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Resume

Experience

2020 - Present

Commercialization Manager

Refresco

Primary lead on commercialization projects for Walmart, Sam’s Club, Costco (US & International), and BJ’s Wholesale + Copack customers driving the strategic sales funnel for managing and linking cross-functional team members for innovation and new launches, existing customer changes, and key initiatives.

  • Led commercialization of five skus for the reinstatement of the relationship for BJ’s Wholesale

  • Launched six new items in Walmart in 2020 and 2021, and two seasonal items in Sam’s Club in 2021

  • Created and executed a regional juice program for Costco with rotating seasonal juice blends

  • Managed redesign project for 107 skus across eight plants

2018 - 2019

Director

Mitchell Communicatons

Director of Influencer Marketing

Oversaw influencer marketing initiatives for clients such as P&G, Walmart, Sam's Club, Kellogg's, and 3M

  • Achieved a 700% increase in client brand engagement through a campaign of five influencer accounts

  • Identified, negotiated and managed influencer talent across multiple media channels

  • Developed strategies to expand PR reach in social media targeting, organic tactics, and paid media

  • Educated and consulted for clients on best practices with influencer relationships and content

    development to enhance shopper marketing programs

  • Led a team of three influencer specialists

 

Director of Marketing

  • Promoted the agency by shining a light on executive leadership and business development, provided innovative and strategic marketing plans, and “sell” the work, methodology, and atmosphere of the agency.

  • Managed editorial strategy and content creation to align team members, total global network, clients and agency partners

  • Developed core assets, case studies, and pitch decks including feature placements for the CEO in Forbes, Mogul, and PRDaily

  • Led research to redesign the agency website with a goal of mobile first utilizing SEO to create a centralized digital hub for all layers of messaging

  • Led agency-wide internship program - "Big Break"

2008 - 2018

Tyson Foods

Innovation Brand Manager, 9/2017 – 8/2018

  • Led Beef and Pork Prepared Foods Innovation strategy creation, trend & product development, and branding

    initiatives in disruptive, breakout and sustaining innovation categories

  • Created and executed 3-year pipeline aimed at $1.5 billion in growth for operator and consumer-driven channels

  • Trained total Prepared Foods team on innovation best practices and expectations to take to the field

 

National Accounts Channel Marketing Manager, 3/2012 - 9/2017

  • Supported a 5-year sales growth trend of 242%, to $300 million in the Convenience food service category

  • Primary insights lead to develop and deliver business reviews for core accounts using syndicated data,

    proprietary and third-party research

  • Created strategic programs for key customers including new business opportunities, product, communication, and

    shopper marketing programs - (social/digital, print, PR), and annual volume and profit goals

  • Executed trade shows and events to showcase both product and insights as a relationship platform for customers

  • Identified products and growth areas that meet Convenience Store customer and consumer needs and fit with

    current and competitive market trends

     

Associate Product Manager, 2/2010 - 3/2012

  • Implemented strategic marketing plans for the Dinner Meats and Meal Kits categories including national regional partnerships, in-store promotions and sampling, digital campaigns and a satellite website delivering dedicated messaging to consumers

  • Regained profitability through accurate forecasting, influencing costs of goods and implementing appropriate ordering guidelines for a $50 million assortment of fully cooked, center of plate protein items

  • Managed relationships with Private Label customers across 65+ skus through development and launch

     

Associate Brand Manager, 8/2008 - 2/2010

  • Led Tyson.com redesign combined with a digital and e-commerce strategy for consumer retail products

  • Oversaw $100 million corporate marketing budget across multiple business units: Consumer Products Marketing,

    Digital/PR/Advertising for the Tyson brand and sub-brands

  • Managed relationships with corporate spokespeople and celebrity influencers including Olympic athletes and

    Food Network on-air talent

2004 - 2008

Walmart, Inc

Brand Manager

  • Supported $120.4 million in new Sam’s Choice private label item launches across fresh, frozen and dry categories

  • Maintained product development process for a team of developers, buyers, suppliers, and agency partners

  • Planned and organized ‘Year Beginning Meeting’ demos, booths and set design for private brands umbrella

     

Brand Coordinator

  • Responsible for packaging development in private brand food and commodities

  • Created a proofing process to track steps and approvals throughout the review process in conjunction with product specifications, style guides and legal standards

Education

BA, English & Creative Writing

University of Arkansas

Fayetteville, AR

Professional Systems & Skills

MS Office Suite, Excel, Access, Photoshop, Power BI, Tableau, Retail Link, Nielsen, IRI, NPD, Spectra, Household Panel, Numerator, Partners Online, 84.51°, Strategy Development, Public Speaking, Market Research, Qualitative/Quantitative Data Analysis, Focus Groups, Consumer Panel, Shopper Marketing, Project Management, Product Development, Event Management, Social Media Management, Product Mockup/Rendering, Print/Digital Ad Design, Content Creation, Search Engine Optimization (SEO), Competitive Analysis, Cross-functional Team L

Professional Recognition

7-Eleven Supplier of the Year, 2017 - Innovation

Because of our commitment to innovation and partnership, the Tyson Convenience Team was awarded Supplier of the Year from 7-Eleven.

Convenience Store News Category Captain, 2012-2017

Through the commitment to the entire foodservice category within Convenience Stores, achieved Category Captaincy 5 years in a row.

Community Engagement

Washington County Economic Opportunity Agency

Board Vice President, current; Board member since 2017

Northwest Arkansas Business Journal

40 Under 40

Junior League of Northwest Arkansas

President 2016-2017; Sustaining Member 2008- present

NWACouncil

Top Digital Ambassador & Influencer

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