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.