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Work Background
Athlete-Driven WorldwideVP Athlete Storytelling & Business Development (Consultant)
Jul. 2023New York City Metropolitan Area
FFS ConsultingFreelance Marketing Consultant
May. 2023New York City Metropolitan AreaSeasoned executive with over 20 years of experience in all facets of marketing inclusive of brand & creative strategy, positioning, pr & event marketing, digital and social media running independent practice focusing on:
helping agencies with pitching/new business, client presentations (I sat on the other side and offer great perspective) helping brands with positioning work, creative strategy, scaling teams, digital and omni- channel strategy. My category expertise lies in retail, sports, entertainment, digital, social, fashion and youth culture.
DISEO Inc.Executive Advisor
May. 2023RemoteDiseo is a startup, decentralized social commerce platform
Foot LockerVice President, Consumer Connections (Marketing)
Jul. 2020 - May. 2023New York, New York · HybridLead and develop brand creative strategy. Oversee and direct all creative/content, social media, PR, influencer marketing, digital media/marketing, sports marketing & in store experience across 5 consumer divisions. - Built new in house agency team, established and upskilled in house creative capabilities and resources
- Led PR response in the wake of 2020 social unrest that netted $200M commitment to black businesses as well as generated positive press and brand sentiment amongst national consumers.
- Produced Omni channel success in implementing full funnel marketing campaigns resulting in increases of over 200%, increased brand equity scores and increased social media engagement by 20% and impressions by 45%. Campaign channels included: Meta(FB&IG) , Tik Tok, Connected TV, Reddit, Owned Social, Digital Display, In Store media
Foot LockerVice President Marketing Communications
Nov. 2017 - Jul. 2020New York, NYOversaw all creative/content, social media, PR, influencer marketing, digital media/marketing, event marketing, and in store experience across 5 consumer divisions Launched “Greatness Does Good” campaign which resulted in over $200K in donations to those in need, and garnered 78 million impressions. Sparked a viral movement of athletes donating online, which continues presently
• Partnered with key social media networks on measurable impact programs - such as Facebook store traffic measurement - which connected consumers online activity with store traffic. Achieved a 56% lift in cross channel shoppers on social
• Connected global efforts so marketing communications were consistent around the world, while maintaining local relevance. Launched exclusive global concepts division - Nike GEL concept generated 34% sell through above plan
Foot LockerVice President, Integrated Brand Marketing
Jul. 2011 - Nov. 2017New York, United States · On-siteSpearheaded creative/content and activation (digital, social and paid media) of brand stories. Repositioned and developed new brand identity: the award-winning “Approved”
Company sales were at an all time high from 2012-2016 and the company grew from 2B to 6B in revenue -- Orchestrated campaign that featured multiple A-list athletes and celebrities
Received numerous creative accolades, including: Cannes Silver Lion, Effie Award for campaign effectiveness, Sports Clio, Numerous Ad Age viral video of the week and month resulting in over 115 million You Tube views and over 18 billion impressions
Established and grew Foot Locker social media team resulting in over 15 million fans across brands and channels
Negotiated and managed NBA sponsorship
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