My Story

I spent 5 years at Altria Group building essential skills to grow small businesses top line sales through innovative pricing, inventory, loyalty, and merchandising solutions. This continued through managing the Marlboro brand ​in national execution of brand promotions.

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I became highly engaged and led some digital ecosystem initiatives of in-app integration between Marlboro rewards and large national groups. 

I spent over four years leading Amazon digital and performance marketing for a global consumer brand, managing businesses that scaled from ~$60M to nearly $300M in annual revenue across the U.S., Mexico, and Canada. This work spanned retail media strategy, PDP and A+ content optimization, demand planning, and promotional execution, with a focus on balancing growth, margin, and inventory constraints.

 

I partnered closely with merchandising, supply chain, and brand teams to launch new products, improve organic rank, and increase conversion through disciplined testing of creative, pricing, and ratings and reviews. Through this experience, I developed a deep understanding of how marketplace algorithms, paid media, and operational alignment work together to drive repeatable, profitable growth.

I led digital and performance marketing across complex, multi-site organizations with full ownership of strategy, execution, and budget accountability. This includes managing $20M+ in annual media spend across paid search, paid social, programmatic, CTV, and lifecycle channels, while building attribution frameworks to measure performance beyond last-click metrics.

 

My work focused on improving lead quality, reducing wasted spend, and creating alignment between media investment, on-site experience, and downstream sales outcomes. Through the implementation of CDPs, clean-room analysis, and disciplined testing, I helped organizations move from channel-level optimization to system-level growth that is sustainable and repeatable.