Guide organizations in unlocking brand distinction and market relevance through consumer insights, positioning, data - informed strategy, and team facilitation. Lead initiatives driving measurable growth and clarity of brand purpose.

Led a high - impact Consumer Experience team to maximize member engagement and retention, directly aligning with the mission of high quality affordable healthcare for all. Drove growth through actionable data - driven initiatives, innovation, and experience design. Promoted the voice of the consumer (VoC). Reported to the President and the COO. • Established KPWA Consumer Experience strategy with measurable goals and guidance on market and competitive trends. Skilled storyteller and a connector of dots, synthesized complex data into clear, digestible narratives that drove data - driven decisions across product, brand, and marketing teams. • Hired, engaged, and retained 5 - 11 staff focused on consumer retention and growth through innovation. Guided staff focus, monitored metrics, coached, and provided professional development. • Led Real - Time Feedback platform design and implementation (enterprise pilot market), resulting in instant member feedback, service recovery options, best practices, and improved care experiences. Powered enterprise efficiency by supporting regional leadership adoption. • Raised KPWA Medicare Star rating for care coordination and overall improvement by leading Medicare experience initiative with data analysis, journey mapping, strategy development, and operational experience improvement design. • Improved end-to-end consumer experiences by leading designs for care delivery and health plan functions, including Maternity Care, Virtual Plus Health Plan, new member onboarding, and secure messaging. • Modernized KPWA Member Experience programs by leading research, analyzing data, capturing insights, managing vendors, running patient advisory councils, mapping consumer journeys, and coaching aligned frontline team actions.

Hired to advance market research capability and expand function. Built team, modernized patient satisfaction program, developed consumer strategy aligned across insurance and care delivery functions.

Developed category strategies, led initiatives, and built the innovation pipeline. Steered growth by developing 1-5-year category strategies with action plans for multiple products, including Cold Brew global brand positioning and an international coffee packaging redesign.

Led North American integrated marketing communications planning, including creating competitive advantage, shaping marketing strategies, and inspiring impactful and relevant messages. Developed all-hands marketing events for 450+ person organization including impactful presentations, inspiring speakers and activities to foster engagement, boost morale, and educate partners (employees).

Led global brand strategy and storytelling to shape and influence culture, image, and brand portfolio value. Drove continual evolution of consumer-centric, globally aware, holistic values and approaches. Critical member of the core team that repositioned Starbucks’ global brand strategy and creative expression in 2010, ensuring brand cohesion, customer relevance, and aligned business strategies. Led enterprise mission updates and created core values, ensuring international alignment. Significant results included focused employee alignment, company ranking as a top Place to Work in America, record-setting revenue and profit gains, and improved shareholder equity. Shaped brand positioning for industry leading customer loyalty program, Starbucks Rewards, significantly increasing sales. Drove growth by leading portfolio brand positioning strategies, including a $4B Frappuccino brand and newly acquired brand portfolio positioning for Evolution Fresh, Teavana, and La Boulange.

Drove growth by developing strategies, planning, and leading consumer insight projects. Led cross-functional collaborations. Unified company goals across business units and channels. Critical member of the food leadership team. Contributed to new product development and innovation pipeline, establishing a robust food concept testing program that standardized procedures and enabled benchmarking for long-term consumer tracking. Significantly improved product quality and launches by establishing a global food sensory quality program. Developed and managed team initiatives, including training 25 employees, developing criteria, evaluating market options, and creating protocol guidelines. Captured industry recognition for new healthy platforms as a key advisor for high-growth health & wellness initiatives. Developed and communicated actionable results and recommendations. Introduced consumer ethnography technique and championed across the organization (2002), researching qualitative methods, uncovering deep consumer insights, consumer motivations, and behaviors of loyal Starbucks customers, resulting in brand differentiation and customer personalization. Served as consumer lead for beverage new concepts team with a 2–5-year future focus on new products.