The Variable

The Variable, based in Winston-Salem, NC, is a creative agency specializing in disruptive marketing strategies that push boundaries to drive brand growth and engagement. Our approach and dedication to excellence have earned us significant recognition for creativity and innovation, including being honored as Ad Age Small Agency of the Year four times and named among Fast Company’s Best Workplaces for Innovators three times. Known for combining data-driven insights with imaginative solutions, we create impactful campaigns that resonate with audiences and deliver measurable results for clients.

As VP of Business Consulting, I lead client relationships and business strategy, combining creative vision with strategic insight to drive impactful results and brand growth. I act as a business leader, strategic thinker, and creative problem-solver with a focus on delivering wins and growth.

Vice President, Business Consulting

honeycomb.io

Partnered with Honeycomb, a leading SaaS company in the observability space, to develop, refine, and deliver its brand strategy and brand positioning.

Brand Strategy Consultant

Advance Auto Parts

• Led the brand marketing organization through a corporate transformation, overseeing brand strategy, advertising, media, customer insights, social media, content marketing, private label portfolio management, and in-house creative.
• Managed a global team of 50+, developing high potential talent and ensuring a strong bench and high levels of engagement.
• Served as national co-chair of the Advance Pride and Allies Team Member Network.

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https://www.tiktok.com/@advanceautoparts
https://www.instagram.com/advanceautoparts/
https://www.facebook.com/advanceautoparts
https://twitter.com/AdvanceAuto

Vice President, Corporate Brand Marketing

Senior Director, Brand Marketing

SocialMedia.org

Served as the Board Chair for Advance Auto Parts. SocialMedia.org is the confidential, vendor-free membership organization for people leading social media at big brands.

Board Chair

Red Hat

• Reporting to the CMO, directed a global team of 29 in managing the world's leading brand in open source software solutions.
• Led global corporate rebrand comprising updated verbal and visual identities.
   https://www.redhat.com/en/about/our-brand/open-brand-project
• Provided strategic brand direction for Red Hat, Jboss, OpenShift, Ansible, and other brands.
• Managed and refined the company's brand architecture and product naming strategy.

Senior Director, Global Brand Strategy & Management

• Led global brand awareness campaigns for Red Hat, utilizing paid and unpaid media.
• Established and enforced global brand standards for Red Hat, ensuring consistency.
• Managed social media brand strategy across multiple platforms.
• Oversaw advertising, marketing, and creative agency relationships.

Director, Global Brand Strategy & Management

• Led creative and design work, established global brand standards, and managed a team of 11 to ensure brand consistency.
• Drove internal branding projects for successful product launches and business initiatives.
• Ensured all creative work aligned with brand strategies and liaised with legal on trademark management.

Senior Manager, Brand Communications + Design

• Led the development of Red Hat's first global brand research project, managing all aspects of the relationship with an external research vendor.
• Crafted a brand positioning model for Red Hat, making strategic recommendations to senior management.
• Initiated internal educational initiatives on brand management, including an annual brand week and New Hire Orientation module.

Brand Manager

Lowe's Companies, Inc.

• Managed private label and owned brand strategy for a Fortune 50 retailer, overseeing a portfolio of 50+ proprietary brands.
• Developed a new premium outdoor living brand projected to generate $81M in annual sales.
• Led the development of an overarching proprietary brand strategy for a $13.5B merchandise division, resulting in +12% sales growth and maintaining the highest margin business position in the company.

Brand Marketing Manager

Hanesbrands

• Managed brand marketing, merchandising, packaging, PR, and retailer relations for the BALI brand at Hanesbrands.
• Led successful new product launches, driving brand growth and market presence.
• Developed strong skills in strategic planning, cross-functional collaboration, and project management.

Associate Marketing Manager

Kraft Foods

• Managed Kraft Snacks brands including Planters Trail Mix, Corn Nuts, and Cheez Mania, driving brand growth and market presence.
• Developed and executed marketing strategies for Planters Large Packs in the Warehouse Club channel, increasing sales and market share.
• Collaborated with and led cross-functional teams to launch successful marketing campaigns, resulting in increased brand awareness and customer engagement.

Senior Associate Brand Manager

Accenture

Collaborated with pharmaceutical companies undergoing large-scale change, including mergers and product launches, to enable effective process and IT integration.

Consultant

Branding and marketing leader with experience in the consumer packaged goods, retail, fashion apparel, and B2B software technology industries. Expertise in brand management, verbal and visual identity development (including naming, positioning, design, and brand architecture), business and brand strategy, advertising & media, creative direction, social media, content marketing, consumer research design and execution, and product management (including the creation of integrated marketing campaigns, new concept and product development, sales analysis and volume forecasting). MBA graduate with previous experience in management consulting.

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