Experience
RG Barry Brands
Marketing
Director of Marketing
8/2014 - 8/2015
Brought marketing strategy and direction to organization by leading marketing team in creating brand-specific marketing plans and executing insight-led activations for Dearfoams, Baggallini, and Foot Petals brands.
• Defined strategic brand initiatives, refined brand positioning, and led marketing team to develop segmentation strategies and seasonal go-to market strategies, fueling growth and propelling brands forward.
• Defined strategic brand initiatives, refined brand positioning, and led marketing team to develop segmentation strategies and seasonal go-to market strategies, fueling growth and propelling brands forward.
The Scotts Miracle-Gro Company
Marketing
Marketing Strategy Lead
4/2014 - 8/2014
Led development and creation of portfolio of brands targeting untapped gardening consumers and niche segments, leveraging consumer passions to activate interests in gardening.
• Re-invented Whitney Farms brand to re-launch with new positioning and design, as well as facilitated clear and consistent conversation with retailers and consumers, ensuring brand needs were met.
• Managed brand repositioning, allowing entry into hydroponic market; fastest growing segment.
• Re-invented Whitney Farms brand to re-launch with new positioning and design, as well as facilitated clear and consistent conversation with retailers and consumers, ensuring brand needs were met.
• Managed brand repositioning, allowing entry into hydroponic market; fastest growing segment.
The Scotts Miracle-Gro Company
Marketing
Brand Manager, Natural & Organic
10/2011 - 4/2014
Developed and executed strategic plans for natural and organic brands, including Miracle-Gro Organic Choice, Ortho Elementals, Whitney Farms, Smith & Hawken, and Scotts Naturals to build company’s presence in category highlighted as top corporate priority.
• Led development, execution, and commercialization of new natural and organic brand designed for millennial consumers, breaking away from traditional category mold, increasing sales within unique category 15%.
• Led development, execution, and commercialization of new natural and organic brand designed for millennial consumers, breaking away from traditional category mold, increasing sales within unique category 15%.
The Scotts Miracle-Gro Company
Marketing
Global Innovation Manager
4/2011 - 10/2011
Managed innovation strategy and pipeline development to match strategic ambitions and accelerate growth. Charged with insights generation, new product development, product strategy development, and project management.
• Utilized consumer insight to inspire cross-functional team in development of key strategic project, driving heritage brand into new category, growing consumer base and solving unmet need.
• Utilized consumer insight to inspire cross-functional team in development of key strategic project, driving heritage brand into new category, growing consumer base and solving unmet need.
Mondelez
Marketing
Brand Manager, Trident
12/2009 - 4/2011
Developed and executed brand strategies for Trident gum by setting strategic direction and executing with excellence across existing and new sub-brands, as well as robustly tackling growth platforms for business.
• Designed $40MM advertising and marketing campaign for launch of Trident Vitality, largest 2011 initiative for Kraft North America
• Led Hispanic marketing initiative through strategic media activation, strong retailer co-marketing efforts, and targeted events
• Designed $40MM advertising and marketing campaign for launch of Trident Vitality, largest 2011 initiative for Kraft North America
• Led Hispanic marketing initiative through strategic media activation, strong retailer co-marketing efforts, and targeted events