Charlotte Metro
I’m a growth-focused marketing and commercial executive with more than 20 years of experience helping consumer brands, retailers, and technology companies accelerate revenue, modernize customer engagement, and unlock new business models. My background spans retail, beverage alcohol, automotive, financial services, SaaS, and eCommerce, with leadership roles at Neptune Retail Solutions, Southern Glazer’s Wine & Spirits, Salesforce, Lowe’s, Bank of America, and The Martin Agency. Today, I lead the Adult Beverage business for Neptune Retail Solutions across North America, overseeing strategy, sales, retail partnerships, digital media, and commercialization initiatives for one of the industry’s largest omnichannel retail media networks. My work sits at the intersection of retail media, shopper marketing, digital incentives, AI-enabled targeting, in-store activation, and commerce. Throughout my career, I’ve focused on building marketing organizations and revenue strategies that create measurable business impact: • Generated more than $90M in incremental revenue through eCommerce, retail media, partnerships, and performance marketing initiatives • Built a multi-million-dollar retail media and digital activation business within the beverage alcohol industry • Managed a $400M eCommerce business and delivered multiple consecutive weeks exceeding $7M in online sales • Led digital and social transformation initiatives at Lowe’s, helping scale the brand’s social ecosystem to more than 10M followers while driving measurable conversion growth • Helped enterprise organizations modernize go-to-market strategies through CRM, customer experience, data, and content initiatives at Salesforce and Bank of America • Built and led high-performing teams across strategy, media, creative, analytics, partnerships, and digital commerce I’ve spent my career operating where brand strategy, commercial performance, customer behavior, and technology converge. I’m particularly energized by opportunities involving business transformation, omnichannel growth, retail media, AI-enabled marketing, customer acquisition, and revenue acceleration. Colleagues know me as a leader who can move fluidly between executive strategy and operational execution, whether building long-term growth plans, launching new capabilities, driving organizational change, or helping teams navigate complexity with clarity and accountability. I’m always interested in connecting with organizations focused on growth, innovation, and building modern marketing organizations equipped for the next era of engagement.
Leading growth strategy, commercial innovation, and customer engagement for one of North America’s largest omnichannel retail media networks, connecting brands with consumers across the path to purchase. Focused on the activation of marketing, technology, data, and retail transformation, helping CPG brands accelerate growth through integrated solutions spanning in-store media, digital engagement, shopper marketing, and emerging retail technologies. Key areas of leadership and impact: • Lead strategy and growth across the Adult Beverage vertical, partnering with many of the world’s leading beer, wine, spirits, and ready-to-drink brands to drive measurable business outcomes. • Oversee a $30M+ business portfolio while building new revenue opportunities across digital incentives, retail media, data-driven targeting, and in-store innovation. • Develop strategic partnerships with national retailers and brand leaders, creating scalable solutions that connect consumer insights, technology, and commerce. • Lead go-to-market strategy, business development, and cross-functional execution across sales, product, analytics, marketing, and retail partnerships. • Champion emerging technologies, including AI-driven insights, digital media innovation, and data capabilities that improve personalization and consumer engagement. Throughout my career, my focus has remained consistent: building high-performing teams, transforming businesses, and turning consumer understanding into sustainable revenue growth.
Brought in as an embedded executive leader to accelerate the digital transformation of a Fortune 500 retailer with 4,000+ stores, stepping into a critical leadership role to stabilize, modernize, and grow the eCommerce business. Owned strategy and execution across a $350M+ digital commerce portfolio, leading cross-functional teams across marketing, technology, merchandising, analytics, site experience, SEO, conversion optimization, and customer experience. Key leadership impact: • Led a rapid transformation of the eCommerce business, delivering 10 consecutive weeks of record digital revenue exceeding $7M per week. • Improved conversion by 22% and increased repeat purchases by 15% through an integrated growth strategy across UX, personalization, digital merchandising, SEO, and performance marketing. • Optimized the customer journey through structured testing, checkout enhancements, and digital experience improvements, reducing abandonment by 18% and increasing average order value by 12%. • Launched AI-powered content and search optimization capabilities, generating $255K in incremental revenue within eight weeks while improving product discovery and organic performance. • Modernized the marketing technology ecosystem, consolidating platforms and eliminating inefficiencies to reduce costs by $140K while improving speed and operational effectiveness. • Established a performance-driven operating rhythm across product, marketing, analytics, technology, and merchandising teams focused on experimentation, accountability, and measurable growth. Served as a hands-on transformation leader, helping bridge executive needs while building scalable digital capabilities for future growth.
Led marketing, digital growth, and commercial innovation for North America’s largest wine and spirits distributor, helping transform how global beverage brands connect with customers through data, technology, eCommerce, and modern marketing capabilities. Built and scaled new growth platforms by connecting brand strategy, customer insights, digital commerce, retail media, and supplier partnerships across a complex B2B marketplace ecosystem. Key leadership impact: • Created and launched the company’s first Retail Media Network, developing a new revenue model that generated $17M+ in advertising revenue and influenced $90M+ in incremental supplier sales. • Accelerated digital transformation across the eCommerce marketplace, leveraging customer insights, personalization, and data-driven marketing to grow the digital customer base 17% year-over-year. • Led digital merchandising, content strategy, and marketplace optimization across 40+ global supplier partners, improving product discovery, engagement, and category conversion by 21%. • Partnered with iconic global brands including Patrón, Bacardi, Tito’s, Ketel One, and leading wine and spirits suppliers to create integrated marketing programs that strengthened customer engagement and commercial growth. • Advanced AI-driven segmentation and personalization capabilities, improving marketing effectiveness and increasing campaign ROI by 22%. • Built and led a 25-person marketing organization spanning brand, digital, creative, partnerships, analytics, and customer marketing while establishing performance-based operating models tied to measurable business outcomes. Focused on transforming marketing from a support function into a strategic growth engine by connecting brand building, technology, customer experience, and revenue creation.
Led go-to-market strategy, customer marketing, and industry storytelling for Salesforce Financial Services, helping some of the world’s leading banks, insurers, and financial institutions accelerate digital transformation through customer-centric technology solutions. Operated at the intersection of product, marketing, sales, and customer success, translating complex enterprise technology into market strategies that increased adoption, strengthened customer engagement, and accelerated pipeline growth. Key leadership impact: • Developed and executed go-to-market strategies for Salesforce Financial Services Cloud, partnering across product, sales, and industry teams to drive growth across banking, insurance, wealth management, and fintech markets. • Influenced $1B+ in enterprise sales pipeline through integrated marketing strategies, executive thought leadership, customer advocacy, and demand generation programs. • Led 15+ cross-cloud product launches, aligning Marketing Cloud, Sales Cloud, Service Cloud, and industry solutions into compelling customer narratives that increased marketing-qualified leads by 22%. • Built and scaled a customer storytelling and advocacy program featuring 20+ enterprise brands, strengthening sales enablement and improving conversion effectiveness by 18%. • Created executive-level content strategies across digital, industry events, webinars, and sales channels, increasing engagement by 25% with targeted decision-maker audiences. • Partnered with senior leaders across product, sales, and customer success to turn market insights into scalable messaging, positioning, and growth strategies. Helped transform highly technical capabilities into business outcomes by connecting customer needs, technology innovation, and measurable enterprise value.
Selected as an embedded transformation leader supporting a strategic initiative within the Chief Technology Officer organization at one of the world’s largest financial institutions. Partnered across technology, product, marketing, operations, and customer experience teams to modernize digital capabilities, improve service experiences, and create scalable operating models across the Retail Banking organization. Key leadership impact: • Led digital transformation initiatives focused on improving customer engagement, operational efficiency, and technology-enabled experiences across large-scale banking environments. • Developed new digital service workflows and customer experience improvements that increased satisfaction scores by 14% while reducing response times by 30%. • Delivered $300K+ in annualized savings through technology optimization, vendor consolidation, governance improvements, and process automation. • Created a standardized digital service framework adopted across three national customer care centers, improving consistency and effectiveness across 10M+ annual customer interactions. • Partnered with senior technology and business leaders to translate customer insights, operational needs, and emerging digital capabilities into enterprise solutions. Strengthened the connection between technology, customer experience, and business transformation within a highly regulated Fortune 50 environment.