As Senior Director of Marketing at Glowbar, a rapidly expanding skincare services brand, I led marketing strategy across 18 locations during a period of significant growth. I oversaw all channels, including paid acquisition, lifecycle (email + SMS), PR, SEO, organic social, influencer, partnerships, and field marketing, ensuring that every touchpoint reinforced a unified brand experience.

I drove a comprehensive brand messaging and value-prop refresh and launched the company’s first insights program, including NPS and customer surveys, to guide strategic decisions. I also managed and mentored a team of three, bringing stronger process, prioritization, and creative rigor to the function.

During my tenure, Glowbar experienced a $4M increase in revenue, 107% membership growth, a 565% lift in organic social engagement, a 25% decrease in paid social CAC, and a 162% increase in email-attributed new client revenue. These results were the outcome of integrating strategy, creative excellence, and performance discipline across the entire marketing organization.

At Thirty Madison, I served as Director of Brand & Integrated Marketing for Keeps and Nurx, leading the brand, insights, and social functions with a team of three. My focus was on strengthening brand clarity, improving cross-functional alignment, and developing go-to-market strategies for new products and services.

A major part of my role was overseeing the full brand repositioning of Nurx within women’s health. I led the insights work, messaging development, brand narrative, and channel expression, ensuring alignment across product, clinical, lifecycle, growth, and operations teams. I managed creative production and provided strategic guidance to elevate the internal team’s output.

In parallel, I drove GTM planning for multiple launches, including the introduction of Thirty Madison’s dermatology offering, Facet. Across all initiatives, I ensured that every external channel, from paid to lifecycle to social, reflected a cohesive, patient-centric strategy that sharpened brand identity and strengthened alignment across the organization.

While leading brand marketing for Flamingo at Harry’s, I developed and executed the go-to-market strategy for a high-visibility limited-edition product collaboration with supermodel Ashley Graham. This initiative required tight cross-functional orchestration across creative, brand, product, PR, and retail teams, as well as direct coordination with Ashley’s team to align approvals, messaging, and campaign storytelling.

I led strategy, creative brief development, and full campaign execution, including asset production, social strategy, press coordination, and launch communications, ensuring the partnership amplified Flamingo’s brand values and resonated with both new and existing audiences. Project-managing a collaboration of this complexity demanded clear communication, disciplined timelines, and seamless coordination across internal and external partners.

The campaign drove outsized impact, resulting in a 10% lift in Instagram followers, 600M+ press impressions, and 11M TikTok views, expanding Flamingo’s visibility and strengthening its cultural relevance in the shaving and body-care category.