Chief Marketing Officer
Northstar Home Goods · Minneapolis, MN
Jan, 2020 · Present
Own brand and demand strategy for a $1.2B home goods portfolio, stewarding a ~$60M annual marketing budget across DTC, retail, and B2B channels.
Grew direct-to-consumer revenue 47% over three years while cutting blended CAC 22% through marketing mix modeling and lifecycle CRM.
Led a full brand repositioning that lifted aided awareness 18 points and improved NPS from 41 to 58.
Built and led a 35-person marketing team and a $12M agency roster spanning creative, media, and analytics.
VP Marketing
Lakeshore Outdoor Co. · Milwaukee, WI
2016 · 2020
Directed integrated brand and demand generation for a $400M outdoor retailer with a $28M annual budget.
Increased email and SMS lifecycle revenue 63% by rebuilding segmentation, automation flows, and GA4 attribution.
Launched three product categories that together reached $54M in first-year sales.
Renegotiated media and agency contracts, saving $4.1M annually without reducing reach or frequency.
Director of Brand & Growth
Brightline Foods · Chicago, IL
2012 · 2016
Led brand strategy and growth marketing for a B2C packaged foods line sold in 4,200 retail doors.
Grew brand share from 6.1% to 9.4% in four years through positioning, packaging, and shopper marketing.
Built the first HubSpot and Salesforce demand engine, generating 11,800 qualified leads per year.
Managed a $15M budget and a 12-person team across brand, digital, and shopper marketing.
Senior Brand Manager
Cardinal Consumer Products · Minneapolis, MN
Jan, 2008 · 2012
Managed brand P&L and campaigns for a $90M consumer products portfolio.
Delivered 14% volume growth over two years with refreshed positioning and seasonal campaigns.
Coordinated creative, media, and research agencies across a $9M annual budget.
Introduced customer research and concept testing that lifted new-product success rate to 70%.