1. VP, Marketing & Creative • Wind-up Records February 2015 - Present • New York, NY
Oversees Marketing, Creative, and Sales Strategy for Record Label Artist Roster
• Develops and executes comprehensive marketing strategy and plans, to produce successful artist development, exposure, and
revenue growth. Oversees marketing plans from top to bottom including content, timeline, advertising, press, video, and digital
strategy. Focus artists include: The Griswolds, The Revivalists, Citizen Zero, Crobot, Young Guns, Genevieve, Jillette Johnson,
Civil Twilight, Feenixpawl, and more.
• Oversees Creative Direction for all campaigns. Develops creative branding guide for each project, resulting in cohesive visuals,
positioning, and promotional approach. Leads direction on all visuals plus commissions talent (designers, photographers,
illustrators, etc) to produce photos, logos, packaging, digital content.
• Commissions label video content and leads creative direction on concept and execution, creating some of the label’s most
critically acclaimed music videos to date. Drives video marketing strategy to build momentum and video views.
• Develops digital and physical retail & streaming strategy. Works closely with sales department plus directly with partners (Spotify,
Apple, Pandora, etc) to pitch for programming and placement, and to proactively build streams and sales. Direct strategy results
include single campaigns with consistent sales growth of 50% weekly growth, streaming campaigns with consistent results up to
100% weekly growth week.
• Leads press strategy for all artists. Evalutes and hires independent publicists best suited for genres and goals, and guides
objectives to align with marketing, radio, touring plans. Works closely with press team to craft pitches and secure meaningful
premieres, television performances, mainstream media coverage, blog looks, sessions, and more.
• Builds strategic campaigns and alliances with brand partners and digital outlets to maximize artist exposure.
• Supervises digital marketing team and initiatives. Develops social media plans, digital content, digital advertising plans specific
to projects and growth.
• Determines and manages label-wide campaign budgets. Performs revenue projections and evalutes longterm strategic growth
potential across all revenue channels (streaming, sales, merchandise, licensing, touring).
• Leads three person marketing team to execute successful campaigns. Coordinates with Radio, Sales, Sync, International,
Touring departments plus artist management to maximize artist opportunities.
VP, Creative Strategy • Wind-up Records February 2014 - February 2015 • New York, NY
Led Marketing and Creative Strategy for Record Label Artist Roster
• Revised label creative process and developed full creative direction for artist camapigns. Established creative briefs to guide
artist positioning and branding. Commissioned artists, photographers, video directors to create original artist content and branding
materials.
• Worked closely with VP, Sales & Marketing to craft and execute marketing plans, including tactics for timeline, content,
partnerships, advertising, social media, press plans, sales strategy, and more.
• Acted as primary contact between management, artists, agents, publicists for all artists campaigns.
• Managed four person Marketing, Design, Production department and steered team on approach, plans, and execution.
• Oversaw merchandise strategy for all artists and coordinated with merchandise team on all creative, projections, and goals.
With over 14 years of Marketing and Creative experience in Entertainment, I have an integrated understanding of the approach necessary to build artists
and brands, connect with audiences, and grow meaningful revenue channels. Having led Marketing and Visual strategy on a range of buzzing music
artists plus built a Music Merchandise company from the ground up, I have experience adapting to varied marketplaces and achieving results. Recent
campaign highlights include: Rock artist The Revivalists #1 single Triple A Radio + Rolling Stone Artist To Watch; Alternative-Pop artist The Griswolds
featured in Apple Music Global Ad Campaign + over 35 million streams to date; Multiple Artists / Albums debuting Top 5 in sales on Billboard Charts;
Video premieres with NPR, Wall Street Journal, Interview Magazine + collectively over 10 million views on commissioned videos.

2. VP, D2C Marketing • Wind-up Records April 2012 - February 2014 • New York, NY
Ran Direct to Fan Marketing Initiatives, plus all Creative, Marketing, and Operations for label merchandise company
• Developed direct to consumer campaigns and incentives to grow revenue and build fan / band relationships.
• Created and implemented social media content and strategy, in order to effectively promote and sell content to core consumers.
• Managed 15 e-commerce artist stores, and generated sales and marketing plans to increase traffic, average transaction, and
enhance overall customer experience. Grew e-commerce sales 200% from 2012-2014.
• Developed tour marketing strategies to grow music and merchandise sales in-venue, build band / fan engagement, and grow
consumer base for remarketing.
• Initiated strategic Ticketing and VIP partnerships to promote experiences and upsell access to fans.
• Overall all Creative, Operations, and Marketing for Pronto Merch - internal label merchandise company - and integrated
merchandise into artist marketing and branding strategy.
VP, Pronto Merch March 2007 - April 2012 • New York, NY
Led Creative, Operations, and Marketing for Music Merchandise firm within Wind-up Records
* note - received internal promotion from Director to VP in 2010
• Built successful music merchandise firm Pronto Merch from the ground up. Grew the merchandise business from an upstart to
average yearly gross sales of over $1 million.
• Developed art direction for apparel, accessories, and print material for diverse recording artists. Managed team of artists and
graphic designers.
• Analyzed customer data to grow revenue channels and adjust product lines to best suit consumers.
• Maximized artist brand awareness and grew artist profits, integrating merchandise initiatives into album cycles, tours, new media
campaigns, ad campaigns, and more.
• Managed production, tour fulfillment, projections, and e-commerce business for all artists and product lines.
New York University September 1999 - May 2002 • New York, NY
• Honors Graduate with B.A. in English Literature, Concentration in Fine Arts. Deans List Sophomore and Junior Years.
• Adobe Creative Cloud (Photoshop, Illustrator, InDesign), Microsoft Office, Soundscan, Mediabase