New York, New York, United States
I’m a Retail / CPG strategy leader with a passion for building impactful, scalable retail programs for consumer brands. Over the past few years, I’ve led Beard Club’s expansion into national retailers such as Target, Walmart, and CVS; owning everything from P&L and budget management, category data analysis and pricing & promotions strategy to product innovation & launches, buyer presentations, and in-store execution. With a foundation in brand marketing and a deep interest in consumer behavior, I specialize in bridging the gap between digital-first brands and brick-and-mortar retail. I bring a balance of data-driven thinking and brand sensitivity, ensuring that what works for retail also strengthens the overall brand experience. I thrive in fast-paced, entrepreneurial environments where there’s room to build, iterate, and drive growth from the ground up. I also bring experience managing both large-scale brands ($100M+) and budgets, as well as building smaller challenger brands from the ground up. With a background that spans major retail, CPG, and DTC, I offer a unique perspective on omni-channel brand building and execution—balancing strategic thinking with hands-on execution across every stage of growth. FOCUS AREAS: Retail Expansion Strategy · Omni-channel Brand Building · Target, Walmart, CVS · Go-to-Market Execution · Category & Pricing Analysis · Line Reviews & Buyer Presentations · Promotional Strategy · DTC & CPG Experience
- Led retail expansion from DTC to national retail, securing distribution in 10,000+ doors across Walmart, Target, CVS, and Sam’s Club, driving a 27% YoY revenue increase - Own P&L and retail budget management, ensuring profitability across channels while optimizing trade spend and execution - Developed and launched 14 new SKUs tailored by retailer, using SPINS and Circana data to identify category white space, guide product strategy, and align pricing and positioning - Lead cross-functional go-to-market execution, from pitch decks and line reviews to in-store merchandising and promotional strategy - Collaborate with internal brand, creative, and ops teams to ensure consistent omnichannel execution and product delivery
- Developed and executed brand strategy that drove 35%+ growth, aligning creative, product, and retail touch points across the consumer journey - Led new product innovation from concept to shelf, informed by consumer insights and category trends - Launched and managed a consumer insights program to guide messaging, positioning, and portfolio expansion - Drove brand partnerships, including celebrity collaborations with talent such as James Harden, enhancing awareness and credibility - Managed cross-functional agency relationships across creative, PR, and digital to ensure consistent brand execution
- Owned strategy and performance across a portfolio of 5 brands ($100M+), delivering +3% share growth while managing P&L and aligning execution to business KPIs - Led integrated marketing plans across retail, digital, and social, managing external agencies and driving strategic partnerships - Managed 2 direct reports, fostering culture of excellence and growth - Translated consumer insights and category data into customer-centric campaigns that elevated brand relevance and shelf impact - Managed omni-channel brand communications, ensuring consistency across in-store, eCommerce, and media channels - Brought multiple product innovations to market at major retailers, fueling incremental sales and brand equity gains
- Managed a multi-million-dollar marketing budget across three brands and multiple channels, optimizing spend efficiency and ROI - Developed and executed paid social strategy and content in partnership with external agencies - Led data analysis on POS trends, SKU performance, and media efficiency using IRI and Nielsen to inform strategic decisions - Partnered with internal sales and shopper teams to build retailer-specific programs for key accounts, including Walmart and Amazon
- Managed a $350M+ brand portfolio within the Hair Care category, driving profitability and share growth through strategic data-driven initiatives - Developed omnichannel marketing plans leveraging POS insights and consumer behavior, improving profitability by 12% - Led cross-functional initiatives with Unilever and L’Oréal, delivering 50bps of market share growth - Created and launched an exclusive subcategory, collaborating with vendor partners on innovation, positioning, and go-to-market strategy - Utilized ExtraCare loyalty data to build segmented audiences for personalized email, mobile, and digital ad campaigns, boosting promotional efficiency by 10%
- Conducted quantitative and qualitative consumer research to uncover insights that informed brand strategy, innovation, and marketing initiatives - Presented a turnaround plan for an underperforming brand—including a DTC subscription box concept—ultimately adopted by senior leadership - Initiated demographic and psychographic studies to identify high-potential target segments and brand affinity patterns - Led multiple insight-driven research projects in collaboration with external partners, including Radius Global Market Research, to identify consumer trends and guide product positioning