After working as an independent consultant for Smithfield for a few months and building a brand plan for the Kretschmar deli brand in 3 weeks, I was hired on as an employee to oversee marketing for the entire deli portfolio of brands - Kretschmar, Margherita, Eckrich Deli, and Krakus. I reviewed all proposals, briefs, and creative work and led the deli marketing team in directing new objectives and projects. I led development of the Kretschmar “Made For More” campaign encompassing full-funnel paid media (CTV, OLV, audio, programmatic, paid search) along with in-store, social media, influencers, and PR.

Additionally, I steered a cross-functional innovation team to launch a new product line (4 SKUs) under Margherita (“Charcuterie Cuts”) and two new deli items under Kretschmar. New products are on-track to deliver $3MM in gross sales in 2024.

Ultimately, I made the tough decision to step back into consulting as I did not want to relocate.

When I joined Columbia Care in 2020, they had two brands developed – the clinical-looking Columbia Care house brand and a CBD sub-brand, Platinum. I quickly developed a brand architecture encompassing four subcategories within cannabis. I created a go-to-market strategy and coordinated with regional operations teams to launch brands across the U.S. The first two brand launches increased customer market baskets by +5%. Description goes here

Zardetto was one of the first Proseccos imported in the U.S. By 2018, it was lagging the category and needed a change. I crafted a plan to overhaul the brand. After getting the green light from senior leadership, I led the project - from the project outline to the RFP to the agency selection phase through to the rollout and implementation of the 360° marketing plan. My efforts led to a +10% growth in sales revenue heading into 2020.

When I joined Dr. Praeger’s, I discovered we had an opportunity with our PR. I led the RFP, selection, and onboarding processes for our new agency. Overseeing the agency and leading bi-monthly strategy calls, together we grew average impressions per campaign by 1M and increased CTR by 5-10%.