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Summary

Versatile marketing professional with broad experience in business planning, content strategy, advertising, P&L management, product pricing, sales forecasting, social media and strategic partnerships. Experienced at managing complex projects with a proven ability to plan, implement, and deliver on time.

Work experience

Feb 2016Present

Owned Media and Sky Magazine Strategy

Delta Air Lines, Inc.

Manage airport owned media which deliver 160M monthly impressions and Sky magazine with 5.9M monthly readers.    

  • Developed the strategy and governance process for airport owned media to effectively prioritize and implement campaigns.
  • Led a cross functional team in developing a data based approach to campaign prioritization; leveraged the info to create a content calendar to drive company initiatives.
  • Developed advertising campaign for JD Power  and airport owned media channels.
  • Created the cover and content strategy for Sky magazine, resulting in a readership increase of 16%; identified new opportunities to enhance storytelling, leverage innovation, and distribute content through owned media.
  • Managed branding strategy for long-term airport assets and campus messages to ensure consistency across markets.
  • Supervised full time contractor for Sky magazine and managed the agency relationship.
May 2015Feb 2016

Delta Private Jets Brand Lead

Delta Air Lines, Inc.

Managed the development and execution of the marketing plan to increase customer leads.

  • Developed the 2016 marketing plan to deliver +25% new jet card customers and increase charter revenue.
  • Managed all aspects of the marketing plan including media planning, agency relationships, and email campaigns.
  • Led planning and execution for strategic partnership activations, and created a new promotion with American Express.
  • Crafted and implemented a customer research plan to inform the creative for a new brand campaign; presented and gained leadership alignment to the advertising approach, including the first national ad campaign for charter services.
Sep 2011Jun 2013

Senior Associate Brand Manager - AVEENO® Body

Johnson & Johnson Family of Consumer Companies, Inc.

Managed $250M P&L and the day to day activity including budgeting, sales forecasting, and new product launches.

  • Developed an integrated 2013 business plan to deliver 5% sales growth based on an in depth analysis of syndicated sales data and market trends; presented and aligned senior management to the business plan.
  • Identified a $24M sales opportunity by envisioning and creating the first Hispanic strategy for Aveeno; increased dedicated Hispanic trade activity by 90%; managed the Hispanic media plan, strategic partnership, and creative development.
  • Led agency redesign of the Aveeno.com website; provided agencies with clear, actionable, value-added feedback to assist in executing strong ideas; developed and aligned senior management to KPIs to measure performance.
  • Managed new product development for 4 complex projects (8 SKUS) including concept writing, ensuring financial feasibility, claims validation, consumer testing plans, and timely delivery.
Feb 2009Sep 2011

Associate Brand Manager – AVEENO® Baby and Sun

Johnson & Johnson Family of Consumer Companies, Inc.

Managed $100M Baby and Sun Care portfolio including forecasting, budgeting, new product development, trade promotions, consumer promotions, paid and social media, and strategic partnerships with national organizations.

  • Developed and executed strategic business plans that exceeded revenue goals by 9% and within $8M budget target.
  • Identified new product opportunities for Dec 2011 launch to increase brand sales by 7%; launched the Eczema Therapy platform, Baby large size strategy, and managed complex global product upgrade (20+ SKUs).
  • Used syndicated sales data to forecast revenue for two sub-brands; developed and presented monthly business analysis on the category, competition, and market share to identify key drivers of performance and potential risks.
  • Reduced seasonal sun care inventory liability by 33%.
  • Managed the brand’s strategic partnerships with the American Cancer Association and Baby Buggy, a national nonprofit organization for families in need.
Jun 2008Aug 2008

Assistant Product Director Intern – STAYFREE®

Johnson & Johnson Family of Consumer Companies, Inc.

Identified a new consumer target and growth opportunities for the brand.

  • Analyzed market segmentation data and made recommendations for new target opportunities; developed a marketing strategy and tactical plan with the potential to increase sales by 2.5%.
  • Led a cross-functional team and external agency in developing online advertising for multiple consumer segments; developed a copy strategy that resulted in CTR 10% higher than average.
  • Recommended and gained alignment on new claims for package redesign based on conjoint study and consumer insights; projected an increase in purchase intent by an average of 14 points.
Nov 2007May 2008

Part-time Marketing and Communications Associate

RSM McGladrey (now known as McGladrey)
  • Developed a regional marketing and communications plan to leverage the national PGA partnership.
  • Managed the regional corporate intranet and site content; designed and implemented a new interface for the regional corporate monthly newsletter; authored, edited and published intranet articles from interviews conducted with senior leadership.
  • Served as media contact; pitched stories to local and national media, including online services; wrote press releases; and developed media materials such as fact sheets and press kits.
Jan 2006Jan 2007

Senior Associate - Recruiting and Tax

SB & Company, LLC
  • Managed and streamlined firm procedures for tax preparation and production; prepared and reviewed tax returns.
  • Increased brand awareness by planning and executing firm campus recruiting strategy; developed promotional items and recruiting collateral; recruitment yield rate of interns increased to 100% and staff to 33%.
Feb 2004Oct 2005

Senior Associate – Tax Services

BDO Seidman LLP
  • Provided consulting services tailored to client needs, including analyzing financial data for special projects, reviewing financial statements to create effective forecasting plans, and tax return preparation.
  • Assisted human resources with recruitment efforts, including the establishment of a corporate partnership with the National Association of Black Accountants to advance the firm’s diversity initiative.
Aug 2001Feb 2004

Associate – Industry Service Group

PricewaterhouseCoopers LLP
  • Assisted senior management with quarterly and year-end FAS 109 calculations, preparation of 10-K footnotes, transaction based consulting projects, year-end tax projections and tax return preparation for various clients.
  • Identified and presented management with recommendations on tax savings opportunities by researching domestic and international income tax issues.

Education

Masters in Business Administration

Robert H. Smith School of Business, University of Maryland, College Park, MD

Bachelor of Science in Accounting

Hampton University, Hampton, VA

Hampton University Presidential Scholar and Hampton University Honors College

Mini-MBA Digital Marketing

Rutgers University

Portfolio