I'm a brand builder & storyteller with 14 years of experience in 360˚ go-to-market strategy, digital media, content creation & partnerships, specializing in female-founded brands.

Executive Director, Consumer Engagement North America | Bobbi Brown Cosmetics & Bumble and bumble. | July 2021 - present

• Spearheaded the marketing and growth strategy, implementing transformative omni-channel, 360° plans that elevated Bobbi Brown & Bumble and Bumble's market share and exceeded financial plans

• Managed a $20M A&P budget and $400M in Gross Sales, owning Go-To-Market planning and strategy media for a 3-year horizon

• Successfully restructured and expanded the Consumer Engagement team, doubling its size to 6 people, overseeing key areas such as Brand Marketing and go-to-market Planning/Execution (Media, Creative, Influencer Marketing/Communications)

• Innovatively launched a new Influencer GTM model, propelling EMV growth 2x industry standards and earning industry recognition for creative agility and trend-based content

• Implemented collaborative partnerships with Lunya, Donni, Lele Sadoughi, Dagne Dover, Flamingo Estate, 1 Hotels, The Gansevoort Hotel, and Kerri Rosenthal

Executive Director, Global Digital & Social | Bobbi Brown Cosmetics | January - June 2021
Director, Global Digital & Social | Bobbi Brown Cosmetics | November 2018 - December 2020

• Lead social and content strategy for 40+ markets globally, including overseeing the launch strategies for 8 international IG accounts, 3 international YouTube channels, and the brand’s official launch on TikTok

• Ideated, designed and rallied teams to execute disruptive brand experiences:

  • Experiential partnership with WeWork - artistry service pop-ups and sales hubs in 5 Manhattan & Brooklyn WeWork locations. First for the brand and organization.

  • Building consumers’ virtual makeup bag with a collection of AR beauty filters that can be worn on video calls and social

  • Quick-to-launch Always-on-Artistry initiative that kept our brand connected with consumers during COVID shutdowns and beyond

• Drove sustained profitable brand growth through consumer-first enhancements to consumer-facing campaigns (both content & activation) through close partnerships with local marketing and e-commerce teams

• Developed a culture of data-driven decision-making to identify opportunities to drive brand growth in product positioning and campaign content demonstrated by leading our brand cross-functional teams through Google’s Unskippable lab partnership on a 5* campaign and continual input to go-to-market process

• Inspire positive energy, creativity, collaboration, and talent development within my team and with cross-functional partners resulting in high levels of trust, successful process changes, and improved ways of working

Assoc. Director, Global Digital, Social & Content | Revlon, Inc. | October 2017 - October 2018

• Established and managed Integrated Marketing Communications campaigns and facilitated collaboration between global and local marketing, digital, and influencer teams

• Develop channel and content strategy for all social accounts - paid and organic

• Established company-wide social media KPIs which now govern our internal data team's real-time MMM dashboard 

• Drove Almay to be #2 Fastest-Growing Beauty Brand on Instagram in Q1 2018, second to KKW BEAUTY

• Contributed to first earnings growth quarter (Q2 2018) after 5 consecutive quarters of decline

• Work hand-in-hand with social platform partners like Facebook, Google, YouTube & publishers to create best-in-class content that exceeds ad benchmarks

• On founding team for Revlon Inc Digital Center of Excellence & worked in partnership with a consulting group to help shape the new digital teams company-wide

• Pitched & piloted a Creative Partnership between Revlon & Refinery29 top  

Senior Manager, Global Digital & Brand Communications | Revlon, Inc. | April 2016 - October 2017

• Architected content and channel strategy cross 4 Revlon Portfolio brands: CND, American Crew, Mitchum, and Cutex. 

• Re-define global social media to a community and culture-led approach which grew engagement +30% YOY (all organic)

• Developed Revlon Professional's first Social Media Guideline Document; since grown into two brand-specific Social Rulebooks

• Launched email marketing program in North America with open rates 2x beauty industry standard

• Lead re-brand campaigns
  • Worked as a conduit between Global Brand and Agencies
  • Inclusive of agency selection, setting campaign strategy, creative pre- & post-production, to the final roll out in market, I was with these campaigns every step of the way. It is hugely rewarding (and terrifying) to push brands to evolve comfort zones, but the response to these campaigns proves that the new direction is a success.

Senior Manager, Global Interactive Media | OPI | 2015 - April 2016

• Drove 52% YOY improvement in overall digital performance - specifically through refined and expanded social media content strategy, launch of email marketing and optimization of digital advertising content (L2 Digital IQ Report, 2015)

• Developed best-in-class creative for Facebook and Instagram ads - to be used in case study for record breaking campaign performance (Nielsen & Facebook Brand Effects)

• Create integrated 360° digital promotion plans for 6+ global launches annually

• Developed email content strategy that consistently outperforms industry avg. open rates & CTR

• Lead global social content strategy & oversee 23 markets worldwide

• Crafted the first global social brand guidelines and best practices resource for all of Coty brands

Interactive Media Manager | OPI | 2012 - 2015

• Lead social media strategy & content development for OPI & Nicole by OPI
  (OPI #1 most talked about lacquer brand online, up from #2 in 2012)

• Fostered key influencer relationships to garner ~$5MM in monthly Earned Media Value
  (OPI ranked Top 10 EMV in Beauty from July - November 2014)

• Established an always-on YouTube strategy & invested in content production
  (OPI YouTube subscribers increased over 500%)

• Produced first-of-its-kind nail art app and oversee all updates to existing iOS apps 

• Developed cohesive Fashion Week strategy & content, built excitement/awareness worldwide

Digital Content Producer | VDS LA | 2011 - 2012
Creative Strategist | VDS LA | 2010 - 2011

• Expanded agency’s list of services to include video production and social media management 

• Drove creative conception and execution of national print, email and web campaigns

• Managed social strategy and planning for all clients

• Lead a team of 3 to produce compelling video content used on YouTube & display ads

Digital Creative Assistant | Crave London | 2010

• Assisted with a first-of-its-kind virtual dressing room experience pitch for Marks & Spencer 

• Worked closely with the Creative Director on campaigns for Emirates, BP & British Airlines 

Copywriter | VDS LA | 2008 - 2009

• Wrote targeted, creative copy for national email and web advertising campaigns

• Client-facing account coordination 

• Assisted web team with HTML & database maintenance