Los Angeles Metropolitan Area
They say if you do what you love, you won't work a day in your life. And my career has been nothing short of an adventure. Navigating through an ever-evolving digital landscape. Turning a spark of an idea into a memorable campaign. Standing by the sides of teammates and clients alike as we shift the way businesses and organizations function. Pushing boundaries. Effecting change. Inspiring people. Teaching. Learning. Teaching again. I find the art of marketing extremely gratifying. It’s one of the few careers where you truly see the fruits of your labor and how as a marketer you are able to engage with real people, shift perceptions and deliver experiences that are unforgettable. What I love about marketing is that I get to spend a day in someone else’s shoes (and I love shoes). I believe consumers are key. Without them brands and agencies don’t have purpose. I’m always thinking about what they want, what they need and what their lives would be like without us. I think about ways to reach them, how to speak to them, and how to give them something that is true and authentic. Any successes I’ve had in my career have been rooted in that belief. When it comes to my philosophy I believe in leading by inspiring. I believe you’re only as good as the team you have and that teaching and learning are crucial. I believe in being proud of your work and believe it’s ok to have high standards and expectations. I believe that laughter is essential and that taking things too seriously can sometimes be damaging. In short, you should love what you do otherwise do something else.
Shaping the brand and future of Posh Peanut, a beloved DTC children’s apparel business.
Advising the next frontier of ecommerce AI.
Transformed Ruggable into a culturally resonant, emotionally driven home brand. - Spearheaded North America marketing strategy, driving 95% of the 9 figure annual revenue - Managed 9 figure marketing budget and improved marketing efficiency by 700 BPS through iROAS optimization, channel diversification, and rapid experimentation - Transformed brand identity to reflect real-life culture over curated perfection to create an emotionally resonant and differentiated market position - Delivered the two largest revenue days in history (Black Friday & Cyber Monday) - Led viral, culturally relevant 360 campaigns with partners including Goop, Architectural Digest, Bridgerton, Iris Apfel, Jonathan Adler, Hiltons, Morris & Co, and Justina Blakeney - Built a full-funnel performance flywheel, 10Xing content and leveraging AI for creative analysis, testing and content creation - Increased AOV and conversion via CRO, curated merchandising approach, cross & up-sell strategy, and new category launches (pillows, pet beds) - Led integrated brand strategy across influencer, PR, social, events, and CSR, driving earned media and purpose-driven engagement - Supported first wholesale expansion into major retailers, diversifying beyond DTC - Led 60+ team across brand, creative, acquisition, lifecycle, analytics and ecomm - Awards: Domino Collab of the Year • GQ Best Rug • People Pet Bed Award
Propelled IPSY from beauty subscription to viral cultural phenomenon, scaling to $1B. - Scaled revenue from $300M to $1B+ and grew active members to 4M+ - Rebranded IPSY into a viral beauty sensation, becoming the #1 beauty brand on TikTok - Expanded core subscription with Icon Box, unlocking new revenue via iconic collabs with Khloé Kardashian, Alicia Keys, Halsey, Huda Kattan, Addison Rae, Becky G, and more - Accelerated growth through new personal care category launch (Refreshments), Mexico expansion, ecommerce scale, and BoxyCharm acquisition - Managed $60M+ marketing budget; drove LTV:CAC gains through media innovation - Built industry-leading influencer flywheel across celeb, mega, micro, and nano tiers with 1000s of creators and in-house content studio activations - Led experiential strategy launching IPSY Live, nationwide tour bus activations, and hyper-local beauty events - Spearheaded ESG strategy and first corporate impact report; redefined beauty equity with $55M+ investment in Black & Latinx-founded brands - Led 80+ team across brand, creative, acquisition, lifecycle, site and ESG - Awards: Forbes Top 50 Entrepreneurial CMO • Top 100 Women in Business • PR Daily Top Women in Marketing • Shorty Award • Newsweek Most Loved Workplace • Anthem ESG Award Winner • Ex Awards Best Experiential Marketing • Glossy Beauty • Allure • PopSugar
Elevated Canndescent as a luxury wellness brand, easing stigma through mainstream moments. - Positioned Canndescent as an aspirational lifestyle brand through 360 campaigns and mainstream media partnerships with Goop, Byrdie, Entrepreneur, and WhoWhatWear - Spearheaded breakthrough vape category launch, spotlighted by Chelsea Handler event and top-tier coverage in Forbes, Fast Company, and Fashionista - Built and launched Canndescent’s first non-cannabis ecommerce site on Shopify and partnered with Eaze and MedMen to accelerate sell-through - Expanded market share by launching goodbrands, a more accessible sister line - Scaled team from 4 to 13, building capabilities across product, marketing and retail