Resume
Work
Experience
Marketing Director, WowWee
2018 - Present
Spearhead the development and launch of integrated marketing strategies, enhancing brand visibility across digital and traditional platforms for top-tier brands, including Baby Shark, Hasbro Games, Fingerlings, Dog-E, and My Squishy Littles
Oversee strategy, implementation, and execution across all aspects of brand campaigns, including product packaging, TV & digital ads, experiential and press events, trade shows, social media, and influencer marketing, managing a yearly marketing budget of over two million USD
Steer the production of engaging video content, generating over 165 assets and one billion impressions across multiple platforms
Cultivate and manage lucrative brand partnerships and paid influencer campaigns, negotiating contracts and guiding content creation to maximize ROI and brand alignment
Lead and cultivate the My Squishy Littles x Nickelodeon partnership, achieving over 65 million views and 128.8 million minutes of watch time on the Nickelodeon YouTube channels, securing a Kids & Family Emmy Nomination and garnering extensive media coverage, including CNN and Popsugar, and an uptick in sales
Navigate the gaming landscape with expertise, driving customer journey and product design for app developments and immersive Roblox gaming experiences, enhancing user engagement and retention
Architect and oversee earned influencer marketing programs through an active in-house brand ambassador network consisting of over 300 content creators
Orchestrate the social media strategy for flagship brands, achieving explosive growth for multiple brands, bolstering influencer campaigns garnering over 200 million views
Lead a cross-functional team of eight, working collaboratively with various internal and external partners: graphic design, copywriting, content production, public relations, social media, paid media, gaming agencies, music agencies, and legal
Marketing Manager, Call It Spring (Aldo)
2016-2018
Lead seasonal and product launch go-to-market strategies, collaborating with Design, Merchandising, Planning, Sales, Digital Marketing, and Ecommerce teams
Oversee the ideation, production, and execution of 12 global brand campaigns, implemented in-store and online across over 30 countries
Drive the evolution of Call It Spring from a trend-focused retailer to a purpose-led brand, achieving authentic resonance with Gen Z through inclusive campaign casting & storytelling, a vegan product strategy, and strategic brand partnerships
Partner with creative on content development for photo and video shoots, owning the relationship with production agencies, managing yearly multi-million-dollar budgets, pre-and-post-production teams and timelines
Lead brand partnerships, including day-to-day operations on special product launches for Call It Spring x Disney, and a three-year charity partnership with ME to WE to build ten classrooms in Kenya, overseeing all content production, social strategies, and communications supporting these campaigns
Recipient of 2017 FUTURE Recognition Award, which honors individuals who represent the future of the organization
Assistant Marketing Manager, Call It Spring (Aldo)
2015- 2016
Develop social media and email marketing strategy that aligns with business and brand objectives
Build influencer program to feed digital content creation and boost community engagement, amassing a network of over 100 fashion bloggers in under one year
Lead cross functional teams to manage 360° marketing calendar
Work closely with graphic design, digital marketing, and product development teams to craft on-trend product stories for consumers, and create captivating content, seeing an increase in social following by 135%
2012- 2015
Assist with the creation of all marketing collateral for ALDO Product Services, including pitch decks for clients such as Nasty Gal Shoe Cult, DSW, Target, and Tesco
Spearhead the business model and architecture for Aldo’s first in-house influencer network, partnering with traditional fashion bloggers and internal creative teams for branded content creation and campaign casting
Manage day-to-day communications on all Shellys London social channels, starting their Instagram channel and growing it to over 30,000 followers in less than eight months
Engage with fans / followers / influencers and monitor conversations from the brand’s voice
Monitor and adapt to evolving social media and influencer trends, positioning the brand at the forefront of industry innovation
Marketing Coordinator, ALDO Product Services (Aldo)
Education
McGill | Bachelor of Commerce
2009-2012
Marketing Major with concentration in Entrepreneurship
Skills
& Expertise
Content Production
Social Media Strategy
Influencer Marketing
Creative Brand Strategy and Copywriting
Public Relations
Agency Management
Cross-Functional Team Leadership
Event Management
Contract Negotiation
Budget Management
Computer Proficiency: MS (Word, Excel, PowerPoint), CMS (Open Text), Keynote
Experience with Google Suite, Slack, Asana, Frame.io, Teams and Canva