Resume/CV

• Brand and marketing consultancy specializing in B2C and franchised businesses. Services include brand & messaging strategy, marketing execution, fractional CMO support, and senior-level marketing consultation.

• Accelerating awareness and sales growth for clients by aligning brand strategy with business strategy, unlocking critical consumer insights, and creating disruptive, game-changing messaging strategy.

• Marketing consultant on the launch of the Sausalito Liquor Company, (nationwide by fall, 2023). Consulting work includes brand strategy, agency search, and messaging strategy and execution.

• Marketing consultant on the re-launch of SPORT Magazine and INSIDE SPORTS Magazine brands, re-inventing the brands for a 21st Century sports audience.

• Marketing consultant on the launch of a 100% woman-owned exercise brand providing 1-on-1 health and fitness consultation to an upscale, female audience.

• Responsible for branding, creative, paid media, social media, point of purchase materials, design and partnerships for Baskin-Robbins Ice Cream, a $675 million (US) brand, and the largest ice cream brand in the world.

• Transformed a 75-year-old stagnant brand into a healthy, dynamic brand increasing gross sales by over 35% and outperforming the ice cream industry. In 2021, Baskin-Robbins was named the Most Popular Restaurant Chain in America based on a consumer opinion poll by YouGov.

• Negotiated and executed the largest partnership in Baskin-Robbins’ history with Netflix/Stranger Things 3. Resulted in an 11-point turnaround to Baskin-Robbins’ overall business and over 4 Billion PR impressions in only 60 days. As a result, was given the 2019 Top of the Pyramid Award as Baskin-Robbins’ top performer.

• Significantly reduced the impact of seasonality by launching the first nationwide same-day ice cream home delivery service, now offered in 90% of Baskin-Robbins locations and representing >6% of overall sales.

• Dramatically expanded Baskin-Robbins’ cake business through the launch of Baskin-Robbins’ eCommerce program, providing consumers the convenience of ordering ice cream cakes even when shops are closed; eCommerce now accounts for >15% of all Baskin-Robbins cakes sold.

• Led an agency consolidation, resulting in $1 million in reduced fees, and improved productivity and service.

• Built a multi-channel, multi-target presence on social media across five platforms, including an extensive influencer marketing program that provided Baskin-Robbins year-round marketing presence.

• Slashed production costs by $500,000/year and improved speed-to-market through development of an in-house photography studio.

• Launched Baskin-Robbins “Pint-Sized Heroes” Corporate Social Responsibility program in May 2020 to reinforce brand values and generate goodwill at a local level.

• Board Member, Dunkin’ Brands Community Foundation (now the Joy in Childhood Foundation)

• Member, Dunkin’ Brands Environmental Responsibility Steering Committee

Eddie Bauer

• Directed advertising, design, public relations, research and planning for $15 million account supporting Eddie Bauer’s $1 Billion US apparel business.

• Re-launched brand across multiple channels creating a totally integrated communications model including advertising, promotion and in-store design for Eddie Bauer’s 500+ US stores.

• Print campaign was recognized as an MPA Kelly Award Finalist in 2003 for outstanding magazine advertising.

Genuity

• In 2000, Genuity was the largest Internet IPO in history, valued at $1.9 Billion

• Directed integrated global marketing efforts -- branding, advertising, design, interactive, direct marketing, collateral, corporate sponsorship -- for $25 million internet services business.

• Created new brand (Genuity) and new product line (Black Rocket) including entire go-to-market strategy and brand guidelines.

• In Genuity’s first year, increased aided awareness among their core target of IT and C-Suite executives from 8% to 63% and favorability toward the brand increased to 84%.

L.L.Bean

• Supervised day-to-day fully integrated $15 million national advertising effort for L.L. Bean, a $1 Billion apparel brand.

• Led development of marketing strategies that added 3 million names per year to Bean's catalog database while repositioning the brand to a younger target.

• Print campaign was recognized as an MPA Kelly Award Finalist in 2000 for outstanding magazine advertising.

• Day-to-day project lead for NBA, WNBA and USA Basketball projects.

• Managed new team logo design work for the Philadelphia 76ers, Washington Wizards, Dallas Mavericks and New Jersey Nets.

• Managed all 1998 NBA All-Star Game design work including ticket, event and court designs as well as all Madison Square Garden promotional graphics. Introduced the use of 3M Scotchprint® Film to the NBA for the 1998 All-Star Game. Scotchprint® was adopted across the entire league the next season.

• Managed all design work for the 1998 NBA Draft in Vancouver.

• Managed all design work for the launch of the NBA Store in NY including all point of purchase materials and in-window displays.

• Assisted with the launch of the Northern European Basketball League (Lithuania), founded by former Golden State Warrior Sarunis Marciulionis.

• Day-to-day account lead for 3M Corporate and Consumer Products, Globalstar Satellite Communications and Canon USA Cameras and Binoculars.

• Researched over 10,000 3M products to create a list of the most compelling stories for a new corporate campaign. The “It’s as easy as 1,2,3M” campaign lifted 3M stock price by 32% in the first year.

• Researched and negotiated all photography and talent for the launch of the Canon EOS-1N, Canon’s professional-level SLR.

• Launched the Canon EOS 1D, Elan II/IIe, Rebel G, ELPH and SureShot Owl cameras as well as Canon binoculars.

• Launched Globalstar Satellite Communications in the US, one of the world’s first affordable global mobile phone services.

• Managed day-to-day responsibilities for TAG Heuer, Chase Manhattan Bank and National Multiple Sclerosis Society.

• Launched the “Don’t Crack Under Pressure” campaign for TAG Heuer in the United States including the launch of the 6000 series watch.

• National Multiple Sclerosis Society print campaign received a Clio Award for outstanding print advertising.