Selected Work
A highlight reel of brand moments I’ve helped shape — from product launches and major campaigns to consumer insights and positioning strategy. These projects represent not just what I’ve done, but how I think: cross-functional, insight-driven, and built to move both people and businesses.
Product Launch Highlights
AeroPress Manual Grinder
Expanding categories with confidence
Launched AeroPress’ first product outside of coffee makers with an integrated 360° campaign. Launched the product simultaneously across DTC, Amazon, retail, and global with immense support across paid, earned, and owned. The campaign featured over 20 endorsements from global coffee professionals, extensive product and category educational materials, and successful communication of product points of difference positioned to solve consumer pain points.
AeroPress Premium
AeroPress’s best launch of all time. Time Best Innovations of 2025
Led the launch of AeroPress’ most significant innovation in the brand’s 20-year history: a double-wall glass and metal version of the patented coffee maker. The launch was met with considerable enthusiasm from consumers, press, and critics. The campaign leveraged National Coffee Day to break through the clutter.
nutribullet Ultra
nutribullet’s reimagining of its iconic blender.
Led the go-to-market launch of the nutribullet Ultra, including a dedicated CTV spot and campaign creative. Launched with significant investments in influencer (including major TikTok and Instagram creators), YouTube, and more. Led a PR event for 30+ editors in NYC to introduce the product, resulting in multiple feature articles and press awards. The launch generated higher-than-forecasted revenue and resulted in increased retail placements and product line extensions.
Featured 360 Campaigns
AeroPress Holiday Campaign
Best performing sales period with top performing creative.
Holiday campaign broke through the clutter with all new brand creative that drove significantly higher than benchmark CTR and ROAS. Sales outperformed expectations and resulted in 25% of purchases on AeroPress.com being attributed to gift-giving in December (a record high).
Yeah, It’s That Simple
nutribullet’s largest campaign ever.
Led the creation of a research-backed 360 Campaign that crossed a TV spot, Email, Social, Digital Ads, PR, and More.
Responsible for the research, brief, agency management, creative production and execution, and campaign launch.
Consumer Insights
Identifying Opportunities, Not Reporting the News
Making data-driven decisions leveraging syndicated data, panel data, custom research, and more to uncover opportunities.
An expert in identifying unseen insights and value from data platforms like Circana, Mintel, and Numerator; and in knowing when custom data and reports are needed to drive incremental opportunities and build business cases.
nutribullet Segmentation
Led nutribullet’s consumer segmentation research for post-rebrand targeting.
Led the full end-to-end segmentation initiative with our external research partner — from designing the brief and consumer survey to shaping the analytic framework and facilitating cross-functional activation. Managed agency alignment, ensured methodological rigor, and guided synthesis across attitudes, behaviors, and brand funnels. The work established a new shared language for our core audiences, revealed the economic value and capturability of each segment, and reframed how the organization prioritized product, media, and GTM efforts. Insights directly informed brand strategy, messaging, and investment decisions, resulting in clearer targeting and more efficient marketing performance.
Social Content, Partnerships, and Activations
AeroPress Shopper Insights
Specialty coffee consumers and beyond
Led the brand’s first dedicated consumer research study investigating target consumers, consumer behavior, and competitor points of difference. Research redefined how the brand evaluated its opportunities and challenges. Insights informed significant brand investments and shifts in assumptions and strategies, resulting in significantly more efficient ad spend and targeting.
Packaging & Retail Presence
Maximizing On-Shelf Opportunity
Attention to detail, differentiation, and brand story telling.
Packaging poses a unique challenge - hoping to break through the clutter while conveying countless product features and benefits, all while minimizing clutter and inspiring shoppers.
