•Founded a consulting practice to help clients with brand strategy, product strategy, CPG retail sales strategy, consumer insights & analytics, B2B sales, marketing communications, and marketing team leadership
•Past engagements include:
•Part of due diligence team for leading mid-market PE firm. Evaluated brand strength & provided recommended marketing actions for three potential acquisitions, all within the vitamins, minerals & supplements (VMS) industry. Crafted, fielded and analyzed data from three 3rd party panel consumer research surveys to measure brand sentiment and narrow in on customer audience for each brand
•Led digital transformation initiative for a Fortune 500 company. Extensive cross-functional leadership to identify an enterprise-wide CRM platform that would meet the needs of 5 diferent business units. Led CRM RFI process to evaluate eight prospective vendors
•Interim marketing & sales lead for a new B2B ofice furniture division for a Fortune 1000 company. Defined

•MaryRuth's was a former consulting client that brought me onboard full-time to stand up their internal marketing org. They operate in the vitamins, minerals & supplements (VMS) industry, are a mid-sized company ($150M+ annual revenue), and are one of the 2022 Inc. 500 fastest-growing companies
•Built internal marketing team from the ground up. Recommended org structure, crafted job descriptions, and recruited roles such as Website Product Director, Director of Email & Retention, Influencer Manager, Content Manager, and Graphic Designers
•Oversaw a team of 8 direct reports and 17 total reports
•Stood up paid influencer & brand ambassador (afiliate) programs. Recruited 75+ paid influencers (initial identification and reach out, contract negotiations), and managed regular influencer engagement (content briefs, content reviews, product education). Built a network of 600+ afiliates. Implemented GRIN (influencer management software)
•Crafted MaryRuth's first ever brand book. Defined the

•Responsible for analyzing and executing opportunities to drive Life Time's revolution from a fitness brand to a healthy lifestyle brand (expansion into hotels, co-working spaces, and apartments)
•Operationalized a new business unit focused on recovery (cryotherapy, chiropractic & physical therapy, assisted stretching, recovery tools) – built team, defined products, and spent extensive time in-club standing up the ofering and engaging with members directly to gain feedback and pivot
•Built and drove market research plan, brand strategy, and brand style guide for in-club restaurant business
•Built positioning strategy to elevate and diferentiate Life Time's Personal Trainers from an otherwise crowded industry
•Senior leadership role with extensive executive communication EXPERIENCE, ctd.

•Managed $60M private-label supplements PNL comprised of 75+ SKUs
•Oversaw nutrition supplements, nutrition coaching, and metabolic testing businesses, managing a team of 8 corporate and 150 field employees
•Built pricing strategy for a highly complex network of 4,000 personal trainers across 150 geographies
•Built a B2B product offering from the ground up; product involved in-app streaming workouts & virtual health coaching to support B2B corporate wellness programs

•Managed $250M PNL and $60M marketing budget across traditional and digital channels
•Uncovered insights that drove brand positioning shift for Crescents, which was so successful it was rolled out to the entire Pillsbury business unit as a 5-year vision
•Top 10% performance rating (highest possible)

•Drove double-digit growth of Big G cereals at small format (drug, dollar & discount) customers
•End-to-end preparation of line review presentations and shopper marketing plans for Publix, Kroger, Drug & Dollar
•Top 10% performance rating (highest possible)

•Ownership of digital marketing analytics (website & email data) for Buick
•Data analysis to sync ofline customer records with online shopping data (i.e. customer matching)
•Digital marketing strategy for General Motors portfolio of brands