Resume

Experience

WildBloom | 2024 - Present

Founder and Marketing Consultant

Leads product marketing and growth strategy, helping small businesses clarify their story and build marketing systems that turn audience attention into consistent revenue.

Designed loyalty and engagement strategies for Moe’s and McAlister’s, using customer insights and lifecycle journeys to drive visit frequency, spend, and program activation across owned channels.

Family Hubble | 2024 - Present

Co-Founder

Co‑founded Family Hubble, a family coordination app, owning customer insight, product positioning, go‑to‑market strategy, and early growth experiments to validate product‑market fit.

Walker & Company - Procter & Gamble Subsidiary | 2022 - 2024

Director of Product Marketing and Growth (eCommerce) - Bevel

Owned eCommerce growth for Bevel—leading loyalty, subscription, paid media, merchandising, and CRO to increase revenue, LTV, and profitability while improving the on‑site customer experience.

Created competitive messaging and category positioning framework across 8 grooming categories; synthesized PDP patterns, review narratives, and value props to reshape product messaging and improve conversion.
Led product education and content strategy informed by a 487-response insights study, closing an identified “information gap” and driving a 200% lift in PDP conversions.
Developed customer segmentation framework and personalized messaging strategy across lifecycle stages, increasing email engagement 4-10x and driving 43% conversion lift through targeted value proposition by segment.
Led GTM strategy and product positioning for 11 new SKUs; developed customer journey maps and competitive messaging framework that increased site conversion from 2.45% to 3% (+22%) and drove 47% order growth.
Led pricing and value capture research (testing BNPL options, SKU prices, and bundle discounts), informing pricing strategy that increased average order value by 32%.
Established cross-functional GTM process across Brand, Product, Engineering, Creative, and CX teams (managing 7 direct reports + 2 agencies), reducing launch cycle time by -35% and ensuring consistent messaging across 11 product releases.

Carter's | 2021 - 2022

Senior Demand Generation Manager - Carter's, OshKosh B'gosh, and Little Planet

Led full‑funnel demand generation across affiliate, influencer, and direct mail to acquire, retain, and win back customers for Carter’s, orchestrating campaigns by lifecycle stage to drive incremental revenue.

Oversaw a $20MM+ annual budget for affiliate and direct mail marketing, achieving a 30% increase in eCommerce revenue and a 20% increase in traffic, making it the 2nd most successful channel for driving retail traffic and net sales.
Adapted to a 45% YoY budget decrease by optimizing spend efficiency, enacting audience segmentation strategies, establishing new media partnerships, and enhancing channel performance, resulting in $13MM in incremental revenue.
Drove a 35% increase in new customer acquisition YoY and boosted site and store traffic through a comprehensive acquisition and retention strategy leveraging 1st-party data and 3rd-party CRM syncing.
Implemented an affiliate channel strategy that resulted in a 30% increase in e-commerce revenue and achieved a $14-$32 ROAS.
Established 200+ new affiliate marketing partnerships and strengthened existing ones, generating $8MM in incremental sales.
Developed messaging architecture and value proposition framework across full customer lifecycle, establishing product benefit hierarchy and brand voice guidelines

Jamestown | 2019 - 2021

Senior Marketing Manager - Jamestown Invest

Drove investor growth for Jamestown Invest by combining positioning, content strategy, webinars, and site optimization with sales enablement programs that addressed key investor objections.

Led integrated demand generation across SEO, content, digital media, paid social, affiliates, PR, and partner marketing, driving ~85% of new revenue attributable to marketing.
Improved MQL–SQL conversion by 38% by redesigning lead scoring, optimizing the demand funnel, and developing targeted sales enablement resources.
Managed an internal team and external PR/advertising agencies to execute coordinated paid, owned, and earned programs.
Increased email engagement rates to 10% above industry benchmarks through content optimization, A/B testing, and segmentation.
Used KPIs, trends, and customer research to recommend refreshed branding, messaging, and repositioning, along with a website content roadmap and new customer‑journey touchpoints.

Marketing Manager - Buckhead Village District

Led the rebrand and marketing for Buckhead Village District, aligning 200+ tenants and internal teams around a new narrative and integrated campaign strategy to increase traffic and engagement.

Owned annual marketing strategy and seasonal activations for a premium Atlanta shopping center, managing a $4M budget.
Led the rebrand and repositioning of a newly acquired Class A retail property, aligning internal stakeholders and 150+ brands around a new narrative.
Owned content strategy and creative development for paid media (OOH, programmatic, native), owned channels (social, email, web/landing pages), on‑site signage, photo shoots, and partner marketing (ParkMobile, Yelp, etc.).
Spearheaded initiatives to enhance brand engagement and customer experience, resulting in the launch of a consumer mobile app and two new responsive websites.
Advised ~200 national and local retail, food, beverage, and service tenants on marketing tactics, merchandising, and promotions to drive traffic, revenue, and brand growth.
Managed direct reports and third‑party agencies to deliver property‑level campaigns and activations that supported 150+ tenant brands.

Stanley Black & Decker | 2018 - 2019

Senior Customer Insights and Product Marketing Analyst - Stanley Engineered Fastening

Built performance dashboards, NPS/VOC programs, and market research that informed product positioning, white‑space identification, and marketing decisions for the Stanley Engineered Fastening portfolio.

Identified a $200M market expansion opportunity through TAM analysis, opportunity mapping, and VOC research, directly influencing roadmap and GTM for a new weldable rebar product line.
Established the first VOC program across North America and the UK, integrating NPS and satisfaction insights to improve product positioning, messaging, and adoption strategies.
Developed sales enablement content and competitive battlecards grounded in analysis of 7,000+ lost opportunities, equipping sales to address key objections and competitive threats.
Launched the organization’s first Tableau performance dashboard for marketing, streamlining access to campaign metrics and insights and improving strategic decision‑making.
Built customer segmentation models that informed targeted marketing strategies and improved campaign effectiveness across priority industry verticals.

IBM | 2015 - 2018

Customer Insights and CI Analyst - IBM Watson Customer Engagement

Established a portfolio‑wide VOC and churn‑risk insight engine for IBM Watson Customer Engagement, connecting NPS and win/loss analysis to roadmap, sales strategy, and customer retention efforts.

Delivered competitive intelligence framework across 20 offerings in IBM's $18B Cognitive Solutions business (Marketing, Supply Chain, and Commerce), conducting systematic win/loss analysis on $150K+ deals to inform messaging, product enhancements, and sales enablement priorities.
Presented VOC insights and NPS analysis to senior leadership, shaping roadmap decisions, GTM messaging, pricing strategy, and cross-functional adoption strategies.
Analyzed customer journey data across five SaaS products to uncover satisfaction trends, loyalty drivers, competitive advantages, and end-to-end improvement opportunities for prospective and existing clients.

Customer Marketing Specialist - IBM Watson Marketing (Silverpop)

Led customer marketing and community for IBM Watson Marketing (Silverpop), using webinars, email, and user community insights to drive post‑sale adoption, retention, and expansion.

Built IBM's social proof engine by centralizing 50+ case studies and launching an automated content portal, improving enterprise seller readiness and accelerating SaaS adoption cycles.
Drove 15% YoY customer retention increase through targeted email campaigns, webinars, customer events, and online community engagement focused on advocacy, loyalty, and referrals.
Influenced product roadmap by identifying that 40% of enterprise wins became adoption detractors during implementation, leading to UX improvements and customer success playbook changes that reduced early-stage churn.
Created sales enablement resources and product presentations while translating customer needs across Support, Sales, Product, and Product Marketing teams to maintain retention and drive cross-sell/upsell opportunities.

Deloitte Consulting, LLP | 2012 - 2013

Human Capital Tech Adoption Analyst

Managed change readiness, internal communications, and adoption strategy for large technology implementations (NASA, ICE), aligning stakeholders and employees around new tools and ways of working.

Led change readiness assessments and executed a multi‑channel communications plan to drive SAP/BW adoption for 500+ remote users nationwide, enhancing operational efficiency.
Managed CRM database and led redesign of the intranet website to improve support resources and user experience.
Developed enablement resources, managed website updates, and delivered newsletter content to 500+ federal agency employees.
Oversaw branding and activation for a federal agency's new case management system, including logo design, messaging, positioning, style guidelines, and stakeholder communications for domestic and international employees.
Executed an international, multi‑channel change management strategy to increase internal buy‑in and adoption for a major technology migration.
Contributed to the development and launch of Deloitte's go‑to‑market strategy for communications/marketing services, expected to generate $250M+ in revenue.
Served as PR lead for Deloitte's national day of service event, drafting talking points and agendas for national leaders.
Drafted website content to increase awareness of firm initiatives among 2,000+ Federal practitioners.

Education

Howard University

MBA, Marketing

MBA Consortium Courses at Georgetown University: August 2015 to May 2015

How to Build Brands
Strategic Marketing Segmentation

University of Georgia

BA, Bachelor of Arts in Journalism, Grady College of Journalism and Mass Communication

Minor, Speech Communication

Professional Skillset

Product Marketing

Growth & Lifecycle

Customer Insights and Analytics

Channel Strategy & Execution

Cross-Functional Leadership

Change Management & Enablement