New York, New York, United States
I help brands create meaningful consumer connections and accelerate growth through the strategic integration of media, audiences, partnerships, commerce, and technology. As a global Marketing & Media executive with 20+ years of experience, I bring proven leadership across enterprise media investment, audience strategy, marketing analytics, retail media, brand partnerships, licensing, MarTech, AI-enabled marketing, and digital transformation. My experience spans a diverse portfolio of category-leading CPG brands, where I leverage data-driven marketing, strategic partnerships, and modern media capabilities to drive measurable business outcomes. Strategic, innovative, and results-oriented, I am passionate about building high-performing teams, fostering meaningful consumer engagement, and delivering sustainable, profitable growth. Work Hard 💪 (because nothing remarkable is achieved without hard work), Have fun 🥳 (fun breeds creativity, which in turn inspires better collaboration / stronger teams), and make a difference 🫶 (when we operate with the best intentions for all, we create space to be our whole selves and do great things together). NOTE: Opinions expressed here are solely my own and do not express those of my employer. Specialties: Paid Media Investment Strategy & Planning, Linear Television, Paid Social Media, OTT, Terrestrial Radio, Brand Strategy, Streaming Audio / Sonic Identity, Out-of-Home OOH, Performance Marketing, Paid Product Integration, Social Media Strategy, Social Media Activation, Paid Media Activation, Product Placement, Organic Social Media Marketing (TikTok, Instagram / Reels, Facebook, X (Formerly Twitter), Snapchat, YouTube / Shorts, Bluesky, Pinterest etc.), Paid Media Partnerships, Marketing Mix Modeling (MMM), Closed-Loop Measurement, Sales Lift, Brand Lift, Brand Marketing, Reputation Management, Public Relations, Influencer / Blogger Outreach, Creator Management, Lo-Fi Content Creation, Community Building & Engagement, Digital Marketing Strategy & Execution, Branded Content Production, Social Media Monitoring, CRM, Customer Relationship Management, Consumer Packaged Goods, CPG, Google, Sales Execution, Community Relations, Consumer Engagement, ROI Analysis, Digital Media, Interactive/Internet/Online/Mobile Marketing, E-Marketing, Search Engine Optimization (SEO), Answer Engine Optimization (AEO) Search Engine Marketing (SEM), Digital Marketing & Social Media Analytics, Loyalty Marketing, E-Commerce, Social Commerce, Affiliate Marketing, Website Management, Monetization, Data Analytics, Email Marketing, Sponsorships.
Assumed expanded enterprise responsibility for Newell Brands' global Media & Partnerships organization, adding leadership of Brand Partnerships and Inbound Licensing to an existing remit spanning enterprise media investment, audience strategy, media measurement, social commerce & engagement, and influencer marketing. Lead enterprise-wide Media & Partnerships strategy across a 29-brand global portfolio, reporting directly to the Chief Marketing Officer. Oversee Newell's global full-funnel media ecosystem across National Media, Retail Media, Audience Planning, Media Measurement, Social Commerce, Affiliate Marketing, Social Engagement, Influencer & Advocacy, and Data-Driven Marketing. Steward a nine-figure media investment portfolio, driving profitable growth, brand equity, and commercial performance through omnichannel planning, advanced measurement, incrementality testing, audience strategy, first-party data activation, and AI-enabled marketing capabilities. Partner closely with Brand, eCommerce, Sales, Finance, Insights, DTC, and regional leadership teams to align investment decisions with enterprise growth objectives. Lead Newell's global Brand Partnerships function, developing strategic collaborations across media, entertainment, retail, sports, culture, and technology. Oversee inbound licensing strategy and partnerships, activating third-party intellectual property relationships that bring globally recognized franchises and brands to Newell product portfolios. Serve as executive owner of global media agency partnerships, commercial negotiations, and senior platform relationships across Amazon, Walmart Connect, Meta, Google/YouTube, TikTok, and other strategic partners. Provide strategic leadership across North America, EMEA, LATAM, and APAC markets. Lead and develop a team of 38 marketing professionals while driving organizational effectiveness, capability building, digital transformation, and innovation to maximize long-term business and brand value.
Lead enterprise full‑funnel, omnichannel media strategy and activation across a 29‑brand global portfolio including SHARPIE®, GRACO®, YANKEE CANDLE®, RUBBERMAID®, COLEMAN®, OSTER® and more, reporting directly to the CMO. Own National Brand Media, Retail Media Networks (RMN), Paid Social, Affiliate & Influencer Marketing, Paid Search/SEM, Programmatic, Video/CTV, AEO/GEO and Data & Analytics strategy across Home & Commercial Solutions, Learning & Development, and Outdoor & Recreation segments. Drive performance marketing, brand equity growth, and profitable revenue acceleration through advanced media measurement (MMM, MTA, incrementality testing), audience strategy, first‑party data utilization, and content excellence. Lead cross‑functional integration across Brand, DTC, eCommerce, Sales, Finance, and Insights to align media investment with commercial objectives and aggressive revenue targets. Oversee global media agency partnerships and senior platform relationships across Amazon Ads, Walmart Connect, Target Roundel, Meta, Google/YouTube, TikTok, Pinterest, Snap, Spotify, Reddit, and other emerging ad tech partners. Manage and develop a team of 36 marketing and media professionals while stewarding a multi‑million‑dollar operating budget, including stewardship of a nine‑figure annual media investment portfolio. Champion retail media growth, digital transformation, data-driven decisioning, and end‑to‑end full‑funnel planning to maximize ROI, incrementality and long‑term brand impact.
Promoted to lead PepsiCo Foods NA’s Digital Marketing and Social Media reporting directly to CCO overseeing brand social strategy, governance, community management, creator/influencer marketing, websites, email/CRM, data acquisition, SEO/SEM & DAM. Manage a team of 35 across NA and administer a multi-million dollar budget. Primary interface with social media platforms and digital agencies. Led organic social strategy, activation, and governance for 27 brands, including 7 billion-dollar brands, increasing impressions by 142% and followers by 3.7MM in '23 vs. PY. Established an organic social media analytics infrastructure and reporting framework to inform strategy and optimizations. Developed influencer/creator strategy, resulting in multi-millions in new investment managed by my team. Founded the FLVR food entertainment brand, engaging consumers through unconventional recipes using PepsiCo’s products. FLVR is the most followed PepsiCo Foods brand globally on TikTok and YouTube, with over 1.9MM followers and a ROAS of 50x Amazon FireTV’s CPG benchmark. FLVR has won numerous industry awards and was nominated for the '24 PepsiCo internal BAM awards. Led the Super Bowl Social Media “War Room” at SBLVI, SBLVII, SBLVIII, and SBLIX, successfully cutting through a cluttered media landscape. Doritos and Lay’s achieved #1 and #2 advertiser social media SOV on Game Day in '25, generating 500k mentions. Led social listening program via Sprinklr to identify trends, inform flavor innovation, and support issues management. Championed expansion of the PFUS digital marketing ecosystem to include 22 brand websites on a common MarTech platform and set of wireframes, with annual site traffic in the tens of millions. Created the Digital Recipe Engine (DRE), a new internal DAM capability acting as source of truth for recipe content. This allows teams to easily access related insights and integrate recipes and faceted recipe search via API into digital properties and ads.
Promoted to lead Frito-Lay North America's omnichannel media investment strategy, CRM, and media measurement. Oversaw planning, activation, and optimization of hundreds of millions of dollars in annual spend across 10+ brands to achieve business goals. Managed a team of 11 marketing professionals across North America, including Canada and Mexico. Primary interface with media publishers, platforms, and agency leadership. Led the development of Frito-Lay’s multi-year omnichannel media investment strategy, unlocking synergies of full-funnel marketing in connecting upper brand and lower funnel performance media. Delivered a 24% improvement in Digital ROI, bringing it on par with Linear TV - a first in Frito-Lay history. This also resulted in Frito-Lay delivering strongest ROI as compared to all other PepsiCo divisions. Directed Covid media response to pause/reallocate tens of millions of dollars, pivoting communications to support “service-over-selling” approach to creative messaging. Led media strategy and activation of 6 award-winning, omnichannel Super Bowl campaigns. This included innovative digital extensions like the ’20 AR “Cheetle Detector” developed in partnership with Google, the Doritos “FlatMatthew” 2D Lens developed in partnership with TikTok, and the ’21 “Snap to Steal” sampling activation leveraging Snap camera technology. Nearly doubled dedicated multicultural media investment from ’19 to ’20. Championed media innovation responsible for advancing Frito-Lay’s technology-enabled creative personalization and AI-driven media buying efforts increasing media ROI. Led ‘20/’21 Upfront negotiations to deliver improved deal terms/flexibility and low single-digit inflation. Led the development of PepsiCo’s first brand Sonic Identity for Doritos to bolster recall and increase media effectiveness across all sound-on mediums. Established a world-class product placement strategy to shore up Frito-Lay brands’ presence in ad-free/ad-light environments.
Promoted to support Sr. Director in delivering Frito-Lay North America's media agenda, including planning, activation, and optimization of hundreds of millions in annual spend. Managed a team of 6 marketing professionals across North America. Represented Frito-Lay North America with media publishers, platforms, and agency leadership. Led media measurement efforts, including Marketing Mix Modeling (MMM), brand lift, sales lift, and meta-analyses, identifying actionable insights to improve performance over time. Conceived and launched the PepsiCo Tasty Rewards CRM program in the U.S. market, featuring a new brand identity and a mobile-responsive website/email with sweepstakes, coupons, and lifestyle content. Oversaw the successful transformation of the FLUS mar-tech stack, including agency and technology support. Exceeded 1P data acquisition targets by 20%, adding millions of new unique consumer records. Led the redesign and relaunch of the evergreen brand website platform across the full FLNA portfolio (10 websites), delivering a 132.9% increase in brand website traffic vs. the previous year. Managed in-house digital media buying efforts, improving transparency into the digital supply chain and increasing media efficiency and effectiveness, extending to agency-managed investments. Standardized the approach to brand microsites, generating millions in annual cost savings with improved UX for consumers. Specialties: Paid Media (Linear TV, Terrestrial Radio, Streaming Audio, Social, OTT, Display Advertising, SEM, Native Advertising, Sponsorships, Branded Content, Out-of-Home OOH, Print, Influencer Marketing), Measurement (MMM, Sales Lift, Brand Lift, Matched Market Testing), CRM / Digital Marketing (Email, Web, Database, DMP)
Promoted to CRM Manager II based on strong track record of performance. Responsible for delivering a best-in-class digital content marketing program across Kraft Canada’s paid, owned and earned media channels, driving improved business results and increasing overall consumer engagement with Kraft brands Supported Canadian CRM digital marketing effort through oversight of flagship website (kraftcanada.com), loyalty program (Kraft what's cooking rewards), digital magazine (Kraft what's cooking), mobile app, SEO, Email, Consumer Database and third-party monetization Co-led the development of unique and customized digital content through close coordination with the Kraft Kitchens, SEO vendor, Bloggers and third-party content suppliers. Acted as internal digital adviser for the grocery, scale and shopper marketing teams, working with and advising iconic Canadian brands including Kraft Dinner, Kraft Peanut Butter, JELL-O, Kraft Hockeyville and Miracle Whip to identify CRM amplification opportunities leveraging powerful owned media assets and the Kraft consumer database. Supported Kraft Canada's data strategy, harnessing 1st party data to reduce media waste through the development of custom targets and real-time optimization of in-market creative. Canadian Marketing lead for NA website migration and redesign project, successfully re-launching kraftcanada.com with industry leading design, back-end functionality and mobile user experience Successfully redeveloped Kraft Canada's scale loyalty program, reducing non-working agency fees by 40% while increasing overall reach and consumer engagement. This included rebranding the program to Kraft what’s cooking rewards, launch of the coupon centre and enhancement to digital sampling program (Kraft Samplicious) Responsible for significant paid digital media spend, including oversight of SEM, Digital Display, Promoted Video, and Paid Social Media Marketing lead for Kraft Canada e-commerce
Responsible for delivering a best-in-class digital content marketing program across Kraft Canada’s paid, owned and earned media channels, driving improved business results and increasing overall consumer engagement with Kraft brands Supported Canadian CRM digital marketing effort through oversight of flagship website (kraftcanada.com), digital magazine (Kraft what's cooking), social media presence (Facebook, Twitter, YouTube, Instagram, Google+, Blogger Outreach and Pinterest) and mobile app Co-led the development of unique and customized digital content through close coordination with the Kraft Kitchens, SEO vendor, Bloggers and third-party content suppliers. Acted as internal digital adviser for the grocery, scale and shopper marketing teams, working with and advising iconic Canadian brands including Kraft Dinner, Kraft Peanut Butter, JELL-O, Kraft Hockeyville and Miracle Whip to identify CRM amplification opportunities leveraging powerful owned media assets and the Kraft consumer database. Responsible for significant paid digital media spend, including oversight of Promoted Video, and Paid Social Media
Promoted to lead digital marketing activation for Maple Leaf Foods' Masterbrands (Maple Leaf, Schneiders, Dempster’s, Olivieri, Prime, Tenderflake, Villaggio and Lunchmate) as well as 15+ Regional Brands Responsible for all E2E paid, owned and earned digital marketing activation across Maple Leaf Foods brands (including CRM, Digital Couponing, SEM, Facebook and Twitter) Provided support to brands looking to leverage the digital, social & mobile marketing channels to help achieve their business objectives. This includes education, strategy development and execution of digital and social media marketing tactics Managed agency relationships and liaised with key internal stakeholders including Brand Marketing, Corporate Communications, Consumer Affairs, Culinary and Legal Supported development of organizational policies and protocols related to the management of digital and social media channels like Facebook, Twitter, YouTube and Pinterest. Managed a team of 2 full-time Digital Marketing Coordinators and a substantial yearly A&M budget Founded and led the Maple Leaf Foods Connects blogger outreach program consisting of 1,000+ opt-in Canadian bloggers Identified and scoped new digital and social strategies, tactics and technologies Maple Leaf Foods leveraged to ensure ongoing competitiveness and innovation from a communications standpoint Oversaw analytics and reporting of always-on digital marketing activity as well as campaign based execution across all brands Overall results exceeded targets including growth in size, engagement and monetization of digital and social media audience. This included adding 900,000+ new Facebook fans, 7,000 Twitter / 400+ Pinterest followers as well as generating enough earned and owned media value to illustrate a high ROI on digital marketing investment Digital and social media marketing execution was key driver of Maple Leaf Foods winning 2011 Marketer of the Year by Marketing Magazine (View Article: http://bit.ly/yykwRu)
Contributed to the development of long and short-term brand strategies, marketing plans, packaging, advertising and sales promotions that achieved corporate profit, volume and share objectives for the Maple Leaf Prime brand. Managed relationships with brand, activation, interactive and packaging agencies working on various projects supporting Maple Leaf Prime.
Maximized sales volume and revenue in a pre-determined territory through the cultivation of strong relationships with both customers and franchisees. Activated local and national in-field marketing promotions to build brand awareness and increase sales across key brands including Dempster's and Villaggio. Coached and led a team of 17 DSD franchisees on selling and display execution, merchandising standards, and ensured accurate and timely orders were submitted and delivered to all customers (Walmart, Sobeys, Loblaws, Shopper's Drug Mart, Price Chopper, Costco, RCSS, Longos).
Managed complex packaging models and coordinated with suppliers to ensure efficient production and minimize packaging obsolescence across Frito-Lay Canada brands (Lay's, Cheetos, Doritos, Tostitos, Miss Vickie's, Stacy's, Ruffles, Smartfood). Worked cross-functionally as well as with graphic design agency on an on-going basis to ensure new product critical paths were achieved. Led the development of a new product ordering model, used to help better predict demand for packaging materials at Frito-Lay Canada.