Led marketing, ecommerce, CX, and technology strategy for a $250M global dancewear brand, spanning DTC and B2B. ● Revamped brand positioning and visual identity to elevate emotional connection with target audiences. ● Restructured integrated marketing plan, expanding media mix, influencer marketing, and lifecycle automation to drive acquisition and retention. ● Launched personalization via Bloomreach and CDP—yielding a 15–20% lift in conversion and ROI. ● Rebranded Amazon and international channels, resulting in 100% growth on Amazon and 20% lift internationally. Developed ambassador program, TikTok and Pinterest strategy—raising engagement by 30% and driving social revenue growth. ● Introduced 3D custom apparel configurator—boosting category revenue by 25% YoY. ● Partnered with a digital agency to optimize paid media, increasing ROAS and new customer acquisition by 10%

Led marketing transformation across DTC and B2B for Sally Beauty and CosmoProf. Oversaw brand, ecommerce, media, merchandising, and content. ● Doubled digital revenue from $110M to $240M in one year through site optimization, lifecycle marketing, and omnichannel strategy. ● Introduced omnichannel fulfillment capabilities—including ship-from-store, BOPIS, and same-day delivery—to enhance CX and drive conversion. ● Shifted brand messaging to value-led storytelling—improving net margin by 22% and increasing loyalty. ● Relaunched B2B site/app with improved UX and targeted content—boosting conversion from 4% to 5%. ● Introduced content marketing and localized campaigns—adding $5M in Canadian sales. ● Rebuilt Amazon strategy around private label brands, unlocking new profit and media efficiency

Advised retailers and DTC brands on brand strategy, customer journey design, and marketing transformation. ● Repositioned brand for an online giftware business—boosting site conversion by 24% and ROAS by 17%. ● Created customer journey maps and CX workflows for a mid-market retailer—improving NPS and campaign prioritization

Executive owner of brand marketing, digital, ecommerce, and CX for $500M+ jewelry manufacturer and retailer. ● Grew revenue from $351M to $510M via marketing transformation and sales/digital integration. ● Led a full corporate rebrand, shifting to a customer experience–driven messaging architecture. ● Directed multichannel brand campaigns, improving brand perception and engagement. ● Conducted market segmentation to realign messaging with customer needs and guide personalized marketing. ● Achieved 111% lift in ecommerce via SEO, mobile-first UX, and AI-based product recommendations. ● Built a loyalty program (10K+ members, 95% retention); developed lifecycle marketing by behavioral cohort. ● Led trade shows and events to drive brand exposure, education, and stakeholder engagement. ● Directed customer care and call center operations, driving proactive outreach and improving customer retention. ● Managed technology development team to align marketing solutions with business goals and drive innovation. ● Established social media center of excellence—driving 41% engagement growth and 44% social revenue gain. ● Restructured and incentivized sales team—growing field revenue by 50% while reducing costs by 10%.