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Areas of Expertise

Omni-Channel Marketing | Strategy Development | Consumer Insights | Program Management | Budget Oversight | Agency Management | Team Leadership | Mentorship

Professional Experience

Varo Bank
Vice President, Integrated Marketing and Brand 2021 - present

Lead the brand building efforts for Varo within the highly competitive fintech space to drive brand awareness, consideration, acquisition and retention of new customers

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  • Develop and execute the strategic playbook for the brand defining brand purpose, vision and values to elevate the position of the company within the fintech/banking category

  • Identify unique consumer insights through data and research to inform and optimize full funnel marketing efforts (brand advertising through email, paid media, in-app, social, digital, influencer, creator, SEO, direct response)

  • Execute brand media strategy and plans in full coordination with user acquisition teams to maximize conversion

  • Direct Varo’s financial literacy partnership, Varo Money x Power, to empower young adults with financial knowledge and educate them on the historic inequities in our financial system.

  • Oversee all brand content development and celebrity/influencer partnerships

  • Launched integrated effort for Varo Believe – a secured card to help build credit scores for those who may have no credit or poor credit

  • Accountable for positive increases on key brand health metrics, organic acquisition while minimizing CAC

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The Coca-Cola Company, Atlanta, GA
Director, Integrated Marketing Content, Diet Coke

2017 - 2021

Senior Manager, Integrated Marketing Content, Coca-Cola Trademark

2011 - 2017

Spearhead brand communications, from strategic planning, content briefing, creative development, and production for national campaigns that consistently drive brand growth. Oversee the Coca-Cola marketing budget of $40 million to fulfill a $300 million+ media plan. Manage shopper marketing for Diet Coke with development of channel-specific shopper strategies and all in-store and e-commerce elements.

 

  • Created inventive shopper content development which drove sales of Diet Coke for all retail channels, including grocery, mass, drug, convenience retail, e-commerce, and on-premise.

  • Delivered national shopper toolkits in support of the Retail and Commercial organization that comprised strategy, visuals, copy, merchandising, packaging, and digital integration.

  • Managed the development and execution of the holistic IMC plans for the largest brands of Coca-Cola NA to deliver against business objectives.

    • 2018: Executed the recast of Diet Coke which returned the brand to retail dollar sales growth after 12 years of decline; recruited five million new households into the trademark.

    • 2017: Launched Coke Zero Sugar, which delivered $126 million retail dollars (+17%), making Coke Zero Sugar the fastest growing sparkling soft drink in the US.

  • Cultivated and activated partnerships that drove brand relevance and created value for consumers, including Super Bowl, NASCAR, The Infatuation, Six Flags, Fullscreen, the Trevor Project, the Olympic Games, Major League Soccer, Uber, NCAA March Madness, ESPN College Game Day, Human Rights Coalition, MondelÄ“z, and Walmart.

  • Awards & Recognition:

    • Recognized by the Association of National Advertisers for Diet Coke “Drink What Your Mama Gave You” film for its positive portrayal of women in 2020.

    • 2017 Summer Campaign: received a Clio Shortlist for Outdoor.

    • North America 1,000 Names initiative for Share a Coke 2017: Won 6 Cannes Lions, 5 One Show Awards, and Creativity magazine’s Integrated & Interactive Marketing Campaign of the Year.

    • Creativity magazine’s Editorial Picks: 2017 Share an Ice-Cold Coke “Break the Ice,” and the “A Jingle for Every Name” radio campaign; 2016 Share a Coke and a Song “Win” film; 2015 “Best Coke Ever” holiday film; 2014 Coke/Walmart “Earn It” film.

    • Additional awards: Gold Effie for 2014 “Share a Coke”; 2013 NASCAR Marketing Achievement Award; Adweek’s Top 25 Commercials in 2013: Coke/Six Flags “Falling” film; 2012 Radio Mercury Award.

    • Juror, Creative Effectiveness Jury, 2021 One Show Awards

Leo Burnett USA, Inc., Chicago, IL
Account Supervisor, Samsung

2006 – 2011

Directed the development and execution of Samsung’s global campaigns for major product divisions: mobile phones, tablets, televisions, notebook computers, and digital home appliances. Supervised eight direct reports focusing on professional development.
 

  • Partnered with the Samsung global brand management team and product organizations to develop marketing plans and drive strategic initiatives, which achieved share growth and improved brand equity.

  • Managed Leo Burnett/Samsung global agency network, including new business pitches, global agency consolidation, and fee/staffing proposals; oversaw the expansion of the Leo Burnett/Samsung relationship into an additional 20 countries.

  • Delivered attentive client service and fostered strong relationships with Samsung product division; the agency received its first-ever ranking of 5/5 on all measures on biannual scorecard for the management and execution of global notebook computer print campaign.

Motorola, Inc., Schaumburg, IL
Senior Marketing Operations Manager, Brand Management & Marketing Operations

2005 – 2006

Drove the creation and execution of the Motorola brand platform, “Seamless Mobility,” to reposition Motorola from a phone company to a leader in mobile communication.

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  • Managed global agency reviews, agency performance management, and scorecard development for the advertising category, resulting in the implementation of a payment by results model, which realized a 30% savings in global agency fees.

  • Owned the development of corporate marketing roadmap that drove prioritization of marketing investment.

  • Ranked within top 10% of Motorola employees based on performance management reviews.

Global Advertising Manager, Global Consumer Communications

2001 – 2005

Planned and executed advertising campaigns to support the integrated marketing launches of Motorola mobile phones in five global regions (The Americas, Europe, Middle East, Africa, Asia) and high growth/emerging markets. Managed an annual advertising production budget of $25 million+.
 

  • Directed the development of campaigns for numerous global product launches, including the Motorola RAZR, from brief writing to creative development to final production and delivery to media channels.

  • Drove brand consistency by ensuring campaign creative was leveraged in all regions and across all communication channels, including public relations, interactive, retail, and packaging.

  • Developed co-branded print and television campaigns in support of major global carrier customers, including T-Mobile, Orange, Vodafone, China Mobile, and Telefonica.

Education

MS, Integrated Marketing Communications

Northwestern University, Medill School of Journalism, Chicago, IL

BA, Business Administration

College of Notre Dame of Maryland, Baltimore, MD

Graduated summa cum laude

AFFILIATIONS

Member, Dream Builders Society for the Nicholas House

2018 – Present

An Atlanta homeless shelter that keeps families together regardless of composition and helps them to achieve self-sufficiency.

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Juror, Creative Effectivess Jury, The 2021 One Show 

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