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Work experience

Aug 2010Present



Online Instructor and Course Lead for Marketing Management Course B341

Apr 2015Present

Brand Manager

Boar's Head Brand
Feb 2014Apr 2015

Senior Associate Brand Manager

Oberto Brands

Currently responsible for media, strategy, creative, digital and PR agencies. Market and product line strategy manager for grocery, convenience, mass, drug, international, online, club, specialty and military channels requiring strong project and cross-functional team leadership. Responsible for brand analytics and research to develop trend/market information through retail syndicated scanner and third party data to drive new product, price, promotional and packaging strategies. Currently manage Field Marketing strategy and events including brand partnership with Tough Mudder and other large scale consumer events and sponsorships.

  • Member of leadership team that developed and executed largest national media campaign in company history that included commercials, POS, digital/social media, PR, field marketing, consumer contests and event sponsorships.
  • Responsible for all retail channels which includes developing/executing new product launches, P&L, budget, POS, sales materials and launch kits. Led projects between vendors and key cross-functional stakeholders (sales, supply chain, production, finance, etc.) to execute development and flow to market of consumer products.
May 2011Feb 2014

Associate Brand Manager

Rich Products, Consumer Brands Division

Consumer & market insights lead for consumer brands having developed and implemented strategic marketing and brand initiatives that built brand awareness, value and drove incremental revenue. Led data analysis to determine marketing program performance that identified revenue growing opportunities. Experienced project leader launching new product lines and brand shaping strategies that required developing and implementing initiatives with cross-functional partners by providing leadership on strategies and influencing key associates and agencies. Consumer Brands lead for Latin America

  • After product recall in March 2013 led development of sales and financial forecast through consumer and brand insights analysis to justify increased marketing budget allocation by identifying opportunities to grow revenues through increased consumer activity, brand awareness, pricing and marketing program execution
  • Brand lead on back-half 2013 marketing strategy development and execution to re-build brand after re-call by using data analysis to identify best awareness and strategic marketing communication programs that will drive incremental revenues and consumer engagement
  • Led Associate Shareholder and joint Marketing & Sales back-half 2013 brand planning presentations, influencing and partnering with key-associates and leadership to achieve buy-in on strategic brand initiatives
  • Created detailed consumer behavior and brand performance reports through various insight & analytical tools including IRI, Nielsen, dunnhumby, Markettrack and EYC leading to the development of strategies that increased the brand share of product category and market share over #2 brand in category in 2012 vs. 2011 while saving the company over $200k+ on third-party research spend in 2012 alone
  • Led various internal and agency cross-functional teams including packaging, procurement, R&D, manufacturing and finance to launch innovative new products including Holiday Entertainment Line which added incremental sales during Q4 of 2012 and due to success was expanded to both major consumer brands for 2013
  • Launched and managed new “Family Size” portfolio including marketing and communication plans that has become the #1 line of new products in the category adding incremental dollars in 2012
  • Determined optimal pricing tiers for major product lines through market analysis that has successfully launched products to #2 and #5 positions in the category and reduced cannibalization within the brands
Jun 2010Apr 2011

Senior Marketing Analyst

Peppermill Casinos

Analyzed consumer insights and behaviors through player’s card programs and visitation data to identify trends and develop strategic plans and experiences that drove incremental visits and revenue. Interpreted data to determine marketing program performance and identify revenue opportunities. Used strong communication skills to influence management decisions on communication and marketing programs through use of data analysis to create consumer focused experiences

  • Analyzed/created strategies for Flight Program solving problems and increasing profits $2.5million year over year
  • Justified and helped develop consumer loyalty reward programs and experiences that increased visits and revenues through consumer analysis driving main resort to regain and hold #1 ranking in Northern Nevada
  • Created/analyzed program P&Ls to track customer visitation behavior and forecast opportunities to grow revenue
Sep 2008Feb 2010

Company Marketing Lead

Bio Huma Netics Inc.

Led all brand initiatives including advertising, brand positioning and social/digital marketing. Developed online programs including SEO and social media marketing that increased brand awareness and drove incremental sales. Executed primary and syndicated data analysis on market, competition and customers that led to launch of company CPG retail brand

  • Increased brand awareness and traffic to company site by 231% through digital and SEO marketing programs
  • Developed brand initiatives using innovative online strategies and launched regional/national/international customer strategic programs that helped company enter into 4 additional countries and expand in Mexico/Europe
Jun 2007Aug 2007

Marketing Intern: Mergers and Acquisitions

Cisco Systems
  • Executed key market intelligence on IBM and Fujitsu alliances and built relationship with outside research vendor IDC Research to provide essential research information for all Cisco alliances
  • Collaborated with various research departments throughout Cisco to streamline pre-existing and new insights and info
  • Conducted market research and analysis on two high priority alliances worth over $1.5 billion
Mar 2005Aug 2006

Marketing Coordinator

Harrah's Entertainment

Analyzed Charter Program consumer data and trends to identify opportunities and draw marketing implications

  • Guided enhancement in customer segmentation strategy when faced with falling revenues by analyzing and interpreting customer database that resulted in biggest yearly revenue increase (20.3%) in Charter Program history
May 2003Mar 2005

Assistant Store Manager


Executed overhaul of struggling night and backroom crews and determined strategic positioning for featured CPG products. Used POS scanner data to understand retail, shopper and product sale trends to create merchandising strategy

  • Led over 50 employees and developed strategic plans for overnight operations that achieved a 25%+ increase in inventory efficiency by using shopper and sales insights to better merchandise and position CPG products


Jul 2006Apr 2008


Brigham Young University
  • Major in Marketing, Minor in Strategy and International Business
  • Elected VP of Communications for MBA Program
  • Marketing scholarship recipient
  • VP of Pricing and Operations for Marriott School Shop
  • Two time participant in Omniture Web Analytic Competition
  • TA for Undergrad Marketing class, wrote all tests, mid-term and final for course
Jan 2008Apr 2008

MBA Field Study

Amalphi Arts LLC

Directed multicultural marketing field research of South American by developing and executing surveys, interviews and shopping research for Amalphi in Argentina creating customer profiles and target segments to identify opportunities

  • Performed primary/secondary and qualitative/quantitative research to create South American marketing strategy that facilitated Amalphi's move into South America by creating meaningful conclusions and recommendations
Jan 2007Apr 2007

MBA Field Study

Sam's Club

Developed insights and market research methodologies to research critical attributes and consumer behavior of emerging US Hispanic market using qualitative/quantitative data to discover insights/trends that supported key recommendations

·Constructed a marketing profile for the U.S. Hispanic market analyzing growth of emerging population centers

Presented research to Sam’s/Wal-Mart which validated findings and was used to launch new Super Mercados

Apr 2004

Bachelors of Science

Brigham Young University Idaho
  • Major in Business, Minor in Spanish
  • State Representative for Business Organization Delta Epsilon Chi
  • International Champion in Retail marketing for Delta Epsilon Chi Business Competition
  • VP of BYU-Idaho Business Club
  • Honor Roll Junior and Senior Year
  • Business Scholarship recipient


  • English
  • Spanish


Volunteer Representative

August 1998 to September 2000

The Church of Jesus Christ of Latter-day Saints;

Cordoba, Argentina

  • Trained new representatives in culture and language
  • Led Northern division of organization
  • Bilingual in English/Spanish

Letters of Recommendation


Nielsen Scanner Data
Marketing lead on Nielsen system to pull shopper scanner data to discover market and competitor trends as well as analyze brand initiatives and strategies including pricing and SKU optimization
Speed to Market (STM)
Experience as Project Manager and Marketing lead in various STM projects for product launches and product innovations and improvements
Marketing lead to track competitive promotional activity and current brand promotions and trends
Marketing lead on dunnhumby to pull consumer insight data and account sales information to discover consumer, account and competitor trends as well as analyze brand initiatives and strategies including pricing and SKU optimization. Essential in helping brand to segment base and understand consumer behavior and preferences toward product assortment and new product launches and promotions.
dunnhumby Shop
Marketing lead on dunnhumby to pull consumer insight data and account sales information to discover consumer, account and competitor trends as well as analyze brand initiatives and strategies including pricing and SKU optimization. Essential in helping brand to segment base and understand consumer behavior and preferences toward product assortment and new product launches and promotions.
Symphony IRI
Marketing lead on IRI system to pull shopper scanner data to discover market and competitor trends as well as analyze brand initiatives and strategies including pricing and SKU optimization
Microsoft Word
Experience creating various documents and reports in Word for many years.
Experience creating financial analysis programs and pivot tables. Created various sales tools and product conversion documents using excel spreadsheets. Created P&L and other marketing document spreadsheets.
Created Customer Database to better track behavior to optimize revenue opportunities. Helped revamp Harrah's Northern Nevada Flight Program through customer behavioral analysis to understand best marketing strategies.
Omniture Web Analytics
Competed yearly throughout MBA program in Omniture WEb Anayltic competitions sponsored by Omniture. Used web analytics at US Airways to understand customer behavior on web site and how to better use partnership marketing ads to realize greatest ROI.
Ran Consumer and Market Analysis to understand customer behavior patterns and possible strategic opportunities in travel and tourism industry.
Used to create Marketing Reports and marketing analysis for local businesses that included consumer surveys and interviews. Later used to determine pricing and positioning of products through case studies.


Global Management Certificate

Brigham Young University