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Work Background
FreelanceFractional CMO l Strategic Advisor
Aug. 2024I'm a hands-on advisor who helps operators decode their results and figure out how to level up.
PetVet365Vice President Growth & Consumer Experience
Jul. 2022 - Aug. 2024As VP of Growth & Experience at PetVet365, I was responsible for driving the brand's overall growth strategy, overseeing digital and offline marketing efforts, and optimizing customer acquisition. Leading a lean marketing team of 1.75 FTEs, I successfully increased YTD revenue by 25% and grew website traffic by 4x through a comprehensive omnichannel strategy. I also developed and implemented the brand’s first content strategy, which resulted in a 3x increase in organic reach. My role also heavily focused on guiding the local teams in developing content and tactics to drive community engagement. Throughout my time at PetVet365, I focused on delivering sustainable growth while optimizing resources and ensuring operational efficiency.
NestléFractional Strategy Lead - Baking Division
Mar. 2021 - Jul. 2023I partnered with the Bakery Sweets division to redefine their long-term growth initiatives and drive new product development. By analyzing market trends and consumer behavior, I helped the team develop strategic plans that aligned with evolving consumer preferences. My work involved collaborating with cross-functional teams to innovate and launch new products, contributing to the division's efforts to stay competitive and relevant in a rapidly changing market.
Self-employedStrategic Advisor
Apr. 2020 - Jul. 2023Partnered with consumer brands to accelerate their growth. Site Redesign: Coordinated and managed a site redesign for a DTC FemTech device, increasing site engagement by 30%. Segmentation Study: Coordinated a segmentation study for a Fortune 500 beverage brand to guide innovation efforts targeting Gen Z. Marketing Channel Analysis: Diagnosed underperformance in bottom-quartile clinics by analyzing marketing channel effectiveness for a PE-backed Health Services Company. Growth Reporting: Developed new metrics and implemented a monthly business review process for a PE-backed Kids Dental Group, helping the executive team track barriers to growth.
Willow PumpSr Product Manager (worked remotely)
Nov. 2018 - Apr. 2020
Willow PumpLead Business Analyst (worked remotely)
Nov. 2017 - Nov. 2018
Willow Innovations, Inc.Acting Brand Manager
Nov. 2016 - Nov. 2017
Self-EmployedConsultant
Jan. 2016 - Apr. 2018Waterloo, Iowa Area
TargetLead Strategist
Aug. 2013 - Dec. 2015Greater Minneapolis-St. Paul Area
TargetSr. Brand/Category Marketing Specialist
Feb. 2012 - Aug. 2013Greater Minneapolis-St. Paul Area
TargetPackaging Project Manager
Jan. 2011 - Feb. 2012Greater Minneapolis-St. Paul Area
Veridian Credit UnionMarketing Strategist
Aug. 2010 - Jan. 2011Waterloo, Iowa Area
Payless ShoeSourceSenior/Franchise Marketing Analyst
Dec. 2008 - May. 2010Topeka, Kansas Area
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