Work Experience

Responsible for annual marketing plan including its go-to-market strategy and investment of a $2.5M budget. Presented to executive leadership for approval to move forward. Repeatedly delivered an average monthly return of $3M dollars in revenue.
Developed innovative creative briefs detailing goals, audience focus, strategic direction and communication channels to meet customer acquisition and retention business objectives.
Guided creative resources, project managers and stakeholders from cross-department teams and external agencies that delivered digital and print campaign content on inbound and outbound channels including websites, email, SMS, social media, paid advertising, virtual events, competitions, tradeshows and more.
Led strategic roadmap to drive consistent brand awareness that promoted exclusive vendors products, benefits of loyalty programs, and brand lifestyle story-telling from our ambassador and influencer partners.
Utilized agile methodology to successfully act-on decided pivots in response to real-time audience engagement, historical data analysis, forecasted trends and quarterly budget reallocation.
Empowered in-house agency team of 27 associates including project managers, creative professionals and sales account executives. Guided their professional growth with clear expectations and trust. Encouraged ideas and inspired confidence as a founding member of the company’s Diversity, Equity, and Inclusion committee.

Built and implemented the first free shipping strategy for the company. As lead project manager, I gathered requirements from stakeholders, and presented project status reports tightly aligned to ROI. The successful launch increased sales $24k per day ($2k over goal) and beat average total gross margin by 2%
Drove an additional $412k in revenue for the annual Cyber Weekend event. Decreased previous year budget by 36%, while increasing ROI YOY. Using previous year data and streamlining the release plan, we increased efficiency for this company-wide effort.
Grew our education loyalty program over 37% in 6 months, with additional $166K in revenue when presented with a quick-turn business opportunity. Within 3 months of concept we: launched a new website, delivered marketing assets, and streamlined CRM with sales. Tasks were successfully completed with release plan management that included sprint production, persona segmentation and creative budgeting.

As a member of leadership, I created marketing strategies to achieve fiscal year goals, which included the implementation of a sales incentive program. The program successfully engaged commissioned account executives and averaged a 3:1 ROI. The goal setting process aligned with business growth objectives, to ensure KPIs for each regional market were met.
Sold over 300 local marketing programs to vendors and broker partners for promotion of their products and services in our dedicated market. Opportunities included digital advertisement, trade show exhibition, sales incentives, customer rewards programs and getting new products into stock.
Designed seasonal marketing plans that included go-to market activities for live events, new and innovative product launches and in-person customer visits. I was responsible for monitoring and controlling those campaign costs.
Shared recommendations for new and innovative customer-centric events and promotions while enhancing existing campaigns.

As the project lead, I was responsible for the success of the annual Food EXPO, the largest industry event in the southwest region. The show consisted of 600 plus vendors and broker booths with approximately 20,000 SKUs, presenting to 7,000 plus accounts. I led a team of subject matter experts in merchandising, sales, culinary, finance and marketing to deliver a seamless branded experience prior to, during, and after this B2B culinary event.
Drove incremental revenue in 14 regional profit centers through strong working relationships with dedicated vendor and broker partners. Together we traveled to local markets within our distribution region to present our sales executives with prioritized new products, sales enablement and promotion incentives.