Available to hire
I operate at the intersection of strategy and execution. I built my career over 12+ years as a brand strategist, helping companies like Wendy’s, Chase Bank, and Danone navigate positioning challenges, launch new products, and guide millions in marketing spend. I am also a founder, and starting my own e-commerce company taught me what it actually takes to build a business: optimizing hundreds of tiny moving parts, and making decisions based not just on what sounds good in a deck, but on what your audience actually responds to.
Together, these two paths have shaped my approach to marketing: whether repositioning a global brand or building a paid media engine from scratch, growth requires the same things: curiosity about what actually motivates people, clarity about what moves the needle, and the courage to move quickly.
Experience Level
Work Experience
Co-Founder & Chief Marketing Officer at Oomph
December 31, 2023 - November 24, 2025Built and scaled a sports supplement brand from concept to profitability, managing the complete marketing stack across brand strategy, performance marketing, and growth. Achieved profitability within 30 days by developing an integrated brand and growth strategy across paid media, social, influencer, email, and owned channels. Built brand foundations including positioning, messaging architecture, visual identity system, product packaging, and customer-facing assets. Increased Shopify conversion rate by 23% through mobile-first UX improvements. Developed automated email flows (welcome series, abandoned cart, post-purchase) driving 20% of total revenue. Managed Google Ads strategy with ongoing bid optimization, negative keyword refinement, and quality score improvements.
Performance Marketing (Contract) at Leland
January 1, 2025 - November 25, 2025Developed performance marketing roadmap for coaching marketplace connecting students with coaches for MBA admissions, consulting, and professional development.
Vice President, Strategic Planning at Weber Shandwick
December 31, 2023 - December 31, 2023- Led brand and customer experience strategy for Fortune 500 clients, translating consumer and market insights into breakthrough strategic platforms that unified creative teams and drove business growth.
- Repositioned Pedialyte (Abbott) from pediatric hydration to adult wellness segment through consumer insight work and strategic messaging development, contributing to sustained double-digit category growth. Directed Danone Oikos REMIX launch strategy, identifying market opportunity through consumer segmentation and developing GTM approach that drove 40% retail sales growth in year one. Refreshed Randstad corporate narrative through stakeholder research and competitive analysis, improving brand perception metrics 25% among B2B decision-makers. Led cross-functional teams of creatives, analysts, and researchers to develop insight-driven strategies across healthcare, CPG, and B2B clients. Facilitated creative briefings ensuring consumer insights were translated into emotionally resonant brand
Director, Strategic & Analytics Planning at Ketchum
January 1, 2022 - January 1, 2022Strategic planning lead for Ketchum Analytics, driving data-driven insights and brand strategy across 20+ accounts spanning healthcare, CPG, Tinancial services, and retail. Led cross-functional teams of analysts, strategists, and creatives from discovery through execution. Healthcare & Pharmaceutical: Amgen (Osteoporosis): Repositioned brand from clinical to patient-centric approach through comprehensive patient journey mapping and audience segmentation, developing empathy-driven messaging that increased brand consideration among target HCP and patient audiences. Merck: Launched wellness initiatives achieving 71% positive brand sentiment through strategic positioning and integrated communications campaign. Nature Made (Pharmavite): Developed educational campaign about nutrient gaps in American diet, informing product messaging strategy across entire supplement portfolio and driving consumer education initiatives. Consumer & CPG: Wendy's: Revamped salad portfolio freshness and value pos
Strategic Planner at Ketchum
January 1, 2017 - January 1, 2017Strategic planning for 20+ accounts; developed insights-driven strategies across healthcare, CPG, and B2B clients.
Senior Research Associate at Hunter
December 31, 2014 - December 31, 2014- Designed and facilitated qualitative research: questionnaire development, in-depth interviews (IDIs), focus group moderation, ethnographic studies, consumer journey mapping
- Led quantitative research: survey design, message testing, brand tracking analysis, segmentation studies, customer demographic and psychographic database analysis
- Synthesized complex research findings into actionable strategic insights for creative development and business decision-making
- Developed and conducted insights training programs to elevate strategic output across agency teams
- Led new business research and insights development, contributing to $10M+ in new account wins
Senior Associate, Insights & New Business at Hunter PR
January 1, 2013 - January 1, 2013Founded agency's insights department, integrating research into creative development; contributed to $10M+ in new account wins; led competitive research and client-facing insights.
Associate, Research & Social Media at Hunter PR
December 28, 2011 - December 28, 2011Developed social media content, editorial calendars, and research-driven insights for consumer brands.
Education
Bachelor of Arts at Brigham Young University
January 11, 2030 - January 1, 2011Qualifications
Industry Experience
Healthcare, Consumer Goods, Professional Services, Media & Entertainment
Experience Level
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