Results-driven brand leader with 17 years of experience successfully balancing creative innovation with analytical problem-solving. Proven track record of growing consumer brands, developing strong customer relationships, and driving operational excellence. Skilled at executing bold strategies with meticulous attention to detail. Passionate about developing high-performing teams and fostering a culture of continuous improvement.
EXPERIENCE
Director of Marketing, Beverages
O-I Jul 2022 – Present
- Developed and implemented comprehensive market analyses to identify emerging trends and opportunities within the beverage category
- Leveraged data-driven insights to identify redundancies in our product portfolio and led cross functional team to consolidate product offerings, resulting in better manufacturing efficiencies and decreased network complexity
- Cultivated strategic partnerships with leading beverage companies, including MolsonCoors, PepsiCo, KraftHeinz, and Anheuser Busch, resulting in the development of multiple new products, successful execution of Innovation Summits, and extension of favorable multi-year contracts
- Increased customer satisfaction by delivering actionable market insights that increased forecast accuracy, reduced marketing communication delays, and enhanced collaboration between procurement and marketing teams
- Led third-party custom panel and survey research project to uncover new to market insights in consumer beverage purchasing behavior, resulting in the development of a targeted go-to-market strategy that secured executive approval and positioned the company for growth
- Developed and executed a comprehensive MarComs strategy that aligned with the company’s overall business objectives and delivered measurable results in the Americas North region
Senior Brand Manager – The Chinet® Brand
Huhtamaki Mar 2018 – Jul 2022
Brand Management
- Successfully oversaw a $15M marketing budget, with responsibility for strategic planning, consumer research, brand equity development, national integrated media and account specific retailer programs, driving a focus on measurement, performance improvement and business growth
- Effectively directed two external agency teams specializing in brand strategy, traditional advertising, digital and e-commerce, influencer marketing and public relations
- Leveraged strong leadership skills with a balance of support and challenge to foster continuous improvement and professional development, creating a positive and collaborative team culture
- Proactively led first brand refresh in over a decade, due to early indicators of brand fatigue, resulting in a strong brand equity foundation, improved brand awareness, and continued brand relevance for future generations
- Identified new packaging partner through structured RFP process, clear, impactful brief, and intentional team building, resulting in smooth integration to the brand team
- Communicated brand story, in clear and compelling manner, to executive level business partners to gain support and alignment
- Restructured Retailer Specific Marketing process resulting in proactive asset creation, clear communication, and disciplined budget management
- Maximize effectiveness of marketing budget with a balance between traditional awareness drivers and new focus on lower funnel purchase drivers with increased average ROAS of over $7
Profitability Management
- Achieved 30% revenue growth through the successful implementation of strategic selling plans, product mix optimization, and manufacturing cost optimization, resulting in P&L over $250 million
- Reversed a declining profitability trend, resulting in +3 point margin increase in first year
- Drove improved profitability year over year through price increase, promotional spend management and mix optimization
- Developed a data-driven promotional strategy that maximized trade spend ROI by effectively balancing resources between awareness and volume driving events during key strategic weeks
Product Management
- Developed and executed long term strategic plan for growth and expansion of business
- Initiated successful product development process, balancing consumer preferences and operational efficiency, resulting in better alignment with market needs and significant improvement in plant efficiency
- Successfully managed the entire product lifecycle for over 30 products, including new product launch of 5-Compartment Tray, resulting in new facings, incremental sales and strengthened brand presence at top retailers, including Target, Publix and Hy-Vee
- Led cross-functional team through crisis with quick decision making and clear communication, creating ability to service significant market demand, increase revenue by over 20% on a mature product line, and strengthen relationships with all major retailers
Product Manager, Foodservice
Huhtamaki Jan 2011 -Mar 2018
- Grew responsibility from brand new product line, to managing business P&L totaling $100M
- Successfully launched new product, growing market share from single digits to 25% in first five years
- Developed impactful sales story to effectively enter new market at premium price point
- Led through influence while coordinating efforts of all business functions, including Supply Chain, Operations, Technology & Development, Finance, Graphics and Sales
- Built deep understanding of multiple product technologies across molded fiber, injection and thermoformed plastic, and shaped paper
- Created B2B MarComs plan focused on thought leadership and coordinated all marketing activities across all product categories, supporting $1BN business unit
- Hired and managed year-round marketing intern
Business Development Coordinator, Foodservice
Berry Global Jan 2009 – Jan 2011
- Managed new product development from market research through product launch
- Analyzed foodservice industry trends and competitive marketplace
- Worked collaboratively with sales representatives and broker network to facilitate sales process
- Redesigned graphics for all cutlery kit packaging to better identify dietary restrictions in hospital setting, securing continued business with Premier and Novation
Account Executive
Skyline Displays Aug 2007 – Oct 2008
- Grew sales through customer relationship management and new business acquisition
EDUCATION
Bachelors of Science in Business: Marketing & Entrepreneurial Management
Carlson School of Management University of Minnesota Minneapolis, MN