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Resume

Experience

Director of Product &

Brand Strategy

Su Casa 

Baltimore, MD

03/2025 - Present

Direct brand and marketing strategy for a multi-location retailer, using analytics and customer insights to guide assortment planning, refine brand messaging, and enhance the overall market presence. Prioritize strategic growth, cohesive brand identity, and an elevated in-store and digital experience.

  • Developed and executed an integrated marketing and brand strategy that connected merchandising, creative direction, and customer insights, strengthening brand consistency across four retail locations.

  • Rolled out an evergreen email marketing program that increased engagement and repeat visits by delivering timely, branded content tied to seasonal trends, new arrivals, and in-store events.

  • Created and analyzed key performance indicators including sales by category, sell through, GMROI, and inventory turn to inform marketing campaigns, assortment decisions, and revenue planning.

  • Directed multi-location sales and customer behavior analysis that improved assortment relevance and product storytelling, contributing to a 4.5 percent year over year sales increase across the company.

  • Drove a 21 percent revenue increase in the lead store by realigning assortment mix, enhancing visual merchandising, and improving brand storytelling throughout the customer journey.

  • Introduced reporting and forecasting tools that improved visibility into performance trends, sharpened open-to-buy planning, and reduced excess inventory by an estimated 8 to 10 percent.

  • Strengthened margin performance by reallocating buying budgets toward top-performing vendors based on margin contribution, fill rates, and customer demand.

  • Partnered with creative, design, and store teams to deliver cohesive visual merchandising and brand expression across all locations and digital channels.

  • Balanced short-term revenue goals with long-term brand equity, ensuring product and marketing decisions supported both profitability and a unified, elevated customer experience.

Digital Marketing Director

Our Common Table

Baltimore, MD

08/2024 - 4/2025

Led digital strategy and cross-platform project management to raise organizational visibility and engagement. Developed and implemented an annual marketing plan, monitored progress, and adapted initiatives to optimize outcomes aligned with the organization’s mission and goals.

  • Spearheaded multi-channel digital campaigns in collaboration with content creators, driving community engagement and awareness through strategic, targeted messaging.

  • Authored and implemented a comprehensive Brand Guidelines document to standardize and streamline branding and messaging across all platforms.

  • Monitored and evaluated key performance indicators (KPIs) across digital channels using tools such as Google Analytics, Meta Insights, and Hootsuite, providing leadership with actionable reports and strategic recommendations.

  • Achieved an 87% increase in platform views and a 20% growth in followers across all digital channels within the first 90 days of implementing the marketing plan.

  • Leveraged improved metrics and engagement results to secure an $18,000 grant within the first 90 days of the plan’s rollout.

Director of Operations & Marketing

Poppy & Stella

Baltimore, MD

2008 - 2024

Founded and scaled a successful retail business with four locations, leading cross-functional projects that encompassed operations, marketing, and strategic growth initiatives. Implemented detailed, data-informed plans and streamlined processes across multiple departments.

  • Created project plans and timelines for strategic initiatives, ensuring adherence to goals and efficient resource allocation.

  • Built consensus and collaborated with external partners to drive impactful initiatives, from community events to targeted marketing campaigns.

  • Fostered team-wide engagement and maintained high organizational standards, resulting in consistent revenue growth and customer satisfaction.

 

Select Achievements

  • Successfully grew business to ~$2M annual revenue through meticulous planning and execution of marketing, social media, and eCommerce strategies and operations.

    • Captured $200K+ additional revenue within one year after designing email marketing strategy prioritizing evergreen email campaigns that accommodated for all key eCommerce and retail sales events.

  • Singlehandedly built eCommerce platform from ground up to achieve $300K peak annual revenue in 2022; leveraged multifaceted email, social media, and paid ad marketing tactics to drive customer engagement.

    • Increased online store visits by 36% after shifting marketing strategy in 2021, showcasing weekly merchandise updates via blog posts as well as social media livestreams in partnership with fashion influencers.

  • Expanded retail operations to four locations, ensuring successful launches and sustainable profitability through grand openings and 12 annual events that boosted brand awareness.

  • Established and organically grew Instagram following to 17.5K+ and boosted total social media engagement by 42% across all platforms; conceptualized and executed targeted campaigns to highlight new products and collections.

  • Boosted YoY customer conversion rate by 28% on average since 2020 by performing in-depth A/B testing and utilizing insights to optimize eCommerce landing pages and call-to-action (CTA) elements.

  • Consistently recognized for business leadership and community contributions with consecutive Best of Baltimore awards spanning 2008-2012, 2014-2015, and 2018-2022 periods.

Education

Master of Business Administration

Indiana University - Kelley School of Business

Bloomington, IN

Expected 2026 Graduation

With a focus on Marketing, I’m expanding my expertise in business strategy, leadership, and data-driven decision-making. This journey is not just about deepening my knowledge of marketing trends, consumer behavior, and brand management, but also about sharpening my leadership skills and gaining a broader perspective on business operations, finance, and innovation. As a Forté Fellow, I’m committed to continuous learning and professional growth, equipping myself with the tools to drive impactful marketing strategies and lead teams effectively in a dynamic, corporate environment.

Bachelor of Science, Communications

James Madison University

Harrisonburg, VA

I earned my Bachelor of Science in Communications from James Madison University, where I focused on public relations, strategic communication, and audience engagement. My studies emphasized effective messaging, relationship management, and leadership in organizational settings, equipping me with the skills to build strong brand narratives and foster meaningful connections. Through coursework in PR strategy, corporate communication, and media relations, I developed a deep understanding of how to craft compelling messages, navigate stakeholder relationships, and drive engagement—skills that have been foundational throughout my career in marketing and brand development.

Community Involvement

Marketing Director 

Fells Point District

Baltimore, MD

2015 - 2023

  • Co-founded organization to develop and launch community-based marketing and social media platform highlighting local businesses.

  • Expanded Instagram following to 25K+ through impactful, tailored marketing strategies, increasing user engagement 200% in first six months.

President

Fells Point Main Street

Baltimore, MD

2017 - 2019

  • ​​Represented Fells Point businesses via events, promotions, and partnerships; managed relationships with local municipalities to facilitate organizational initiatives.

  • Secured $30K in revenue through detailed planning and execution of three successful neighborhood events; increased attendance and profitability of notable long-standing event via effective targeted marketing tactics.

  • Established a Business Improvement District with a contract for improving cleanliness and safety.

Woman of the Year 

The Leukemia and Lymphoma Society

  • Successfully fundraised $35K+ via organized events in support of organizational mission.

Baltimore, MD

2018

Certifications

Google Digital Marketing and eCommerce Professional Certificate (07/2024)

Google Data Analytics Professional Certificate (07/2024)

Technical 

Microsoft Office • Google Suite • Adobe Creative Suite • Klaviyo • Mailchimp • Omnisend • Constant Contact • HubSpot • Google Analytics • Meta Business Suite • YouTube Studio & Analytics • Semrush • Postscript • Lightroom • Canva • Google Ads • Meta Ads • Pinterest Ads • TikTok Ads • Shopify •  Wix • Squarespace • BigCommerce • HootSuite • Later • Dropbox • Skype • Slack • Trello • Basecamp • Google Meet • Microsoft Teams • Zoom • Calendly • Heartland • Gusto • QuickBooks 

Core Competencies

Marketing • Strategic Planning • Brand Development • Entrepreneurship • Relationship Management • People Leadership • Project Management • eCommerce • SEO • SEM  • Email Marketing • CRM • Budget Management • Campaign Development •

Data Analytics • Market Research • Staff Development & Mentorship • Business Acumen • Cross-Functional Collaboration 

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