Babylist is the leading registry, content, and commerce destination for new and expecting parents. I joined in 2022 inheriting an acquisition program where CAC was climbing and registry growth was lagging, course-corrected the engine, and have led a multi-year arc of compounding efficiency since.

• Three-year arc of compounding efficiency under my leadership — registries grew +15% ('23), +8% ('24), and +24% ('25) with flat spend and CAC down -5% YoY
• CRM and Lifecycle team management — own the CRM and Lifecycle function end-to-end, and am currently evolving the team into an AI-first production org
• Retail channel development — lead Babylist Gift Cards as a net-new revenue line, now live in dozens of retailers including Amazon and Kroger. Users spend ~20% above gift card face value in the Shop
• Site merchandising — lead the team driving Shop revenue. Own the promotional strategy, on-site merchandising, and the playbook that keeps our marquee brand partners front and center
• Babylist Health acceleration — optimize pump attach rate to registry through CRM and Product partnership — the right message at the right time converting registrants into Health users. Also lead an OB/GYN outreach program placing printed promotional materials in nearly 2,000 doctor offices nationwide — a high-trust, physical touchpoint at the exact moment expecting parents are making category decisions
• Innovation — run a structured marketing R&D function for experimentation, analytics, and trusted acquisition analyses, and reshape team cadences into hands-on AI workflows that unlock velocity and cross-team learning
• Building the next generation of marketing leaders — multi-year track record of coaching team members into expanded roles; strong upward feedback on clarity, trust, and advocacy

Disruptive DTC health brand with an 18-month consideration funnel. Owned a nine-figure global media budget across six markets (US, CA, AUS, UK, IRE, FRA).

• Ran weekly plan-vs-actual reviews with the CFO and CMO on budget performance by channel and optimization strategy
• Owned Neustar MMM for US channel allocation — planning, scenario modeling, and optimization across all marketing initiatives
• Selected by the CMO as one of 17 high-potential leaders on the Senior Leadership Forum task force — a quarterly cross-functional challenge presented to the executive team
• Migrated $90M in TV investment from R2C to Horizon Next in a single launch — optimized to a positive 2.11 ROAS
• Launched affiliate program across financial services, content, and influencer partners — grew affiliate sales contribution from 8% (Q2 2020) to 14% (2022)
• Developed custom CRM lead-stream flows for third-party leads from Hulu, YouTube, and partnership sources — tightening attribution and LTV on non-owned traffic
• Landed first marquee brand partnership with SEC/CBS for college football — guaranteed inventory across all SEC matchups, digital, social, and on-site activation
• Onboarded international agencies in AU and UK; led agency RFP and staffing plan for expansion into Partner Network and Oral Care business units

Led media strategy and cross-channel activation for McDonald's across a seven-region Southeast portfolio — the commercial and analytical foundation of my career.

• Directed $100MM in digital investment across General Market and Hispanic Market campaigns for 7 McDonald's regional markets
• Drove launch strategy for McDonald's 2015 All Day Breakfast (5% sales lift vs. 3.2% forecast) and McDonald's Global Mobile App (7M installs, 30% above goal in first 6 months)
• Built the National McDonald's measurement framework — Verification strategy, DMP onboarding, and Ad Serving RFP across social, search, programmatic, video, and display

Foundational experience in integrated media planning across financial services (Discover) and QSR (Subway).

• Executed Discover's first new product launch in six years — the digital test performed so well the brand increased its multi-million-dollar digital budget by 400%
• Built a first-of-its-kind Amazon and eBay partnership to drive consideration for the Discover It card

Early marketing experience in consumer financial services.