Director of Strategy – Global Purpose
Dec. 2018 - Present
Created the north star ambition for the newly established Global Purpose group; crafted three strategic purpose initiatives: Breaking Barriers to Sport for Girls, Giving One Starting Line, and Ending Plastic Waste; created the strategic approach for external purpose brand messaging; crafted the internal communication that gave visibility to the strategy and briefed the organization on what was needed to bring the strategy to life; established a Global Purpose operating model that identified roles, responsibilities and milestones; and co-developed an internal Social Value KPI to enable a standardized measure of social impact initiatives.
Led collaboration between multiple departments for a cohesive Breaking Barriers to Sport for Girls social impact execution tied to the 2019 Women’s World Cup in France. This included an unprecedented public commitment to equal performance bonus payouts for winners; a yearlong social impact initiative in Paris increasing girls’ access to sport and women’s visibility in sport; and a collaboration with Equal Playing Fields for two Guinness book of world records, giving visibility to gender inequality in sports.
Built the 2025 strategic business plan for Global Purpose, using a collaborative approach across the organization to ensure relevance and adoption. Met with external subject matter experts, and facilitated nine
internal strategy workshops across Europe, USA, and China. These meetings and workshops shed light on the cultural nuances and commonalities between markets on social and environmental issues, informing what to
amplify in each market.
Vetted new purpose opportunities against our strategy, and each opportunity’s feasibility and potential impact.
Collaborated on key internal initiatives, including the purpose strategy for adidas’s Beyoncé partnership and the social impact execution at Pharrell Williams’s Something In The Water event.
Senior Manager Strategy – Global Women’s
Aug. 2017 - Dec. 2018
Delivered global consumer insights and an evolved distribution strategy for the female consumer, presenting to senior leaders. Personally analyzed the quantitative data from 12.6K consumer surveys (China, USA and Europe). My analysis led to the establishment of women’s cross-category go-to-market and brand marketing teams. Uncovered a key insight that was used as the basis of the Core Business Unit strategy. Created a new milestone process for women’s cross-brand stories that spanned product creation to market execution.
Assisted in the creation of the Young Creators global strategic business plan, including co-leading a comprehensive due diligence analysis of the adidas licensee partnership for young athlete apparel in the USA
market, clarifying the financial impact of bringing that business in-house, and presenting a clear recommendation that was approved by all senior leaders (the global head of brands & board member, and the
North American President) on the best path forward.
Finalized the 2020 global women’s strategic business plan and presented the plan to key stakeholders.
Managed go-to-market milestones for global women’s, identifying key strategies and opportunities for the business, developing a holistic view of how adidas can win the female consumer, and facilitating feedback from markets for improvement each season.
Senior Strategic Project Manager - Global Basketball
Mar. 2015 - Aug. 2017
Led strategic projects for global basketball, reporting to the basketball General Manager and collaborating with multiple functions: design, product, brand, go-to-market, operations, sports marketing and futures.
Projects included leading the basketball strategic business plan creation; establishing a Team Sales investment plan resulting in a +35% net sales increase; creating a range planning and forecast model to inform product
briefing and range needs; developing strategic business plans around NBA players, which informed contract negotiations; and creating an internal roadmap for utilizing the players to grow the basketball business.
Drove consumer insights for global basketball. Led the development of consumer profiles and on-boarded the organization. Created a China market video to help the global basketball business unit understand the China consumer and market dynamics. Recruited 100 target consumers in key cities to enable ongoing consumer research.
Led the Global Milestone planning process, ensuring that the basketball category is strong on the corporate stage, and has the plans in place for executional excellence in market.
Account Marketing Manager
MAY 2013 - Mar. 2015
Created the 2014 and 2015 account marketing plans for Academy and Modell’s, fostering a strong partnership with the accounts while ensuring adidas business objectives and key products were supported.
Developed strategic digital marketing programs for key initiatives to engage the consumer and drive sell through, including creating and executing a holiday wish list program that grew adidas sales on models.com by +36%
Secured incremental space for World Cup shops, giving adidas premium visibility and taking space from Nike.
CRAFT BREW ALLIANCE (CBA)
Marketing Services Manager
Sept. 2012 – Jan. 2013
Led the development of consumer insights capabilities. Established a foundation of industry insights and presented to the marketing organization. Developed brand specific insights to guide brand strategy.
Managed five direct reports, including the internal graphic design department.
Coors Light Associate Brand Manager
Aug. 2011 – Aug. 2012
Led the development of equity digital, OOH, print and radio, reinforcing the brand’s positioning of Rocky Mountain Cold Refreshment and optimizing creative platforms for each marketing medium.
Led business analysis for Coors Light by facilitating monthly roundtables, conducting deep dive analyses, and creating business performance updates for senior management. Building off business analysis, identified two strategic opportunities for the brand and incorporated them into the Coors Light 2013 brand plan.
Managed the Coors Light budget ($203MM) within 1%. Identified available funds that enabled a shift of creative development costs from 2012 to 2011, resulting in $1MM of budget flexibility in 2012.
Developed the 2012 creative rotation strategy for Coors Light (TV, OOH and print) incorporating LINK, Communicus and MMA consumer and marketing insights to maximize media effectiveness.
MGD 64 Associate Brand Manager
Aug. 2009 – Aug. 2011
Developed a cause-marketing retail program, resulting in a focused Hunger Relief program that appealed to consumers and aligned with retailer initiatives. The retail program surpassed performance goals in market and was repeated for 3 consecutive years, donating $1 million to food shelters during the holiday season each year.
Led collaboration with the channel teams for the launch of MGD 64 Lemonade that resulted in strong chain commitments and Best in Class practice for working with key customers. Supported the development of liquid, consumer testing, packaging, and BTL and ATL creative. Successfully launched the new product in seven months.
Launched the MGD 64 pedometer app, the first iPhone app combining a pedometer with the social networking of Facebook. This app reinforced the brand’s active lifestyle positioning and exceeded download targets by 200%.
Local Marketing Insights Intern
May 2008 – Aug. 2008
Managed $100K primary consumer research project focused on the Orlando tourism industry. Developed strategies aimed to increase volume and share within the Orlando tourist market. Recommendations implemented in 2009.
VMC (IT Outsourcing Company: www.vmc.com)
Project Accounting Coordinator
Feb. 2006 – Jul. 2007
Designed and delivered financial reporting for key clients, including Microsoft Xbox 360 and MSN Money.
Developed and analyzed the Accounting Revenue Forecast on a monthly basis, forecasting for approximately 270 client projects totaling $12 million in revenue.
Mar. 2005 – Jan. 2006
Assisted the Microsoft Live Meeting Revenue Team on an SAP program migration, reducing data transfer errors by 95%.
Spearheaded the creation of a user guide of SAP processes relevant to the Revenue and Order Entry Teams, reducing order entry errors by 50%.
Small Business Development Volunteer
Sept. 2003 – Dec. 2004
Conducted market analysis to determine new product opportunities for a small business and facilitated new product development creating 20 new wicker house-ware products. Designed a marketing catalog to increase sales and product distribution. Increased the small business revenue by 3x.
Focused on women’s empowerment through creating educational workshops and a bi-weekly women’s aerobic and nutrition class, instructing 30 women.
Marketing Program Development
Communication & Collaboration
Arabic - basic conversational
Turkish - beginner
LUCKY ENVELOPE BREWING
Board of Advisors
Marketing Strategy Advisor to a microbrewery. Advised on the development of unique brand positioning, brand logo, packaging design, and the tap room aesthetics and setup. Continue to advise on strategies for increasing traffic to the tap room, expanding product distribution, as well as marketing and business strategy.
The Robert Emmett McDonough School of Business
Graduated - 2009
Master of Business Administration
Graduated Beta Gamma Sigma Honors Society
WESTERN WASHINGTON UNIVERSITY
Graduated - 2003
Bachelor of Arts, Economics