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Work Background
Starflower MarketingFounder and Principal Consultant
Aug. 2024Launched a boutique marketing consultant business supporting purpose-driven brands in the natural products, lifestyle, and retail sectors. Provide strategic marketing support across brand, innovation, e-commerce, and content. Traditional Medicinals | CPG, Natural Wellness
• Drive brand strategy for top-performing segments: Women’s Health, Digestion, and Detox segments.
• Directed FY25 Canada Business Review, innovation pipeline, and go-to-market planning.
• Synthesized business trends and segment strategies for key executive meetings and FY26 Planning.
• Led cross-functional efforts on consumer research, portfolio strategy, and new product development. Howl Mercantile | Retail, E-Commerce
• Own full-funnel digital marketing: social media strategy, e-commerce, and digital brand voice.
• Oversee e-commerce merchandising, UX improvements, and email marketing.
• Increased engagement and online sales through seasonal campaigns and product storytelling. Core Highlights
• Strategic leadership across brand management, innovation, and omnichannel marketing.
• Expertise in cross-border execution (U.S. & Canada) and wellness CPG.
• Skilled at balancing high-level strategy with hands-on execution for CPG and indie retail brands.
HOPE FoodsMarketing and Brand Manager
Jul. 2018 - Jul. 2024Boulder, ColoradoSpearheaded the development and execution of a robust brand strategy, yielding 2.8 billion impressions and 8.4 million engagements, bolstering brand awareness and loyalty. Successfully generated $1.15 million in direct sales from activations in 2023. Orchestrated a consumer experience strategy ensuring effective brand connections across multiple touchpoints, contributing to becoming the top engaged and followed plant-based dips/spreads brand on Instagram, amassing over 1 million followers. • Directed advertising initiatives across Paid Social, Paid Search, Display, and OOH, exceeding industry benchmarks.
• Directed the SEO agency to amplify HOPE's organic search visibility, resulting in over 500k views per month, thereby enhancing our online findability and consumer reach.
• Led the PR team to secure 100+ media placements in prominent trade, food & beverage, and lifestyle outlets, reaching a 2.5 billion audience and garnering industry accolades from Progressive Grocer, Good Housekeeping, and Mindful.
• Championed B-Corp and Plastic Neutral certification efforts, mental health awareness programs, and strategic partnerships with environmental and mental health organizations, demonstrating a commitment to sustainability and social responsibility.
• Contributed to the innovation pipeline by providing consumer insights and bolstering the Stage-Gate process, ensuring a steady flow of market-aligned product developments.
• Engineered a synergistic Shopper Marketing program alongside the Sales Team, resulting in an average of 20.7% redemption, 24.9% Dollar Lift, and 50.2% Unit Lift compared to pre-promotion periods across Natural, Conventional, and Mass retailers.
• E- Launched and managed Hope's D2C e-commerce website, attracting 10% new customers through Amazon Fresh campaigns, and achieved a 226% increase in Instacart sales, earning recognition as one of the "Fastest Growing Emerging Brands" in 2023.
HOPE FoodsMarketing Coordinator
Jan. 2016 - Jul. 2018Collaboratively developed marketing strategies and objectives with the Marketing Director, significantly contributing to the successful product launches of 40 new accounts across Natural, Conventional, and Club retail channels, and 15 new product introductions. Pioneered the management of national events and trade shows, showcasing organizational prowess and event planning expertise to elevate brand presence and engagement. • Spearheaded the introduction and management of a comprehensive Project Management System across multiple departments, significantly enhancing interdepartmental visibility, communication, and project efficiency.
• Acted as the key liaison between Marketing and Sales teams, effectively facilitating collaboration to meet or exceed target goals and ensure customer satisfaction.
• Led the charge in tracking and analyzing marketing and sales initiatives, including expenses, ROI, and new business data, to inform strategic decisions and optimize performance.
• Identified lucrative go-to-market opportunities by conducting thorough evaluations of product characteristics, market share, and pricing, alongside summarizing the impact of marketing campaigns, advertisements, promotions, events, and coupons.
HOPE FoodsDemo Coordinator
Jan. 2014 - Jul. 2018Spearheaded a nationwide team of 50+ independent contractors and demo companies across Natural, Conventional, and Club retail channels, achieving over 6,500 successful product demos and significantly surpassing sales targets through effective monthly scheduling and regional strategic planning. • Developed and executed a comprehensive sales training and development program for store ambassadors and demo companies, significantly enhancing brand awareness, product knowledge, and sales skills.
• This initiative drove our brand to become the number-one-selling hummus in the natural food category.
• Diligently monitored demo outcomes, identifying successes and challenges to inform personnel adjustments and strategic shifts, leading to improved sales performance and brand positioning.
• Fostered and maintained robust relationships with key stakeholders including independent contractors, demo companies, store buyers, demo coordinators, sales directors, and brokers, adhering to the HOPE brand values and expanding its market presence.
• Implemented highly detailed calendars for each region, focusing on brand expansion and growth. Conducted performance reviews and set sales goals, implementing pay increases tied to enhanced training programs. Initiated video training and conducted audits to ensure comprehensive training adherence.
• Elevated the HOPE brand to achieve leading sales status in the natural product sector, with efforts contributing directly to becoming the most available hummus brand and securing a position in the 90th percentile for market penetration and sales in the natural category.
AppleSpecialist / Mentor
Aug. 2012 - Jan. 2014Flatiron Crossing•. Consistently ranked in the top 5 revenue generators for part-time salespeople.
• Mentor for sales associates; assisted with development, training, and achieving career/sales goals.
• Trainer for new hires on Apple’s approach to business, sales, products, and customer service.
• High-rated customer service skills based on the Net Promoter Score (international management tool).
tracebundy.comOnline Store Manager
Jan. 2008 - Dec. 2011
TRUETONiQSDemo Representative for Brain Toniq
Jan. 2008 - Dec. 2009
Kelly ServicesHR Assistant
Jan. 2006 - Dec. 2009• Assisted the Kelly Services in-house team at various companies such as Celestial Seasonings, Measured Progress, and Covidien.
• Screened, recruited, and interviewed candidates; trained new hires; facilitated job fairs; executed administrative work and data entry.
• Customer service, marketing, and merchandising assignments.
Mt Hope Lutheran PreschoolMusic Educator / Pre-Kindergarten Educator
Jan. 2004 - Dec. 2006Lead Music Teacher for all students; Lead teacher for Pre-Kindergarten students.
A Child's Song, IncKeyboard and Violin Instructor
Jan. 2003 - Dec. 2005Lead Keyboard and Violin Instructor to over 30 students.
Aubrea Alford MusicViolin / Piano / Guitar / Voice
Jan. 1997• Freelance musician with 20+ years experience playing various genres of music all over the United States. • Recording artist/session musician proficient in multiple genres (classical, folk, rock, jazz, indie, rock, pop, Americana).
• National performer supporting various folk, acoustic, and indie artists; including Gregory Alan Isakov (www.gregoryalanisakov.com), Trace Bundy (www.tracebundy.com), Gungor (www.gungormusic.com), Ian Beert & the Strangers (www.ianbeertandthestrangers.com), Dan Geisler (www.dangeisler.com), Barcelona (www.wearebarcelona.com), Levi Weaver (http://leviweaver.com/), Lindsay Fuller (http://www.lindsayfuller.com/), Damien Jurado (http://damienjurado.com/), Josh Garrels (joshgarrels.com), Andy Palmer (andypalmermusic.com), The Samples (www.thesamples.com)
• Impressive sight-reading, improvising, transcribing, arranging, and composing skills.
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