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Work Background
Blueground CoGlobal Director, Head of Brand
Oct. 2019NYC · HybridGlobal Head of Brand function, driving the Blueground brand's global visibility and category-leader mission to re-imagine moving & living for tomorrow's flexible traveler. Team oversight across: + brand marketing + brand strategy
+ go-to-market planning + social media & influencer strategy + content marketing
+ brand market research & insights generation
+ messaging frameworks all brand touch points At the intersection of technology, hospitality and real estate, our vision is to make people feel at home wherever they choose to live. To do this, we offer tech-powered, fully-equipped and high-designed spaces in the most vibrant cities around the globe with a portfolio of over 15,000 apartments in 30+ cities worldwide. #ShowUpStartLiving
EdelmanVP, Brand Strategy: Digital Transformation Practice
Jul. 2016 - Sep. 2018NYC, NYDigital advisory & integrated marketing arm of the world’s largest global communications marketing consultancy firm. • As 1st hire in Edelman's new global Transformation practice (brand/business consultancy meets creative agency), shape and roadshow innovative approaches from brand building and strategic planning through to go-to-market execution in the delivery of transformative approaches across communications, marketing, brand operations and customer experience. • Clients include: Comcast, Samsung, Unilever, Johnson & Johnson, Edgewell Personal Care, etc.
Vibe AiDirector, Brand Strategy & Planning
Sep. 2014 - Aug. 2016London, United Kingdom; NYC, NYBoutique brand & marketing agency that fuses psychology with innovative tech to drive brand equity & sales for progressive brands. • Reporting in to CEO, lead development of agency’s IP definition/protection, and clients’ channel strategies, innovation plans, portfolio optimization & marketing mix parameters. • Championed 'Audit, Align, Attract' methodology to effectively deliver pitches, manage Creative, lead client workshops & execute research. • Managed & mentored Strategy team.
British American TobaccoGlobal Marketing Manager: Portfolio Strategy, Global Drive Brands
Mar. 2013 - Sep. 2014London, United KingdomWith 253+ brands sold in 200+ markets, FTSE-10 company, BAT, is a market leader with the fastest growth rate in the industry. • As a part of Global Executive Marketing Team, operated within a center of excellence model to deliver corrective action & migration plans ("voice of the regions") across brand, marketing & portfolio strategy expertise to the C-Suite/Management Board, Global Brand Heads, and cross-functional Business Unit Leaders across BAT’s top markets & global drive brands ($61Bn in op. revenues/$8.3Bn profit ’13.)
BRITVIC PLCSenior Brand Manager (PepsiCo Carbonated Brands: Strategy Projects)
Jun. 2012 - Jan. 2013On-siteBritvic PLC is the UK & Ireland bottler for PepsiCo.
• Marketing Strategy lead on identifying and championing innovation pilots & category drivers reflecting Global growth priorities that can be haloed across PepsiCo’s carbonated portfolio.
BRITVIC PLCSenior Brand Manager (PepsiCo Carbonated Brands: TANGO)
Sep. 2011 - Jun. 2012Developed 3 & 5YR Brand Plans and step-changing AOP to turn around iconic Tango brand ($70mm) through select quarterly promotions in key channels (e.g., Grocery, Impulse, Leisure). • Leveraged pack price architecture to generate double-digit YoY brand % growth in Grocery (+22) & Impulse (+31) channels
• Re-launched category disrupter Turbo Tango to deliver 2nd fastest-moving soft drink sales rank (+47% v. target) in retail
FutureBrandSenior Strategist: Consumer & Corporate Practices (Fixed Term MBA Contract)
May. 2010 - Jul. 2011London, United Kingdom• Designed & executed global brand strategy and innovation projects, while leading positioning/architecture development, customer engagement, client workshops, and research to deliver marketing growth plans. Clients/sectors included: EFES BEVERAGE GROUP (Beverages/Spirits)
SKYN CONDOMS (Health & Wellness)
VODAFONE (Telecommunications)
MONDELEZ (CPG/Confection)
HILTON HOTELS (Hospitality)
L'Oréal(Senior) Marketing Manager (Prestige Professional Products Division, Kérastase Paris Hair Care)
Nov. 2007 - Dec. 2009NYC, NY• Haircare & styling portfolio
L'OréalBrand Manager (L'Oreal Paris Consumer Goods Division)
Mar. 2007 - Dec. 2007NYC, NY• Lip category
L'OréalBrand Manager (L'Oreal Paris Cosmetics: Face Makeup)
Nov. 2005 - Mar. 2007NYC, NY• Face Category
L'OréalAssistant Brand Manager (L'Oreal Paris Consumer Goods Division)
Aug. 2004 - Nov. 2005NYC, NYRemit includes:
• Nail category
• Color Promotions category
LacosteMerchandising & Product Head of U.S. Menswear Division
Sep. 2003 - Jun. 2004NYC, NY
LVMHProduct Manager
Apr. 2003 - Sep. 2003NYC, NY• Product Management and Assortment Planning on key driver categories for Donna Karan International Division
Bloomingdale'sCentral Buying Office: Assistant Product Manager, Private Label
Nov. 2001 - Apr. 2003NYC, NY
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