About me
Marketing & Brand Executive
Innovative leader with 20+ years marketing experience, strategy development, global branding, customer engagements, product positioning, engaging storytelling, and results delivery. Steers financial performance, advertising direction, agency oversight, media spend, retail merchandising plans, and content creation. Partners with and advises C-Suite leaders and stakeholders. Guides metric-focused, accountable teams. Drives revenue growth, organizational efficiency, and holistically manages brands. Advanced B2B and B2C growth for The Thule Group, Pernod Ricard, and Schick Wilkinson Sword.
Global Brand Promoter
Catapulted marketplace success for the Thule Group brands through omnichannel approaches, geography expansions, prescriptive branding, product launches, storytelling, and marketing campaigns. Achieved year-over-year (YoY) growth by leading teams, expanding brand recognition, and clever marketing. Deepened brand connections in digital, social, print, and retail channels. Localized content resonating with audiences.
Innovative Leader
Architected Thule and Pernod Ricard transitioning companies into recognized brands by using social media platforms, targeting messages, creating visuals, developing media campaigns, and using influencer marketing. Created progressive engagements expanding reach by leveraging channels and high-value touchpoint opportunities.
Commercial Acumen
Drove revenue growth contributing to $1B annual revenue for The Thule Group by developing marketing strategies, using targeted advertising, leading brand initiatives, optimizing messages and content, storytelling, and creating social media messaging, resulting in brand expansion, product awareness, increased website traffic, and customer engagements. Partnered with sales teams, distributors, and channel alliances on unified goals.
Digital Strategist
Built and optimized successful digital campaigns, including focused SEM/SEO, PPC, and targeted social media to drive brand awareness, traffic, and conversion online for existing and new eCommerce markets within the Americas. Delivered a 100% increase in 12 months.
Awarded 2014 Connecticut Coach of the year
The Thule Group
Swedish company offering sports and outdoor products sold in 140 countries. Employ 3,500 staff and secure approximately $1 billion annual revenue.
Vice President of Marketing, North & South America. (2014–Present)
Promoted with expanded responsibilities for creative marketing, branding, product launches, and regional initiatives. Developed strategies. Established consistent brand identities aligned with channels, markets, regions, and sales objectives. Streamlined creative communications and content. Developed and led multi-faceted marketing and branding strategies.
- Transformed the Thule brand into a global lifestyle brand spanning four categories (with 35 sub-categories) by establishing an overarching brand with messaging, including unifying digital and in-store alignment.
- Masterminded brand expansion leading initiatives for photos, product development presentation, storytelling, and events while simplifying point of sales (POS), educating audiences, and deepening consumer understanding.
- Developed omnichannel strategy ensuring a 360-activation consistent brand experience through retail, online, advertising, and social media engagements. Monitored metrics and fine-tuned plans.
- Optimized content and expanded brand recognition by collaborating with sales and product managers, resulting in sustainable YoY growth and continued market penetration.
- Ensured a cohesive narrative by driving compelling promotions, creative advertising, and brand campaigns.
- Grew eCommerce sales with sustained triple-digit YoY growth for the US and Canada DTC by developing and defining marketing strategies and streamlining digital marketing approaches.
- Drove a 100% increase in 12 months for Amazon ad revenue through highly targeted and optimized brand, category, and product campaigns. Directed concepts through development and refined direction.
- Saved $1M while elevating brand and product image through marketing transformation, including showcasing brand, aligning product category alignment within channels, and elevating brand awareness.
- Powered brand position and expanded category opportunities by leading the opening of the first Thule regional branded stores, including four in South America and three in North America.
- Engaged and retained six direct reports and 14 indirect reports by managing, coaching, setting a welcoming culture of inclusion and diversity, solving problems, and providing professional development opportunities. Honored to be rated in the top 1% for leadership globally.
- Awarded SCB Top 40 Under 40 for the Outdoor Industry.
Director of Marketing, North America (2008–2014)
Developed and implemented brand and marketing strategies. Protected branding. Introduced new products. Assessed trends and guided calculated risks in competitive markets. Partnered with global, cross-functional leaders and teams.
- Boosted fast-track growth, managing seven brands within distinct categories while maintaining local market standings, protecting brand alignment, and increasing market awareness.
- Expanded market penetration by establishing an advertising strategy and developing the first campaign enhancing consumer knowledge for cargo boxes and bags.
- Secured new accounts and supported sell-in and sell-thru efforts by managing brand expansion for luggage and juvenile categories, including developing comprehensive sales presentations, collateral development, and go-to-market plans. Partnered with leaders on roadmaps and resources.
- Accelerated sales efforts by leading strategic communications and collateral development, unifying the brand and simplifying new product introductions.
- Streamlined point-of-sale processes while accelerating consumer product understanding through overhauling brand presentations, including tradeshow, networking, and retail updates and consumer product education.
Pernod Ricard/Allied Domecq Spirits & Wine
French beverage and alcohol company employing 18,900+ staff and securing approximately $9.8 billion in annual revenue.
Senior Global Brand Manager, Malibu Rum (2006–2008)
Developed brand strategy, creative assets, communication tools, and guidelines for a $300M global spirits brand in 150+ countries. Drove+11% growth. Defined and assessed brand enhancements and unification. Led category management.
- Boosted brand awareness by collaborating with local marketing teams, agencies, and partners to develop brand positioning, gather consumer insights, conduct brand audits, and analyze competitors.
- Captured new opportunities by solidifying brand identity, leading branding efforts (first time in 6+ years), supporting a $50M consumer A&P. Modernized assets focusing on Eastern Europe and Asia-Pacific.
- Grew revenue and increased brand awareness by leading brand overhaul, launching an 8-language global website, customizing local markets, and monitoring consumer usage for recommendations and media buying.
- Secured $3.5M additional net sales in 4 months by launching and managing a line extension, Malibu Tropical Banana, in North America and Europe. Guided ten cross-functional teams focused on concept generation, grassroots marketing efforts, liquid development, consumer testing, packaging, and design.
- Garnered brand awareness leading a $5M TV and print advertising initiative targeting U.S. and Canadian consumers with line extension.
- Managed 22 staff at Malibu Visitor’s Center, including developing a comprehensive creative strategy for revitalizing Malibu’s provenance, brand home, digital media, and consumer visitor center.
- Aligned global strategies by leading market dialog, understanding local barriers, facilitating collaborative engagements with the commercial team, and executing localized go-to-market plans.
Brand Manager, Canadian Club Whiskey (2004–2005)
Oversaw planning and implementation of integrated consumer programs for a $155M spirits brand. Cultivated relationships with leaders, vendors, and partners. Led strategy development. Built brand equity. Drove profit and volume goals. Used creativity, leveraged data analytics, unified collaborations, and created positive notable customer experiences.
- Delivered 12% consumption growth for a previously declining category.
- Launched an on-premise platform by developing and implementing a multi-tiered summer poker program encompassing 3,000 onsite themed events, a celebrity spokesperson, national PR, and a micro-website, resulting in revenue growth and delivery of 2,000 incremental retail displays with themed merchandising.
- Negotiated 2004 World Series of Poker Champion sponsor deal, including brand PR.
- Updated executives with accurate monthly reports for shipments, distribution depletion, and consumption.
- Identified and communicated key regional business drivers and barriers/solutions, including global analysis.
- Built relationships with sales teams, distributors, and partners, addressing issues, and generating brand support.
- Managed advertising, promotions, and PR agency teams, ensuring communication and brand consistency.
Brand Manager, Midori & Hiram Walker Liqueurs (2003–2004)
Developed and led Midori and Hiram Walker brand strategies and marketing initiatives. Drove innovation. Defined and set brand direction. Led integrated and experiential marketing activities for a $100M liqueur portfolio.
- Secured an impressive 4 million consumer impressions by developing and implementing a multi-faceted consumer platform, including a 10-city tour, 1,000 events, national PR, website development, and program support.
- Captured +4% volume growth (prior three-year decline).
- Transformed Hiram Walker brand strategy and launch plans, including new strategic direction, new bottle, label design, SKU proliferation, flavor reformulation, pricing, segmentation, regional projection, and profit goals, securing break-even net brand contribution in one year.
- Championed Suntory Limited (Japanese brand owner of Midori), promoting and gaining alignment on U.S. marketing efforts, spending, and innovation.
- Lead company LGBTQ initiatives, creating a brand of inclusion and diversity, and developing 500+ dedicated brand events, resulting in market expansion and revenue.
Energizer Inc.
American manufacturer of batteries and consumer goods. Employs 7,500+ and secure approximately $2.7 billion in annual revenue.
Associate Brand Manager, Xtreme 3 (2002–2003)
Led branding and category trend analysis. Supported executive. Delivered monthly forecast and P&L analysis.
- Drove product and brand strategies, performance, awareness, and growth for $70M in retail sales. Achieved volume and profit goals through new product placements, club channel strategies, and promotions.
- Launched and expanded new brand line by leading development of 30/30 radio copy.
Assistant Brand Manager, Silk Effects/Slim Twin (2000–2002)
Contributed to strategy development generating $50 million in retail sales. Analyzed consumer data, category trends, and competitive products. Grew revenue. Analyzed, developed, and coordinated account-specific promotions based on payback, volume lift, and seasonality.
- Saved costs and minimized scrap rate working with manufacturing teams to coordinate and streamline promotional and open-stock artwork changes.
- Secured product placement and grew incremental volume by leading club channel promotional pack initiatives.
Promotion Coordinator, Energizer (1999–2000)
Collaborated with U.S. marketing, sales, finance, manufacturing, logistics, engineering teams, and vendors coordinating promotional packs. Developed and managed brand promotional packs, FSIs, and displays.
Global Marketing Consultant, Energizer (1998–1999)
Reported to Global Marketing Vice President supporting global brand management database system encompassing all brand assets. Liaison between global employees, database vendor, and design company.