experience

September 2024 - Current

• Led B2B and DTC rebrand strategy for Ella Stein, repositioning the demi-fine diamond jewelry brand to attract a younger demographic. Modernized visual identity, driving a 200% sales increase in 3 months and securing meetings with key retailers, including Nordstrom and Bloomingdale's.

• Directed email and social media strategy for key holiday campaigns and new product launches, supporting in-field sales teams. Achieved 35–50% email open rates, with the Holiday 2024 campaign driving 10% of November sales.

• Spearheaded go-to-market strategy and work-back plan for five fashion markets, aligning product development and launch planning through cross-functional project management.

February 2023 - April 2024

• Oversaw Marketing, Sales and Client Services teams, aligning resources and developing a holistic go-to-market strategy to drive revenue, resulting in increased lead generation opportunities by 15% in 5 years.

• Led the development and execution of a multi-faceted sales growth strategy for a core business unit resulting in 20% YOY growth; program included visual campaign, digital promotional strategy, pricing and discounting strategy, and partnering with Supply Chain team to improve lead times.

October 2018 - February 2023

• Established Hightower as a house of brands, launched a new visual identity and built out the digital advertising program, resulting in increasing our marketable customer base by over 300% as well as increased our lead generation perspectives by 40% in five years.

• Responsible for the design and launch of Hightower’s new API integrated Shopify e-commerce website introducing simplified navigation, search and filtering features, improved visual and video storytelling content, dynamic pricing, and automated quoting capabilities; traffic increased by 180% with 8 months of launch and increased Client Service team efficiency by 5-7%.

• Drove brand awareness with the strategy, design and execution of Hightower’s flagship showroom and brand experience establishing Hightower as a leader in workplace design, resulting in winning Best Small Showroom (3x) and Best of Showroom (2x) by Neocon, the leading US commercial interior design trade show.

• Advocated for and developed an improved SKU taxonomy and launched KPI dashboards showcasing granular finish and style transactional data to inform future marketing campaigns to drive category sales.

April 2018 - October 2018

• Piloted the development of an innovation process for digital customer products from ideation to proof-of-concept testing; influencing the upfront strategy, success metrics, resource requirements, and testing infrastructure required to increase speed to market.

September 2015 - March 2018

• Developed a remodel strategy for over 220 Nordstrom Rack stores, collaborating with Store Environment and Finance partners, shifting from a one-size-fits-all to a tiered structure by applying a remodel scoring index to increase the number of stores remodeled annually while not incurring additional costs.                  

• Conducted a pricing analysis on product classes and brands for the Nordstrom Rack brand to help inform in-store signage to drive conversion at the store level; test results showed a 2% increase in comp sales.

• Led and synthesized extensive quantitative/qualitative research focused on Millennial and Gen Z behavioral trends, attitudes and consumption patterns through concept value testing, ethnographies, and customer journey mapping; research was leveraged in beauty service innovation concept presented to senior leadership.

November 2005 - June 2013

• Developed and managed the domestic and international Chef’n housewares brand portfolio, influencing product development, resulting in growing revenue from
$15 million to $40 million in 5 years; responsibilities included branding, trade shows, packaging design, print design, social media, content marketing and more.

• Researched and proposed new product concepts and market opportunities to the executive team, evaluating product testing, consumer insights, and food and cooking trends, resulting in 30+ new products annually.