Impact
Selected examples of growth, transformation, and business performance improvement.
Building growth. Leading recovery.
At Orangetheory, I connected customer insight, digital experience, operations and execution across a global franchise system to drive growth and lead through disruption.
Increased lead conversion by 3x.
Combined machine-learning-assisted targeting with studio-specific lookalike audiences informed by Buxton’s local demographic data, alongside replatformed and redesigned web and app experiences.
91% membership recovery.
Led Orangetheory’s global COVID recovery strategy, keeping members connected through Orangetheory at Home and aligning the franchise system around reopening and membership reactivation.
Creative renaissance with
business growth at the center.
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Coca-Cola Company had historically won numerous Cannes Lions and marketing awards, but the brand lost its momentum and sales were flat
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My leadership role included leading a complete audit and overhaul of the Company's internal and external business and marketing approach, streamlining and simplifying strategy for greater business impact
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Sales across core brands rose 3-5%, breaking a sales plateau
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Achieved the highly-coveted AdAge Creative Marketer of the Year award in 2013
Reversing decline. Restoring growth.
At Edible Brands, I led brand and marketing transformation across four consumer brands, connecting ecommerce, customer experience, and franchise execution to help reverse double-digit sales declines.
12% Edible Arrangements ecommerce growth.
Modernized the brand and customer journey, contributing to renewed growth across digital and physical channels. Equipped system with Edible Assist AI Agent to help franchisees implement local marketing.
NPS increased from 36 to 64.
Introduced stronger customer experience standards and accountability across the franchise system.
More than $5M in annual savings reinvested into sales-generating initiatives.
Built Studio E, an in-house agency serving all four brands, and redesigned the marketing operating model to reduce agency, partner, and operating costs while improving speed and effectiveness.