May 2022 - Present

Built and scaled Fable's integrated marketing strategy across PR, influencer, and social media channels, establishing the brand as a go-to voice in home and lifestyle media while driving unprecedented growth across all touchpoints.

Integrated Market Expansion - Austin Brand Blitz Campaign:

• Strategized, planned, and executed six-figure regional market entry campaign establishing Fable in Austin, Texas through integrated OOH, experiential, influencer, and paid media

• Delivered 441% increase in regional traffic (goal: 150%) and 442% lift in total traffic during campaign, generating significant direct revenue in 3 months

• Orchestrated multi-phase activation strategy: billboard on major commuter route, 20K direct mail pieces targeting affluent demographics (80% female, six-figure household income, 90% homeowners), 200 wild postings across key neighborhoods, Hot Luck Festival integration (1,000+ guest interactions), intimate Table Notes supper club (20 VIP guests including Hearst media, Meta, Chipotle, Made In brand representatives), and Heritage Poutinerie pop-up (500 servings, 492 email leads)

• Exceeded email acquisition goal by 162%, capturing 569 new subscribers (goal: 350) through experiential activations and QR-code enabled customer journey mapping

• Achieved culturally relevant brand integration through localized "Keep Austin Timeless" messaging that resonated authentically and generated organic social amplification, with Austinites sharing campaign content unprompted

• Created repeatable market entry playbook documenting strategy, timing, channel mix, cultural relevance frameworks, and success metrics for future regional expansion

PR & Media Relations:

• Secured 132 Tier 1 media placements generating 3.5+ billion impressions across top-tier outlets including Forbes, Architectural Digest, Bon Appetit, Food & Wine, NBC, Harper's Bazaar, Domino, The Guardian, Men's Health in just 7 months

• Onboarded and managed PR agency partnership from RFP through execution, establishing clear KPIs, workflows, and communication cadences that delivered consistent month-over-month results

• Drove 36% substantial coverage rate with 28 feature stories and 19 multi-paragraph placements in premium publications

• Scaled media velocity 280% from 10 placements in month one to peak of 38 placements, averaging 19 placements per month

• Established strategic media relationships resulting in ongoing coverage in 9+ repeat outlets, including monthly features in CTV News

Influencer Marketing & Top-of-Funnel Awareness:

• Launched and managed influencer gifting program partnering with specialized agency to drive US market brand awareness through strategic seeding of 40+ influencers monthly

• Generated 402 pieces of organic UGC (306 IG Stories, 79 IG Posts, 17 TikToks) from 289 gifted influencers, achieving 139% content creation rate

• Drove 6.9M+ impressions and 32M+ reach across Instagram and TikTok platforms, delivering significant earned media value

• Achieved 46.6% influencer response rate and 40.5% conversion from outreach to confirmed gifts through strategic targeting and personalized outreach

• Maintained exceptional program efficiency with cost-per-UGC and CPM significantly below industry benchmarks

• Built ambassador pipeline of 289 engaged influencers for potential future paid partnerships and brand collaborations

Social Media Strategy & Community Growth:

• Accelerated Instagram growth by 2.7x, growing from +1,863 followers/month (historical average) to +5,007 followers/month under my management

• Added 33,081 total followers across Instagram (30K), TikTok (1.2K), and Threads (1.8K) in 6 months, representing 12.5% growth

• Grew Instagram to 248K+ followers, achieving 13.8% growth in 6 months versus 3-year historical growth rate of 46%

• Launched and grew TikTok to 11K+ followers and Threads to 24K+ followers establishing brand presence on emerging platforms

• Managed multi-platform content strategy creating cohesive brand narratives across Instagram, TikTok, Threads, and Facebook while optimizing for each platform's unique audience

• Drove engagement and reach metrics with consistent weekly impressions averaging 1.5M+ on Instagram alone

Product Launch & Campaign Management:

• Owned and executed marketing strategy for 35+ successful product launches across 11 new collections, including selling out 1 product and 1 color line within one week

• Led UK market expansion including onboarding influencers, OOH across London, and organic support across all owned channels

Strategic Leadership & Cross-Functional Impact:

• Managed 60+ integrated marketing projects in 2025 spanning product launches (10), sales campaigns (17), brand initiatives (19), wholesale partnerships (7), and retail activations (4)

• Directed and mentored 2 direct report providing strategic guidance, professional development, and performance management while building internal marketing capabilities

• Led cross-functional collaboration across creative, product, sales, and customer experience teams (15+ stakeholders) ensuring brand consistency across all touchpoints

• Managed agency partnerships with PR firm and influencer gifting agency, setting KPIs, conducting performance reviews, optimizing deliverables, and maximizing ROI

• Presented campaign performance and strategic recommendations to C-suite stakeholders, translating marketing metrics into business impact and informing company-wide strategic planning

• Established scalable processes and frameworks for campaign management, brand guidelines, and performance measurement adopted across organization

• Developed comprehensive North American and UK brand positioning, messaging architecture, and communications strategy informing company-wide go-to-market approach

• Drove community management across all social platforms monitoring consumer conversation in real-time, resolving customer concerns, and identifying areas for brand enhancement

Overall Impact: Elevated Fable's market position through integrated marketing strategy that combined regional expansion, PR, influencer marketing, and organic social growth. Delivered 3.5B+ earned media impressions, 33K+ new community members, 400+ pieces of organic UGC, and proof-of-concept market entry playbook. Managed six-figure marketing budgets while establishing scalable frameworks for continued growth in brand awareness, community engagement, and sales attribution.

July 2021 - April 2022

• Owned the planning and implement North American brand strategies, including brand and product positioning, brand messaging, and communications, to build brand awareness and consideration and drive business goals with a focus on content and community.

• Led the content strategy, creative development, publishing, and moderation for organic social channels, including Instagram, Facebook, and Pinterest. In addition, I launched the TikTok, YouTube, and Twitter channels in 2021.

• Community management across all social platforms. Engage the community actively and responsively in relevant outside communities and existing owned channels – monitor consumer conversation in real-time (reacting to queries, resolving negative experiences, and identifying pertinent areas for further brand engagement and enhancement).

• Analyze and report relevant metrics to measure the impact of content campaigns and amend strategies based on learnings and patterns.

October 2020 - July 2021

• Owned the development and execution of an integrated North American brand strategy as the sole Marketing team member that elevated growth across all channels and initiatives. Ensuring that customers were engaged at all touchpoints across their consumer journey while defining and meeting marketing KPIs.

• Drove the management, implementation, and tracking of a multi-channel marketing calendar that delivered quality programs and campaigns.

• Provided thought leadership and worked cross-functionally to create innovative marketing campaigns across Ecommerce, Digital Marketing (Social, Email, Influencer), Community, SMS, and PR.

• Owned the content strategy, creative development, and execution for organic social channels, including Instagram, Facebook, and Pinterest, which resulted in a 74% follower increase on Instagram.

• Community management across all social channels, interacting with the Fable audience, developing relationships, and building an online community.

• Developed and executed a robust influencer and affiliate strategy to drive new customer acquisition and brand awareness, amplifying key brand messaging and moments.

July 2016 - September 2018

• Established and negotiated multi-year partnership agreements with premium brands developing comprehensive strategic roadmaps and business plans consistently exceeding monthly and annual revenue targets

• Managed high-value brand portfolio including Oakley, Monster Energy, Labatt Brewing Company, Gore-Tex, Diageo, and Arterra Wines ensuring strategic alignment and mutual value creation

• Expanded strategic Oakley partnership from 1 to 18 resorts across Canada and US

• Spearheaded 5-day Oakley Week event driving 208% sales increase year-over-year through strategic planning, promotion, and execution

• Led integrated marketing execution including social media strategy and content development (Facebook, Instagram, Twitter) creating engaging content that enhanced brand affinity

• Developed KPI frameworks and success metrics delivering measurable results that strengthened long-term brand relationships and drove revenue growth

• Managed 1 direct report providing mentorship, professional development, and operational oversight

April 2016 - July 2016

• Spearheaded national advertising campaigns from initiation to launch, coordinating and managing all aspects of the campaigns. Responsibilities included holding team briefings and meetings, production, scheduling, budgeting, team management, and progress reporting.

• Implemented an integrated advertising strategy with multi-channel outlets, i.e. pre-roll, radio, social media, digital, print, and POS.

• I managed a team of 2 account coordinators and interns, overseeing their operations and mentoring them.

  Clients included: CIL, Dairy Farmers of Canada, Edgewell Personal Care Canada, and Johnson & Johnson.

April 2015 - March 2016

• Built strong client relationships as a trusted advisor; added value through a strong commitment to success and consistent performance.

• Owned and managed the timely completion of integrated advertising campaigns for clients on schedule and within an established budget.

• Managed internal and external resources.

• Key accomplishment: Account lead for the "Beauty on a Small Budget" integrated adverting campaign for CIL Paints. Paint sales had a 23% dollar increase and a 26.8% volume increase across Canada. The campaign more than doubled the sales targets set at the program's start. There were 7.6 million hits for the CIL makeover video and 25 million media impressions. The campaign won a silver CASSIES.

May 2014 - March 2015

• Proactively questioned and solved problems with the Creative, Production, and Media Departments to ensure the smooth progress of all client projects.

• Added value to the creative process by providing ideas and support and helping to overcome possible obstacles.

• Participated in assessing creative content from a strategic perspective by offering relevant, insightful feedback and developing the case for selling the work.

• Effectively fielded questions from various departments for a brand or project due to my thorough understanding of client objectives, issues, and requirements.

• Built client confidence by demonstrating an ability to creatively manage and deliver a quality product on time, strategy and budget.

• Trained and supported account interns.

January 2014 - April 2014