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Work Background
BARKDirector, Brand, Retail, & Partnership Marketing
Jul. 2022 - Aug. 2024New York City Metropolitan AreaBrand Marketing: Led the development and execution of comprehensive brand marketing strategies, budgets, PR strategies, brand partnerships, and retail for BarkBox, driving significant revenue growth. Briefed external agencies on brand voice and visual brand identity. $3M budget, $600M revenue. Brands included: Bark, BarkBox, and Super Chewer. Retail Marketing: Oversaw a 4-person retail marketing and insights team supporting $70M+ revenue across domestic and international customers. Launched Bark in the UK. Led social media, packaging, online SEO, displays, PR and POS/syndicated data analytics. $1M budget.
Partnership Marketing: Developed and executed strategic partnerships with Fortune 500 brands (Dunkin’, Girl Scouts, Crocs, Subaru) generating $15M+ in revenue and driving increased brand awareness through 200+ PR syndications in Fall 2023.
Product Development: Developed a 3-year strategy, brand positioning, product development vision, price strategy and financial forecasting for Bark’s license, partnerships and retail line of treats ($35M). Led successful launches of treats at Target & PetSmart (est. $3M sales) and Costco Advent calendar.
Social Media: Spearheaded social media strategy for retail, partnership, and brand campaigns, driving organic subscription and traffic across our follower base of 6+ million.
Full Funnel Integrated Marketing: Executed national promotional campaigns like Ultimutt Sweepstakes (20% traffic growth, 2x conversion) and National Tattoo Contest (24K leads, 850M+ PR impressions).
Growth Marketing: Developed and implemented a successful 3rd party brand commerce program, driving over 100K new subscribers (2023) and accounting for 30% of all new subscriptions (2024).
Vendor Management: Managed relationships and budget with internal creative team as well as external vendors such as Nielsen, Bazaarvoice, Instacart, PR agency, creative agencies, influencers and others.
Spectrum Brands, IncSenior Director, Trade Marketing & DtC Business Unit
Jul. 2021 - Jul. 2022Greater St. Louis AreaProduct Marketing: Managed retail marketing across a $631M pet products portfolio, driving growth through strategic brand activations, channel development, and P&L management. $5M+ in trade promotions annually. Brands included: Tetra, Nature’s Miracle, FURminator, DreamBone.
Sales Enablement: Led a team of 5 shopper marketers, partnering with national retailers (ex. Walmart, Costco, PetSmart, Chewy) to develop and execute effective shopper marketing initiatives.
e-Commerce Sales Leadership: Established and managed a $3.1M DtC business unit sales to independent pet, Chewy, and Amazon. Increased sales efficiency by 60% through CRM and automation implementation.
Cross-Functional Leadership: Led the successful $17M post-acquisition integration of Omega Sea, including project managing a two-year project involving facility relocation, business expansion, global relationship transition, and IT migration to SAP platform. Increased organic revenue and delivered EBITDA acquisition targets.
Brand Protection: Designed and implemented an Authorized Retailer omni-channel program, achieving an 80% reduction in unauthorized sellers and a 5-15% increase in average sale price.
Spectrum Brands, IncTrade Marketing Director
Aug. 2017 - Jun. 2021Leadership: Led a team of 12 shopper marketers across Pet, Home, and Garden, driving $1 billion net sales. Brands included: Cutter, Spectracide, Tetra, Nature’s Miracle, FURminator, DreamBone.
In-Store Marketing: Delivered a 15% increase in display sales and a 2% improvement in profit margin.
Brand Strategy: Developed and implemented a successful turnaround strategy for the Nature's Miracle brand, resulting in $10M in incremental annual sales in year 1 alone.
Brand Positioning: Led a brand revitalization for FURminator, achieving 30% net sales growth within a year through targeted marketing, improved channel differentiation, and strategic promotions.
Spectrum BrandsSr. Trade Marketing Manager
Apr. 2015 - Aug. 2017Greater St. Louis Area- Pet Products Expert: Head of Trade Marketing for Companion Animal product categories, $303.5M net sales
- Customer Sales: Created and managed selling stories across all brands in support of national customer meetings. Partnered with Sales and Marketing to create best in class customer presentations.
- Cost Management: Developed and optimized display product catalog to improve costs and reduce time to produce. - Pricing: Implemented and managed minimum advertised price (MAP) program to improve brand integrity.
Anheuser-BuschTrade Marketing Manager - Craft Beer Portfolio
Dec. 2013 - Apr. 2015Greater St. Louis AreaBrand Activations: Integrated newly acquired Craft beer brands into the ABI portfolio. Ran a 3 person team. Supported $100M in revenue with a $3.5M trade marketing budget. Brand Growth: Catapulted the flagship Goose IPA to the #3 IPA beer brand in the nation by developing national marketing collateral, contest, wholesaler education and sampling programs.
E-Commerce: Launched and maintained an e-Commerce consumer site built on Shopify. Integrated Marketing: Created and launched quarterly shopper programs and POP.
Agency Management: Conducted an RFP and managed the below-the-line agency relationship.
Anheuser-BuschBusiness Analyst - Trade Marketing
May. 2012 - Nov. 2013Greater St. Louis Area- Research Development: Conducted and analyzed qualitative and quantitative shopper research which lead to new branded partnerships for cross promotion across grocery and convenience store accounts.
- Data Analytics: Supported +100 Category Managers by interpreting consumer panel, shopper loyalty and syndicated data (Numerator, 84.51, Nielsen and IRI) to address objectives such as balancing space to sales, improving sales mix, growing basket size or optimizing assortment.
Anheuser-BuschMerchandise Specialist
Aug. 2011 - May. 2012Greater St. Louis Area• Developed store level planograms utilizing JDA merchandise techniques to support 20+ category managers for national accounts (e.g. Walgreens, Walmart and Albertsons)
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