Led digital channel strategy & operations, performance marketing, and global digital P&L for $250M business encompassing DTC, Amazon, & retailer.com. Responsibilities included UX/UI, CRM, and performance insights.
- Successfully tripled e.l.f.’s digital business in 2 years -from 12% to 20% of total revenue- outpacing brick & mortar growth by +3000 bps.
- Reversed web declines to double digit growth, leaning into mobile-optimized experiences, storytelling-focused approach, and faster shipping.
- Grew Amazon business 5.7x in 2 years to $100M+.
- Evolved 3PL strategy from one warehouse to multi-node model, improving shipping speed +70%, and reducing costs by +$1M.
- Brought buzzy campaigns to life across digital, including e.l.f.’s first-ever Super Bowl commercial.
- Developed international roadmap strategy, gorwing international digital revenue by 3X.
- Optimized lifecycle & email marketing strategy, doubling pool of high-value loyalists with +60% greater LTV than non-loyalists.

Oversaw all marketing & digital operations for DTC, including all strategic planning & forecasting, growth marketing & paid media, campaign strategy, CRM, PR, A/B testing, and research.
- Drove exponential growth for DTC (traffic, installs, and reg), including a 20X improvement in paid media-driven install volume.
- Crafted Amira’s brand architecture plans and new logo from scratch based on insights gathered from qual and quant studies.
- Designed series of funnel metrics tests and oversaw focus group roll-out, which provided insights and data actioning against funnel drop-out, guiding digital roadmap development and product innovations.
- Developed framework for identifying high-value users within Amira’s database.
- Designed 5-year DTC plan with projected 300% return on Customer Acquisition Cost (CAC).
- Built Amira’s Martech stack from the ground up, including the implementation of a new Customer Data Platform (CDP), Mobile Measurement Partner (MMP), and CRM platform.

Managed digital marketing & campaign strategy for Movies Anywhere, a streaming platform designed to drive incremental movie buying. Responsible for optimizing awareness, acquisition, engagament, and incremental purchasing.
- Reduced paid media Cost Per Registration (CPR) rates by -42% while increasing volume of installs +152% and registrations +39%, improving incremental movie purchasing by +115%.
- Spearheaded MA’s first qual/quant studies, analyzing core messaging, product features, and online video creative, which helped refine the digital product roadmap & messaging hierarchy.
- Optimized MA’s editorial processes and and created content guidelines, improving content clicks by 40%.
- Launched 360 campaign & paid media strategy for MA's first brand awareness campaign, which drove significant lift in awareness, understanding, and registration.
- Drove a lift in franchise catalog sales in excess of +8300% for select titles.
- Built and led a high-performing digital marketing team.

Guided in-home brand and campaign strategy for DreamWorks Animation (DWA) and Fox live action tentpoles, including Trolls (#1 highest-converting family film)
and Boss Baby (#2 Fox Family/DWA digital sell-through).
- Managed successful in-home release of DreamWorks Trolls with net contribution +100% above plan.
- Created never-before-seen “Party Mode” sing-along, exclusive to the Digital and Blu-ray releases, to improve purchase intent.
- Accomplished several Trolls omnichannel marketing wins, including: 3-star event at Walmart, Target Tier 1 activation, and unparalleled Amazon and iTunes support.
- Partnered with DreamWorks creative, partnership, and CPG leads to transform campaigns into events and amplify impact across multiple categories.
- Analyzed and synthesized key results, communicating key learnings and actionable insights to all stakeholders.
- Selected to represent Fox as the brand marketing and business lead in the launch and ongoing support of Movies Anywhere (MA).

Oversaw marketing, eCommerce, and 360 campaign development, including paid search, programmatic, social media, PR, and CRM. Managed strategic shift and reshaping of marketing org from a more transactional product-focused team to a high-performing brand growth-focused team.
- Crafted brand positioning for all EI sub-brands, as well as new online sub-brand content hubs which significantly increased consumer engagement and purchases
through the commerce website.
- Launched new responsive eCommerce site which optimized mobile-buying and drove incremental purchasing on mobile.
- Grew social media reach significantly, while also growing engagement (+75-120% lifts), and increased avg YouTube video views +10-20X.
- Improved Amazon product rankings +46% by building consumer & influencer advocate community from scratch.
- Developed successful holiday campaign with Amazon paid media, strong PR reach, and engaging social and email initiatives which led to record-breaking direct sales.

In these roles, I was responsible for brand and digital marketing strategy, GTM, and Global P&L oversight for DVD, Blu-ray and digital film releases. Home Entertainment at Disney was managed like a consumer packaged goods organization within the studio structure.

- Senior Manager, Global Product Marketing and Cross-Brand Strategy [2010-2014]
- Manager, Global Brand Strategy and Product Marketing [2008 – 2010]
- Assistant Manager, Global Business Development and Product Marketing [2007 – 2008]
- Marketing Consultant, Brand Strategy & Product Marketing [2006 – 2007]