SENIOR MANAGER, MARKETING
2021 - 2022
MANAGER, MARKETING + CREATIVE
2019 - 2021
ASSOCIATE CREATIVE DIRECTOR
2018-2019
Led the Shopper Marketing team, responsible for all trade marketing across 15+ retailers in the Northeast and Mid-Atlantic.
Onboarded four commercial partners while developing marketing strategy to drive trial and growth for the business.
Accountable for shopper media strategy to drive trial in existing and new platforms across four key retailers, while maintaining a consistent brand expression in all channels (digital, retail, social).
Key Accomplishment - Led the launch strategy of the first fruiting crop (strawberries) for Bowery Farming (the largest vertical farming company in the US). Resulted in extensive press coverage (Bloomberg, NYT, etc) and product sell through at Eataly and other speciality retailers in the first week. Responsibilities included developing a go-to-market strategy, creative direction, social media strategy and partnerships (both influencer and retail).
Managed brand strategy across 14 Asia Pacific markets, with a focus on sustainability, health and wellness and social impact.
Owned relationship with creative agency, delivering promotional and brand campaigns for all Starbucks Asia Pacific.
Seamlessly led and executed global creative expression across all brand channels (social, digital, print) to maintain brand consistency and drive awareness of the new brand identity.
Delivered consistent growth on social channels, through optimized creative fueled by marketing insights to support the business.
Key Accomplishment - Led creative and brand marketing strategy across the organization for a reusable cup initiative, positioned to save two million single use cups from the landfills in Asia.
Managed a creative team of three supporting global expansion of Roastery & Reserve store concepts. Appointed as lead stylist and art director for all Roastery & Reserve photoshoots that supported global communications.
Designed customer journeys for flagship locations in Shanghai, Tokyo, Milan New York, Chicago and Seattle. Managed consistent brand expression in physical and digital brand channels including visual displays, graphics, menus and environmental design.
Key Accomplishment - Became creative point person for all global Roastery openings; designed displays that contributed nearly half of sales mix for each location and art directed photoshoots for global communications.
SENIOR designer
2016 - 2018
Led retail display strategy for Starbucks Reserve store portfolio (Roastery and Reserve stores) to support unique seasonal merchandise assortments, elevating the coffeehouse experience.
Partnered with international vendors and new brand partners to bring entirely new display systems into the Reserve store portfolio, while maintaining creative execution and brand consistency for Starbucks globally.
Key Accomplishment - Developed curated visual merchandising guides for Roastery flagship stores in Seattle, Shanghai, Milan and Tokyo, which later informed the broader Starbucks core store base in retail North America (15,000+ stores).
Visual merchandising designer
2014-2016
Responsible for developing display concepts to support seasonal assortments in core Starbucks retail stores.
Contributed to the design of evergreen in-store display systems to optimize sales by reducing single-use display waste.
Managed assortments of 50+ SKUs for 6 seasonal promotions a year, optimizing display strategy to drive sales of new product while maintaining a strong evergreen display.
Key Accomplishment - Developed customer journey map for 9 seasonal campaigns per year to support launches in 12,000+ stores.
Creative and branding expert with a background in global & regional roles and experience on both sides of the brief - from marketing to creative strategy. Interested in brands with a conscience - using their scale for good. Passionate about people and developing team environments that foster innovation.
Current interests include - coffee (Chemex, preferably), learning about new cultures, spending time outdoors or doing yoga and sustainable solutions for the future.