ABOUT Me
As a data-driven brand marketer with an MBA from the University of San Francisco, I specialize in leveraging analytics to craft strategic marketing campaigns that deliver measurable results. My approach combines a deep understanding of market trends and consumer behavior with a strong focus on data insights to optimize brand performance. I am committed to using data to drive brand growth and create meaningful connections with customers.
Experience
Constellation Brands | San Francisco, CA
Associate Brand Manager | March 2024 - Present
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Drive brand growth for Woodbridge Wines and previously Robert Mondavi Private Selection by analyzing consumer insights, category trends, and competitive dynamics.
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Successfully launched Woodbridge's NPD Blush Chardonnay regionally, exceeding the regional shipment goal by 1.2X; collaborated with the sales team to create launch decks and sell sheets, resulting in placement in over 11,500 stores for upcoming national launch.
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Led holiday PR program with Feeding America and Butterball, featuring Nate Berkus; executed a 360-degree campaign with in-store POS, paid and organic media, and created sell sheets for the sales team. Achieved significant results: 59% increase in purchase consideration among Woodbridge growth target, 43 earned media and broadcast results, 2.56% paid average CTR (above benchmark of 1.00%), and $0.33 paid average CPC (above benchmark COC of $0.74).
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Partnered with the National Accounts team on always on Fetch (rewards app) campaign, achieving $1.8M in incremental sales and $22.73 ROAS.
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Partnered with National Accounts and Trade Marketing to develop retail-specific programs leveraging tie-in partners. In the four weeks ending 4/06/25, these efforts drove Woodbridge net sales to match category trends (vs -2% behind in L52) and volume sales to exceed the category by 3% (vs flat in L52).
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Develop and execute annual brand plans, optimizing marketing strategies based on data insights from Circana (IRI Unify+), IQ, and Power BI.
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Spearhead monthly brand performance reporting, tracking key metrics including Net Sales, Shipments, Depletions, Dollar Velocity, and Distribution to inform decision-making.
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Oversee brand website and organic social media, curating content and managing the content calendar.
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Lead efforts to refresh and refine brand positioning, working closely with insights teams and agencies to develop updated packaging, messaging, and POS materials.
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Lead cross-functional collaboration with PR, Digital/Ecommerce, National Accounts, and Trade Marketing to execute 360-degree brand strategies.
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Manage brand budget, ensuring strategic allocation across initiatives for maximum ROI.
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Associate Marketing Manager | September 2019 - March 2024
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Developed integrated media briefs combining insights from past campaigns, industry studies, and media best practices.
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Managed multi-channel media campaigns including Linear TV, Digital TV, Programmatic, Social, and Search (SEO/SEM).
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Analyzed and reported media performance insights, providing actionable recommendations for future campaigns.
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Led cross-functional teams and agencies to optimize brand campaigns and media investments.
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Managed website updates, pixel tracking, and brand asset development (copy and creative content).
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Forecasted and managed media spend in Anaplan, ensuring financial accuracy and efficiency.
EssenceMediacom (Formerly Essence Global) | San Francisco, CA
Media Planner | November 2018 – September 2019
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Optimized cross-channel media campaigns using Facebook, DV360, and other platforms, improving performance through data-driven insights.
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Managed campaign trafficking and tracking, ensuring accurate implementation of conversion tracking and floodlight tags.
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Conducted audience research using syndicated and first-party data sources to refine targeting.
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Developed and presented tactical media plans, aligning with client objectives.
Associate Media Planner | May 2017 - November 2018
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Supported campaign launches, ensuring seamless execution.
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Forecasted spend and return for evergreen media activity.
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Assisted in developing campaign wrap-ups, analyzing data to measure success and identify optimizations.
HoneyLove Sculptwear | San Francisco, CA
Growth Marketing Intern | March 2017 - May 2017
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Utilized data analytics to refine marketing strategies, improving clickthrough rates and conversion rates.
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Sungevity | Oakland, CA
Affinity Marketing Intern | Jan 2016 - July 2016
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Executed multi-channel campaigns with partners like the Sierra Club and UC Berkeley, and managed email automation via Marketo and Pardot, achieving a 3% clickthrough rate.
Education
University of San Francisco | San Francisco, CA
Master of Business Administration (MBA) | 2015 - 2017
Concentrations: Marketing and Data Analytics
Allegheny College | Meadville, PA
Bachelor of Arts, Religious Studies | 2010 - 2014
Minor: Values, Ethics, and Social Action
Skills
Brand & Media Strategy: Integrated media planning, campaign management, brand storytelling
Data Analysis & Insights: Circana, Power BI, Looker, Tableau, Google Analytics, Salesforce Analytics
Digital & Performance Marketing: SEO/SEM, Programmatic, Social Media, Content Marketing
Marketing Technology: Marketo, Salesforce Pardot, Google Marketing Platform, DV360
Financial Management: Budget forecasting, spend optimization, ROI analysis
Technical Proficiency: SQL, Python (basic), Web Development (Site.com), Microsoft Excel, PowerPoint
Project Management: Cross-functional collaboration, agency/vendor management, campaign execution