Current & Previous Work Across
Insights & Research • Brand Strategy • Growth Marketing • Product Innovation • Go-to-Market Strategy • Subscriptions • Segmentation, Positioning & Messaging • Omnichannel Campaigns • DTC • Marketing Analytics • Sales Planning • P&L Management • Customer Acquisition & Retention • Monetization & Pricing • Agency & Account Management
Scaling Soulfully: Building the Foundation for Subscription Growth at Lata Shop
Lata Shop’s Brand & Subscription Strategy
As the fractional Head of Marketing for Lata — a premium tinned seafood brand rooted in Spanish and Portuguese conservas culture — I led a strategic overhaul of the brand’s growth foundation. From repositioning the subscription offering to refining lifecycle marketing, revenue strategy and subscription pillar foundations, I helped Lata sharpen its story and build a sustainable growth engine.
I owned full-funnel strategy across brand and marketing, including consumer positioning, website and PDP optimization, email flow redesigns, campaign planning, subscription pricing, and CRM segmentation. I also introduced a new marketing calendar rooted in Iberian food culture to power seasonal storytelling and deepen engagement.
Results (6 weeks in):
Email-attributed sales up +52% YoY, social up +62%, direct up +27%
Average order value up +6% through upsell strategies and refined positioning
Overall revenue up +16% YoY with stronger cross-channel alignment
Lata’s brand is built on curation and culture — my work brought those values to life across every touchpoint, while laying the foundation for smarter, scalable growth.
Kingsford goes ‘outside the bag’ for 2023 season campaign
Kingsford Pellets 2023 Launch
I led the launch of Kingsford’s 2023 pellet campaign using a scrappy, insight-driven challenger playbook to tackle our biggest hurdle: low product awareness. While Kingsford is well-known for charcoal, few consumers knew we made pellets — so we built a campaign designed to meet pellet grillers where they already were: Reddit, TikTok, streaming platforms, and search.
We became the first Clorox brand in three years to advertise on Reddit, using a native Ask Me Anything with a top grilling influencer to spark organic buzz. The media mix prioritized platforms trusted for product discovery while accounting for shifts in the privacy landscape. We also separated charcoal and pellet messaging to focus deeply on moments and audiences relevant to pellets — helping extend the grilling season and sharpen targeting.
Results:
+72% CTR vs. Reddit CPG benchmarks
+9% lift in brand awareness
+30% organic Reddit mentions over 3 months
12% more efficient CPM than projected
This campaign reframed Kingsford’s role in the pellet space and laid the groundwork for long-term growth.
From Headlines to Bottom Line: Turning Election Buzz into Subscriber Growth
Elections Subscription Strategy: Segmentation, Messaging, and Full-Funnel Growth
At The Washington Post, I led the go-to-market strategy to transform election coverage (The Post’s Super Bowl!) into a growth engine for digital subscriptions. I developed a messaging framework tailored to three audience segments, each required distinct emotional and functional positioning, applied across both subscribers (to boost engagement) and non-subscribers (to drive acquisition).
Working cross-functionally with product marketing, brand, channel owners, creative/media agencies, product, engineering, newsroom, and organic channel leads, I activated the strategy across every major touchpoint: paid, onsite, app, email, and organic. We extended this into onboarding and retention flows, integrated it into new digital products like the real-time Election Day iPhone widget, and designed monetization strategies—like trial offers and content metering—to convert non-subscribers.
Results:
+2x conversion during the first election pulse of a $17M campaign
Launched The Post’s first audience-specific messaging framework, now a model for future campaigns
This work redefined how The Post approaches major (and polarizing) news moments—transforming high-interest coverage into high-impact subscription growth.
#YasClean: How Clorox Made Cleaning Go Viral on TikTok
Clorox Scentiva TikTok Relaunch – Spring 2021
To relaunch Clorox Scentiva post-COVID, I led the company’s first-ever TikTok campaign, rooted in the insight that consumers were burnt out from the mundanity of cleaning and craving moments of levity and self-expression. We repositioned Scentiva from “vacation-inspired” to a self-care ritual — and met the moment with #YasClean, a culturally relevant TikTok challenge featuring Billy Porter designed for joy, movement, and viral reach.
Results:
The TikTok challenge went viral! Over 1 billion views on TikTok
+4 points share growth in the category
First Clorox brand activation on TikTok
Sparked widespread organic participation from creators and consumers alike
The campaign became a case study in how legacy brands can show up credibly on emerging platforms by meeting consumers where they are — emotionally and culturally.
Cleaning, Reinvented: Launching Clorox Into the Natural Space
Clorox Compostable Wipes Launch & eCommerce Expansion
Led the multi-phase launch of Clorox Compostable Wipes — from whitespace identification and brand platform development to in-store and online commercialization. Positioned the line to compete in the ‘natural’ cleaning space, backed by insights, claims, and a strong shopper narrative across channels. I owned the end-to-end strategy, including pricing, positioning, claims, packaging, PDPs, media plans, and the creative development and launch of the campaign.
Results:
Achieved #1 velocity at Target post-launch
Drove $300K+ in Y1 sales for the eCommerce-specific SIOC version
Delivered +12% sales lift during the Spring Cleaning Pulse Period
Paved the way for Clorox’s “Free & Clean” platform, proving the brand could credibly stretch into the natural space
This launch wasn’t just a product win — it was a strategic milestone that redefined what Clorox could stand for in the future of cleaning.
Cleaning for a Cause: Rebuilding Trust During COVID with a Teacher-Focused Campaign
Clorox 2020 “Back-to-School” Campaign
Led strategy and execution for Clorox’s $11M 2020 Back-to-School omnichannel campaign during one of the most complex moments in the brand’s history. Amid national out-of-stocks and pandemic uncertainty, I repositioned the campaign to focus on supporting teachers — rebuilding brand equity through emotional connection, not product messaging. I owned the full campaign development process, including the brief, insights, creative development, and go-to-market strategy. We made the decision to use user-generated content (UGC) for the first time in a Clorox ad to capture authentic, real-life stories and navigated the challenges of producing a commercial safely during COVID lockdowns.
Results:
Drove +16% YoY sales growth during the campaign window
Launched Clorox’s first-ever UGC-led commercial, increasing brand relatability
Delivered a multi-channel campaign across TV, digital, social, retail, and PR
Helped restore brand trust and equity during a time of low product availability
This campaign proved that even in a supply-constrained environment, the right strategy can drive both short-term sales and long-term brand affinity.
Design That Cleans Up: Reimagining Scentiva for the Modern Consumer
Clorox Scentiva Packaging Redesign & Relaunch
Led the end-to-end strategy and execution of Clorox Scentiva’s packaging relaunch, shifting the brand from its original “destination-inspired” design to a modern, standout look that better aligned with consumer preferences and competitive whitespace. Rooted in the insight that the cleaning aisle is saturated with clinical white packaging, the redesign aimed to visually disrupt the category and position Scentiva as a more elevated, design-forward option. I developed a new naming and packaging architecture across all SKUs to improve navigation, consistency, and shelf impact — while also managing cross-functional alignment, creative development, and regulatory compliance within the highly complex disinfecting wipes category.
Results:
Developed and launched a new packaging system and naming architecture
Delivered a more premium and differentiated shelf presence
Navigated stringent regulatory and legal guardrails for EPA-registered claims
Strengthened the brand’s position as the style-forward option in cleaning.
This relaunch gave Scentiva a bold new identity — turning heads in the aisle while still passing the toughest tests in the category.