Founded a Marketing Consultancy specializing in strategy and implementation, excelling in social media, event planning, influencer marketing, and 360-degree campaigns, focusing on sports, running, apparel, entertainment, art, clean energy, and consumer goods.
Client - PYNRS Performance Streetwear, Boston, MA (June 2023 - Dec 2024)
Client - Proverb Agency, Boston, MA (May 2024 - Aug 2024)
Client - Innovate Guyana, New York, NY/Georgetown, Guyana (Aug 2024)

Lead brand marketing efforts for CVS's private-label portfolio in the $500M+ Beauty and Personal Care categories. Brand Marketing (Contractor)
• Drive cohesive brand recognition and market impact by developing unified cross-portfolio strategies and collaborating with teams to execute effective marketing plans.
• Manage content development for key launches across circulars, digital, in-store, and promotional channels, ensuring brand consistency, accuracy, and alignment with strategic objectives.
• Oversee off-shelf projects and photoshoot logistics for priority products, ensuring timely execution and high-quality deliverables while supporting budget forecasting and financial tasks.

Led cross-functional marketing for Athletic Brewing, a $90M non-alcoholic beer startup, managing seasonal calendars, campaign recaps, business analysis, creative briefing, packaging, and influencer campaigns, boosting category leadership. Brand Manager
• Developed and execute integrated seasonal go-to-market plans spanning Digital, Paid Media, E-Commerce, Sports Marketing, Sales, and Shopper Marketing, resulting in a 70% YOY growth in 2022 and 2023.
• Led the Monthly Business Health reporting procedure, evaluating market share, volume, profit margins, and campaign KPIs; devised actionable insights that optimized business strategies and drove a 4% increase in Brand Awareness.
• Spearheaded the development of culturally resonant NIL strategies by leveraging a deep understanding of college sports and the media landscape. Implemented programs with college basketball and football athletes, resulting in over 800 million media impressions in 2022.
• Conducted in-depth market analysis in u

Managed the $390MM Perrier business, handling profit and loss, business analysis, new product development, trade and consumer promotions, digital strategies, and a $35MM brand budget. Led cross-functional teams to achieve goals and tackle challenges. Associate Brand Marketing Manager
• Led interagency team on paid and organic communication strategies on delivering 2020 and 2021 communication priorities, from creative brief development to campaign recaps resulting in 5% YoY increase in consideration.
• Collaborated with shopper marketing to steer channel-specific trade marketing communication and displays from 2020 to 2022, exceeding past benchmarks by 82% and achieving key campaign messaging and KPIs.
• Led product development and go-to-market plans for a limited edition SKU inspired by Día de Los Muertos. Partnered with Latinx non-profits, mixologists, and key on-premise accounts to create culturally inspired cocktail recipes, experiential activations, and content. These initiative

Oversaw advertising, product development, packaging, and promotions for Kraft Mac & Cheese, an $800MM brand. Led cross functional teams in demand, capacity planning, and waste risk mitigation, discovering $10MM in incremental sales opportunities. Associate Brand Manager
• Commercialized line extensions, and innovations for a 2020 pipeline totaling projected revenues of $15MM.
• Led development of channel-specific trade marketing programs leading to incremental revenues of $5MM.
• Developed a customer-specific analysis of price increases on a specific part of the business, highlighting a net positive $1MM incremental contribution margin.
• Led business analytics, concentrating on market share, volume, revenue drivers, and competition, to meet business objectives and achieve annual operating plans, resulting in a 60% market share in the shelf-stable mac & cheese category.

Executed a strategic marketing project to reposition First Response, a $98MM brand, while serving as Associate Brand Manager. Led Manufacturing, Demand Planning, Logistics, and Package Design teams. MBA Brand Management Intern, First Response
• Assessed the marketing effectiveness of working media (TV, Digital, Influencers) on an affluent consumer segment that also over indexed with AA and Hispanic populations. The analysis had a $3MM impact on 2018 marketing budget plans.
• Briefed, guided feedback, and led agency partners in updating Amazon A+ content for a brand portfolio and in adding new products to the digital space. Projects executed generated $1MM in incremental sales in 2018.
• Delivered monthly Nielsen analysis reports highlighting deltas in category, brand, product, trade, and competitive activity to management, leading the Sales team to negotiate increased facings for top products at key retailers.

Achieved a 12% YoY revenue increase for USATF merchandise through diverse promotional campaigns across various channels. Spearheaded Nike footwear launches and drove innovations in retail and e-commerce marketing. Promoted to manage 6 direct reports covering customer service, merchandising, buying, event logistics, digital marketing, and warehouse operations.