CV

Professional Summary

I graduated magna cum laude from Northwestern University (during the pandemic), where I majored in Learning and Organizational Change, minored in Business Institutions, and pursued certificates in Integrated Marketing Communications and Leadership. I have experience in marketing from both the agency and brand side, media, sales, and public relations. I'm a strategic thinker, inventive problem-solver, natural leader, and adaptable collaborator.

Due to my varied course of study and work endeavors, I have become both an artist and a scientist, carefully tiptoeing the line between being data-driven and imaginative. I seek to find the perfect balance between calculation and innovation to distill insights and uncover what makes people tick. I take initiative, approach issues with an analytic lens, and develop insight-driven, creative solutions that solve business needs. Throughout my endeavors at agencies and brands, I have used this balance between the art and science of marketing to understand consumer behavior, develop GTM strategies, and innovate products that sell, on average, 30% better than products I don't touch.

Check out what I've done below!

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Skills & Languages

Market Research Branding Creative Strategy Shopper Marketing
Social Media PR CPG Graphic Design

Microsoft Office G Suite NielsenIQ Numerator ChatGPT Adobe Creative Cloud IRi / Circana Qualtrics GWI Simmons SPSS

Google & Facebook Analytics

French Hebrew

Work Experience

May, 2024 - Present

New York, NY

Commercial Insights Manager @ BARK

• Owned insights for $75MM+ retail portfolio & relationships with external data providers (Nielsen, Numerator, Qualtrics, retailer portals), standardizing reporting across BARK teams to democratize insights and inform product, marketing, and sales decisions

• Led research & analysis to create target consumer demographic & behavior profiles, using Nielsen and Numerator data, to advise on 1, 3, and 5-year innovation pipelines with product, finance, sourcing, & executive teams across BARK’s entire $500MM portfolio

• Identified trends and white space opportunities for BARK’s entry into new retail categories of enrichment toys, beds, dental, topper, and supplements through competitive analysis, packaging surveys, and collaboration from product development and sourcing

• Launched new products in Target, Walmart, Kroger, Meijer, PetSmart, Chewy, TJ Maxx, and Costco, presenting my sell-in stories to BARK executives, retail key account sales, and external buyers, resulting in over $15MM in incremental sales in the past year

• Built 2 custom ChatGPT bots to automate manual data processes, optimize pricing and productivity, and build consumer personae

May, 2024 - Present

New York, NY

Sr. Associate, Retail Growth Strategy @ BARK

• Grew BARK’s retail sales +26% by building custom product assortments and pitches for 10+ national retailers using historical sales, competitive analysis, consumer panel, survey, NPS, and DTC data sources

• Crafted data-driven consumer profiles and pricing architectures that drive BARK’s product & marketing strategies in retail and DTC, stimulating velocities and sell through percentages +18% better than industry average

• Employed data-driven in-store marketing, influencer, paid social, and email tactics and measured their impact, delivering email CTO rates +3% vs benchmark, a paid ad ROAS of over 4:1, and over $5MM in incremental sales while managing the $1MM budget

• Forecasted and developed launch strategies and marketing campaigns for over 30 collections, including our recent treats launch

October, 2021 - March, 2022

New York, NY

Associate Client Manager @ NielsenIQ (formerly Nielsen)

• Engaged in client meetings and presentations with J&J and Mondelēz to answer market research questions through data storytelling

• Designed growth maintenance strategy for Tylenol during COVID spike through brand switching and loyalty analyses, leading to sustained post-pandemic increases in both household penetration (+1.2pp) and buy rate (+4%)

• Led Northeast diversity committee, coordinated onboarding committee, trained and mentored associates, & won the Impact Award

September, 2020 - October, 2021

New York, NY

Customer Success & Delivery Analyst @ Nielsen

• Provided ongoing analytical support, delivering actionable insights and recommendations that aligned to clients’ strategic priorities

• Mastered Nielsen’s POS and panel data systems to pull relevant data for market research analyses and client dashboards

• Reimagined Johnson & Johnson’s yearly business planning for 13 categories and offshored reporting, saving 416 hours annually

• Owned insights for J&J’s young brand Zarbee’s; performed whitespace and competitive analyses to drive innovation that resulted in +3% share gain, making the brand the share leader in pediatric cold and cough

• Designed custom Excel and PowerPoint templates to streamline reporting and analysis across clients

June, 2020 - August, 2020

New York, NY

Growth & Marketing Intern @ Wade & Wendy

• Built marketing strategy in collaboration with CEO and Head of Sales

• Executed brand book, sales materials, content calendar, Recruitment Automation Community website, and product marketing blueprint based on competitive research and industry best practices

• Planned and implemented promotional strategy for two virtual conferences

January, 2020 - March, 2020

Sydney, Australia

Sales Intern @ Octomedia

• Fortified Inside Franchise Business database to spread industry news to over 500 new franchisors

• Prospected over 300 new advertisers for Inside Retail, resulting in over $50,000 of new sales pipeline

• Aided in the organization of Retail Week 2020

June, 2019 - August, 2019

Chicago, IL

Marketing Intern @ PepsiCo

• Created a Limited Time Offer Strategy for Quaker Chewy encompassing four product pitches and an innovation framework

• Briefed packaging agency to develop effective packaging and conducted a size of prize analysis

• Analyzed and synthesized historical and competitive POS data through IRI

April, 2019 - June, 2019

Chicago, IL

PR Intern @ 3Points Communications

• Developed and issued media pitches for financial technology start-ups to generate media placements

• Tracked and measured success of media placements through Google Analytics, Sprout Social, and CoverageBook

• Generated a quantitative and qualitative social media competitive landscape analysis of 30 financial technology companies

June, 2018 - August, 2018

Chicago, IL

Strategy Intern @ Geometry Global

• Contributed to strategy, research, and insight on Coca Cola, General Mills, Mondelēz, Jim Beam, and Smartwater accounts

• Built retail navigators for internal use, explaining all shopper marketing specifications

• Developed Diet Coke relaunch campaign in collaboration with fellow interns

Education

2016-2020

Northwestern University

Bachelor's of Science in Learning and Organizational Change, minor in Business Institutions, certificates in Integrated Marketing Communications and Leadership

2018

Sciences Po & Université Sorbonne Nouvelle - Paris 3

Concentration in Arts, Literature, and Contemporary European Thought

Interests

Dog Enthusiast Wannabe Sommelier Passport Stamp Collector

Lover of All Things Brunch