My Work: The Long Story, Short
Creating community
There's a certain magic in realizing that we're all cut from the same cloth -- not a cut above or below one another. So from inviting thousands of strangers to have dinner together to connecting nonprofits with volunteers, my life's work is in building a community greater than the sum of its parts.
com·mu·ni·ty ( n. ) —
Around food
Food is my first language — but even more so, I believe it’s the most universal language in the world. I fell in love with food for its ability to impact humanity. Pure and simple. But what kept me coming back is the inextricable way in which food is tied to social, cultural, political, economic, and environmental change.
food ( n. ) —
To drive social impact
Impact is the oxygen of what I do -- the life blood.
I care deeply that what I do matters in this world. And that it's all about the people. Whether it's creating a product to bolster youth wellness or transforming a mom and pop shop's opportunities, my mission to drive positive social change remains paramount.
im·pact (v. / n. ) —
Launching Europe @ Impossible Foods
After working on ANZ, I turned my focus to launching Impossible Foods in the UK, which also marked our debut in Europe. Unlike other launches focused on Beef/Burger though, I led the team in creating a campaign that launched Impossible™ “Chicken” Nuggets and integrated it as part of the UK’s iconic chicken shop culture.
go-to-market strategy, brand / consumer marketing, foodservice + partner marketing
(2022)
Launching the Middle East @ Impossible Foods
After spending years growing Impossible Foods’ US business, I transitioned to lead Int’l Launch Marketing for the brand. First up? Launching in the United Arab Emirates, which marked our debut in the Middle East. In addition to launching with 10+ regionally acclaimed partners, we also activated at the 2022 World Expo in Dubai.
go-to-market strategy, brand / consumer marketing, foodservice + partner marketing
(2021)
Launching Retail in the US @ Impossible Foods
Leading the launch of Impossible Foods into grocery stores was truly a watershed moment and a project that will always be near & dear to my heart. What started with an insight around home cooking quickly transformed into a full-fledged campaign that made Impossible™ Burger the #1 selling SKU in the category by a long shot.
go-to-market strategy, brand / consumer marketing, retail + shopper marketing
(2019)
Brand Transformation: Doctors Without Borders
As a special initiative for strategy firm SYPartners, I created a proposal to transform Doctors Without Borders' brand. I led the way in identifying core truths, challenges, and opportunities. Then, I created a game plan to activate strategy, outlining how to scale & transform Doctors Without Borders into an innovative humanitarian brand.
brand strategy, experiential marketing, competitive analysis, market research
(2017)
Google for Nonprofits x YouTube Donation Cards
I played a leading role in liaising with agencies and externally launching Google for Nonprofits' partnership with YouTube Donation Cards (60K+ views on YouTube). These donation cards empower nonprofits to raise money using YouTube videos by asking anyone watching their videos to donate directly. Technology, meet social impact.
creative production, brand & product marketing, content strategy, social media
(2016)
Launching a New Product: 'sweetpress'
Everyone has a first love. And sweetgreen was mine. I joined the fast-casual startup, as it was on the cusp of becoming a nationwide breakout. I launched a new product (sweetpress) that became worth 15% of revenue. And in the process, I defined brand messaging, analyzed market trends, and conducted competitive analysis.
integrated marketing, product branding, competitive analysis, market research
(2013)
Launching Australia & New Zealand @ Impossible Foods
Australia & New Zealand are particularly critical markets, as they represent two of the highest meat consuming countries per capita. As such, I led the integrated ANZ launch campaign in Nov 2021, spanning 200+ foodservice locations. Then, I spent 2 months in Australia and oversaw the nationwide retail launch with Woolies in March 2022.
go-to-market strategy, brand / consumer marketing, foodservice + partner marketing
(2021 - 2022)
Launching Direct-to-Consumer (DTC) @ Impossible Foods
In March 2020, a global pandemic hit, and the food world was in free fall. So with the support of our leadership team, I led a cross-functional team of 40+ people to build a DTC business from the ground up in <8 weeks. As general manager, I grew DTC to span thousands of orders & a multi-million dollar business.
perishable direct-to-consumer, e-commerce strategy, growth marketing,
(2020)
Expanding Foodservice in the US @ Impossible Foods
When I started at Impossible Foods, we were in about 15 restaurants in the US. So for my first few years, my focus was on expanding our presence in foodservice — from living on a food truck for 10 weeks to sample our product everywhere to pitching, winning, and launching Burger King across 7,000 locations nationwide.
brand / consumer marketing, foodservice / partner marketing, experiential sampling
(2017-2019)
Digital Marketing Strategy: Google for Nonprofits
In working on G4NP's digital marketing, I helped create, curate, and execute cross-functional messaging. I was responsible for creating a consistent narrative across all digital media, infusing the Google voice at each touch point. This involved hand-in-hand collaboration with internal & external creative, product, legal, & communications.
brand marketing, social media, campaign planning, analytics
(2017)
Dinner With 7 Strangers: A Guerrilla Marketing Experience
So you want to know what the world's coolest dinner party is like? I was featured in the Washington Post for founding a nonprofit startup that brings a community of 10,000 anonymous people together for food & food for thought. Dinner sparked a viral sensation, resulting in the acquisition of 1,000 active users overnight. (Yes, overnight.)
guerrilla & experiential marketing, brand strategy, social media, campaign planning
(2015)
Brand Marketing: Telling The Corp's Story
At heart, I'm a creative storyteller. And this is not a story of what--it is a story of who. This is the story of students serving students. The Corp is the nation's largest entirely student-run, non-profit corporation with 270 employees, $5 million in annual revenue, and more than $70,000 in annual contributions to the Washington D.C. community.
brand marketing, agency partnership, content strategy, social media, video
(2012)