San Francisco, California, United States
Daring, direct, and innovative - I thrive in ambiguity. General manager, marketer, and team leader with specific skills in: - business strategy, large-scale data analysis, financial modeling - omnichannel distribution strategies, incrementally measurement, and brand building - wholesale merchandising, shelf strategy, in-store marketing, retail partnerships - e-commerce merchandising, financial planning, pricing, and inventory management - marketing measurement, attribution, mixed-media-modeling, and ROI measurement - online marketing, offline marketing, website merchandising, e-commerce product - fast-moving consumer goods, personal care, and baby gear I'm an ex-Consultant who fell in love with business while crunching buy-side diligence assessments at Chertoff Capital. I am also a proud Gemini Vegetarian (IYKYK). I can't live without French Fries, Real Housewives, or Trap Hip Hop Music. **** SECTOR EXPERIENCE: Fast-moving consumer goods (FMCG) Grocery / Club / Drug / Mass / Speciality Retail eCommerce (Babylist / Amazon / Retailer.com) Personal Care / CPG / Laundry Care Baby Goods & Products Durables / Consumables Private-equity (PE) backed portfolio companies VC-backed consumer start-ups Apparel / fashion B2B2C Consumer services marketplace (car repair)
Mockingbird is a VC-backed, digitally-native D2C baby gear startup founded in 2019, known for its innovative strollers and commitment to safety and affordability. As the inaugural senior marketing hire, I spearheaded growth and was promoted to VP within 12 months. I owned the entire revenue stack (brand strategy, paid and unpaid media channels, data & analytics, unit economics, retails sales, e-commerce sales, DTC website, product marketing, and revenue operations). I built the Marketing, Retail, and eCommerce team at Mockingbird from the ground up across Growth, Product Marketing, Brand Marketing, Web Product Management, and Retail. - Mockingbird revenue run-rate grew 5x during my leadership (in the face of 2 product recalls / 9mo stockout) - I secured national retail distribution (from 250 to 1100 stores) and 100x retail sales - Forged strategic partnerships with - Babylist and Target, improving wholesale margins 20% - Built a brand with a 70%+ NPS score, steering it away from being the "brand that's cheaper" - Positioned Mockingbird as the leader for modern, high-quality, high-value baby gear products
Led the Direct-to-Consumer (DTC) digital media channels and marketing strategy, ultimately owning and deploying 89% of the brand's entire marketing spend. Joining shortly after the P&G acquisition as employee #37, I inherited the DTC results, topline, and acquisition funnel from the CEO and Founder. I spearheaded the digital marketing team's efforts in increasing brand awareness and household penetration for multiple product categories within Native's natural personal care portfolio by directing multi-channel campaigns across social, search, and display. This included managing creative development and strategy, analytics and reporting, attribution, media channel buying and selection, as well as campaign optimizations. Responsibilities: - Strategic planning, implementation, and P&L management of DTC digital marketing program - Developed customer acquisition, retention, subscription, and loyalty strategies - Established & utilized data analytics, reporting, and modeling to optimize paid campaigns - Forecasted sales and optimized marketing spend - Drove full-funnel eCommerce digital marketing strategy - Led internal and external stakeholders on creative, buying, and reporting - Managed and improved digital marketing technology stack What I Achieved: - Profitably scaled paid program to $30M, reducing customer acquisition cost by 22% - Drove 64% growth in D2C sales through performance marketing - Established Native as a DTC leader within P&G through executive workshops and playbooks