• Led and executed the launch of the Amazon channel resulting in +15% of incremental revenue for the brand (first retail channel for the brand).

• Lead marketing team including social media, brand strategy, affiliate marketing, PR and ambassador.

• Own brand strategy, positioning, marketing budget and go-to-market strategy across all channels.  

• Launched the thinning solutions category including Scalp Hair Fill-Ins and Hair Toppers addressing the customer demand for instant coverage & volume. First 6 months of launch resulted in +12% of incremental revenue.

• Marketing budget & P&L ownership with a focus on brand growth and new brand development sold in Walmart, Ulta Beauty, Amazon and direct-to-consumer. Accountable for go-to-market strategy, P&L, product development, creative, digital marketing & e-commerce performance.

• Led e-commerce channel into profitability – improved e-commerce EBITDA by 144 points (-142% to +10%) focusing on LTV & operational improvements.

• Built two new brand strategies including brand architecture, brand positioning, and strategy (celebrity founded & partnership with music corporation) including product innovation & strategy to capture white space.

• Scaled influencer and social media strategy to increase awareness - secured over 10B in impressions in 6 months and 128% increase in engagement with strategic brand partners such as red hair transformation with Megan Fox.

• Led Proactiv Canada business including P&L management, direct-to-consumer performance, agency partnerships, communication strategy and digital performance marketing.

• Developed and cultivated two new direct-to-consumer subscription based clean skincare  brands to expand portfolio into eczema and hyperpigmentation – owned product marketing, brand strategy, positioning, and 360-degree go-to-market strategy.

• Grew Proactiv US Ulta Beauty business by +15% in 9 months.

• Scaled influencer strategy for Proactiv North America for both paid and organic channels with a focus on CTR improvement by 25%.

• Brand strategy marketing lead for natural hair & scalp care for thinning hair & men's grooming brands Tea Tree, MITCH and MVRCK.

• Identified growth opportunity in multicultural & scalp categories and launched new   botanically based Tea Tree Scalp Care line extension resulting in $10M in incremental revenue Y1/Y2.

• New brand development owner from concept to on shelf for a new brand called MVRCK by Mitch (their first entry into barbering after 20 years) including product development, brand strategy & marketing campaigns (credited in Global Cosmetic Industry) resulting in an  annual projection of +$8M in incremental revenue Y1.

• Developed brand strategy and managed 70% of revenue – skin and foot care.

• Built two new skincare mask brands for Ulta, Walmart and CVS to capture market share in the masstige skincare and men's skincare space.

• Launched Beauty Infusions from concept to on Ulta’s shelves to capitalize on brand equity; projected +15M revenue Y1-Y2.

• Marketing lead for a new brand - a men's mask brand Feeling Legendary launch from concept to on CVS’s shelves.

• Managed the complete 360-brand identity refresh to target clean feminine grooming care, new product development and growth of both retail and direct-to-consumer channels - led brand to a successful sale.

• Spearheaded brand strategy of a clean personal lubricant, Liquid Assets, from formulation to on-shelf – was credited on TheDieline.com.

• Opened 120+ doors and 3 distributors across channels including Ulta Beauty.

• Account lead and brand development for Skinfix new brand development.

• Account strategist responsible for building brand architecture, identity, and BASES research boards for Procter & Gamble Front End Innovation division.