Work

Took full P&L ownership of a brand with distribution potential and a growth model that needed to catch up to it.

Significantly expanded distribution across mass, club, and digital channels, delivering above-plan revenue performance and double digit YoY total market sales growth. Built and led a consumer-obsessed team across brand, creative, growth, and retail marketing, and unlocked new revenue streams including affiliates and creator-driven performance content.

Inherited a brand being separated from Johnson and Johnson with strong clinical credibility and an undefined path to growth.

Led global marketing and product development across a PE-backed carve-out, rebuilding the brand's commercial foundation from the inside out. Drove growth across DTC, retail, and international markets while building the team and operating systems a newly independent brand requires.

Took a beloved salon brand and built the strategy, team, and go-to-market model to make it work at retail scale without losing what made it resonate.

Launched into mass retail and reached $60M in year one. Built Essie's first global digital strategy, establishing the brand's voice and presence in channels it had never operated in before.

Led repositioning of a large, established skincare portfolio that had lost momentum in a rapidly shifting category.

Restaged the brand architecture, sharpened consumer targeting, and rebuilt the message hierarchy across a $100M+ portfolio. Reversed declining performance and re-established L'Oreal Paris skincare as a credible, consumer-relevant brand in a competitive market.