VP, Consumer Marketing at 80 Acres Farms (2025-08 – 2026-08)
Led consumer and brand strategy for a branded fresh produce portfolio, translating consumer, category, and retail insights into positioning, portfolio strategy, product innovation, packaging, creative, and go-to-market strategy.
- Evolved 80 Acres from an instinct-led startup brand into an insight-driven CPG business, leveraging multiple quantitative and qualitative studies to identify category expansion opportunities, sharpen positioning, define consumer tensions and benefits, prioritize claims, and guide brand growth.
- Built a differentiated salad portfolio that outperformed the leading branded competitor by double digits across every core loyalty metric—25% higher sales per household, 15% higher trip frequency, and 12% higher repeat purchase rate.
- Directed quantitative and qualitative consumer research across positioning, product, flavor, packaging, and advertising, partnering with research experts on recruiting, questionnaires, and stimuli and leveraged MaxDiff, TURF, and eye-tracking/heat-map insights to inform positioning, product development, packaging, and creative strategy.
- Pioneered the category expansion and rebranding of acquired premium dressing brand Mother Raw, leveraging consumer and category insights to reformulate flavors, cross-utilize recipes in salad kits, and scale standalone distribution to 2,000+ retail doors after outperforming the leading competitor 3-to-1 in regional velocity tests.
- Orchestrated the M&A integration and rebranding of Soli Organic, identifying retail whitespace and commercializing net-new product innovations that secured club and grocery distribution and delivered $1.6M in incremental Year-1 sales.
VP, Creative Marketing at 80 Acres Farms (2016-11 – 2025-07)
Joined the founders as a foundational employee and built 80 Acres Farms' consumer brand from the ground up, developing its identity, positioning, visual language, and distinctive brand expression in a nascent category.
- Scaled a purpose-driven consumer packaged goods brand from zero to $180M in annual sales, establishing brand directing and a 5-person in-house creative team spanning product design, social, digital, communications, and public relations while maintaining marketing KPIs across all channels.
- Launched 360° brand campaigns across digital, retail, OOH, and experiential channels, establishing a high-performing ecosystem of 100+ influencer partners and 300+ brand ambassadors to accelerate consumer acquisition.
- Cultivated an organic digital community from zero to 135K+ followers, leveraging strategic user-generated content (UGC) and narrative-driven storytelling to capture sustained brand equity and affinity.
- Directed Q1 2026 integrated launch campaigns that delivered 71M impressions at $3.60 blended CPM—49% more efficient than industry benchmarks—while converting cross-channel video and social exposure into measurable retail velocity and brand awareness lift.
- Led the creative expression of the food itself, from recipe development and concepting through photoshoot direction and food styling, creating a distinctive visual library that brought the brand's products and flavors to life.
- Turned food and photography into a multiplatform content engine, using recipes and hero assets as springboards for organic and paid social, website content, CRM and integrated brand campaigns—extending the impact of each creative idea across the consumer journey.
- Partnered with creative teams and agency partners to develop campaign concepts, visual direction, photography, packaging and branded content, ensuring a cohesive expression of the brand across channels and consumer touchpoints.
Head of Creative at Galerie Candy & Gifts (2009-11 – 2016-10)
- Translated consumer and category trends into product innovation and private-label strategies, helping scale the business to $65M with 30% revenue growth across major retail and global licensing partnerships including Disney, Star Wars, Mars, and Hershey's.
- Cultivated high-value retail partnerships with Walmart, Target, and Dylan's Candy Bar, designing and aligning proprietary product lines with account-specific merchandising and growth goals. Led trend forecasting and creative product adaptation to disrupt new market segments, providing end-to-end oversight across conceptual design, artwork creation, and preproduction prototypes.
- Secured immediate C-suite and key client buy-in by delivering data-driven strategic presentations backed by domestic and international market research to accelerate development timelines.
Creative Manager at Galerie Candy & Gifts (2003-09 – 2009-11)
Earned promotions through foundational product ideation, design execution, cross-functional leadership, and high-volume product concept development.
