Executive Summary
P&L-focused marketing executive with 15+ years of experience driving growth, brand transformation, and digital innovation for top brands in the CPG and Lawn & Garden industries. Strong track record in creating award-winning campaigns that leverage data-driven insights and creative storytelling to deliver sales growth. Strengths include setting strategic vision, bringing a holistic business perspective to decision-making, championing the consumer, and building and leading successful teams with a player-coach management style.
Core Competencies
Strategic Perspective
Strategic Planning | Marketing Strategy | GTM (B2B2C, Omnichannel, DTC) | Innovation
Financial Management & Performance
P&L Management | Revenue & Margin Growth | Pricing | Scenario Planning
Brand & Marketing Execution
Brand Architecture & Visual Identity | Performance Marketing | Marketing Insights | Creative Development | Digital Transformation | MarTech Stack | Agency Selection & Management
Leadership & Team Development
Cross-functional Leadership | Change Management | Servant Leadership
Professional Experience
Central Garden & Pet
2013–2024 · Atlanta, GA
$3B+ manufacturer + distributor of lawn, garden, and pet supplies; Member of Central Leadership Council and managed 25 people across Insights, Innovation, Digital, Creative, Customer Marketing, and Customer Care.
Senior Vice President of Marketing: Garden Segment
Nov 2019 – Oct 2024
- Brand Transformation: Grew the $250MM Pennington lawn and garden brand 8.2% in 2024, 4x the category growth rate, by leading comprehensive brand transformation initiatives, including improved positioning, visual identity, and product development.
- Award-Winning Creative: Created and led the #FlipTheTurf campaign that generated 3.95 billion media impressions, won two Clio Sports Awards, and helped boost brand awareness by 10 points.
- New Product Launches: Developed a multi-year innovation pipeline that consistently launched $20MM+ in sustainable, category-leading solutions annually.
- Digital Transformation: Led cross-functional teams to build top-tier Product Detail Pages using Salsify and Vizit, earning retailer "Best in Class" recognition and driving higher conversion rates.
Vice President of Marketing: Garden Segment
Nov 2017 – Nov 2019
- Revenue Growth: Secured $7MM in incremental revenue with The Home Depot through executive-level partnership negotiations.
- Marketing Effectiveness: Guided teams using Marketing Mix Modeling (MMM) and real-time KPI dashboards, delivering a 25% increase in efficiency.
- Partnership Expansion: Expanded MLB partnership to 9 teams, driving in-store traffic and amplifying promotional impact.
Senior Director / Director of Marketing: Grass Seed Business Unit
Apr 2013 – Nov 2017
- Financial Performance: Delivered 98.8% EBIT growth in 2016 and an additional 12% in 2017 through margin-accretive new product launches and strategic price optimization.
- Product Innovation: Upgraded and launched best-in-category grass repair product, driving sales +36.7% at +840bp higher margins in 2016.
- Digital Transformation: Relaunched the Pennington brand website, increasing sessions by 295% and tested DTC with Shopify.
Johnson & Johnson
2006–2013 · Raritan, NJ / Skillman, NJ
Consumer and Medical Device divisions; managed P&Ls, brand strategy, new product development, marketing campaigns, promotions, forecasting, and reporting.
Marketing Manager: Ortho Clinical Diagnostics
May 2012 – Mar 2013
- Strategic Marketing: Transformed traditional clinical lab marketing approach by centering strategies around patient outcomes and healthcare provider needs.
- Digital Transformation: Developed custom iPad applications and deployed to 150+ field sales reps, streamlining sales enablement processes.
Brand Manager: Consumer Healthcare Division
Jul 2010 – May 2012
- P&L Management: Managed the $60MM Tucks and ept P&Ls. Reversed a multi-year decline for Tucks, growing the brand 26.8% via targeted marketing.
- Portfolio Management: Evaluated the ept brand's viability, recommended its strategic sale, and managed the transition process.
Brand Manager, Assistant Product Director: Baby Care Division
Jul 2006 – Jul 2010
- P&L Management: Owned the P&L across an ~$80MM portfolio, including the $40MM Baby Shampoo business, while growing Baby Oil by 9.8% and Baby Powder by 5.2%.
- Award-Winning Marketing: Led the "Thanks, Mom" campaign that generated 290MM impressions and won J&J's Global Burke Award.
Manhattan Associates
1999–2004 · Atlanta, GA
Enterprise supply chain software company; led design, testing, implementation, and support projects. Built foundation in technology, complex B2B sales cycles, and operational excellence.
Manager, Senior Consultant, Consultant, Support Consultant: Implementation Services
Mar 1999 – Jun 2004
- Enterprise Implementations: Managed warehouse management software projects for Fortune 500 clients, including Michelin and Bic, with international experience at The Diamond Trading Company (DeBeers) in London, UK.
- System Design: Developed and deployed a $1MM tracking system at Michelin that reduced operational risk and improved product quality.
Education
Master of Business Administration (MBA)
Bachelor of Science, Management
Co-captain and four-year Letterman on the varsity swim team; earned a scholarship as a walk-on athlete
Other Activities
Memberships
CMO Collaborative, Southern Off-Road Bicycle Association (SORBA)
Athletics & Interests
Triathlete and Ironman finisher. Avid road and MTB cyclist. DIY enthusiast. Experimenting with using AI for "vibe coding" of an app for triathletes for race preparation.