Elegant Breakdown

Elegantly breaking down complexity into insight.

By elegantly breaking down complex and copious amounts of observations and real-time cultural trends, it allows for the creation of differentiated insight. Differentiated insight positions brands to breakthrough, create relevancy with consumers, and maintain their place in the zeitgeist.


Core Expertise

  • 20 Years of Experience
  • Senior Strategic Advertising and Marketing Executive with 20 years Experience
  • Consumer Electronics, Technology, CPG and Automotive Category Expertise
  • Global Brand Strategy and Launch Leadership
  • Focus on Brand Development and Category Positioning
  • Creative Strategy and Insight Mastery
  • Market and Consumer Research Proficiency

Career Accomplishments

  • Career attributed new business growth topping $30MM
  • Ten years experience managing and mentoring strategic teams
  • Created category positioning for global Samsung Mobile, comms launch strategy for Galaxy S20, S21, Note 20, Buds Live and Watch
  • Developed global digital campaign strategies for Samsung Galaxy Note 3, S5 and Gear
  • Created global strategy and launched Samsung social media in 70 markets
  • Launched Nissan LEAF, Brand and Performance on social media
  • Optimized Amazon eCommerce strategies for P&G Olay, Oral Care, Hair Care, and Fabric Care
  • Built and managed Joint Business Partnerships (JBP) with Amazon and Alibaba
  • Developed brand positioning and messaging for Samsung, Moen, eBay and Peapod

SVP, Strategy
Publicis, November 2023 – Present | New York, New York
Strategy lead on Pfizer focusing on primary care and above-brand strategy.

SVP, Engagement Strategy
Avalere Health, March 2022 – September 2023 | Chicago, Illinois
Leader of the agency’s engagement strategy practice, shaped the offering and process across clients, programs and campaigns.

Responsible for engagement strategy excellence, omnichannel acceleration, SME integration across every line-of-business, billability targets, staffing and thought-leadership.

Member of the strategy and line-of-business leadership team, steward of strategic engagement and omnichannel acumen.  Led, resourced and managed a team of 12 strategists nationwide.

Integrated and evolved vision and best practices across creative, analytics, media and client teams.

New business engagement strategy lead, stood up and launched new account wins.

VP, Senior Director, Strategy
Havas, April 2021 – March 2022 | Chicago, Illinois
Developed culturally-inspired creative strategies to move client business, improve saliency and relevance through traditional and digital advertising channels.

Led annual planning and campaign development for priority clients within the agency.

Provided guidance, inspiration and thought-leadership to client teams, agency leadership and internal agency colleagues.

Partnered cross-functionally to ensure integration between creative, media and PR.

Managed and mentored strategists, works with them to set actionable goals to ensure professional growth and career-pathing.

Sat on the agency senior leadership team and strategy leadership team.

VP, Engagement Strategy
Wunderman Thompson, December 2020 – April 2021 | New York, New York
Primary engagement strategy lead for Pfizer prostate oncology, rare disease genetic therapy and biosimilars.

Created tactical HCP strategies for launches and new indications.

Generated marketing ecosystems and frameworks with measurement recommendations.

Managed and mentors junior engagement strategists.

VP, Planning Director
Edelman, June 2017 – December 2020 | Chicago, Illinois
The world’s largest independent public relations and communications firm that partners with brands to reframe positioning, earn trust and foster transformational category change.

Primary brand planning and strategy client lead for global Samsung Mobile as well as key national FMCG brands

Trusted strategy and planning consultant for c-suite (CXO) clients, focused on product marketing and branding, category evolution and enterprise brand transformation

Delivers expert research and testing methodologies, facilitates client workshops and develops consumer journeys, multichannel activation plans with a focus on key brand performance indicators

Key partner to creative, digital strategy and media, analytics and influencer teams

Develops global and national brands through research, brand strategy, positioning and purpose; primary leader of creative campaigns, product marketing and design solutions

Lead planner on new global and national business development, attributed new business growth to a total of $6MM+ in 2019

Director, Digital Strategy
Leo Burnett Group, Arc Worldwide, July 2015 – June 2017 | Chicago, Illinois
A globally recognized shopper marketing agency, Arc Worldwide is the activation arm of the Leo Burnett Group and is focused on delivering in-store and online consumer and shopper solutions for national and global brands.

Led digital, content, media and eCommerce strategy, execution and measurement for five P&G brand pillars globally and six customer teams nationally

Served as global agency point-of-contact for all eCommerce activities, strategy, execution, thought leadership and retailer partnerships

Managed cross-functional teams (content management, media, analytics, production, etc.) and external partners to fulfill against client scopes and to drive agency revenue and creative success

Sat on the Amazon Agency Leadership Team and Participation (Digital) Strategy lead team

Developed global, Publicis Groupe-level eCommerce solution which generated implementation and revenue efficiencies, performance and sales improvement, and scalable for all brands and markets

Created an agency-level trusted creative partnership with a leading eCommerce company to elevate creative and messaging strategies for brands (joint-business partnership)

Collaborated with new business and growth teams to lead digital and eCommerce responses to existing and potential clients

Digital Strategy Director

Cramer-Krasselt, May 2014 – July 2015 | Phoenix, Arizona
The second largest advertising agency in the United States focusing on advertising, brand strategy, public relations and digital marketing for national and local clients.

Established and directed the agency’s digital discipline

Worked with account lead teams to plan digital marketing approaches and business solutions for all agency clients

Served as the digital and planning lead on the agency new business team to identify new business opportunities

Created multi-channel plans, paths-to-purchase and consumer journeys for creative campaigns and brand-level marketing strategies

Developed media plans and strategies with paid media teams to ensure innovation in media and optimal targeting of creative messaging

Manager, Global Digital Strategy
Leo Burnett Worldwide, July 2012 – May 2014 | Chicago, Illinois
One of the most recognized global advertising agencies focused on traditional advertising, digital campaigns and social media for some of the largest and most valuable brands in the world.

Collaborated on and developed global digital and social strategies for a Samsung, to ensure long-term, competitive success and innovative positioning within the category

Assisted in the management of one of the largest global social platform infrastructure programs impacting over 70 markets

Analyzed and interpreted multi-market digital, social and mobile trends; provides competitive overviews/POVs with pointed observations and insights to drive strategy and initiatives

Qualitatively assessed global content to contribute to and maximize social, digital and paid content strategies Worked closely with creative, account and analytic teams to ensure maximum impact and desired digital outcomes

Digital Planner
Critical Mass, August 2011 – July 2012 | Chicago, Illinois
A global integrated digital marketing and advertising agency specializing in digital experiences, advertising campaigns, brand strategy and social media.

Designed social strategies, brand-level digital integrations and on-site social marketing tactics

Worked with global and national clients regularly to identify digital marketing challenges and opportunities

Uncovered strategic insights and trends based on brand/competitive research, social measurement, analysis, stakeholder interviews and qualitative consumer research

Integrated creative and planning departments to ensure creative and tactical executions align to digital and social objectives

Social Media Manager
Critical Mass, August 2010 – August 2011 | Chicago, Illinois

Created consumer facing content for social channels that aligned to marketing objectives, added value and created an emotional response from consumers in moderated social communities

Managed brand-level, multi-channel, integrated digital marketing strategies for global/national clients

Led digital and creative ideation for digital campaigns, new business opportunities and internal branding

Brand and Social Media Consultant
Elegantbreakdown (Freelance), February 2009 – August 2010 | Chicago, Illinois
An independent consultant who developed brand/positioning initiatives, digital strategies, social media marketing initiatives and designed identity systems/advertisements for clients in the Metro-Milwaukee and Chicagoland area.

Developed, implemented and fulfilled custom social media strategies tailored to increase client’s social market position

Consulted and advised clients on the direction and position of the brand and to launch client’s brand/service to market

Art Director

NovoPrint USA, September 2004 – February 2009 | Milwaukee, Wisconsin

Brand Design Intern
Cramer-Krasselt, June 2004 – September 2004 | Milwaukee, Wisconsin

References Available Upon Request


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