Built to lead.
From brand planning to integrated strategy leadership, I've spent my career building teams, sharpening ideas, and turning ambitions into action.
A few chapters.
Career details from the existing portfolio. More recent leadership work can be added to the refreshed version.
Mosaic
Senior Vice President, Strategy & Innovation
Established a new department in the agency across the U.S. and Canada. Created a winning process, hired top talent, and budgeted for best-in-class data and research tools and resources — all remotely during a pandemic.
- Led 36 employees across strategy, data analytics, market research, integrated planning, and media & measurement.
- Achieved new-business wins including Impossible Foods, Moët Hennessy, Peloton Canada, Genpact, Canopy Growth, Chelan Foods, and Right Guard, resulting in $8–10MM in revenue.
- Helped transform the North American agency from experiential sampling into integrated experience; developed a unified way of working called Squad.
Geometry Global (now VMLY&R Commerce)
Executive Vice President, Head of Strategy
Led a department of 18 strategists spanning brand, shopper and media disciplines.
- Oversaw strategic development for Coca-Cola, Kimberly-Clark, Mondelez, Beam Suntory and General Mills.
- Led General Mills transformation from Connections Planning to Experience Planning.
- Led strategy for Team Energy, a WPP cross-agency AOR for BP, including loyalty app and Amoco relaunch.
DDB
Senior Vice President, Group Strategy Director
Instrumental in turning around McDonald’s agency relationship from losing lead status to becoming the integrated agency in one calendar year.
- Authored brief behind McDonald’s award-winning “Lovin’ the Super Bowl” activation.
- Introduced Experience Planning to McDonald’s and State Farm.
- Led strategic direction for State Farm and helped win Alfa Romeo’s U.S. reintroduction.
Ogilvy
Partner, Executive Group Planning Director
Led team of 10 across S.C. Johnson, MillerCoors, Pinnacle Vodka and American Family Insurance.
- Led strategy and planning behind Miller Lite’s positioning as the original light beer.
- Helped Pinnacle Vodka become the third-largest vodka by volume.
- Led strategy for an American Family Insurance Russell Wilson Super Bowl campaign.
The Martin Agency
Vice President, Group Planning Director
Led five strategists and secured new-business wins on Pizza Hut, ChapStick, Walmart Corporate, Discover, Mentos and LivingSocial.
- Developed Brand Experience Planning as an agency-wide strategic approach.
- Launched LivingSocial with a logo, positioning and Super Bowl commercial.
- Wrote the brief that created Discover Card’s Peggy campaign.
VCU Brandcenter
Adjunct Professor
Taught graduate students Principles of Modern Media and Strategies of Modern Media.
Starcom MediaVest Group
Vice President, Consumer Context Planner
Developed context-planning discipline for Procter & Gamble across laundry and personal care.
- Brands included Old Spice, Secret, Tide, Cheer, Gain, Bounce and Downy.
- Won and led context planning for Gillette after the P&G merger.