This is a passion project I have undertaken with my husband to create and publish novels with diverse perspectives and characters. Two years in, and our works have already been honored with over ten awards.
• Lead marketing strategy and campaigns, achieving sales over 5X the business plan
• Develop growth pathways and priorities for expansion
• Oversee brand strategy development and execution across book naming, positioning, cover creation, and messaging
• Manage all distributor and retailer relationships for presence in over 50 countries

I led the concept development, creation, and launch of the first big new brand out of Coca-Cola North America in 10+ years. In its first year, it gained almost 10pts of share in its segment.
• Conducted the landscape assessment and created a strategy for entry, which led to brand volume being 30% incremental to the category
• Engaged and led an agile team to build AHA from the ground up, including the proposition, architecture, branding, VIS, flavors, packaging, etc. The brand saw
1.3x repeat at launch vs key competitor and 1.4x the Brand Love
• Spearheaded the value chain & business case development, as well as gaining
alignment to this with the ELT and then the Bottling System
• Sold the brand in to key customers including Walmart, Target, Kroger, Publix, Aldi,
Ahold, Fresh Market, CVS & Walgreens
• Managed the IMC development across identifying the consumer target, crafting
the brand essence from scratch, setting the strategy and key objectives, and
directing the holistic plan

During my time on the POWERADE brand, I developed and executed a brand strategy to strengthen the brand edge over time.
• Owned the creation of the 2019 Brand Plan for the POWERADE TM, a billion
dollar business
• Managed the evolution of the POWERADE wordmark and Visual Identity System
• Led the redesign of POWERADE's lead packages (ion bottle design) to drive trial
and reconsideration, while also reducing PET by over 5,000 tons and infusing a 51% improvement in per case GP

I developed the long-range brand vision and growth pathways for DASANI SPARKLING & DASANI DROPS, as well as strategic initiatives for DASANI.
• Owned DASANI SPARKLING business including strategy, innovation, and brand
activation resulting in Retail Dollars +45%, Velocity +37%, Buying HHs +43%, Trial +123%, and Occasions +44% vs. PY
• Implemented a DASANI DROPS master brand strategy and led cross-functional team to commercialize new flavors, driving a stronger launch compared to previous years in volume (+40%) and velocity (2X)
• Led the successful introduction of DASANI on airlines, getting CapEx approved and gaining alignment from all affected Bottlers

I managed innovation efforts as well as digital and social media for FUZE.
• Directed the agency review and RFP process to identify and hire a new social agency, increasing the average engagement rate by over 300%
• Led the development of a new line extension, directing R&D work against consumer insights and designing the commercial strategy
• Stewarded social media, experiential and search components of the FUZE IMC campaign to drive maximum awareness, trial and recruitment
• Managed the development and execution of a new brand Visual Identity extending across over 30 retail packages, driving a 25% improvement in shelf
presence

I led the execution of SPARKLE brand plans across digital, mobile and social to strengthen brand equity and drive awareness, bringing more consumers into the purchase funnel.

I developed and implemented 360 degree promotional marketing campaigns for BRAVO including on-air segments, digital content, social media engagement, and consumer experiences.

Assistant Marketing Manager ('08-'10), Coordinator ('06-'08), Assistant ('05-'06)

I developed multi-platform partnerships for advertisers integrating with their initiatives, engaging target consumers, and generating revenue.