Software Skills

UI/UX Design

Sector Experience

Retail
Travel & Hospitality
Media & Entertainment
Technology

Languages

English
9
years

Years of Experience

7/18

Member Since


Experience

 
Parachute Home Start-Up
VP Brand Strategy
01/2018 - 06/2018
Following a family move back to SoCal, I took on an assignment to help this bedding, bath and home essentials startup accelerate growth by unifying product creation with marketing and branding strategies. Through this engagement, I spearheaded a consumer insights deep dive to help align the organization around its consumer. I also defined Parachute’s partnership and collaboration strategy, developing the "when and why" while also deepening engagement with brand evangelists.

Nike Inc. Marketing
Global Retail Brand Director
09/2015 - 10/2017
I was promoted to lead the holistic consumer experience for NikeLab across five global geographies and nine cities. We worked to launch NikeLab in innovative and experiential ways at brick-and-mortar locations and across top-tier wholesale accounts around the world. My work included the launch of three global stores (Milan, Tokyo, Chicago) and brand experiences and pop-up spaces for high-visibility events / locales including the Rio Olympics and Milan Furniture Fair.

Nike Inc. Marketing
North America Digital Brand Director
06/2013 - 09/2015
I joined Nike’s brand marketing team as Digital Brand Manager, Nike Women’s then was promoted in 2014 to take on more categories and larger projects. I led the company’s digital presence for multiple Nike categories including nike.com, Nike+ apps, social media and experiential events. My efforts inspired a monumental shift within Nike’s digital organization -- taking the organization from untargeted and costly owned content to adopt “right time, right place” acquisition strategies.

IDEO Management Consulting
Brand Designer
09/2011 - 06/2015
I led brand strategy / brand essence efforts for multi-disciplinary innovation projects, working with a team to turn user observations into actionable insights that pushed innovation forward on behalf of leading multinational consumer brands. My combined knowledge of consumer trends, cultural memes and internet platforms helped influence IDEO’s decision to build out new areas of specialization and hire a team of advertising, marketing and pop culture specialists.

The Branding Farm Marketing
Senior Brand Strategist
09/2009 - 07/2011
I joined this digital agency as a copywriter then was promoted to Associate Creative Director, where I led a design team and strategic brand planning. Among my favorite projects was a Justin Bieber DVD campaign, which became a trending topic on Twitter and brought in 250M earned media impressions in just two weeks, with a 10% conversion rate.

TOMS Shoes Marketing
Creative Assistant
01/2009 - 09/2009
As one of TOMS' first 40 employees, I had opportunity to help build the creative process from scratch. I also created product names and descriptions, crafted seasonal campaign messages and supported production, PR and sales.