Vancouver, British Columbia, Canada
I’m an insights-driven, results-oriented brand marketing and communications professional with 18 years’ experience, the last 10 spent at global athletic apparel brand lululemon. I am a strong functional + people leader in brand + marketing strategy, brand planning + operations, campaign development and management, consumer insights, process creation, fiscal management and overall enterprise business strategy. I have only worked in marketing strategy + operations roles since beginning my career, and have grown into a respected leader and colleague among my peers.
• Heads up lululemon's core brand strategy, positioning + identity, under the Chief Brand Officer and SVP Global Brand Management + Operations • Leads the strategy and delivery of brand elements that are integral to ensuring lululemon's brand purpose comes to life and is at the heart of everything we do; ultimately driving brand familiarity, love, and distinction globally • Architected the marketing launch of a new category for lululemon - bodywear - including category positioning + naming. The launch of Wundermost, featuring our softest fabric yet, Ultra Soft Nulu, drove more than 853M in impressions, 93%+ positive sentiment and $6.4M in sales in North America. • Drove the global Fall '22 Men's Campaign 'Your Move' feat. NBA Star Jordan Clarkson, aimed at driving awareness and consideration with new menswear guests in all of our Global markets.
• Drove creation of connected fitness product MIRROR’s brand positioning in early 2021, working in close partnership with lululemon Chief Brand Officer and CEO and Founder of MIRROR. Included working directly with agency Brand Strategy teams to inform direction and represent the lululemon + MIRROR brands • Developed 2021 Holiday brand campaign strategy, focused on elevating top gifting product and delivering a curated expression of lululemon as a gifting destination for gift givers, informed by insights from in-store shoppers • Working up-stream in go-to-market process, Holiday campaign brand strategy directly informed Global Merchandising’s product buy, resulting in a collaborative campaign to drive Brand, Product and Retail OKRs • Led and managed the development of lululemon’s celebration of International Day of Yoga in 2018, including partnering with VP of Comms to contribute 100% of profits from sales across North America to not-for-profit partners committed to advancing accessibility and making yoga more inclusive
• Co-led the development of lululemon's first brand campaign This is Yoga working with Virtue Worldwide. Included a new company purpose statement and positioning for the company. Campaign drove 8-10% lift in brand awareness in key markets, $2.3M measurable .com revenue and 50 million video views. • Created strategy that drove lululemon’s International Women’s Day brand marketing efforts in 2017 and 2018, including full-page open letter in the New York Times
As the CEO of Tourism Penticton, I led building the brand of Penticton & Wine Country into a destination on the bucket list of the world's travellers. In this role I was responsible and accountable for: • Developing positioning for travel to Canada’s top wine region and subsequent award-winning multi-year campaign that drove awareness lift of 14%, likelihood to travel and generated 39% YOY bookings • holistic business and brand strategy and integrating it into all aspects of the organization • relationships with senior level stakeholders, including public + private sector officials • overseeing the Wine Country Visitor Centre experience • leading the organization's growth from a revenue standpoint • overseeing Penticton's marketing strategy/media plan and Penticton's tourism research, all staff teams, the development of innovative partnerships and generally Tourism Penticton's activities and operation