Professional Experience

 
 
 

Director - Brand Marketing
General Cigar Company

From packaging to positioning, product launches to marketing strategies, I spearheaded all General Cigar brand initiatives. This included the comprehensive repositioning of Macanudo, where I managed package redesign, SKU rationalisation and 360° consumer/retailer communication plan. All this resulted in +9.9% top-line and +5.6% margin growth.

 
 
 
 

Associate Vice President - Marketing & Strategy
Nationwide Insurance

As Associate Vice President of Marketing & Strategy, I developed customer strategies for Nationwide’s Life Insurance and Retirement Plans. My “Retirement Plans Customer Center of Excellence” strategy alone produced over $450 million in increased customer retention and sales through 2014.

 
 
 
 

DIRECTOR - ENSURE
ABBOTT LABORATORIES

As the Director of the $500 million Ensure Retail and Institutional business, I delivered four consecutive years of top-line and bottom-line growth by repositioning the brand towards healthy living with new product launches, product upgrades and improved targeted communication.

 
 
 
 

BRAND MANAGER
OSCAR MAYER HOT DOGS

At Kraft Foods, I managed a $400 million Oscar Mayer P&L, $55 million Marketing Budget and iconic Weinermobile event platform, driving innovation and brand transformation; most notably growing the Hot Dog revenue +19.6% and the Ham segment +15% through new item launches and brand building.


 
 
 
 

OWNER AND CHIEF CREATIVE OFFICER
CRADLE TO GRAVE LACROSSE

Most recently, I launched an online sports apparel and accessories business that targets youth lacrosse players with affordable, high-quality products. Our motto: Life is a Sport, Lacrosse is a Lifestyle!  Learn more at cradletogravelacrosse.com.