Real Pieces of Work

Organization: Society for Digital Mental Health
Role: Marketing Advisor (Volunteer)

Challenge: Communications were limited to conference season, with fragmented messaging and minimal presence throughout the year. The organization needed a clear framework to articulate its mission, connect with members, and grow visibility across audiences.
Approach: Partnered with leadership to define a unified communications strategy and planning model that linked content, cadence, and measurement. Introduced Notion as a shared system to align messaging across LinkedIn, newsletters, and member initiatives. Established an integrated calendar, clarified ownership, and set success benchmarks to guide ongoing optimization.
Result: Within six months, total membership grew by 10%, powered by improvements across the communications ecosystem. LinkedIn delivered 30% follower growth and +70% lift in monthly reach with steady engagement, and the Society saw rising activity and connection across channels as a whole. This framework now anchors the organization’s broader communications plan, driving consistency, credibility, and momentum toward long term membership growth.
Challenge: The conference was the organization’s main visibility moment but lacked strategic continuity and measurable impact.
Approach: Reframed the event as a core brand and community asset. Built a cohesive communications model connecting sponsorship, programming, and engagement under a single narrative. Introduced analytics to capture performance insight and guide future investment.
Strategy: Positioned the conference as proof of the Society’s value to members, partners, and sponsors, extending influence well beyond the event.
Result: Attendance and engagement exceeded expectations, with impressions and sponsor visibility measurably higher than the year prior. The model now anchors the Society’s broader growth and partnership strategy.

Publication: The Hemingway Report
Role: Article Co-Author and Strategic Research Lead

Context: While researching the digital mental health landscape, I recognized a growing tension in the category: access alone was no longer enough. The long-standing focus on availability needed to evolve toward quality, outcomes, and accountability. I conducted an in-depth review of platforms, investor theses, clinician perspectives, and brand marketing campaigns (past + present) before pitching this insight to The Hemingway Report, a respected publication exploring the business of mental health.
Approach: Concepted and co-authored the piece, shaping the narrative and applying brand and marketing frameworks to analyze emerging expectations and their implications for digital mental health brands.
Outcome: The article was widely shared among clinicians, founders, and investors, sparking thoughtful discussion around trust and quality. It demonstrated my ability to pair rigorous analysis with accessible storytelling and to collaborate credibly within a new domain.
Read the Article↗

Company: Digital Mental Health Providers
Role: Freelance Marketing Strategist

Challenge: The company was defining its go-to-market pathway in a crowded behavioral health market. Leadership needed a clear understanding of how leading players were competing across models, where differentiation opportunities existed, and how to align marketing with commercial priorities.
Approach: Conducted a deep competitive analysis of category leaders across B2B, B2B2C, and hybrid models. Evaluated business structures, care depth, outcomes positioning, and investor dynamics to identify market patterns and success drivers relevant to the company’s strategy.
Strategy: Synthesized findings into a strategic framework highlighting where the company could create defensible value through quality, trust, and integration. Delivered insights that informed sales targeting, messaging architecture, and future segmentation priorities.
Result: Produced a decision-ready analysis that shaped early go-to-market strategy and focus areas. Leadership described the work as “very timely” and “foundational” in aligning marketing, sales, and product direction.
Challenge: Sparked by a conversation on the evolving dynamics of youth and adolescent mental health, this project created an opportunity for mutual learning, allowing me to deepen my understanding of the category while helping the company gain clearer insight into its competitive landscape.
Approach and Strategy: Conducted an independent review of two category leaders using publicly available data. Evaluated business models, clinical depth, brand voice, and go-to-market strategies to identify the narrative and structural factors shaping perception and growth. Synthesized findings into actionable implications focused on trust, continuity, and credibility.
Output: Delivered a focused, insight-rich analysis designed to support ongoing marketing and positioning discussions. The project reflected a strategic lens on category evolution and demonstrated the value of external perspective in shaping thinking within an emerging market.

Company: Simply Protein
Role: VP of Marketing

Challenge: High marketing spend following a brand relaunch drove awareness but not sales. The business needed a more disciplined, data-led approach to link investment with measurable growth across retail and eCommerce.
Approach: Audited channel performance, media mix, and eCommerce readiness to identify inefficiencies and redeploy resources. Rebuilt the marketing model around performance KPIs and unified reporting across markets and teams.
Strategy: Designed a phased omnichannel plan that aligned digital awareness with retail activation and shopper conversion. Created a shared, full-funnel framework to guide decisions and strengthen cross-functional alignment.
Result: Preserved $1M in spend without revenue impact, reduced digital acquisition costs by over 80%, and exceeded quarterly revenue targets by 31%. Established a repeatable commercial model that improved marketing ROI and informed future expansion.
Challenge: Despite investment in reformulation and repositioning, in-market results stalled. Research suggested appeal, yet actual buyers and lapsed users told a different story. The company needed to clarify its true consumer base and rebuild its brand on a more defensible foundation.
Approach: Led a two-phase consumer learning plan to identify high-value users and their motivations. Combined quantitative segmentation with qualitative insight to define two core targets representing both short- and long-term growth potential. Partnered with a brand consultancy to translate findings into a new brand promise anchored in empathy, accessibility, and everyday progress.
Strategy: Reframed SimplyProtein as ‘accessible protein for people in progress,’ a platform uniting the brand’s functional and emotional benefits under a single, authentic idea. Embedded the new framework across teams and agency partners to guide messaging, innovation, and customer storytelling.
Result: Broadened total addressable market from 20% to 43%, opening an estimated $27M incremental opportunity. The new platform unlocked distribution at key retailers, supported two successful product launches, and restored double-digit growth within a year.
Challenge: Separate budgets and disconnected KPIs across marketing, sales, and eCommerce created inefficiencies and made it difficult to see how investments influenced growth. The company needed a unified view of the consumer journey to guide smarter decisions.
Approach: Introduced a shared investment framework that mapped spend, ownership, and KPIs across the funnel from awareness to loyalty. Partnered with cross-functional leads to consolidate data and create a centralized dashboard that captured the full impact of marketing and trade investments.
Strategy: Established an integrated planning cadence with monthly reviews at the leadership level and quarterly reporting to the board. Used shared insights to reallocate resources toward high-performing initiatives and eliminate low-impact activities. The new model placed the consumer at the center of all decisions and aligned teams behind one growth plan.
Result: Reallocated spend toward higher-return initiatives and improved ROI visibility across departments. Created cross-promotional opportunities between digital and in-store programs and accelerated decision-making across the organization. The framework became a foundation for more transparent, data-driven investment planning.
Challenge: An overloaded pipeline and competing priorities delayed launches and diluted impact. The business needed a faster, more focused path from concept to shelf.
Approach: Introduced a simplified stage-gate process to prioritize high-value concepts and streamline cross-functional workflows. Partnered with R&D to align forecasting, packaging, and marketing readiness under one plan.
Strategy: Focused resources on the most promising projects and implemented a phased rollout model to validate performance in Canada before U.S. expansion.
Result: Delivered two major launches within six months, driving a five percent lift in annual sales and reestablishing innovation as a core growth driver.

Company: Self-Employed
Role: Sr. Marketing Consultant / Marketing Advisor

Sr. Marketing Consultant.
Challenge: Blue Evolution operated as both a consumer brand and ingredient supplier, stretching resources across competing priorities. With limited returns in the consumer channel, the company needed to reassess where it could create the greatest value and scale efficiently.
Approach: Led a cross-functional review of brand, product, and market performance to assess product–market fit. Recommended a full pivot from B2C to B2B, focusing on ingredient supply and industrial applications. Partnered with R&D to validate use cases, optimize production economics, and build proof points for new customer segments.
Strategy: Redefined the company’s positioning and go-to-market model around commercial partnerships and regenerative innovation. Developed sales and investor decks articulating value across food, feed, and biopharma verticals. Built the business case for a spin-off entity supported by TAM analysis, financial modeling, and growth planning.
Result: Enabled the organization to exit the low-margin consumer business and reposition as a scalable ingredient supplier. The pivot improved production efficiency, opened new verticals, and laid the foundation for future investment and expansion.
Marketing Advisor. Partnering with leadership to refine brand architecture, optimize marketing investment, and strengthen commercialization strategy. Co-developed a unified brand promise and measurement framework to guide growth across a diverse product portfolio.
Marketing Advisor. Advised the founding team on pre-launch and early-stage growth strategy, helping define brand foundations, communications plans, and go-to-market priorities. Supported organizational design and recruiting as the company transitioned from beta to full launch on its D2C platform.
Sr. Marketing Consultant. Collaborated with cross-functional marketing leaders on asset management, campaign integration, and regional expansion initiatives. Strengthened internal briefing processes to align stakeholders and enhance visibility across programs and services.

Company: Sovos Brands
Role: Director of Marketing

Challenge: With multiple acquisitions happening in quick succession, every brand came with its own systems, metrics, and agencies. There was no shared rhythm for planning, forecasting, or reporting, which made it hard to see the full picture or scale what worked.
Approach: Built the marketing backbone for a $300M portfolio by introducing tools and processes that connected brand teams, finance, and leadership. Designed new annual planning templates, innovation stage-gates, and standardized agency briefing models. Partnered with the C-Suite to establish business reporting that rolled up cleanly from brand to board level.
Strategy: Focused on simplicity and repeatability. Each tool had to work for different brand maturities while driving consistency in how teams planned, launched, and measured performance. Created cross-functional checkpoints that tied forecasting, innovation, and spend allocation to clear business outcomes.
Impact: The new system gave leadership visibility, reduced duplication, and allowed future acquisitions to plug in quickly. It turned marketing from a collection of independent brand plans into one integrated growth engine for the company.
Challenge: The first acquired brand had a loyal base but limited relevance with new shoppers. Packaging was dated, the marketing plan lacked coherence, and distribution opportunities depended on a clearer, more modern story.
Approach: Led a full brand restage including a packaging redesign, updated positioning, and a new integrated marketing campaign. Partnered with cross-functional teams to align pricing, assortment, and retail activation. Strengthened agency direction and built a more focused innovation pipeline to support the brand’s long term trajectory.
Strategy: Centered the work on a simple idea: make the brand easier to shop and easier to understand. Modernized packaging to improve shelf impact, refreshed messaging to speak to contemporary needs, and built a creative platform with emotional resonance.
Result: Drove +15% growth in dollar volume in test markets and secured +18k new distribution points at a major national retailer. Achieved +0.2ppt growth in household penetration and renewed retailer support for the brand’s next stage of growth.
Challenge: The largest acquisition had strong equity but softening performance. Spend was high without meaningful return, and the portfolio lacked focus. The business needed clarity on where value was coming from and how to rebuild momentum.
Approach: Reviewed channel performance, media efficiency, and the full portfolio mix. Identified the products with the highest potential and rebuilt the marketing plan around the moments that actually drive demand. Tightened agency direction and redirected investment into channels and shopper programs with clearer pull.
Strategy:
Shifted from broad reach tactics to a performance focused mix that linked conversion with in store activation. Introduced a tighter measurement rhythm to guide faster decisions and ensure spend tracked to penetration and volume.
Result: Reduced CPMs by 25%, lifted ad recall by 37% and purchase consideration by 9%. The business returned to growth with a +0.3ppt gain in penetration and +8% in dollar volume.

Company: CLIF Bar & Company
Role: Sr. Brand Manager, CLIF Bar (Flagship Business)

Challenge: Rising ingredient costs and nearly a decade without a pricing update had compressed margins. The portfolio had grown complex, and the brand needed to restore competitiveness without compromising its clean ingredient promise or sustainability commitments.
Approach: Ran a full diagnostic of product costs, ingredient panels, packaging materials, and SKU performance. Partnered with R&D, supply chain, and finance to model impacts and ensure that any change protected the brand’s ingredient integrity. Planned the work so that all initiatives could move forward together rather than as isolated initiatives.
Strategy: Delivered a coordinated set of improvements across formula simplification, ingredient reduction, packaging updates, portfolio rationalization, and pricing. Treated each action as part of one margin plan so the brand could move quickly and maintain consistency across the line.
Result: Unlocked multi-million dollar cost savings and meaningful margin expansion. Reduced packaging and ingredient complexity, supported sustainability goals, and restored category competitiveness while keeping the brand’s core values intact.
Challenge: Growth had begun to plateau as category competition intensified and the aisle shifted. Internal views of the consumer were fragmented, and the business needed a clear, shared understanding of who it served to broaden relevance and guide long-term strategy.
Approach: Commissioned a new masterbrand segmentation built from a large-scale quantitative study and immersive qualitative interviews. Mapped how people seek and define energy to identify demand spaces and clarify where the brand held permission. Engaged cross-functional teams and agencies in the process to ensure adoption across the business.
Strategy: Aligned the organization behind a single consumer framework that informed brand positioning, pipeline priorities, and communications planning. Integrated the segmentation into annual planning, agency briefing, and portfolio strategy, creating consistent guidance across +15 major initiatives in its first year.
Result: The work became the foundation for CLIF’s masterbrand strategy and strengthened the company’s leadership position during a major category reset in retail. It expanded the brand’s addressable audience, guided portfolio roles, and influenced retailer-driven category relocation that created new visibility and growth potential.
Challenge: CLIF’s growth depended on reaching a broader audience, yet the brand was still known primarily for intense, athletic adventure. Traditional marketing leaned heavily on field and experiential activations that had limited scale. The business needed a way to express adventure in a more accessible way and reach new consumers at meaningful volume.
Approach: Developed the brand’s first major digital initiative, using an interactive video format to invite consumers into a more personal expression of adventure. Sourced real footage from athletes and creators to keep the storytelling authentic and broaden its emotional appeal. Built the experience to meet consumers where they discover inspiration online rather than relying solely on in person events.
Strategy: Centered the work on expanding the definition of adventure beyond elite performance. Positioned adventure as mindset rather than achievement and used digital channels to deliver the message at scale. Designed the media plan to balance reach, engagement, and direct participation with the interactive experience.
Result: Delivered +28M impressions, 58% recall rate, and strong lifts in consideration and favorability. Set new engagement benchmarks for the brand and exceeded Google’s best-in-class standards. The program broadened CLIF’s relevance and established digital as a core part of future brand building efforts.

Company: Kashi
Role: Associate/Brand Manager

Challenge: Kashi needed to strengthen taste perceptions among trialists and non users and support portfolio growth across product categories. The brand had a clear masterbrand idea, but it needed consistent, coordinated activation across touchpoints to reinforce the message at scale.
Approach: Supported the strategy and partnered with agency teams to adapt the taste forward idea across digital, social, in-store, and mass sampling. Managed day-to-day execution and ensured that each activation expressed the same food first story with consistency and cohesion.
Strategy: Focused on showing taste rather than telling it. Used appetite appeal in digital content, high visibility sampling to remove barriers to trial, and in store materials to connect the message directly to the moment of choice.
Result: Delivered +679k digital sample redemptions and 24% sales lift during activation windows. Strengthened taste perceptions, expanded the brand’s social community by +150%, and supported sustained portfolio growth.
Challenge: A new product line had entered the market, but one critical SKU was underperforming and at risk of losing shelf placement. Retailer reset windows were approaching, and quick action was needed to protect distribution and close a financial gap in the annual plan.
Approach: Supported the rapid development of a new flavor positioned to deliver broader appeal and stronger taste credentials. Partnered with R&D, packaging, sales, and supply chain to drive alignment and move the work through commercialization on a compressed 8-month timeline.
Strategy: Focused on improving taste, margin, and consumer relevance while maintaining operational feasibility. Strengthened claims and positioning, refined packaging, and supported retailer sell-in with updated benefits and clearer proof points.
Result: Delivered +$4M in incremental revenue while protecting key distribution. The work stabilized the line, strengthened retailer confidence, and filled a critical gap in the annual operating plan.

Business-Minded Marketer | Building brands with clarity, creativity, and commercial focus

Real Pieces of Work