Product Marketing Strategy

Digital Campaigns

Cross-functional Partnering

Data Driven Decision-Making

End-to-end Project Execution



HERMAN MILLER  Product Marketing Specialist – Launch Vectors | December 2018 – Present | Holland, MI

  • Manages marketing strategy for new product commercialization, specializing in high-profile, international launches with expected revenue of $50MM+ in cumulative sales.
  • Builds foundational messaging and executes against budget restraints optimizing for customer impact, retention, and ROI.
  • Leads collateral development including product positioning, creative briefs, target audience customization, and multi-department coordination.

CAT FOOTWEAR  Digital Content Manager | March 2017 – December 2018 | Grand Rapids, MI

  • Leads digital content strategy for the Catfootwear.com retail website, email campaigns, and social prospecting.
  • Builds annual marketing plan for direct-to-consumer U.S. outlets and determines product story cadence for each platform.
  • Partners with analytics teams to leverage data insights to test and optimize content for consumer affinities and categories.
  • Specializes in content selection to amplify brand voice and improve purchase journey, driving +11.8% growth in conversion.
  • Launched work-focused site update and digital brand campaign to reignite consumer base, leading to a +38.4% increase in demand sales year-over-year, while improving average order value by +12.8%.

SEBAGO FOOTWEAR  Marketing and Sales Coordinator | March 2015 – March 2017 | Grand Rapids, MI

  • Managed new product photography and produced creative briefs for marketing collateral execution.
  • Implemented seasonal campaigns and supported incremental photoshoots.
  • Organized marketing needs of regional tradeshows; worked extensively with local printers and third-party suppliers.
  • Planned semi-annual U.S. Sales Meeting and coordinated the Sebago Global Conference.
  • Ran and analyzed sales reports for seasonal go-to-market strategy and sales team weekly planning.

PROGRESSIVE INSURANCE CO.  Case Coordinator | April 2013 – March 2015 | Detroit, MI

  • Handled attorney represented cases with liabilities reaching $250,000.
  • Focused on legal accuracy, trend analysis, and timely settlement negotiations.


CHACO FOOTWEAR  Stylist | Fall 2017 | Grand Rapids, MI

  • Styled wardrobe and products for Chaco Holiday Campaign 2­­017 on location.

VERDE LIFESTYLES  Copywriter | Winter 2013 | Ann Arbor, MI

  • Wrote product copy for organic home furnishings, and created relevant blogs to nourish SEO and site authority.

FUSEGAP.ORG  Beta Tester | Fall 2012 | Chicago, IL

  • Tested site functionality, researched trends, and wrote creative content for website development.


UNIVERSITY OF MICHIGAN  Ann Arbor, MI | 2008 – 2012

Bachelor of Arts in International Political Economics & Development | with a focus in NGO business strategy and campaign marketing


Proficient in Adobe Omniture Analytics, Jira, Microsoft Excel; and familiarity with In-design, Photoshop, and HTML/CSS