Owner of Marketing Strategy & Innovation firm, providing strategic consulting, initiative partnership and brand planning engagements, serving a range of clients and industries with consumer-facing needs with the following capabilities:

STRATEGY: Data-driven, customer-centric strategic transformation to maximize brand and profit potential across multiple time-horizons • Strategy Formulation and Transformation • Research & Analytics • Strategic Communication

INNOVATION: New products, initiatives or high-level interventions to deliver long-term competitiveness • Opportunity Identification • Long-Term innovation Strategy • Development, Validation & Launch of New Products & Services

BRAND: Effective brand initiatives to maximize marketing spend and target resonance • Brand Foundations • Management of Marketing Calendar, Brand Assets & Efforts

• Daypart Ownership/Management: Responsible for McDonald’s ~$13B "Morning Occasion" Business & Consumer mid- and long-term strategy to ‘future proof’ the business via data-led and trend-grounded strategic planning and growth market prioritization

• Strategic Transformation: Led post-COVID Transformational initiative for long term Reinvention, reflecting both business realities and consumer dynamic shifts across technology, values, and lifestyle.

•Promotions & Gaming Excellence: Led US Promotional & Gaming Strategy, including third-party partnerships

•Digital Engagement: Shepherded the Brand's evolution from “Analogue” to Digital-First Promotional Engagement & Gaming

• Multicultural Marketing Strategist, advocate and DEI leader as Director for Cultural Engagement team

•Category Ownership, including Strategy & Innovation Pipeline: +$6.3B Burger Category and Premium Platform, managing annual innovation budgets up to $7MM. Led cross functional Burger Leadership team including suppliers and Franchisees; managed team of Innovation Marketing Managers

•Opportunity Identification: Reversed five year Burger Category market share loss trend via savvy opportunity assessment, focusing on the intersection of unmet consumer needs with profit optimization of burger portfolio mix.

•Transformative Innovation Development and GTM: Proven initiative expertise driving disproportionate contribution to US total system Sales Comp growth via relaunching Large Burger portfolio

•Innovation Initiative Management & Validation: Managed cross-functional Innovation teams to execute multi-market tests.

•Test Strategy & Marketing Plan Development: Strategic author of business case, positioning, pricing, communications, and Test Plan structure. Responsible for test marketing campaigns, packaging and retail

•Research & Analytics: Contributed to Beverage & Breakfast Innovation strategies by supporting primary and third party research & analysis

Brand Content expert responsible for leading National integrated multi-channel marketing campaigns, visual brand management, contributing to brand strategy, maintaining digital presence, and supporting marketing initiative implementation across 14,000 restaurants.

• Campaign Development & Creative Collaboration: Managed development of +$20MM multi-channel advertising assets for +$100MM marketing campaigns; acted as 'Pan-Agency Lead', responsible for inter-agency asset management and communications
• Strategic Communications: Supported clients via consumer communications strategy partnership, internal sales decks and stakeholder communications materials
• Partner Relationships: Extensive Third-Party management (incl. Dreamworks, Coca-Cola, Newman's Own, U.S. Olympics Committee etc); vetting of spokespeople

• Managed advertising and promotions efforts for retail-niche agency while completing MBA degree, maintaining project management relationships with 200+ local retail partners such as World Market and Starbucks.

• Initiated business-process reengineering project to increase productivity 1,200% in key client communications activities. Spearheaded creation of Post-Analysis Promotion Accountability studies to provide value-added ROI input.

• Achieved over 30% increase in revenues for historic jazz events by designing and executing brand-building marketing initiatives including promotions, guerilla marketing, diversification of product lines and revitalizing customer relations, plus instituting operational improvements.