New York City Metropolitan Area
I am a full-funnel marketing operator and commercial strategist with 10 years of experience scaling premium consumer brands, disruptive digital portfolios, and multi-million dollar business units up to $450M at L'Oréal. My execution style sits at the intersection of consumer psychology, product velocity, and rigorous unit economics. Whether launching a product footprint completely from scratch or managing a mature market-leading portfolio, I focus on closing the gap between what a brand wants to say and what a consumer actually wants to buy. THE GROWTH STACK & OPERATING PRINCIPLES: - FULL-FUNNEL GROWTH MARKETING: Expert at balancing performance media, organic brand building, and creative architecture. Fluent in shifting media spend in real time across paid acquisition networks based on strict CAC, ROAS, and LTV data. - OMNICHANNEL CATEGORY STRATEGY: Deeply experienced in translating hard syndicated data (Nielsen, Circana) and consumer panel insights into high-velocity go-to-market (GTM) frameworks, category whitespace mapping, and strategic retail partnerships. - AI-AUGMENTED INTELLIGENCE: Pioneer in integrating advanced generative AI tools (Claude, ChatGPT, Mintel LLM pipelines) into daily workflows to automate market tracking and compress insight-to-action cycles from weeks to hours. - PEOPLE-FIRST LEADERSHIP: Built, mentored, and developed 10 direct reports across my career, with a 100% internal promotion rate. I thrive in fast-paced, lean, and high-velocity environments where decisions are grounded in real-time metrics and consumer cult-following potential. Let’s connect to talk growth, category disruption, or full-funnel activation.
• CATEGORY ENTRY INNOVATION: Shaped NYX's first-ever entry into the high-growth body skincare category; directed intensive consumer insight mapping, competitive benchmarking, and full-funnel GTM positioning to capture immediate market footprint. • AI ENTERPRISE WORKFLOW: Designed and deployed an AI-powered consumer intelligence system leveraging custom LLM pipelines to synthesize complex consumer sentiment data, compressing insight-to-action cycles by one month across 4 brands and ~100 stakeholders. • WHITESPACE IDENTIFICATION: Identified over $50M in immediate product whitespace across emerging, high-velocity consumer categories to inform the brand's long-range R&I innovation pipeline. • GROWTH VISION MAPPING: Formulated a three-year category growth architecture mapping $200M+ in incremental commercial opportunities, aligning cross-functional digital media, creative, and sales teams. • REVENUE PROTECTION: Preserved $30M in at-risk business by utilizing panel data to diagnose distribution loss drivers; successfully restructured the consumer narrative to protect physical shelf footprint. • STRATEGIC PARTNERSHIPS: Headed data-driven category partnership and joint business planning (JBP) meetings with premium retail buyers, leveraging trend data to expand total aisle monetization.
• PORTFOLIO GROWTH STRATEGY: Spearheaded a three-year category expansion vision mapping $500M in incremental value; outpaced slow category growth (+1.4%) by driving an absolute +3.0% lift ($100M in net sales) across the makeup portfolio. • STRATEGIC RESOURCE ALLOCATION: Architected divisional budget swim lanes across the portfolio to optimize media mix models (MMM), ensuring brands captured net-new market share rather than causing internal keyword/channel cannibalization. • RETENTION ARCHITECTURE: Engineered repeat purchase and customer retention frameworks for flagship franchises, identifying high-value consumer cohorts and lifecycle marketing strategies to build lifetime household loyalty. • COMMERCIAL NEGOTIATION: Led high-stakes retail category partnership meetings, leveraging panel data and consumer trends to secure premium, multi-channel experiential display placement over key market competitors. • VIRAL LAUNCH SUPPORT: Delivered the underlying shopper and consumer intelligence framework behind multiple viral mascara launches, identifying the cultural messaging hooks activated by creative teams. • AUDIENCE EXPANSION: Rocketed household penetration by championing the underserved 45+ consumer segment, driving tailored digital activation funnels and net-new household acquisition. • TEAM DEVELOPMENT: Built and developed 2 direct reports, with both earning internal promotions.
• FULL P&L COMMAND: Held full 4P strategy and P&L ownership for a flagship $450M business unit; commanded a dominant 39% market share position as the senior operating director across a 30-person marketing organization. • HOUSEHOLD ACQUISITION: Recruited 130,000 net-new households into a mature brand portfolio while simultaneously managing 15 product launches and insulating core, high-margin franchises. • PERFORMANCE MEDIA OPTIMIZATION: Deployed a $40M+ annual marketing budget across paid social, performance search, streaming, and creator networks; integrated Nielsen MMM data to rotate spend in real time against strict CAC/ROAS targets. • DISRUPTIVE CREATOR SOURCING: Brokered, structured, and scaled the viral Martha Stewart x Bretman Rock cultural partnership end-to-end, generating massive earned media value (EMV) and immediate commercial velocity. • FULL-FUNNEL GTM EXECUTION: Led the full-funnel GTM commercialization for Firework Mascara ($40M national velocity), leveraging multi-channel creator activations, digital storytelling, and high-impact experiential launch events featuring Tyla and Saweetie. • CREATIVE AI INTEGRATION: Integrated Vidmob AI scoring into the creative workflow, utilizing predictive toolsets to evaluate and optimize paid social content variations prior to spend deployment to boost conversion rates. • TEAM DEVELOPMENT: Built and developed 2 direct reports, with both earning internal promotions.
As a marketing intern, I gained a diverse skill set including social media management, data analysis, content creation, and e-commerce. I facilitated the creation of Sprinklr social listening for key brands and set up reporting trackers. I drafted weekly reports using Google Analytics and advanced Excel functions, and composed briefs and provided PO support for marketing and e-commerce activities. I produced content and copy for digital assets and delivered them on time to global marketing and e-commerce teams. I also performed daily updates to the website CMS to update brand sites internationally. Additionally, I successfully revised and implemented an email marketing campaign that led to an increase in active users.
During my summer internship, I was responsible for maintaining meeting reports and providing weekly updates to cross-functionals. I also designed a web and app program for the field sales force to ensure high conversion rates. I created analytical presentations and contingency plans to show areas of strength and weakness within the relevant work.