Charlotte's Web

Democratizing and desigmatizing cannabis as a functional therapeutic solution. Advocating for amnesty.

Brand

Canopy Growth Corporation

Democratizing cannabis through edibles and advocating for amnesty. 

As the Global Head of Edibles at Canopy Growth Corporation, I excel at driving innovation, creating unique product offerings, and penetrating new markets. My passion lies in delivering exceptional customer experiences and harnessing the power of cannabis to revolutionize the food and beverage industry.

• Lead the strategic direction and overall growth of the global edible division, focusing on product innovation, market expansion, profitability and brand acquisition.  
• Grew edibles division from $10M to $150M revenue. 
• Spearhead development and launch of new cannabis-infused edibles, ensuring adherence to regulatory compliance. 
• Lead cross-functional teams, including R&D, marketing, and sales, to create and execute comprehensive go-to-market strategies that drive brand awareness and consumer engagement. 
• Analyze market trends, competitive landscape, and customer preferences to identify opportunities and inform strategic decisions. 
• Oversee a diverse portfolio of edible brands, ensuring consistent product quality and alignment with brand positioning. 
• Build and maintain partnerships with suppliers, distributors, and key stakeholders to optimize supply chain efficiency and expand market reach. 
• Continuously optimize production processes, ensuring cost-effective operations while maintaining the highest standards of quality and safety. 
• Foster a culture of innovation and collaboration, mentoring and developing a high-performing team committed to delivering exceptional products and driving company growth.
• Actively serve on the board of the company's Political Action Committee (PAC), contributing to the development and implementation of political strategies that align with the organization's objectives. 
• Serve as a leader for Canopy Growth's Employee Resource Group (ERG), fostering a diverse and inclusive work environment that supports the professional growth of all employees.

Global Head of Edibles

Nando's

Hold bottom-line P&L accountability for strengthening brand identity and positioning, developing revenue growth strategy and commercial plans, and establishing Nando’s as global leader for grocery consumer packaged goods (CPG / FMCG) in sauce, flavored mayo and snack categories.  Achieved aggressive sales and EBITDA goals annually. 
•	Spearheaded development and growth of Nando’s PERi-PERi North American grocery division; achieving 3,500% growth over five-year period. 
•	As employee #2 in North America, governed efforts to expand brand distribution from 500 locations to more than 16,000; oversaw launch of additional SKUs and new product lines.
•	Compiled category and consumer quantitative and qualitative insights to inform selling stories, innovation opportunities, and overall strategy; applied data while introducing product lines and expanding into new categories to bolster revenue.
•	Drove development of new channels including ecommerce, convenience, and food service which comprises 25%+ of all revenue mix and growing; led consumer-centric new product innovation and packaging redesign for North America.
•	Guided launch and management of organic brand celebrity program that reached 470M potential customer impressions through relationship with talent including Lizzo, Tan France, Pascal Siakam and esport star Ninja. 
•	Built and implemented long term social media and digital strategy in English and French growing reach by 1,000%
•	Launched PR campaigns landing the brand in publications such as Vogue, TMZ, Bon Appetit, Men’s Health and more. Most recently executed a collaboration with Pascal “Spicy P” Siakam earning 125 M impressions in Canada (pop 38M). 
•	Recruited new consumers through trade promotions and experiential out-of-store sampling programs distributing more than 2 million samples per year.
•	Lobbied key stakeholders and partners throughout United States, Canada, United Kingdom, and South Africa to spark and maintain business development.

North American Director of Brand Management

Arnold Worldwide

Directed local marketing activities for McDonald’s, from concept development through execution in the Baltimore, Washington and Eastern Shore Regions with an emphasis on reaching millennial and a multi-cultural consumer base through event partnerships, digital/social media, print, OOH, in-store, radio and TV. Recruited from previous position. 

Key Contributions:
• Managed a team of three Marketing Producers specializing in AACM, HCM and ACM ethnic segments to reach consumers in an authentic and meaningful way to drive traffic and profitable sales to local McDonald’s restaurants. 
• Collaborated with more than 50 Owner/Operators, media buying agency, public relations agency and the McDonald’s Regional staff to achieve the highest level of support for local Owner/Operators sales and profits. 
• Primary manager across all project workflows from scope development to resource forecasting, budget tracking, deliverable management and all related project management duties. 
• Ran market analysis to project promotion results and measure effects of marketing programs on regional top line and bottom line sales. 
• Presented marketing plans and calendar results in monthly meetings to Owner/Operators and Regional McDonald’s marketing team
• Managed promotional program creative from conception to execution for TV, Radio, POP and Digital

Multi-Cultural Account Supervisor, McDonald's

Burger King Corporation

During my time with Burger King, I orchestrated the brand strategy and marketing operations encompassing the general market and multi-cultural advertising for 1,400+ restaurants, 32 markets, and 500+ franchisees. My main duties included the development, management, and execution of our Northeast marketing and sales plans with a concentration on sales and traffic growth, optimal product mix, and P&L. I also consistently exceeded annual sales goals while managing a $10M+ marketing budget covering multiple markets within division.

Key Contributions:
• Enabled restaurants to consistently achieve highest level of revenue growth by selling in incremental franchise advertising budgets.
• Responsible for development, management and execution of Northeast marketing plans with concentration on sales and traffic growth, optimal product mix and P&L. 
• Managed marketing budget of more than $10M for multiple markets in the division.
• Executed partnerships with non-profit organizations, sports teams, amusement parks and other attractions to drive sales, traffic and build brand awareness and loyalty.
• Evaluated local insight marketing tools to measure brand awareness, consideration, trail and preference across multiple demographic variables within the Northeast.
• Interacted directly with executive team on sales performance, marketing initiatives and brand building activities. 
• Oversaw marketing agencies (general market and multi-cultural account service teams, creative, media planning/buying and promotions) to drive profitable sales and customer traffic. 
• Managed promotional program creative from conception to execution for TV, Radio, POP and Digital.
• Managed the advertising and division roll-out of new products and promotions.
• Developed and implemented a comprehensive social media platform for the Northeast.
• Managed several test programs in local markets to be evaluated for national expansion including BK Home Delivery, Loyalty Program and Bounceback Tactics.

Northeast Brand Activation & Sales Manager

The Coca-Cola Company

As the District Marketing Manager, I directed regional marketing plans to increase volume and grow brand awareness. My primary goal was to align regional marketing tactics with national brand strategies for vitaminwater, vitaminwater zero and smartwater. I governed key areas including event activation, influencer partnerships, radio, print, OOH, social and digital media, public relations. I also emphasized brand continuity across various digital and physical media. 

Key Contributions:
•  Championed execution of field marketing plan for Glaceau brands vehicle sampling teams within DC region; successfully distributed +1.5M samples each year.
•  Drove divisional growth by closely collaborating with local distributors; achieved consistent annual growth goals in volume and market share, including 45% market share.
• Managed assigned local marketing budgets to maximize marketing program effectiveness 
• Researched and translated market trends to maximize brand reach in a locally relevant way to consumers 
• Recruited, trained and managed a field staff of two full-time managers and six part-time brand ambassadors
• Activated local influencer events through the use of social media, portfolio assets and local contacts 
• Tactically developed and implemented a diverse program to reach a multi-cultural community focused on converting new demographics into consumers
• Strategically purchased radio, print & digital media advertisements to support marketing goals
• Managed administrative function of reports, program measurement and budget tracking of all activity 
• Coordinated with local media contacts to secure media coverage to amplify experiencial marketing efforts
• Supported local Coca-Cola bottlers & Government Relations offices

District Marketing Manager

Washington Sports Alliance

Earlier in my career, I led efforts to build and maintain partnerships and sponsorships for Sports Alliance properties. My role involved recruiting high level executives to join the Sports Alliance Board of Directors. I also implemented and executed sponsorship deliverables in coordination with the Director of Events, Director of Community Affairs, and Director of Public Relations.

Key Contributions:
•   Generated $1.3M+ in funds for Sports Alliance and Sports Alliance Foundation by planning and managing events including SneakerBall Gala and Fore Our Youth Golf Tournament.

The Greater Washington Sports Alliance was established in 2003 as the sports commission representing the National Capital Region. In this role, the Sports Alliance helped create, launch and operate several annual marquee events such as the National Marathon (currently known as the Rock 'n' Roll DC Marathon) and the Capitol Hill Volleyball Classic. The organization attracted and hosted various domestic and international sporting events such as the Army-Navy Football Game, the NCAA Frozen Four and the World Police and Fire Games. In 2014, the organization was utilized to launch the 2024 Washington D.C. Olympic Bid.

Director Of Strategic Partnerships

Charlotte Hornets

o Develop innovative growth strategies for the Charlotte Bobcats premium client base
o Research and contact potential premium hospitality prospects
o Present and sell premium hospitality options to top local executives
o Prepare sales contracts and presentations for hospitality suites, courtside seats, club seats and other premium hospitality options
o Coordinate with the corporate partnership and executive management to maximize relationships and improve business growth

Account Manager, Premium Sales

Washington Commanders

o Develop and implement branding and marketing strategy for FedExField suites and Touchdown Club; including marketing collateral, mailings, contracts, tickets, game day support and client to client networking
o Manage the Redskins Touchdown Club consisting of 238 clients carrying annual revenue of more than $3MM
o Direct all facets of the Touchdown Club away game weekend, lavish tailgate, VIP events and other benefits
o Develop innovative client retention, communication and growth strategies for Washington Redskins’ extensive client base
o Maintain relationships with clients for more than 250 corporate and personal Hospitality Suites and 42 Premium Hospitality Tents
o Coordinate and facilitate events and networking opportunities for suite holders
o Assist the President of Business Operations in researching and soliciting potential clients and tracking sales leads
o Prepare sales contracts and presentations for hospitality suites, premium hospitality tents and Touchdown Club
o Coordinate a substantial portion of the Redskins executive business network
o Assisted the VP of Community Affairs and the Charitable Foundation in event planning and maintaining a relationship with the community
o Coordinated the monthly distribution of more than 200 autographed donation items and player appearances
o Facilitated relationships with the 32 executive members of the Leadership Council of the Charitable Foundation
o Manage three full time student interns

Client Relations Manager/ Community Relations Coordinator

RedPeg Marketing

o Create strategic and executable brand strategy based on data research and market knowledge
o Manage the p.i.n.k. spirits account in the Washington, DC area during brand launch; $140,000 budget: vendor/venue negotiation
o Manage and execute all p.i.n.k. spirits launch events, promotions, staff, marketing and PR
o Responsible for brand development and execution for the Washington, DC region for Budweiser Select and p.i.n.k. vodka
o Coordinate the Budweiser Select experiential marketing program in Washington, DC,
o Coordinate and execute Budweiser Select magazine ad campaign; $65,000 budget
o Coordinate and execute the Bud Light beach resort program in the Dewey Beach and Jersey Shore area; $180,000 budget
o Manage Web-based promotions and online social network for Bud Light focused on Dewey Beach and the Jersey Shore
o Manage two full time remote market managers, more than 50 part time field staff, and two full time student interns

Account Executive: Anheuser Busch & p.i.n.k. spirits

Brand and marketing leader with an interest in neuromarketing and consumer neuroscience and a knack for enhancing strategic messaging, strengthening brand loyalty, and boosting overall revenues. {as well as run on sentences}

•	Industrious brand executive with 20 years of experience blended with an entrepreneurial spirit, owner mentality and creative vision; passionate competitor, invested business partner, and innovative strategic planner.

•	Energetic brand builder, excited about managing small and large-groups, and skilled at devising simple yet impactful solutions that spark revenue growth, drive business development, and achieve market penetration.  

•	Go-to brand and marketing leader with success guiding efforts covering consumer insights, brand identity, targeted messaging, e-commerce, strategic planning, channel development, SEO and internal marketing; oversee dynamic and tightly-focused marketing campaigns that connect with core audiences.

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