At The Hershey Company, I spearhead integrated marketing strategy across FULFIL, ONE, Pirate’s Booty, Skinny Pop, and Dot’s Pretzels. I translated brand priorities into influencer, experiential, gifting, and consumer-engagement programs.
I architected FULFIL’s back-to-campus campaign, bringing together IRL activations, ambassadors, gifting, UGC development, and KPI frameworks to expand trial and deepen engagement.
At Ahold Delhaize USA / Peapod Digital Labs, I collaborated with CPG partners on retail media strategies that delivered average ROAS of $4+, exceeding benchmark targets by 37%. I also led acquisition and retention programs that expanded e-commerce penetration from 6% to 9% within one year.
At Focus Brands (Auntie Anne’s), I launched limited-time offering campaigns that tripled year-over-year pretzel nugget bucket sales. I’ve also worked across international digital marketing, including mobile couponing, real-time social engagement, and augmented reality.
