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Work Background
Fidelity InvestmentsB2B Content Marketing, Fidelity Workplace Consulting (Contract)
Aug. 2022 - Apr. 2023Salt Lake City, Utah, United StatesCrafted online marketing strategy and execution for Fidelity Workplace Consulting.
Built communications and engagement plans to drive positive outcomes and reduce friction points.
Collaborated with clients to create strategic partnerships on social media to showcase success stories from Fidelity Workplace Consulting engagements.
Led internal social media ambassador program for Fidelity Workplace Consulting. Grew membership of internal ambassadors by 3x in less than one year.
Designed comprehensive social media marketing strategies, including content development, communication hierarchy, and personalization.
Architected and optimized omnichannel client engagement programs and go-to-market strategies.
Developed social media content and strategy to drive client leads and expand client engagements.
Blue Cross Blue Shield AssociationDirector, Consumer Marketing and Advertising
Mar. 2014 - Dec. 2017Greater Chicago AreaHeld multiple roles shaping brand positioning, messaging, and consumer marketing strategy for a multibillion-dollar organization comprised of 36 independent BCBS companies with 105M customer nationwide. Focused on unifying the brand vision, positioning, and multi-channel marketing approach across individual organizations under the national BCBS umbrella. Managed a team of 18 marketing staff and a multimillion-dollar creative budget. Utilized brand research to develop data-driven integrated marketing campaigns and marketing communication strategies, including naming standards, brand guidelines, media placement, and creative strategy. Created a centralized marketing center of excellence to maintain a cohesive brand presence while honoring unique identity of each market. Managed the relationship with a third-party agency, overseeing creative efforts related to asset production, campaign creation, and internal brand training. Developed and tested new marketing materials with emphasis on quality, consistency, and cost savings. Raised millions in funding to support creative and production costs.
Blue Cross Blue Shield AssociationSenior Manager, Consumer Marketing and Advertising
Mar. 2013 - Mar. 2014Chicago, Illinois, United States
Blue Cross Blue Shield AssociationManager, Consumer Marketing and Advertising
Mar. 2012 - Mar. 2013Chicago, Illinois, United States
Long Tie StoreHead of Digital Marketing / eCommerce Operations and Founder
Jul. 2011IdahoLaunch and grow a consumer textile brand from concept into a profitable e-commerce business with $500k+ annual revenue. Manage all aspects of brand and business operations related to online marketing strategy, sales, product development, and growth. Leverage corporate marketing background to strategically position and differentiate the brand among target consumers online. Develop the e-commerce website and store presence across Amazon, Shopify, and eBay. Lead development of branded marketing content, product copy, and assets used across the website, social media, and online sales channels. Create, test, and optimize email marketing and paid advertising campaigns using Google, Bing, and Facebook Ad tools. Improved Amazon Ads return on ad spend from 1.2 up to over 4.0.
Storck USA, L.P.Associate Marketing Manager - Brand Management and Innovation
Jul. 2010 - Jul. 2011Chicago, ILLed marketing strategy for the rapidly growing Werther’s Original Sugar Free portfolio, as well as innovation planning for the broader Storck USA business. Worked with media and advertising partners to rethink marketing plans, sales narrative, and identify non-traditional distribution channels to drive growth. Repositioned the brand to compete with larger competitors by reshaping the sales story for individual accounts. Partnered with corporate innovation lead in Germany to develop and launch new products. Collaborated with co-packing suppliers to negotiate production and supply chain contracts. Expanded distribution of Werther's Sugar Free by over 20% in one year.
Conagra BrandsAssociate Brand Manager, Consumer Insights
Jul. 2009 - Jul. 2010Naperville, Illinois, United StatesGuided marketing communications for ConAgra brands (Hunt’s, Manwich, Ro*tel, Swiss Miss, Peter Pan Peanut Butter) as part of the General Management Rotational Program. Drove brand planning through development of marketing and positioning strategies, consumer promotions, competitive analysis, packaging development, and in-store support. Designed and executed data analytics to identify growth targets for each brand, working with internal teams to define marketing approach based on consumer behaviors, segments, and scanning data. Drove millions in incremental revenue by creating data-driven plans to increase market share at top retail accounts. Developed and tested television campaigns across multiple brands and product lines.
Conagra BrandsAssistant Brand Manager, Swiss Miss Cocoa and Peter Pan Peanut Butter
Jul. 2008 - Jul. 2009Naperville, Illinois, United States
Conagra BrandsMBA Brand Marketing Intern - Swiss Miss Cocoa
Jun. 2007 - Aug. 2007Naperville, Illinois, United States
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