CRAFTING NEXT-LEVEL EXPERIENCES
TO ENGAGE CUSTOMERS & ELEVATE BRANDS
ABOUT
I'm a business professional specializing in CPG product development, marketing and management, with extensive experience in natural beauty & personal care.
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8+ years of progressive product and brand marketing and management experience at a diverse portfolio of companies, from startups to multinationals
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Proven ability to create value and solve problems to deliver improved profitability
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Passion for transforming stagnating businesses through process improvement, innovation, and product strategy
Through my work, I strive to connect consumer insights, the magic of effective storytelling and a touch of the unexpected to create next-level product and brand experiences.
Let's collaborate to tell better stories & build better brands.
NOV 2020 - PRESENT
DIRECTOR, GLOBAL PRODUCT PORTFOLIO
YOUNG LIVING ESSENTIAL OILS
Young Living Essential Oils is the world leader in essential oils and essential oil-infused products. As Director, Global Product Portfolio, I and am responsible for refining the global assortment, strategically introducing new products, and sunsetting unprofitable SKUs for the $800 million+ essential oil portfolio.
JULY 2019 - NOV 2020
MARKETING MANAGER, USA
PRANAROM USA
Sold in nearly 10,000 pharmacies and specialty stores worldwide, Pranarôm is an industry leader in the field of scientific and medical aromatherapy. As US Marketing Manager, I was responsible for creating and executing marketing strategies that leveraged our core competencies to grow market share and brand awareness in the United States.
Key Accomplishments:
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Executed successful go-to-market for certified organic Hand Sanitizer and Mask Purifier during challenging COVID-19 period, delivering more than 100,000 units in the first month of sales.
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Introduced improved processes and procedures to enrich the product development pipeline and accelerate speed-to-shelf, successfully launching more than 30 SKUs in 2020 across multiple categories.
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Together with my counterparts, reversed year-over-year negative sales trend to become the only Aromatherapy brand ranking among the top five key players in the Natural Enhanced Channel to deliver sales growth over 52 weeks through July 2020.
SEPT 2017 - JULY 2019
MANAGER, MARKETING & BRAND DEVELOPMENT
SUNLEAF NATURALS, LLC
SunLeaf Naturals is a Minnesota-based manufacturer of bath, body and home aroma products made from 100% plant ingredients and pure essential oils. As Manager, Marketing & Brand Development, I worked to create innovative product-, retailer-, and market strategies that leveraged the brand’s unique strengths and positioning to grow sales across all channels.
Key Accomplishments:
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Directed digital transformation, launching a new e-commerce website and developing a content marketing strategy that delivered double-digit channel growth from 2018 to 2019.
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Envisioned and implemented 'best-in-class' merchandising strategy for key retail partners, increasing wallet share in our largest retailer from under 40% to more than 50%.
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Led evolution of brand identity, with updates to packaging design and copy, displays, and collateral for 100+ SKUs.
OCT 2014 - SEP 2017
HEALTH, WELLNESS, & BODYCARE MANAGER
LUND FOOD HOLDINGS, INC
This multi-faceted role combined key category management functions for health and beauty care (HBC) with marketing and content development for the company health and wellness program, Nourish.
Key Accomplishments:
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Developed and implemented strategic promotional and merchandising programs to introduce and promote 25+ new independent natural and organic brands across 27 retail stores.
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Drove double-digit department revenue growth for two consecutive years, outpacing total company performance.
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Overhauled Nourish magazine program to generate additional ad and demo revenues and improve profitability.
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Developed Nourish health and wellness training module accessible to 4,000 employees.
NOV 2013 - OCT 2014
PRODUCT MARKETING MANAGER
AHNESTI PROFESSIONAL HAIRCARE, LLC
AHNESTI products combine the performance of salon-professional haircare with the ingredient purity standards pioneered by the world's foremost third-party organic certifiers. As the Product Marketing Manager, I worked to bring the range from concept to reality, providing formulary guidance and packaging and copywriting expertise, as well as significant contributions to our product training protocol and e-commerce platform in support of the sales team.
Key Accomplishments:
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Collaborated with company CEO as a founding employee to envision and build a new clean beauty brand from the ground up.
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Developed, panel tested, and successfully launched a portfolio of seven clean hair care and styling formulas.
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Launched e-commerce website with strategic content marketing and promotion plan.
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Created materials and programs to support field sales team, allowing for sell-in to several high-profile national retailers.
2013
2012 - 2013
TEAM LEADER
INTELLIGENT NUTRIENTS, INC
BEAUTY ADVISOR
CHRISTIAN DIOR BEAUTE
PRODUCT GUIDE
ORIGINS NATURAL RESOURCES
2010 - 2011
M.B.A.
CONCORDIA UNIVERSITY ST. PAUL, 2017
4.0 GPA | SUMMA CUM LAUDE
B.A., SPANISH LINGUISTICS
UNIVERSITY OF ST. THOMAS, 2012
3.82 GPA | MAGNA CUMA LAUDE
SPANISH CERTIFICATE
UNIVERSITY OF ALICANTE, 2011
WORDPRESS / SHOPIFY
AMAZON SELLER CENTRAL
GOOGLE ANALYTICS
ADOBE CREATIVE SUITE
MICROSTRATEGY
NIELSEN / SPINS
WORKFRONT
HUBSPOT