Keep in touch with meI'm using Intch to connect with new people. Use this link to open chat with me via Intch app
Work Background
Cannabis21+ (formerly SDRC)Chief Marketing Officer
Nov. 2021San Diego, California, United States• Developed and implemented a short and long-term strategic vision to drive in-store and e-commerce sales. Optimized consumer journey to achieve a 7% increase YoY comp net revenue while industry sales showed a 10% decrease.
• Revamped the product mix analysis process leading to an improved store product portfolio, driving a 5% increase in basket size. • Generated yearly budget and sales projections to improve understanding of cash flow and manage ROAS. • Generated customer segmentation via data analysis; prioritized targets for budget allocation resulting in a 5% decrease in marketing spend. • Designed a co-op program with vendor partners. Key areas of focus include driving and increasing e-commerce marketing support and delivering revenue. Negotiations resulted in increased income, allowing the Marketing and Inventory Teams to be self-funded, and improving P&L. • Oversee all aspects of the marketing funnel including team training, in-store promotions, in-store environment, customer research, and advertising messaging. • Additional responsibilities include digital and social, CRM, website, GMB, SEM/SEO, traditional media support (outdoor, broadcast media, direct mail/direct marketing), and all in-store marketing.
Eturi Corp.DIRECTOR - MARKETING
Nov. 2019 - Oct. 2021Greater San Diego AreaMarketing strategy lead, digital marketing, social media marketing, public relations management, contract negotiations, program implementation, analytics review and creative development. Managed support for both OurPact (B2C) and Motiv (B2B) apps.
The Vitro AgencyMEDIA DIRECTOR
Jan. 2018 - Jan. 2019San DiegoManaged 15 cross-functional professionals in media planning, communication design, marketing campaigns, analytics review and business acquisition. Formed and executed client business strategies, brand positioning and direct response programs to target B2C and B2B market spaces. Clients included Caribou Coffee, TOYO Tires, UC San Diego (UCSD), Brandman University, John Moore, Astroglide and others. ✔ Spearheaded new business and lead generation efforts that increased billings by 55% in one year. Focused on translating data into actionable insight to expand business impact and footprint across social media, digital, activation and traditional media vehicles.
InitiativeSVP | GROUP ACCOUNT DIRECTOR
Jan. 2011 - Jan. 2018Greater San Diego AreaSupervised 20 staff in coordinating $170M in total billings, while developing media plans, business strategies and buying across TV, digital, radio and outdoor revenues. Tracked and evaluated backend ROI and analytics. Clients included Petco, RIDGID and RYOBI Tools, National University and EDMC Brands (The Art Institutes, Argosy University and South University). Also partnered with Vitro to optimize buying on Brandman University, John Moore, UCSD, TOYO Tires and Caribou Coffee. ✔ Realized decreases of 12% in CPI and 10% in CPA for South University (EDMC) in first year. Instrumental in guiding Petco’s media pivot into omnichannel communication plans that played critical role in delivering over 9% above same store sales goal. Enhanced brand engagement, interaction and sales, ranging from 12% to 31%, through experiential programs for Vizio, Petco and The Art Institutes.
InitiativeSVP | GROUP ACCOUNT DIRECTOR – THE HOME DEPOT
Jan. 2001 - Jan. 2011San Diego, CALed 70-person group and department heads in delivering seamless integration across all media plan elements. Provided fluid recommendations across media channels to maximize impact and empower team talent to produce stronger programs. ✔ Expanded client media spend from $250M to $800M during one-year tenure. Won prestigious “Effie” awards for “Most Effective Campaign” in 2006 for Olympics and 2007 ESPN Gameday, AOL/Time Warner “Innovation Award” for “Virtual House” in 2006, and RACs for 2007 “True Stories Campaign” (Silver). Earned Six Sigma certification while part of task force to build Home Depot’s “Marketing Mix Model.”
22squaredSVP | MEDIA DIRECTOR
Jan. 1999 - Jan. 2000Atlanta, GAHeaded 20-person media department in managing such major accounts as BellSouth Mobility, Florida’s Natural, Russell Athletic and SunTrust. ✔ Played key roles as Executive Committee Representative and People Development Task Force Leader in growing the company with strategic plans and top talent.
Miller Brewing CompanyBRAND MANAGER – MILLER LITE
Jan. 1998 - Jan. 1999Milwaukee, WILed all marketing functions related to motor sports, print, Internet, media, national business conference/PMI and Hispanic marketing across US Gulf Coast, Mid-Atlantic, Mid-South and Texas areas. Developed and executed integrated marketing strategy involving advertising, packaging and promotional campaigns. Coordinated all budget tasks ($200M). Served as primary contact to Sales Organization and Distributor Network. Conducted sales, pricing and profitability analyses. ✔ Instrumental in stabilizing Miller Lite sales in largest state market by 20% after four years of decline by rolling out “True to Texas” omnichannel strategy. Increased distributor participation by 12% with most-effective-ever Motorsports initiative, while expanding sales during NASCAR time frame. Personally, selected Miller’s first digital agency and drove seamless transition from one creative agency to multiple agencies.
Miller Brewing CompanyMEDIA MANAGER
Jan. 1996 - Jan. 1998Milwaukee, WIEffectively handled campaign design, account growth and overall media planning in diverse market sectors. Coordinated all media strategies, direction, budgeting and negotiation for Miller Lite, Molson and Red Dog brands. ✔ Revamped approach to media budget allocation and achieved 8% in greater cost efficiencies.
Various CompaniesLEADERSHIP ROLES
Jan. 1988 - Jan. 1996Chicago, ILFoote, Cone & Belding, Chicago, IL
ASSOCIATE MEDIA DIRECTOR
✔ Successfully launched local AT&T service across US Midwest and Southeast, exceeding sales goal every quarter. Tatham Euro RSCG, Chicago, IL
MEDIA DIRECTOR
✔ Developed and executed media plan that drove most successful relaunch of “Lean Cuisine,” surpassing sales goals by double-digits. Young & Rubicam, Chicago, IL
MEDIA PLANNER
✔ Deployed B2B plan for Wesley-Jessen “Colored Contract” line extension, helped secure distribution through optometrists across US.
Intch is a Professional Networking App for the Future of WorkSee more people like Michele on Intch
300k+ people
130+ countries
AI matching
Get Intch if you'd like to
702932 people
24
Partnership Marketing @ DonorsChoose
19
Marketing Creative Director
19
Founder @ Beagle
60071 people
16
Business Analyst @ Belushi Pro Services
22
Founder & Managing Partner @ Hansa Advisors
17
Owner @ Victoria’s VA Hub