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Work Background
FANCY SPRINKLESSr. Vice President of Brand
Dec. 2023● Built and executed brand vision, messaging frameworks, and value proposition strategies to differentiate the brand in competitive markets.
● Led cross-functional collaboration to align brand positioning across marketing, product, and customer experience.
● Partnered with creative teams to develop breakthrough storytelling and cultural engagement campaigns that grew organic reach by 7X and increased brand engagement by 10X.
● Developed audience-centric brand architectures, naming conventions, and messaging strategies to enhance market perception.
● Spearheaded strategic research initiatives, leveraging qualitative and quantitative insights to optimize brand health metrics.
● Advocated for audience needs by designing marketing strategies centered around consumer behavior and insights.
● Owned product strategy and commercialization execution planning - launching 40 new products across multiple product categories.
Talking Rain Beverage Company®Vice President of Marketing
Sep. 2022 - Oct. 2023Greater Seattle AreaDrove the Brand’s 5 Year Evolution, which included three reformulations, 4 package re-designs, and a Brand transformation and market re-position. Successfully increased Brand loyalty and positive sentiment by 25 points. Launched 35 new products, including 4 line extensions, seasonal limited-time offers, new flavors, and channel exclusives.
Created a team to drive online merchandising and E-commerce management, which led to $66.6 MM in incremental growth on Amazon.com in 2021 and YoY growth of +34.9%. Developed insights-driven marketing strategies using consumer research and syndicated data to guide new product launches and enhance customer experience, resulting in a 62% increase in ROI for national campaigns.
Led digital transformation by building the Digital Experience team, collecting 7.5 million data points, and implementing Sparkling Ice Rewards—tripling customer data and enabling personalized marketing.
Part of the Marketing Leadership Team growing Sparkling Ice from $200 million to $1 billion+ in annual sales.
Responsible for managing a 35-person Marketing team with a $44M total annual budget.
Talking Rain Beverage Company®Director of Marketing
Nov. 2018 - Aug. 2022Greater Seattle AreaSenior member of the Marketing Department. Key collaborator with Sales VP's on channel strategy, retailer sell-in, shopper programs, and monthly forecasting.
Member of the Enterprise Stage gate committee, which oversaw the processes for new product commercialization. Owns the Sparkling Ice portfolio, overseeing campaign development, omnichannel calendar, and brand framework. Oversaw the development and management of 5 different national campaigns. Kept the internal team and external agencies motivated to exceed business goals. Led the transformation of the Marketing department, doubling the number of direct reports and total team in 12-month time frame. Pivoting the budget to support in-store merchandising efforts and creating the Digital Experience team. This led to the creation of the Consumer Data Platform, Sparkling Ice Rewards.
Managed: Director of Shopper Marketing/Omnichannel Marketing, Brand Director, Sr. Business Manager, Consumer Insights Manager, Campaign Manager, Social Media Manager, and Influencer Manager
Talking Rain Beverage Company®Senior Manager of Marketing
May. 2018 - Oct. 2018Greater Seattle AreaGenerated new ideas and concepts for marketing campaigns by analyzing consumer insights and business trends. Fostered a productive and creative team dynamic with respect to brand and creative strategy.
Onboarded a new agency partnership and negotiated a multi-year contract that provided media planning, creative management, and national retailer support.
Collaborated with the Sales and Marketing Directors to execute the Company’s sales plan. Exceeded sales goals and successfully launched Sparkling Ice Plus Caffeine. Managed the digital communications strategy that moved Sparkling Ice from the #3 sparkling water to the #1 in the country.
Talking Rain Beverage Company®Brand Manager - Sparkling Ice
Jun. 2016 - May. 2018Greater Seattle AreaIdentified a pipeline of fresh business-building ideas that drove incremental growth. Managed a complete Brand overhaul - including the logo, packaging, and overall look. Set the business strategies, using insights from in-depth consumer research. Collaborated with Marketing, Sales, R&D, and Operations to creatively identify opportunity areas for growth by effectively leveraging syndicated data (IRI), consumer research, retailer needs, distributor expectations, and competitive intelligence.
Led cross-functional teams through the commercialization of breakthrough innovation and cost savings projects that delivered increased profit margins for the whole portfolio.
Morton SaltSr. Associate Brand Manager
Mar. 2013 - May. 2016Chicago, ILResponsible for the cross-functional team overseeing the Pool business segment. Managed innovation pipeline and new product launch, $15.5MM P&L, A&P budgeting, brand strategy. Set pricing strategies and executed price increases within all retailer and distributor channels. Managed demand consensus, providing insights on weather and growth rates, retail drivers, and consumer intelligence. Worked closely with Sr. Brand Managers in the development of business strategies and growth plans for Water and Culinary Salt business.
Brilliant PetMarketing Manager
Jul. 2011 - Mar. 2013Chicago, ILPrivately held Pet Tech start-up, that manufactured the Scoop Free® Litter Box and FroliCat™ toys. Managed the creative development and execution of retail programs with Pet, Club and Mass channels. Managed customer and channel P&Ls, focusing on cost cutting and building up topline activities. Account management: catalog, general retail, online/web, and pet specialty. Coordinated the member programs for the Litter Tray subscriber platform. Developed Brand strategic road maps and launched marketing and communication plans for all new products. Identified new sales channels and executed contracts/agreements.
Orion's MindProject Manager- Marketing and Promotions
Jun. 2008 - Jun. 2011Chicago, ILResponsible for all in house administrative projects for marketing, promotions, and outreach. Project based budgeting and setting timeline/deadline calendars. Created and implemented strategic marketing and communications plans for each school year. Managed marketing material creation, execution, marketing budget, and promotional calendar. Sourced all promotional and print materials, generating quotes and production timelines for deliverables. Produced sales kits and made asset available as an online resource for outside sales associates. Established and managed all vendor relationships, such as printers, wholesale distributors, and freelancers.
Bamboo WorldwideProject Coordinator – Brand Strategy and Innovation
Sep. 2007 - Jun. 2008Chicago, ILMaintained and nurtured client relationships: [yellowtail] wines, Wrigley International, Gatorade (Pepsico), RJ Reynolds, YUM! Brands, Nick's Pizza and Pub, Pillsbury, Capital One, Rubbermaid
Coordinated project schedules to ensure client satisfaction and project completion. Managed all desktop research for brand strategy projects. Managed a B2B outreach campaign for new business development. Included direct-mail collateral, e- blast and interactive micro- site. Created and managed profit and loss reporting for completed projects and retainer cash flow. Assisted in Ideation and focus group facilitation with small group discussions, exercises, and discovery sessions.
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