user email by leading CRM and digital media initiatives for attracting target consumers and establishing brand influencers, through sampling, in-person testimonials, digital advocacy, and value-added sponsorships with AARP, Food Network and Fine Living.

• Recommended product offering to address minimal brand presence in key $770M light duty cleaning segment by analyzing ACNielsen to identify leading trends in consumer loyalty and product usage

• Launched LPD curriculum to 9K employees globally, marking +43% increase in training hours