United States
A Marketing-Minded Creative. I am currently a Director of Marketing with 11 years of experience in the beauty & fashion industries. I am an innovative, forward-thinking professional with a strong background developing impactful marketing strategies, brand management, innovation and product development - specializing in brand development & brand expansion. My ability to be a 'Marketing-Minded Creative' is truly my competitive advantage. I am both a natural, self-motivated creative and an analytical, data-driven marketing professional. Collaborative communicator, skilled in strengthening cross-functional relationships with peers and senior leadership. Well-versed in understanding the financial, strategic, and operational components of business decisions as well as the analytical & data-oriented processes necessary to influence innovation and brand development. My technical skills have been acquired through both education and professional work experience.
Develops & executes comprehensive brand strategies to position The Lip Bar as a leading inclusive beauty brand, ensuring consistent messaging across all touchpoints while driving brand awareness & equity Leads multi-channel digital marketing initiatives to drive online sales growth & customer acquisition across DTC & retail channels through creation of engaging omni-channel marketing strategies Manages a team of 3 employees to effectively execute marketing strategy across brand management, social media & community engagement. Manages 4 external agencies that facilitate email & sms activations, all paid media operations, PR & e-comm development needs Collaborates with cross-functional teams to ensure alignment & seamless execution of marketing plans Oversees a 7-figure marketing budget effectively while allocating resources to maximize ROI Reports directly to CEO/Founder and Board of Directors
Launched The Lip Bar Inc.'s first subsidiary brand- thread beauty- from concept to activation as a Target retail exclusive partnership. Develops and executes 360 marketing strategies driving core KPIs of retail-first revenue growth, brand awareness, customer acquisition and community engagement targeting Gen-Z and LGBTQIA+ beauty lovers of color. Analyzes marketing performance to ensure success against key KPI’s; responsible for optimizations & redirects. Contributes to the brand development process including creation of brand identity & voice as well as product development strategy. Responsible for managing brand, product & retail marketing, as well as partnering on creative concepts, social media & influencer relations. Oversees external PR & digital ad agencies to ensure synergies with internal strategies & initiatives. Collaborates cross-functionally to ensure successful execution of campaigns & activations. Reports directly to CEO/Founder & Board of Directors
Contributed to development and execution of 360 brand marketing strategy focused on product innovation. Managed 3 year innovation pipeline from concept ideation through development to launch- oversight of an average of 50+ skus per launch cycle. Partnered and collaborated cross-functionally with Product Development, Creative, Digital & Social teams to ensure all innovation launches were executed successfully and in line with strategic marketing initiatives
Owned ideation and execution of e-commerce marketing plans across the Markwins brand portfolio including: wet n wild, Physicians Formula, Black Radiance, Lip Smacker and LORAC Responsibilities included merchandising team management, product and site content creation, promotion calendar planning, site merchandising and user experience enhancements Designed and oversaw execution of interactive landing pages and engagement-based website innovations to support limited edition launches & subsidiary brand expansions
• Responsible for the ideation, planning and implementation of all brand marketing strategy at Target, ULTA and WetnWildBeaty.com • Contributed to the 360 execution of WnW brand strategy through merchandising, planning, promotional activations & dot com innovations • Served as primary liaison between brand marketing & ecommerce teams • Supported ambitious revenue projections through ideation and planning of dot.com exclusive launches, strategic promotional calendar, campaigns & DTC correspondence • Designed and oversaw creation of user-friendly landing pages & interactive-based website innovations by external creative agency • Expanded exclusive and first-to-market strategy on e-Commerce & ULTA by introducing multi-tier collection kits and influencer-targeted mailings to increase traffic, IPT & AOV • Collaborated with Site Merchandisers & copywriters to create customer engaging PDP pages rooted in story-telling, consumer interests & product knowledge • Led weekly cross-functional alignment meetings between wet n wild brand and the International Marketing, Creative, Ecommerce, Sales and Retail Marketing Teams.
Through the Fox Enterprise Management Consulting practicum I had the opportunity to develop a new business development proposal rooted in stakeholder engagement and marketplace analysis for a multi-million dollar real estate development firm. I presented the final recommendation to EVP and VP of Acquisitions proposing a multi-use, 7-story development demanding a $125+ M construction budget supported by an itemized financial model and ROI projection.