Portland, Oregon Metropolitan Area
I am an executive with a successful track record of growing consumer facing businesses across diverse industries, categories, marketing targets and global markets. My expertise is in quickly learning a new business and driving change to address consumer needs. I am skilled at engaging cross functional and multinational teams to perform beyond their expectations, and I am passionate about building brands that consumers love. I'm a classically trained CPG marketer, but I've pursued new opportunities in other industries so that I could keep growing as a marketer and businessperson. Career highlights include the following: In 2018, I was recruited to help turnaround Papa Murphy’s take & bake pizza, a brand that had not stayed relevant. We achieved the highest comp sales in 3 years and grew EBITDA by +8.9% thereby enabling the company to sell for +46% vs the pre-sale announcement price. These results were achieved in part through expanded digital marketing, a new advertising and social media campaign targeting millennials, as well as increased online ordering and delivery. I joined the eCommerce company, Provide Commerce, to bring consumer centric marketing and strategic leadership to direct response businesses and to become digitally fluent. I led a new gifting strategy for Shari’s Berries and began launching a more diverse pipeline of products such as Cake Pops. We also created a more modern and personalized gift experience which was unique in the category. I was promoted to lead ProFlowers where we launched incremental assortments to tap into trends such as Air purifying plants. While at Dean Foods, I transformed the Dean Foods chocolate milk business with a new strategy and brand (TruMoo) that unified 35 brands for the first time with a consumer preferred product and new, highly effective advertising. This drove +24% volume, +30% profit and +6pp share in the pilot market followed by +11% growth in year 2. During my successful tenure at Kraft Foods, I honed my marketing skills leading several iconic brands including Jell-O and Crystal Light. I led every phase of new product development and was subsequently recruited to an expat assignment in Central and Eastern Europe. In that role I led a cross functional international team in launching Kraft Dinners in the Czech Republic in just 7 months despite lengthy prior delays. I also led marketing for global brands Timex and Oral-B. I have a passion for food, food trends, nutrition and the impact of food in culture. I have traveled to over 35 countries and speak fluent French.
Stumptown is a leading 3rd wave specialty coffee roaster founded and based in Portland, OR with sales across 7 owned & operated cafes, 1000+ wholesale customers, eCommerce, and grocery/mass. I had direct leadership over the 200+ cross functional team located in Portland, New York and LA with full P&L accountability. Grew Net Sales +11% and EBIT +29% CAGR 2021-2025.
As part of a turnaround, drove new value oriented promotions and digital strategies that resulted in the highest sales comp in 3 years from down (10)+% to nearly flat. Participated in the successful sale of the company to MTY Group at a stock price +46% to the pre-announcement price. Led new advertising agency review and launch of new “Bake It Up a Notch” advertising and social media campaigns. Drove a +10 point increase in online ordering and +300% increase in Third Party Delivery. Reported to CEO with a team of 39. Chose to depart post sale amid Management changes.
Promoted to bring consumer centric marketing and strategic leadership to this direct response business post acquisition by FTD. Improved Mother's Day TV drove +15% units, +20% revenue and 16% lower CPU than plan. Led new website guest experience improvements including a new "gift finder" which drove +1.8% in conversion. Initiated new consumer insight driven innovations and promotions which were unique to the category such as a new Air Purifying plant collection launch and a new Mother's Day promotion with All Across Africa. Successfully led 50+ member cross functional team in scaling the business to fulfill increased demand across 5 peak holidays. Reported to President
Grew Revenue +7.3% and Profit +1.2% despite multimillion dollar sales loss during PAX east coast snowstorm at Valentine's Day. Successfully launched first ever off-peak integrated marketing campaign that resulted in +22% visits, +25% revenue +29% repurchase rate. Greatly improved team performance by establishing new cross functional role sort, creating a new NPI process, and establishing a well-coordinated peak holiday 'play book' for scaling the business. Developed new gifting strategy and began launching new products beyond dipped berries. Reported to SVP Brand Management with a cross functional team of 30.
Recruited to lead revitalization of global Timex brand. Substantially upgraded marketing with new, global brand positioning, better focused trademark programs, and significantly increased investment in consumer research. Created Stage 0 Innovation Process and initiated first ever concept screen to fill product pipeline with consumer validated ideas. Reported to CEO with a team of 36.
Transformed the $700M flavored milk business with a new strategy and brand (TruMoo) that unified 35 brands for the first time with 1 brand positioning, 1 consumer prefered formula, and 1 national advertising campaign. Achieved +24% volume, +30% profit and +6pp share in test market. TruMoo placed #4 on IRI New Product Pacesetters for 2012. Led evolution of local field marketing role from sales support role to strategic role. Reported to CMO with team of 6 and led all marketing activities for 17 brands representing $5B in sales.