A few words about me
When I'm not staring off into the distance for a headshot, I spend my time building brands through creatively-data-backed marketing campaigns.
I believe brands should be built around customer-centric stories. That creativity and empathy are essential to break through the noise. That using data to guide decisions is crucial.
I'm motivated to drive growth by clarifying brand/product positioning, turning it into a compelling story, and winning customers. I'm inspired by mission-driven brands with a clear vision, a willingness to challenge the status-quo, and a desire to change the world.
Where I've been lately
Consultant – Brand Strategist
Aug 2022 - present
Analyzing syndicated data (SPINS), shopper panel data (Numerator), and performing market research into the category, consumers, and brand. Delivering actionable and user-friendly insights for strategic decision making.
Director of Brand
April 2021 - May 2022
Developed and managed brand team responsible for positioning, messaging, omni-channel campaigns, product launch, social media, influencer, and content marketing.
Led go-to-market strategy for nine product launches.
Campaign drive periods resulted in 30% increase in DTC subscription rate; Facebook ad CTR improved 20%
Social media strategy led to +30% engagement rate, 3x growth rate; influencer impressions beating monthly targets by 15%
October 2020 - April 2021
Managed creative direction for brand, seasonal marketing campaigns, website, social media, email, and packaging.
Led rebranding process to revitalize packaging and positioning with a new creative direction
Managed email marketing, resulting in +30% improvement in open rate, and +10% improvement in click through rate
May 2019 - August 2020
Led marketing and PR strategy to improve brand experience, and expand global recognition of 2-Michelin restaurant.
Named one of SF Chronicle’s “Best Restaurants” in 2019 & 2020
Maintained 99% sell-through rate for ticketed dinners, and 100% sell-through for special events
Launched “Camp Commissary” take-out experience during COVID, created at-home digital dining/wine tasting experiences. Resulted in +50% daily revenue increase
April 2013 - April 2019
Built 360 digital marketing strategy to grow brand awareness and DTC revenue. Developed positioning, messaging, and product innovation to drive growth in retail and e-commerce channels.
Total e-commerce revenue grew 40% year over year, and email conversion rate improved 200%
Created go-to-market plans for 40+ products; positioning, messaging, content, and marketing strategy.