Levain Bakery Frozen CookiesAs CMO, ideated and launched the NYC icon into frozen CPG. Led product development, supply chain commercialization, retail strategy and sales, creative direction, pricing strategy and communications development. Managed sell-in to Whole Foods, Central Market, Harris Teeter and Dierbergs, creating launch marketing and activation plan set to overdeliver by 2x in 2020.
|
tenovertenWrote and coined "conscious nail care" positioning, and wrote all packaging and POS (digital and brick & mortar) copy. Led workshops with founders to crystallize brand positioning, execute improved packaging and develop at-shelf communication for a nationwide launch in Target stores. Briefed and project managed the relaunch of the website, and updated social strategy and copy.
|
Kriser's Natural PetRedefined and scaled specialty retail, growing brand from 23 to 43 stores prior to PE exit. Renamed store, and wrote & developed brand positioning, Created New Store Opening toolkit that delivered +60% opening weekend sales and reduced costs in social media, direct mail, event fees. Created initial ecommerce offering via partnerships with Postmates and Instacart at the early stages of the delivery service revolution.
|
Levain Bakery Ecommerce & RetailDrove 3x ecommerce sales, leveraging design and technology to expand reach and relevance. Led replatforming and relaunch of site to Shopify Plus, recreating shipping structure, packaging and online experience start to finish. Grew social following to more than 250,000 on Instagram by leveraging UGC. Rebranded and redesigned iconic bakeries, and launched first new menu items in 20+ years - the Two Chip Chocolate Chip Cookie and Ice Cream Sandwiches.
|
hello ProductsLed go-to-market launch for naturally friendly oral care brand. First ever employee; brand has since transacted to Colgate. Helped create "naturally friendly" brand positioning to elevate platform. Led go-to-market operations and execution, including product development, supply chain, finance and marketing execution. Oversaw social media, celeb seeding, PR, media and retail co-marketing, plus worked with sales to deliver retail distribution targets and establish pricing.
|
The Creative PackLed positioning and briefing workshops for start up clients. Conducted USP definition workshops for multiple start up / entrepreneurial clients. Helped entrepreneurs craft their brand positioning and think through consumer challenges. Wrote design briefs for the agency designers to work against, simplifying project management.
|
JSX (formerly JetSuiteX)Expanded sales and awareness by deepening understanding with consumers. Coined the term "semi-private aviation" for JSX, simplifying a challenging-to-describe product experience into consumer-friendly vernacular. Created pop-up flights for Coachella (from Burbank) putting semi-private aviation service on the map with influencers. Created This is How You JetSuiteX marketing campaign, converting UGC into advertising and elevating experience over claims. Managed tech product and marketing for first ever public/private codeshare with JetBlue.
|