Summary Career HighlightsMarketing strategist experienced in CPG: Beverage and Beautymarket research, database analytics Retail: Ecommerce and Social Mediaand consumer targeting. Innovation Agency: Internal Brand Education andexpertise designing cross functional Consumer Marketing Idea Generationworkshops to generate new ideas.Agency management, sales pipelinedevelopment and creative campaignbrand activation.
EDUCATION• THE UNIVERSITY OF NORTH CAROLINA KENAN-FLAGLER BUSINESS SCHOOL Master of Business Administration, May 2012 Forte Scholarship Fellow, Legacy Cup Captain, Retail Club, Marketing Club• STANFORD UNIVERSITY GRADUATE SCHOOL OF BUSINESS Certificate of General Management, July 2009 Dean’s Award for Excellence and Distinction, Founder of Women’s Network• JAMES MADISON UNIVERSITY B.A. Communication Studies, Retail Merchandising, May 2006 Executive Fundraising Director: St. Jude Children’s Hospital local chapter Director of Events, Historian, Most Outstanding Member: Alpha Phi Sorority
EXPERIENCE (During Business School)• (During Business School) DR PEPPER SNAPPLE GROUP Dallas, TX - 2011 Shopper Marketing MBA Intern• Identified $9M bottom line losses for retail account; recommended full year marketing solutions including bundled pricing, creative execution and existing platform integration• Created portfolio selling template and trained shopper marketing associates to build customer centric sell-ins using shopper insights and retailer sales data (Nielsen, dunnhumby)• BURT’S BEES Durham, NC 2011 Social Media Consultant• Built playbook to elevate social media from marketing function to entire organization• 2011 VF CORPORATION, WRANGLER JEANS Greensboro, NC - Consultant, STAR Project• Recommended two year digital media strategy to drive annual e-commerce revenue 2-3% and increase brand engagement; identified online customer targets and created custom dashboard for measuring progress; optimized both internal and vendor resources
EXPERIENCE (Prior to Business School)• PROPHET BRAND STRATEGY Brand and marketing consultancy Richmond, VA 2008-2010 Business Development, Innovation Practice• Translated consumer insights and category research into multi-phase brand repositioning rollout for PepsiCo’s VP energy drink division; aligned internal teams and agency partners• Co-created brand education initiative with Country Music Television’s SVP Marketing to drive ownership and understanding of refreshed brand pillars within marketing employees• Crafted Sears social media offsite programming; assembled panel of subject matter experts to inform cross functional team in development of 2.0 social media strategy• Translated Capital One’s small business marketing strategy for three local consumer markets; generated over 100 activation ideas and catalogued into relevant platforms
EXPERIENCE (Prior to Business School)• PLAY Innovation consultancy Richmond, VA 2006-2008 Marketing Associate• Recommended brand strategy for premier marketing conference while reducing budget by50%; managed creative team in development of print, web and on-site branded materials• Sold 20 innovation speeches by cultivating new relationships; surpassed annual sales goal and expanded CEO’s media placements to include CNBC appearances and book contract• Implemented CRM database system to prioritize client accounts; trained consultants in relationship- based selling techniques; doubled number of new lead generations• Assistant Consultant• Analyzed competitive landscape for premium product line of Jose Cuervo; created local and national activation platforms designed to increase market share and awareness metrics• Assessed in-store and out of store marketing executions for healthy lifestyle line extension of Coca- Cola trademark; presented creative solutions that led to streamlined beverage portfolio• Designed and facilitated 4500 square foot interactive studio at FORTUNE magazine’s Innovation Forum for 600 executives; team honored with AIGA’s “Best in Show” award
ADDITIONAL DATA• Taught MBA leadership course “Creativity in Business” at the Robins School of Business• Studied Abroad in Barcelona, Spain at ESADE Business School; Intermediate Spanish fluency• Trained in Adobe Illustrator, InDesign and infographics; video editing experience