About
Proven, established brand strategy methods for building a distinct brand.
BACKGROUND
I´ve spent 20+ years in some of the largest global ad agencies, working on some of the largest global brands; and startups who are just beginning. Former clients include: Cheverolet, Cadillac, U.S. Navy, Merz Aesthetics, Ulta Beauty, Gold’s Gym, Marriott Hotels, Publix Grocery Stores, and many more.
Personally, I’m driven by a passion to help business owners meet their business goals and grow their business; as well as a passion to continue learning and growing professionally. In 2020, I earned an Executive MBA from IE Business School in Madrid, Spain. In 2021, I became certified as an Executive Coach.
In 2022, I took on an executive consulting role in several startups, including a medtech device, Valux Medical; a circular economy concept, Go Little Loop, and a set of self-help, and business leadership products, Humble Alpha.
BRAND EXPERIENCE
AGENCIES
CASES
Ulta Beauty
2015-2018
Ulta Beauty was a 20-year-old stagnant brand that we turned into one of the most successful, fastest growing retailers in the U.S., with stock prices increasing +200%. Initiatives Included:
Full brand & promotional campaigns
Brand purpose, target personas, customer journeys
Annual BCRF campaign - won a Gold Effie for campaign effectiveness (raised over $4 million for the BCRF)
Merz Pharmaceuticals
2018-2021
Merz Aesthetics was launching their first DTC campaign for their anti-wrinkle injection, Xeomin. I went on to work on their Radiesse and Ultherapy brands as well.
Global brand campaigns for: Xeomin, Radiesse, and Ultherapy targeting HCPs and Patients
Brand purpose, target personas, customer journeys
Our Later Haters (X) campaign was an Effies finalist for a significant increase in awareness, perceptiosn, and new customer acquisitions.
