Developed annual strategic plans and led the quarterly review of tactical plans to determine performance against strategic goals.

Established day-to-day processes to monitor agency performance against planned goals in terms of overall agency profitability and team efficiency.

Supported the successful implementation of a new project management system to improve team efficiency and streamline client communications.

Worked directly with CEO to establish an ‘on-demand’ talent process through partnerships with white-label organizations for content and SEO/SEM marketing during COVID to backfill key positions. 

Successfully developed and rolled out to 17 global regions three integrated digital campaigns supporting the Sleep portfolio ($50M+ launch of the DreamWear Full face mask; $150M+ Dream Family suite of products; Care Orchestrator patient adherence management software solution).

Managed B2B digital media activation in North America consistently driving clickthrough rates of 0.24% against goals of 0.12% and industry benchmarks of 0.07%, open rates of 13.3% against goals of 11.0% and cost-per-acquisition rates that were 10% lower than goal. 

Led the MarComm launch activities for the global launch for DreamWisp. This was the first ‘perfect project’ according to Philips PDLM/Accolade launch criteria and secured that title by ensuring all milestones were met or exceeded.

Developed and executed an integrated digital marketing campaign to support our partnership with Mercedes Benz Fashion Week. Improved year over year lead generation for the fashion program by 31% and application volume by 23%; reduced the budget to support this partnership by 40% and achieve positive business results.

Developed an online lead nurturing CRM program to support a scholarship competition stemming from our partnership with Food Network and The Cooking Channel. Increased contest entries by 15%; increased the number of new leads by 150%.

Developed an interior brand package to transform of 10 campuses to look and feel more like an art school; Worked with corporate real estate, procurement and finance to develop spending scenarios for the project; Presented the best roll out scenario to the executive management team to move forward; Managed a $1M project budget for the roll out of the branding and a 12 month deliverable timeline; project came in on budget and completed on time.

Developed business case strategies and justifications centralizing the digital signage systems across 51 campus locations in the US; Presented to executive management to confirm the need and successfully gain approvals for $2M in capital expenditures.

Transitioned supplemental education material from DVD format to a digital library on iTunes; reduced expenses associated with the supplemental education material program saving the organization money and providing convenience to current students.

Developed an award-winning user generated content campaign for Heinz Ketchup that increased brand sales by 13% in 4 months.

Recognized deficiencies in target alignment with key creative strategies; Improved the communications between the Planning and Creative teams to ensure creative campaigns were more on target and on brief; Improved project communications by implementing weekly status discussions with key client team members.

Developed and executed a cross channel integrated promotional campaign for a new line of coffee at all Sheetz convenience store locations in the Mid-Atlantic region; Drove in-store sales despite challenging industry and economic climate.

Successfully launched a $33M new product into the smoking control category in the midst of increased competition from private label products; Generated incremental sales for the business unit; Year 1 sales exceeded expectations ($75M) and profit expectations; Launch reaffirmed the brand’s position as the category leader with key retailers such as WalMart.

Successfully launched a convenience size item for the Tums brand thus opening up new convenient forms in this category; Developed the brand communication strategy, all consumer facing marketing materials to communicate the benefit of the new convenient form, a competitive advertising strategy and competitive marketing plan to defend the Tums franchise from intense competition.

Successfully launched a new, confectionary flavor of Tums; Projected sales were $17M; Lead the development of all advertising and promotional strategies and materials; Worked closely with Sales team to provide all materials needed to gain premium placement on shelves in the warehouse retailers such as Costco and Sam’s and discount retailers such as WalMart and Target; Worked closely with Nielsen consumer data to monitor sales, track inventory and adjust forecasts as needed for production planning and financial planning purposes.