Leading AI Adoption Across Paid Media
AI Adoption Lead, Paid Media
I was selected to lead AI adoption across Paid Media because my team was already shipping AI in production. I'm training the team and building AI into their daily work, inside infosec and regulatory guardrails.
Key milestones
- AI is part of daily paid media work.
- Recurring reporting moved from dashboards to AI-produced reports, and the team adopted it in about four weeks.
- Rebuilt our media planning tool so planners can work through AI agents.
The full story
- Earned the role on results; my team was one of the few in the organization shipping AI in production.
- Training the paid media team on AI, starting with their own recurring work.
- Built a semantic model and MCP integrations so people and AI agents work from one view of the business.
- Kept the work inside infosec and medical, legal, and regulatory review so adoption doesn't stall at compliance.
Specialties applied: AI & Machine Learning, Change Management & Org Design, Martech & Infrastructure, Privacy & Data Compliance
From Dashboards to AI-Produced Reports
Concept Originator & Team Lead
We moved recurring reporting from Tableau dashboards to AI-produced reports, with analysts reviewing the data and shaping the recommendations.
Key wins
- Recurring reporting is now AI-produced.
- The team made it part of daily work in about four weeks.
- Web tracking QA now runs through Claude Code and catches tag misfires before release.
The full story
- Started with the reports that took the most analyst time.
- Standard metric definitions keep reports consistent from person to person.
- Analysts now spend their time checking the data and shaping the recommendation, not assembling first drafts.
- Replaced the manual click-through tracking QA we ran before each release with Claude Code. It runs on demand and flags anomalies.
Specialties applied: AI & Machine Learning, Process Optimization, Data Science & Analytics, Change Management & Org Design
Our Media Planning Tool, Rebuilt for AI Agents
Builder
About four years ago I built an internal media planning tool that beat vendor software at a fraction of the cost. I've since rebuilt it from the ground up so planners can work with it through AI agents, with current performance data in the loop.
Key wins
- Planners' agents can plan the coming year, or replan the current one, against targets using the latest performance data.
- More scenarios to optimize the plan to targets than planners could build by hand.
- The original build saved six figures in vendor costs and moved 100+ stakeholders off scattered spreadsheets.
The full story
- Built the original as a custom Airtable system. A formal RFP rated it better than vendor alternatives on cost and capability.
- Rebuilt it so a planner's agent works from the latest performance data while planning, and can produce many more scenarios to optimize toward targets.
- Brought the briefing process to channel owners into the same tool, consolidating more of paid media operations in one place.
- The goal is for strategy planners to plan with agents and hand the plan to channel teams, whose agents set up campaigns in each ad platform.
Specialties applied: AI & Machine Learning, Process Optimization, Change Management & Org Design, Vendor & RFP Management
Incrementality Testing and the First Meta Lighthouse Award in Pharma
Concept Originator & Test Designer
With our data science team, I designed the incrementality test that made Botox Cosmetic the first pharma brand to win Meta's Lighthouse Award for Marketing Measurement. We made it repeatable, and it now sits alongside MMM across Aesthetics.
Key wins
- First pharma win of Meta's Lighthouse Award for Marketing Measurement.
- Incrementality is now a standard tool alongside MMM for evaluating performance across Aesthetics.
- Geo-split tests give MMM causal lift data from real-world results on nine-figure digital spend.
The full story
- Pitched the idea to senior leadership and got approval and resources to build an entirely new measurement capability.
- Designed the test with data science to answer the brand's core question, and built it to repeat beyond one brand.
- Worked with Meta's data scientists on their open-source geo-testing code, taught our analysts the methodology, and trained media teams to run geo-split tests, a fundamentally different approach from how they normally execute.
- Used the lift data to calibrate MMM rather than replace it, so model output lines up better with what happens in market.
- Built it to be privacy-compliant from the start, within the limits of regulated healthcare data.
Specialties applied: Measurement & Attribution, Data Science & Analytics
B2C + B2B Acquisition Engine: The ABM “Pull” Model
Strategy Owner & Cross-Functional Lead
I designed acquisition programs that pair consumer and provider-facing tactics across multiple brands and route audiences by product type and provider inventory. It started as an account-based marketing (ABM) play to pull existing inventory through the channel.
Key wins
- +4% conversion and +3.3% revenue at a $4+ ROI.
- Replicated with a different activation and targeting approach, and now being formalized as a core 2027 activity.
- Higher ROI among existing customers by lining up digital outreach with field sales priorities.
The full story
- Found that a refined version of an existing metric (days of estimated inventory) could pick out the accounts where demand generation would do the most.
- Paired B2C and B2B tactics across brands and routed audiences to different conversion paths by product type and provider inventory.
- Coordinated four teams. Analysts built the targeting model and incrementality tests. Martech enabled geo-targeting across channels. The in-house media team learned a playbook fundamentally different from their usual direct response. Field sales, through their Area and Regional managers, got alerts on the same accounts receiving more consumer media.
- That push and pull with sales was critical to the higher ROI, and it transformed marketing from a lead generator into a bottom-of-funnel sales enablement engine.
Specialties applied: Channel Strategy, Sales Enablement, Conversion Optimization, Cross-Functional Leadership
Paid Search and AI Search (AEO/GEO)
Budget Owner & AEO Task Force Member
I've owned a $30MM+ paid search budget since February 2026 and I'm rebuilding it around search intent. On the cross-functional answer engine optimization (AEO) task force, I pushed to measure AI search separately from SEO.
Key milestones
- $30MM+ paid search budget, being rebuilt around search intent.
- AEO/GEO KPIs now in testing.
The full story
- Matching each search query to the ad copy and outcome that fit the brand's current goals.
- Pushed the AEO task force to measure AI search separately from SEO, and guided my Associate Director in building the AEO/GEO KPIs we're now testing.
- Working with product and brand teams on owned content, and with partnerships, PR, and medical teams on publishers and key opinion leaders, to win AI search and counter medical misinformation.
- Google's Healthcare Advisory Board and LiveRamp's cross-industry advisory board give me a view into how platform and product leaders think about AI search, measurement, and ad tech.
Specialties applied: Paid Media & Channels, Answer Engine Optimization (AEO), SEO, P&L & Budget Management, Cross-Functional Leadership
Spotlyte, Zero to One: Multi-Channel Growth
First Marketing Hire
I joined Spotlyte, Allergan's digital health incubator, as its first marketing hire. I owned the full marketing budget and go-to-market plan, built every channel from nothing, and grew the team to three.
Key wins
- 423% organic traffic growth and 4M+ visitors in the first full year.
- 5 channels built and scaled from zero (SEO, Paid Search, Paid Social, Email, and Affiliate).
- 100+ in-market tests, and attributable in-office treatments within 18 months of launch.
The full story
- No strategy, frameworks, or channels existed when I started.
- Built the acquisition and retention engine (audience segmentation, channel activation, conversion tracking, optimization) and got editorial, product, and engineering to adopt it.
- Led creation of the martech stack and Segment CDP integration for personalization and lifecycle automation.
- Wrote the strategy, media plan, targeting, and measurement for each channel; at most companies that work is spread across a team of specialists.
- Organic growth came from a keyword strategy tied directly to conversion behavior.
- Advised the editorial team on content priorities, keyword placement, and alt tags.
- Taught the development team, which hadn't done SEO before, how to build the site architecture for search.
- Coached the product team from general SEO awareness to hands-on implementation.
Specialties applied: Channel Strategy, Paid Media & Channels, SEO, Regulated Advertising, Zero-to-One Build, GTM Strategy, Cross-Functional Leadership
Generative AI and Machine Vision in Regulated Creative
Concept Originator
We used machine vision to find what drives creative performance and brought generative AI into creative production across agencies and internal teams, all inside pharma's regulatory review.
Key wins
- -20% creative costs through higher engagement, from machine vision in creative performance analysis.
- Generative AI in creative production across agencies and internal teams.
- Set how AI-produced content gets evaluated in MLR review.
The full story
- Used machine vision to break creative into its elements and tie them to performance, so teams knew what drove engagement before the next round.
- Came up with the idea of using generative AI in pharma advertising and built it with a member of my team, working closely with brand managers and MLR reviewers.
- Tested AI alternatives to studio sessions, recording, and talent, which cut cost and production time.
- Wrote safety guidelines for AI in regulated content with Legal and Compliance. They separate internal-use from external-facing AI tools and define how AI-produced content moves through MLR review.
Specialties applied: AI & Machine Learning, MLR & Compliance
Connecting MLR-Approved Claims to Performance
Concept Originator
We're using AI to connect MLR-approved claims and creative elements to business results, so we can see which compliant messages actually work.
Key milestones
- Cataloging performance against MLR-approved claims and reasons to believe (RTBs) across the portfolio with AI classification.
- Building a dataset that connects approved language to business outcomes for the first time.
The full story
- AI classification maps each creative's messaging to the MLR-approved claims and RTBs behind it.
- For the first time, we'll be able to see which approved messages drive results and why. Until now, compliance data and performance data lived in separate systems.
- The goal is to close the loop between what regulatory approves, what media runs, and what consumers respond to.
Specialties applied: AI & Machine Learning, MLR & Compliance, Measurement & Attribution, Data Science & Analytics
AI Pre-Screening for MLR Review
Concept Originator
We're building an AI system that pre-screens creative before MLR review. Review is already a bottleneck for digital volume, and generative AI will make it worse.
Key milestones
- Built a knowledge base from historical MLR submissions, approved claims, and reviewer feedback across brands.
- Designing an interface so agencies and brand teams can pre-screen creative before formal review.
The full story
- Digital channels need far more assets than traditional advertising did, and generative AI can produce thousands of variations at almost no cost. Review, not production, becomes what limits scale.
- The most avoidable delay was new agencies and brand managers submitting content that conflicted with past regulatory decisions they couldn't see.
- Fed the system historical submissions, approved claims, reviewer comments, revision patterns, and outcomes. It learns from every new submission.
- Agencies and brand marketers can check whether content is likely to pass before it enters formal review, and fix it themselves.
- Rolling it out to support reviewers first, not replace them. Lower-risk approvals could move to AI review later, but only after it proves accurate.
Specialties applied: AI & Machine Learning, MLR & Compliance, Process Optimization
Enterprise Marketing Data Stream & Privacy-Safe Collaboration
Architect
I architected an enterprise marketing data stream and data-mart from concept to production. It feeds MMM, data science, forecasting, and signal loops back to ad platforms.
Key wins
- Foundation for MMM, data science, forecasting, and our AI work.
- Time from activation to insight went from months to days.
- Monthly omnichannel reporting replaced a quarterly cadence that only covered paid media.
- Licensed third-party data added depth to our own data.
The full story
- Defined the technical and business requirements and worked with compliance on a stance that supported both innovation and regulatory obligations.
- Directed a direct team and a partner team to build two automated data marts (campaign and user) that turn scattered signals into business-centric traits.
- Piloted and ran data clean rooms for privacy-safe collaboration with key media partners; now evaluating next-generation clean room platforms.
- Added licensed third-party data through automated ETL pipelines for segmentation and attribution.
- Built automated signal loops that send conversion data back to ad platforms to increase ROI.
- Serve on the cross-functional leadership team for AbbVie's internal privacy and data governance policy.
Specialties applied: Martech & Infrastructure, Privacy & Data Compliance
From Claimed Offer to Consultation in One Click
Concept Originator
We added a mini version of our provider locator to the end of the consumer offer flow on Allē. After claiming an offer, consumers see a short list of providers and can request a consultation in one click. It runs for all brands.
Key wins
- +120% lead generation.
- +66% consumer conversion.
The full story
- Came up with the idea of extending the provider locator to the end of the offer flow, so claiming an offer leads straight to a consultation request.
- Worked with MLR to bring up a shortened list of potential providers.
- Shaped how the offer is delivered and who it's targeted to, to minimize negative feedback.
- Helped instrument the tracking and reporting we measure it against.
- Launched with the product team on the Allē platform, for all brands.
Specialties applied: Conversion Optimization, HCP Engagement, MLR & Compliance, Measurement & Attribution, Cross-Functional Leadership
Personalization Through Medical, Legal, and Regulatory Review
Concept Originator & Program Lead
I proposed and designed a personalization program, got it through medical, legal, and regulatory approval, and ran it with the CRM team.
Key wins
- 10-point lift in patient retention.
The full story
- Started with multi-channel tests that showed untapped cross-sell opportunities across the portfolio.
- Designed the program to clear medical, legal, and regulatory review, then executed it with the CRM team.
Specialties applied: MLR & Compliance, Lifecycle & CRM, Conversion Optimization, Cross-Functional Leadership
Launching Allē's Media
Media Lead, Launch Year
I led media for the 2020 launch of Allē, Allergan Aesthetics' loyalty program that replaced an older one, and owned its $3MM US budget for the first year.
Key wins
- New media objectives beyond consumer acquisition (app downloads, in-app feature adoption, and reaching healthcare providers).
- Our first HCP marketing to nurse injectors.
- LinkedIn opened as a new channel, and geo-targeting added to conference marketing.
The full story
- Until then, media had one job: get consumers into a provider's office for treatment. I gave the team new objectives to optimize toward (app downloads, in-app feature adoption, and healthcare providers themselves).
- Ran our first HCP marketing to nurse injectors. Their contact data was business contact info ad platforms couldn't match, so I built the data infrastructure to turn it into consumer digital identities we could reach.
- Opened LinkedIn as a new channel and brought geo-targeting to conference marketing.
- Handed the brand back to the core media team with those capabilities in place.
Specialties applied: Paid Media & Channels, HCP Engagement, Martech & Infrastructure, GTM Strategy, P&L & Budget Management
International In-House Expansion
Market Owner (3 of 5)
We took in-house performance marketing into the UK, Canada, Japan, Germany, and Brazil. I owned Canada, the UK, and Brazil and supported the other two.
Key wins
- 5 markets, 3 owned directly.
- Brought conversion-focused performance campaigns to markets that had only run broad-reach awareness.
- Moved international teams beyond paid search into new digital channels.
The full story
- Set up operating models, partners, and workflows for each market.
- Planned media across Canada, the UK, and Brazil, allocating tens of millions across paid social, paid search, and programmatic.
- Worked with in-house media buyers in each market to stay compliant locally and consistent globally.
- Tied media investment to treatment volume goals with brand managers, and adjusted targeting and messaging for regional differences in provider and patient behavior.
- Standardized reporting and measurement across markets to account for regional privacy laws, including GDPR and Brazil's LGPD.
Specialties applied: International & Global Operations, Privacy & Data Compliance, Paid Media & Channels, HCP Engagement
The Martech Behind In-House Media
Advisor, then Martech Lead
Allergan Aesthetics began moving its nine-figure performance media from agencies to an in-house team in 2019. I advised on it from Spotlyte, joined as it wrapped up in 2020, and built the martech stack the in-house team grew on.
Key wins
- A martech stack that let the in-house team expand into new channels and measure more rigorously.
- Built the innovation, measurement, and data operations function from one person to a team of 8, including two Associate Directors who lead their own teams.
The full story
- Built the martech stack that let us expand into new channels and measure more rigorously across Botox Cosmetic, Juvederm, CoolSculpting, and other brands.
- Moved CDP tracking from single user actions to full user journeys, with better tagging that sped up analysis.
- Extended identity resolution from first-party audiences to programmatic retargeting, third-party audiences, and pseudonymous measurement.
- Expanded product analytics to show audience-based conversion and landing page performance by campaign.
- Directed a team to move tag management to a template-based approach across our websites, which standardized tracking and simplified cross-brand analysis.
- Brought measurement and data governance into the in-house team's operating model.
- Advised junior in-house media buyers navigating pharma advertising for the first time on MLR review, HCP compliance, and growth strategy.
Specialties applied: MLR & Compliance, Martech & Infrastructure, P&L & Budget Management, Change Management & Org Design
Directing a $6M Annual Technology Portfolio
Budget Owner
I own and direct a $6M annual technology investment behind the martech stack and data infrastructure that support a nine-figure media operation.
Key wins
- Budget for the enterprise martech and data stack, kept aligned to business goals.
- Invested in generative AI capabilities for creative production.
- Saved millions in contract negotiations, working with procurement.
The full story
- Balance new capability investments against what it takes to run the business today.
- Run selection and negotiation across identity, ad serving, CDP, and data infrastructure vendors.
- Direct data science contractors on AI pipelines for predictive growth modeling and audience segmentation.
- Cut total cost of ownership by consolidating analytics licenses and data pipeline costs.
Specialties applied: Martech & Infrastructure, P&L & Budget Management, Data & Analytics Platforms, Data Science & Analytics, Paid Media & Channels, Vendor & RFP Management
Value-Based Bidding & Propensity Modeling
Concept Originator
I designed a value-based bidding framework to replace bidding to a single conversion. Media teams now optimize toward total conversion value, and ad platform algorithms get better signals.
Key wins
- Significant lift in conversions with minimal added budget.
- Improved ROI as measured by marketing mix modeling.
The full story
- Built propensity models that score the actions people take before converting, and rolled them into one conversion value media buyers can optimize toward.
- That signal feeds value-based bidding (Google VBB, Meta ROAS bidding), so platform algorithms optimize for what the business values.
- The value of each action can change anytime as priorities shift, without media teams rebuilding campaigns.
- Created a fundamentally different relationship with our ad platforms. We now decide what the algorithms optimize toward instead of accepting the platform default.
Specialties applied: Measurement & Attribution, Data Science & Analytics, Paid Media & Channels
Point-of-Consultation Competitive Strategy
Strategy Originator
I came up with a way to give healthcare providers digital access to consumer offers at the moment of treatment, to defend share against low-cost competitors.
Key wins
- Noticeably more new-to-brand (NTB) treatments without cannibalizing existing consumers.
- Significantly lower promotional costs by moving offer distribution off paid media.
The full story
- Pitched it to cross-functional leadership and senior executives and got buy-in.
- Coordinated the customer promotions team, sales practice consultants, and martech to deliver a seamless digital experience in the consultation room.
- Gave injectors value tools during the patient's decision, which raised brand preference with little cannibalization of full-price volume.
- Cut promotional circulation costs while more patients saw and used key offers.
Specialties applied: Competitive Strategy, Channel Strategy, Sales Enablement, HCP Engagement, Cross-Functional Leadership
Spotlyte Martech Architecture
Martech Architect
I selected, designed, and integrated Spotlyte's full marketing technology stack, working with one product manager.
Key wins
- The stack surfaced our critical conversion insight. Reading 8 articles was the behavioral threshold for treatment conversion, and it reshaped our content and targeting.
- Built a growth loop that fed qualified audiences from 4M+ annual visitors into the broader Allergan Aesthetics brand portfolio.
The full story
- Defined every requirement from a growth perspective, then built it with Product and Engineering.
- Took part in the CDP RFP and evaluated platforms against the needs of a regulated healthcare property.
- Chose three analytics tools for three jobs.
- Product analytics for how people used the platform.
- A CDP for unified profiles and traits that powered targeting and personalization.
- Web analytics for channel performance, traffic sources, and attribution.
- Added tag management so new tracking didn't need engineering for every deploy.
- Built reporting across several BI tools, from marketing dashboards to executive reporting.
- The stack powered a growth loop that sent high-intent signals and qualified audiences into the broader Allergan Aesthetics business.
- Worked with compliance and legal to connect Spotlyte to the main business, which transformed a mostly disease state awareness (DSA) project into one that could support the branded business.
- Ran with a lean team of two growth marketers, one business analyst, and two product managers.
Specialties applied: Martech & Infrastructure, Data & Analytics Platforms, Vendor & RFP Management, Conversion Optimization, Zero-to-One Build, GTM Strategy, Cross-Functional Leadership
The Recovery Roadmap: Data-Driven Crisis Response
Builder & Executive Advisor
During COVID-19 I built a tool on my own that combined non-standard data sources to guide how we reallocated millions in marketing spend through the recovery.
Key wins
- It became a primary input to the pandemic recovery strategy, presented weekly to the president of the business unit.
- Guided a phased reallocation of millions in marketing spend, so we captured demand ahead of competitors.
The full story
- Pulled in data sources pharma marketing doesn't usually use (the Google Mobility Index, state and federal reopening reports, and real-time news).
- Built a reopening tracker that mapped each state's regulatory status against marketing readiness, so spend went to the markets recovering fastest.
- Presented weekly to the president of the business unit and VP leadership, turning the data into spend decisions.
- Helped sales and consumer marketing activate precisely, holding spend in restricted markets and pushing share of voice in open ones.
Specialties applied: Strategic Planning & Crisis Management, Executive Communication & Influence, Data Science & Analytics
Spotlyte: Regulatory Innovation & MLR Process Design
Process Designer
At Spotlyte I created a new MLR approval approach for digital advertising. I introduced our MLR team to newly available ad placements and designed a template-based approval format that scaled.
Key milestones
- Brought Facebook and Instagram in-feed placements to MLR review as they opened to healthcare advertising.
- Template-based approval scaled from 5 CTA variations to multiple copy and creative combinations.
- The playbook was later adopted across other Allergan Aesthetics digital work.
The full story
- Developed the go-to-market messaging for Spotlyte, which combined disease state awareness (DSA) and branded content. That meant two compliance postures in one consumer experience.
- Walked the regulatory team through new placements like Facebook and Instagram in-feed, including how they work and what compliance issues apply.
- The template format meant we didn't submit every combination of creative, copy, and CTA. It started at up to 5 CTAs per creative and copy pair and grew to cover multiple variations at once.
- Less work for Medical, Legal, and Regulatory, and faster speed to market.
- Got every Spotlyte campaign, strategy, and piece of copy through MLR approval.
Specialties applied: MLR & Compliance, Regulated Advertising, GTM Strategy, DSA (Disease State Awareness), Process Optimization
Launching an Affiliate Channel in Pharma
Strategy & Cross-Functional Lead
I led the launch of a new affiliate channel for Allergan Aesthetics skincare, guiding a cross-functional team through strategy, compliance, and execution in a regulated pharma environment where the channel hadn't existed.
Key wins
- Three prominent editorial features through a new affiliate partnership model.
- Hit sales targets at launch by pairing high-authority placements with direct conversion tactics.
- Adapted an existing compliance framework for affiliate, which got the channel regulatory approval.
The full story
- Guided PR, e-commerce, and brand management through affiliate strategy, goals, and tactics; the channel was new to everyone.
- Built the affiliate partnership model from scratch.
- Defined compliance guardrails for influencer and affiliate content within pharma standards and made it a repeatable process (our “Safe-to-Execute” framework).
Specialties applied: Channel Strategy, Regulated Advertising, GTM Strategy, Cross-Functional Leadership, Brand & Product Strategy
AHAlife Growth: Performance, Personalization, and Product
Director of Growth & Product Manager
I led growth for a luxury D2C marketplace with a team of 5, owning full-funnel acquisition, CRM, lifecycle, loyalty, affiliate, and site experience.
Key wins
- +140% YoY holiday sales and 2x SEM ROAS from shifting paid toward low-funnel performance.
- 2x to 6x effectiveness gains from personalization using browse and purchase history.
- SEO and affiliate contribution up 80%+ at profitable ROI.
The full story
- Shifted paid media toward low-funnel performance, doubling SEM ROAS over the year.
- Personalized site and ad content using browse and purchase history; grew mobile app DAU from 1K to 4K in one month.
- As Product Manager, partnered with engineering to improve search accuracy (Solr), built product color filtering with Google Vision, and shipped checkout improvements that cut cart abandonment 5%.
- Built an ELT data warehouse with a Power BI reporting layer.
Specialties applied: Paid Media & Channels, Conversion Optimization, SEO, Lifecycle & CRM, Data & Analytics Platforms
Two-Sided Growth Program: “First Wednesdays” (AHAlife)
Concept Originator & Execution Lead
I designed a monthly program for a curated marketplace that solved two problems at once. New merchants got visibility among thousands of vendors, and consumers got a reason to discover new brands on a predictable schedule.
Key wins
- Merchants co-funded limited-time discounts in exchange for featured placement, which made the program self-funding.
- A monthly moment that drove discovery and repeat visits.
The full story
- New merchants struggled to get noticed, and consumers had no structured way to find new brands after onboarding.
- Merchants got featured placement and co-funded a discount to drive trial; consumers got curated introductions and a reason to buy.
- Ran it across email, the website, and in-app notifications, and worked with merchant onboarding to sell it to new vendors.
- New merchants ramped faster, consumers came back to explore, and the platform earned incremental revenue with shared promotional costs.
Specialties applied: Channel Strategy, Brand & Product Strategy, Cross-Functional Leadership
Product Development & Commercialization (General Mills)
Product Development & Sales Strategy
As a Marketing Business Analyst, I developed and launched a new Green Giant frozen steamable SKU in the club channel, from flavor profiling through food science to winning shelf space against Birds Eye.
Key wins
- Doubled our distribution in the club channel.
The full story
- Owned product development for a new Green Giant SKU (brown rice with carrots and broccoli in butter sauce), sourcing the category data and building the business case.
- Worked with food scientists on the best flavor profile within margin requirements.
- Built a compelling pitch with the sales team to win shelf space against Birds Eye.
Specialties applied: Brand & Product Strategy, P&L & Budget Management, Competitive Strategy
