Resume/CV

• A member of the BSA's senior leadership team, led the vision and execution of marketing and communications strategy for the second largest chapter of the American Institute of Architects (AIA) with over 4,500 members. The BSA consists of a 501(c)(6) membership organization and a 501(c)(3) charity.

• Developed a simple and differentiated articulation of the BSA mission focused on equity and sustainability in the built environment that was adopted by the board and deployed across all communications.

• Led a redesign of the bi-weekly communications, which resulted in a 43% increase in subscribers and a 34% increase in open rates (46%). As a result, the BSA website also saw increased engagement of 84%.

• Developed a second, more visual, monthly publication which converted member insights into valuable member benefits by showcasing their accomplishments to the broader architecture, engineering and construction (AEC) industry. The publication was an instant hit, with over 11,000 subscribers, open rates over 51% and click rates over 11%.

• Rejuvenated public relations through a comprehensive three-tier media strategy, leading to a 170% increase in mentions and a 313% increase in reach in the first 6 months.

• Activated a new social media strategy focused on bringing our membership of experts together, resulting in a 43% increase in views and a 215% increase in engagement on LinkedIn.description

• 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.