leader with 15 years of experience conceptualizing and driving cohesive marketing strategies for global brands in fashion, entertainment and professional sports industries that inspire engagement online and offline. Purpose-driven
with passion, humor and ability to turn ideas into things.
Brand Launch & Awareness Strategy
Digital, Mobile and Social Media Marketing
Experiential, Sponsorship and Influencer Marketing
Segmentation and Positioning
Spokesperson, PR and Storytelling
Partnership Marketing (Co-op) Program Management
Contract Negotiation and Process Management
High-level of Emotional Intelligence and Self-Awareness
Head of Brand Marketing, Luxury 12/2011 to Current Zappos Inc – Las Vegas, Nevada
Lead global brand awareness, go-to-market/new brand launch strategy,
PR and engagement efforts for Zappos Luxury, an elevated Zappos platform and wholly owned Amazon.com subsidiary.
Orchestrate 360-degree online/offline marketing strategy to grow
brand awareness and increase customer engagement in the marketplace in support
of profitability goals of Zappos gross annual sales, totaling $3 billion.
Build and develop Brand Marketing team and lead vision and execution
across the areas of digital marketing, PR, social media, editorial content, sponsorships
Source and implement celebrity partnerships, sponsorships, digital
and transactional media activations, regional and national pop-up shop
activations and experiential initiatives.
Lead Corporate Partnerships (Co-Op) marketing program and
develop opportunities for brand integrations, campaigns and sponsorship
activations while executing initiatives and ensuring contractual obligations
Serve as brand spokesperson on behalf of organization in
television, media, press interviews, appearances and event engagements.
Create unique PR concepts and influencer/blogger partnerships to
reach and engage target audiences across social platforms/owned channels.
Partner with Direct Marketing team to drive SEM, PLA, retargeting,
and affiliate marketing campaigns.
Create and implement story-worthy marketing campaigns across traditional and non-traditional media that drive awareness across targeted demographics and audiences.
Establish brand guidelines and voice/tone of brand messaging and
ensure a consistent point of view is communicated across the website and all
online/offline touch points.
Provide vision and creative direction for brand and lifestyle
imagery, and thread cohesive and consistent brand messaging across the ecosystem.
Partner on growth strategy with Leadership to acquire new brands
and expand portfolio across targeted, high-volume producing categories.
Manage annual marketing budget and optimize ROI to achieve
Zappos and Amazon shareholder goals.
Establish business unit KPIs, co-op marketing goals and success
metrics for all marketing efforts.
Complete quarterly forecasting and monthly financial reviews and
communicate transparent results to Stakeholders.
Capture actionable data/insights through consumer intelligence,
analytics and market research studies to understand customer behaviors,
motivations and interests.
Enhance the website experience, customer journey, features and
functionality in alliance with UX Design, Front-end Development and Emerging
Foster and build meaningful relationships with technology
partners, media, brands, and industry influencers.
Manage agency relationships, RFP, contract negotiation and
agency onboarding processes.
Champion and strengthen a culture of teamwork and connectedness
through conscious leadership, open communication and integration of higher
purpose in daily work.
Brand Director, Entertainment Practice01/2008 to 12/2011 New Media Strategies – Arlington, VA
Design, implement and direct the execution of national strategic marketing, events, communications, audits and business intelligence campaigns for Disney, Sony Pictures and Warner Bros Studios.
Manage, mentor and coach the professional development of marketing team.
Provide consistent engagement with clients around all aspects of social programming including channel management, content creation, digital public relations, promotions, partnerships, outreach initiatives, online/offline initiatives, events and media planning.
Oversee and manage complex projects through to implementation and measurement.
Provide analytics to establish reporting goals, methodologies and deliverables.
Partner with Sales & Business Development to contribute to RFP responses and proposals.
Ensure all client campaigns are executed according to contract.
Senior Account Manager01/2005 to 01/2007 AOL, LLC – Dulles, VA
Develop partnerships and scope of branding initiatives responsible for driving $150MM in annual revenue.
Create and execute marketing programs that support profitability objectives and strengthen global brand awareness.
Mentor and coach team to effectively develop confident and skilled leaders.
Conceptualize and execute online marketing promotion programs.
Market brands through appropriate channels to drive sales and meet goals.
Regional Marketing & Promotions Manager05/2003 to 12/2005 Tickets.com (Major League Baseball) – Fairfax, VA
Manage national sports and entertainment venue marketing and promotion initiatives for Tickets.com partners and venues including MLB, NHL, PGA, and NFL.
Promote events and manage sponsorship initiatives for Chicago Cubs, Pittsburgh Pirates, Cincinnati Reds, Cleveland Indians, Buffalo Sabres, Buffalo Bills, and PGA Chrysler Classic.
Negotiate partnerships and support the development of sports marketing campaigns and lead the event programs by serving as the primary liaison between Tickets.com and the sports venues, stadiums and arenas to ensure marketing and promotional campaigns are successfully executed to achieve business objectives.
Manage annual contract and co-op budgets to create effective promotional campaigns within scope.
Develop and promote partnerships and PR campaigns with national and regional media partners.
Facilitate Tickets.com homepage content and make recommendations for promotional placements, images and messaging.
Build meaningful and successful client and vendor relationships.
Broadcast Brand Coordinator01/2002 to 05/2003 Feld Entertainment Inc – Vienna, VA
Collaborate with Ringling Bros. and Disney Corporate Brand department to develop marketing concepts and campaigns that maintain integrity of Disney brand and consistency of trademark positioning.
storyboards, editing, and post-production of television and radio advertising
assets for regional advertising efforts.
Manage vendor contracts
and scope of work with production teams and video crews.
Ensure all appropriate
material/footage is captured and aligned with project scope.
Manage special video projects for Center for Elephant Conservation (CEC) and capture relevant footage for video library and deliverables for People for the Ethical Treatment of Animals (PETA). ·
Bachelor of Science: JournalismRadford University-
Founding Member and Board of Directors, Las Vegas Fashion Council
Diversity & Inclusion Program Ambassador, Zappos Inc.
Mentor & Facilitator, Emotional Intelligence (EI), Six Seconds Model
Co-Founder and Speaker,
Women Empowered (WE)
Power Player: Top 100 Most
Influential People In The Shoe Industry, Footwear News 2015 & 2016