WHO I AM
I shape how brands show up by making the decisions that matter.
Marketing strategy across product, lifecycle, and retail, grounded in real constraints and real expectations.
WHAT I DO
I work upstream, where early decisions determine how a brand shows up in market and whether marketing stays coherent as it scales.
That includes setting narrative priorities, positioning products, and sequencing campaigns across channels so they reinforce each other rather than compete. I focus on systems teams can run in real situations, not ideas that rely on perfect conditions to succeed.
I’ve built marketing from scratch, operated inside large organizations, and led go-to-market work in institutional settings.
In each case, the work is the same: make clear choices early, set priorities that survive budget shifts, and build messaging that customers consistently recognize.
SELECTED WORK
I’ve led and contributed to work across product launches, lifecycle marketing, and retail environments.
The projects below reflect decisions I enjoy most: defining priorities early, ensuring coherence across channels, and making tradeoffs that hold up once the work is live.
Some of the below reflect strategic efforts developed in exploratory or academic contexts, where the focus was on upstream decision-making rather than execution inside a single organization.
When I joined Wholesale Supplies Plus, marketing was largely fragmented. Social and email were sporadic, visually inconsistent, and the content did little to support product education or launches.
I built a cohesive marketing system from the ground up to establish a consistent social rhythm. I moved existing long-form recipe content onto Pinterest. Utilized original and UGC Instagram content to drive inspiration. And created an email cadence aligned with product managers’ promotional calendars while adding education and context.
I also led go-to-market strategy for new product launches, particularly seasonal fragrance lines, shaping both the narrative and execution across our channels. Working without an existing framework meant strategy and execution happened together.
The result was marketing that felt intentional, useful, and aligned with how customers actually engaged.
Victoria’s Secret: Print + Digital Integration under Constraint
In a large-scale retail environment, print remained a primary revenue driver even as budgets rightsized and digital emphasis grew. This work centered on aligning print and digital channels, so they reinforced each other, rather than competing for credit or spend.
I helped shape lifecycle strategy and campaign sequencing to offset circulation pressure, clarify channel roles, and prioritize efforts that delivered measurable impact.
The focus was less on replacing channels and more on making the system work to deliver a seamless customer experience.
UC San Diego: Go-to-Market Strategy for a New Graduate Program
University of California, San Diego was preparing to launch its first fully online Master of Data Science program in a competitive education market. The challenge was breaking internal gridlock while building a clear external narrative that would drive demand quickly.
I worked across stakeholders to define positioning, shape channel strategy, and connect content to search behavior.
The launch shifted visibility and application volume within weeks, demonstrating how upstream clarity can unlock downstream execution.
Strategic concept developed as part of graduate coursework.
C.O. Bigelow had strong equity in lip care but a limited presence in nail treatment. This work focused on identifying a credible extension point and building a night-repair concept that felt both ritual-driven and commercially sound.
I led the product positioning and go-to-market strategy, grounding decisions in customer behavior, distribution realities, and margin logic.
The result was a cohesive franchise idea designed to scale through existing channels without diluting brand trust.
HOW I THINK
I start by getting clear on what our work needs to say, not just what it needs to do.
Every marketing system tells a story, whether intentionally or not. My job is to make that story deliberate and consistent before it gets expressed across channels.
That means defining the problem carefully, naming priorities early, and making tradeoffs explicit so teams know what matters. That clarity shapes how messages land, how campaigns connect, and how a brand is understood once the work is in market.
I’m most effective when strategy and execution are connected. I work closely with creative, analytics, and operations partners to make sure ideas survive handoffs and still make sense in the real world.
I look for opportunities that can scale. I pay attention to what’s already working, then build systems that can be adapted, improved, and repeated without losing the brand’s personality.
I value teams that are thoughtful, direct, and willing to make decisions.