During a six-month engagement with Finlandia, I supported global brand strategy initiatives and created trade marketing programming to rebuild the brand in key states in the U.S. while strengthening its premium positioning.

I developed brand toolkits, sales incentives, and advertising for the trade, opening new markets like Florida and doubling distribution in our top states. And I relaunched the brand’s U.S. Instagram page and created integrated digital, experiential, and retail activations, driving increased awareness and spiking sales +50% in priority markets.

After several months as an independent consultant for Smithfield, I was hired on to oversee marketing for the deli portfolio - Kretschmar, Margherita, Eckrich Deli, and Krakus. I managed a three-person team, created annual and long-term plans, led the development of Kretschmar’s “Made For More” integrated media campaign, and oversaw the cross-portfolio partnership with Luke Bryan. Smithfield deli grew despite an overall category decline.

Additionally, I steered a cross-functional innovation team to launch a new product line (4 SKUs) under Margherita (“Charcuterie Cuts”) and two new deli items under Kretschmar, delivering an incremental $4M in gross revenue.

When I joined The Cannabist (formerly Columbia Care) in 2020, they had two brands developed – the clinical-looking house brand and a CBD sub-brand - as well as a new brand in development and a handful of regional brands that had been created haphazardly.

I took a step back, assesed every SKU, and built a new brand architecture across all subcategories within Cannabis. I then determined which brands and items it made sense to keep and developed a positioning and pricing strategy for each of our branded products. I coordinated with regional operations teams to streamline and launch / re-launch brands across various dispensaries in the U.S. The clarified portfolio ultimately drove annual sales growth +8%.

Zardetto was one of the first Proseccos imported in the U.S. By 2018, it was lagging the category and needed a change.

Collaborating with sales leadership, I built a timeline and a budget and crafte a plan to overhaul the brand. After getting the green light from senior leadership, I led the project - from creating the RFP to heading up the agency selection to overseeing the global cross-functional team from ideation to development through to launch, and the implementation of the omnichannel trade and marketing plan.

My efforts led to a brand turnaround and +10% growth in year-over-year sales revenue.