IN-HOUSE ROLES: BRAND ACTIVATION MANAGER / COMMUNITY MARKETING MANAGER / SHOPPER MARKETING MANAGER

• Brand Activation

• Experiential Events

• Integrated Campaigns

• Product Launches

• Partnerships & Sponsorship Marketing

• Shopper Marketing

HIGHLIGHTS:

• Had the unique opportunity to take on various roles through promotions during my time providing greater exposure and opportunities to different areas of the business and consumer packaged goods industry

• Brand Activation: Had ownership of leading the go-to-market process for all marketing teams including managing $17M A&P budget, executing 4 key product launch campaigns producing 100s of assets and deliverables across DTC, email, website landing page/PDPs, social and PR. Also supported Nike, SXSW, Lululemon and Headspace experiential and digital activations driving brand awareness and product trial through immersive brand and sampling experiences.

• Community Marketing: Key lead in $1.2M Ironman World Championship Title Sponsorship including 360 integrated digital campaign, TV ad, retail execution, partnership/athlete/influencer management and 10-day experiential activation generating 5M+ impressions. In addition, lead development of 13-city North American community program, pivoting to a Strava virtual campaign due to COVID-19 resulting in 123K+ participants in 3 weeks.

• Shopper Marketing: Acted as the connection between sales and marketing to implement all Shopper Marketing strategic initiatives supporting Annual Sales Conference, Annual Brand Planning, innovation sell-in and supporting key retailer initiatives including Target, Walmart, Costco, Amazon and Whole Foods. This included managing a direct report, agency partners and cross-functional relationships with the ultimate goal of driving shelf velocity and executing high visibility out-of-aisle retail experiences.

Vega pioneered the plant-based protein category becoming a household brand and fostered a remarkable company culture around fitness and plant-based nutrition as a lifestyle.

My go-to products are the hero SKUs and fan favourites: Vega One All-In-One Shake and Vega Sport Protein.