Retail Media, Omnichannel Strategy & Performance Marketing

With 15 years of expertise in integrated marketing and omnichannel media, I deliver customer-centric strategies that drive measurable results across channels. By blending strategic planning with an evolving customer journey, emerging media trends, and inclusive leadership, I help organizations achieve their marketing goals regardless of size, structure, maturity, or budget.

I excel at tackling complex challenges such as leveraging data clean rooms, adapting to privacy regulations, and implementing incrementality testing to optimize omnichannel campaigns. My approach emphasizes pragmatic innovation, balancing creativity with risk-conscious strategies to ensure sustainable success.

• Strategic Planning: Transforming legacy strategies to meet modern challenges by implementing digital transformation solutions tailored to real-world applications.
• Data Management and Insights Generation: Driving first-party insights using clean rooms, Media Mix Modeling (MMM), Multi-Touch Attribution (MTA), and Customer Data Platforms (CDPs).
• Omnichannel Orchestration: Coordinating retail, digital (social, search), programmatic, streaming (audio, video), and traditional media (print, TV, radio, OOH) for seamless integration.
• Leadership: Building and leading agile, high-performing multicultural global teams.

• +22% Commerce Sales Growth: Unified brand awareness and activated purchases for a CPG client at WonderDigital.
• 35% Reduction in CAC: Improved the CAC-to-LTV ratio from 1:2.5 to 1:4 at HelloFresh.
• +362% Incremental ROAS: Delivered data-driven omnichannel strategies for Amazon Private Brands.
• +120% Member Savings: Designed and executed campaign strategies for the AARP Auto Buying Program.
• +20% TAM Expansion: Accelerated market entry strategies for a performance apparel client at Publicis Worldwide.

• Organic and Paid Search: Managed campaigns across Google, Bing, and Retail Media Networks (RMNs).
• Retail Media Networks: Deployed strategies for platforms like Amazon, Walmart, Instacart, DoorDash, Target, and Kroger.
• Social Media Networks: Engaged audiences via Meta, TikTok, Pinterest, Snap, Reddit, and Twitch.
• Media Measurement: Applied MMM, MTA, AMC, and clean room frameworks for performance insights.
• Experimentation: Conducted incrementality and A/B testing to drive rapid insights and strategic initiatives.
• Analytics: Leveraged tools such as Nielsen, Kantar, CoreMedia, and syndicated data for informed decision-making.
• Planning: Designed connections planning and customer journey mapping to enhance audience engagement and ROI.