Resume & Results

 Representative highlights across brand transformation, growth acceleration, and value creation. 

•  Led end-to-end brand turnaround and re-rating of SVEDKA Vodka ($200M), delivering a premium sale in a down market and smooth post-sale transition. Mobilized 70+ cross-functional partners to restore consumer and category relevance and market outperformance and chart a multi-year roadmap to +24% NS and +12pts GP% through repositioning, portfolio strategy, and optimized unit economics.

• Revitalized Constellation Brands' largest wine brand ($350M), Woodbridge Wines (formerly Woodbridge by Robert Mondavi) — restoring the declining, legacy brand to category outperformance after 3 years lagging the market and surpassing a key competitor to become the #4 US brand. Developed and launched its most successful brand platform and integrated marketing campaign in 40 years, building cultural relevance (+21%) driving conversion with both A21-49 target (+31%) and A50+ core (+9%), and achieving the category’s top buy rate and velocity.

• Reshaped SVEDKA Vodka's portfolio strategy and product mix, reducing SKU complexity (-20% SKUs) while increasing productivity (+$600 NS), gross margin (+7pts), purchase intent (99%), and reach (95%) through targeted, renovation, innovation, and rationalization grounded in consumer insights and market and performance data.

• Architected a repeatable, data-backed growth strategy and GTM playbook for scaling early-stage brands; pilot improved retail velocity (+40%), investment efficiency (+26%), and working/non-working capital ratio (83%/17%) and closed gap to plan (70% → 110%).

• Owned development & commercialization of over 40 new CPG products (new-to-world innovations, line extensions & LTOs) from white space identification to shelf.

• Scaled Black Box Wines' loyalty program; quadrupled membership, increased high-value engagement 9x, and boosted members' CLV +73% in 1 year.

• Designed and executed first-of-its-kind, zero-fee influencer competition that drove outsized engagement (90K+ microsite visitors, 56% repeat, 2× avg. session time), proving a scalable model for influencer-powered acquisition and owned audience building.

• Created and operationalized a value-driver decomposition model and insights-to-action methodology now used across Constellation Brands' Wine & Spirits Division to identify key business drivers and drags in syndicated data and translate insights into growth and risk levers, enabling clear prioritization of investment decisions across pricing, distribution, merchandising, and portfolio decisions.

• Spearheaded enterprise-scale packaging renovation (50+ SKUs), improving gross margin (+6 pts) while increasing perceived quality and purchase intent (+17%) without eroding core buyer equity. Co-chaired S&OP, aligning demand generation, production, and inventory planning to execute major in-market transition with zero OOS, obsolescence, or drift. 

• Analyzed MMM, campaign and SEO performance to optimize media mix, boosting ROAS +23%, reducing CAC -28% and unlocking $30.2M in incremental media-attributable revenue (+5% vs PY) with -25% less spend. 

• Redefined growth target and consumer segmentation, increasing retention +11% while driving acquisition of 2.9M new buyers at 40% lower CAC by shifting focus to a unlocking penetration with a new generation of consumers whose shared key personal values with our older core audience, enabling marketing to resonate with both target and loyalists.

• Forecasted 70+ SKU portfolio with 99.8% accuracy while co-leading AOP and long-range planning with Sales & Finance leads.

• Built and institutionalized a data-driven framework for securing incremental retail displays based on profit-backed economics; pilot drove $1.9M in incremental revenue in two months and established a repeatable model adopted org-wide.

• Fueled post-purchase engagement through digitally integrated packaging innovation, increasing attributable PDP/Product Locator traffic +300%.

• Led testing and data analysis to challenge legacy sponsorships, unlocking $3.2M to fund data-backed brand experience strategy with culturally resonant strategic partnerships, e-comm integrated trade programs, and a retail promotional calendar that maximized ROI for brand and retail partners, driving merch share gains (+2pt) and lifting sales (+6%).

• Led brand stewardship of Black Box Wines through acquisition and post-sale divestiture to E. & J. Gallo, ensuring performance, operations, and brand equity continuity through transition.

PRE-MBA ENTERTAINMENT CAREER

• Built Saturday Night Live’s digital business from the ground up and co-founded its digital brand, Above Average – a leading content marketing and branded integration platform.  Among the top .01% of branded digital platforms on YouTube; 8.6M subscribers and over 2B views in under 5 years, surpassing peer benchmarks by 5-10x.

• Led creative strategy and owned end-to-end development of original TV and digital series — from ideation through development, production and delivery — applying market data, trend-mining, white space identification and predictive analytics to conceptualize and produce short and long-form content that engaged and connected with diverse audiences.

• Oversaw full-scale TV productions; directed, motivated and managed creatives, talent and crew from pre-production through delivery.

• Pioneered content strategy for TV arm of an emerging Hollywood studio.