What I Do (Through a Brand Builder’s Lens)
I don’t just execute campaigns — I help build brands and grow businesses.
My experience spans integrated marketing, brand strategy, and performance-driven activation, working with both household names and challenger brands. I’ve led initiatives ranging from launching new products and building awareness to driving demand at scale and uncovering what truly motivates consumers to engage and convert.
While paid social has been a core channel in my career, my focus is on how marketing works as a system: how channels complement one another, how brand and performance reinforce each other, and how investment decisions ladder back to business outcomes. Whether shaping go-to-market strategies, guiding creative direction, or interpreting results, I bring a holistic perspective rooted in consumer insight and commercial impact.
What sets me apart is a blend of strategic rigor, brand stewardship, and financial fluency. With an MBA focused in finance, I approach marketing through the lens of P&Ls, ROI, and long-term value creation, translating complex performance and measurement into clear, executive-ready insights that support smarter decisions and sustained growth.
Currently at Mediahub Worldwide, leading media strategy across The Scotts Miracle-Gro Company portfolio, including Ortho and Tomcat, and supporting affiliated brands such as Roundup and Bonnie Plants.
Core Capabilities:
Annual & Long-Range Brand Planning: Contributing to annual planning, investment prioritization, and test-and-learn roadmaps aligned to broader brand and business objectives
Brand Architecture & Portfolio Strategy: Supporting multi-brand and multi-SKU portfolios, aligning messaging, roles, and media investment across brands, products, and lifecycle stages
Brand Strategy & Positioning: Activating brand platforms through cohesive, audience-relevant creative across channels
Consumer Journey & Occasion Mapping: Translating consumer needs, mindsets, and occasions into full-funnel brand and media strategies across discovery, trial, repeat, and loyalty
Commercial & Retail Context Awareness: Building brand and media strategies informed by retail priorities, promotional calendars, seasonality, and distribution realities to support both brand health and sell-through
Go-to-Market & Integrated Campaigns: Launching new products, initiatives, and tentpoles with coordinated paid support
Brand Investment & Media Strategy: Designing full-funnel investment plans that balance brand building and demand generation
Meta Certified Media Planning Professional
Pinterest
Budget Management: Forecasting, pacing, and reconciling media budgets while maximizing efficiency
Currently managing $10M+
Business Acumen: Finance-minded marketer who knows how to think in P&Ls, customer LTVs, and growth levers
Campaign Insights, Analytics & Market Research: Synthesizing performance, research, and market signals into clear stories that inform brand and business decisions
Consumer & Market Trend Insights: Staying ahead of emerging behaviors to inform creative, platform mix, and targeting
Brand Health & Equity Measurement: Leveraging brand lift studies, MMM, and longitudinal measurement to assess awareness, consideration, preference, and long-term brand impact
Optimization & Reporting: A/B testing, real-time tweaks, and performance storytelling that ties back to business goals
Experience with software like Tableau
Experience with measurement including MMM, MTA, MMPs
Audience Segmentation & Targeting: Defining priority segments using behavioral, interest-based, and lookalike data
Leveraging platform targeting, 1P client data from CRMs via partners like Liveramp, 3P data via partners like Acxiom
Brand-Aligned Execution: Able to balance short-term campaign performance with long-term brand equity
Creative Partnership: Briefing, concepting, and interpreting performance for iterative improvement
Scalable Marketing Systems & Innovation: Leveraging AI and automation to increase efficiency, consistency, and speed-to-market across large brand ecosystems
Cross-Functional Collaboration & Stakeholder Engagement: Acting as the connective tissue between media, brand, creative, analytics, and client/exec teams
Executive Communication & Decision Framing: Synthesizing complex data, insights, and recommendations into clear narratives that support leadership decision-making
Agency & Vendor Management: Briefing, onboarding, and managing external partners for creative and media
Collaborate with other agencies for creative development or organic social execution
Manage relationships with platform partners (i.e. Meta, Pinterest)
Project Management: Leading multi-phase campaigns, managing timelines, and keeping stakeholders aligned
Experience with software like Asana
Junior Talent Development: Helping grow the next generation of strategic thinkers; currently a direct manager to junior team members ranging from Supervisor to Assistant to offshore support
In 2024, my 5 direct reports all received promotions
