Fueled by a Passion for High-Impact, Inspired Brands

Creatively driven marketing leader adept at developing 360 marketing strategies demonstrated across 15+ years of experience in related roles.  Skilled in Strategic Planning, Consumer Engagement Tactics, Performance Marketing, Brand Development, Storytelling, Experiential Marketing, and Public Relations.

Core Competencies:

Brand Strategy & Innovation
Building Teams

New Vertical Growth
Intellectual Curiosity

Cross-Functional Collaboration
Organizational & Process Development

Professional Experience

UPWARD PROJECTS RESTAURANT GROUP, Phoenix, AZ
VP of Marketing, March 2024 – Present

• Lead brand strategy for high-growth, scaling restaurant group comprising 6 brands including Postino, Joyride Taco House, Federal Pizza, Windsor and Churn - totaling in over 30 locations and 8 operating markets and $145M annual revenue; reports directly to Chief Executive Officer.
• Lead internal brand and digital teams including Digital Marketing, Social Strategy, Field Marketing, Graphic Design, and Project Management as well as external PR agencies to support strategic market entry and existing market support.
• Oversee Digital Team to implement always-on, performance marketing strategy including 3rd Party Delivery, Google Ads, B2C & B2B Partner Rewards, Paid Listings, Social Ads and Organic Strategy as well as content strategy for owned channels including 6 brand websites, automated drip email campaigns, SMS, and mobile app. 
• Work with cross-functional leaders including Operations, Finance, IT, Training, Culinary and Beverage to innovate an annual marketing strategy that supports organizational KPIs - including seasonally-driven brand campaigns and limited time offers informed by customer insights, market trends, brand strategy, COGs, and sales mix.
• Designed CRM email segmentation strategy for a database of 300K+ subscribers, leveraging existing customer analytics to deepen engagement and drive incremental revenue based on regional customer data by market and trade area.
• Lead Revenue Management Committee to develop forward-looking pricing strategy as well as identifying and quantifying both topline sales and profit-driving opportunities.

Director of Marketing, August 2017 – March 2024

• Drove omnichannel marketing channel strategy including on-premise strategic partnership activations, off-premise experiential marketing, website, mobile app, social, earned and paid media.

• In collaboration with the Senior IT Director, overhauled digital properties and processes to align on key functionalities and integration requirements for capturing data across customer journey including restaurant waitlist, social wifi, email and SMS.

• Led multiple full brand refreshes including brand audits analyzing guest insights, facilitated focus groups and complete brand guideline redesigns.

• Concepted and implemented a category-disrupting wine club including brand development, e-commerce storefront design, mobile app development, and supporting marketing strategy that gained over 5K members within 2 years of launch.

Marketing Manager, July 2015 – August 2017

• Created infrastructure, core processes and marketing strategy for company’s first in-house marketing team..

• Stood up the company's first gift card eCommerce storefront, 3rd party gift card fulfillment partnership, and full 360 holiday marketing strategy that drove a 45% increase in year over year sales - most recently achieving $2M+ in gift card sales over a 60-day campaign period.

• Defined brand’s philanthropic strategy, including core causes, in-kind, sponsorship and give-back programs.
• Served on company’s Executive Team to define company mission and core values that set cultural standards that have since driven improved outcomes in marketing, human resources and overall brand strategy.

RAUCOUS MARKETING, Phoenix, AZ
Owner, August 2013 – July 2015

• Ran consultancy focused on marketing strategy and creative services for small to medium-sized businesses.

• Worked with B2B and D2C brands spanning multiple industries including big box retail, sports, entertainment, and professional services.

• Launched eCommerce site for consumer lifestyle brand with distribution through large-scale retailers including Nordstrom and Bed Bath & Beyond.

• Led go-to-market strategy for new USHL Hockey Team, The Madison Capitols in Madison, WI.

NHL ARIZONA COYOTES, Glendale, AZ
Director of Corporate Partnerships, December 2012 – August 2013

• Led team of account managers and service professionals to develop and execute multi-media marketing strategies leveraging digital, print, outdoor, event activation, TV and radio.

• Negotiated multi-million dollar deals with high-profile sponsors, securing landmark agreements that significantly bolstered the team’s sponsorship portfolio.

Corporate Partnerships Manager, February 2009 – December 2012  

• Created tailored sponsorship packages that delivered measurable ROI for partners, enhancing brand visibility through in-game activations, digital content, and experiential marketing.

• Spearheaded the development and execution of comprehensive corporate partnership strategies, driving revenue growth and brand alignment with team.

Education

THE UNIVERSITY OF ARIZONA, Tucson, AZ 
Bachelor of Arts, Communication
Business Management, Minor

Experience

VP of Marketing, Business Owner, Director of Corporate Partnerships

Core Competencies

Brand Strategy & Innovation, New Vertical Growth, Cross-Functional Collaboration, Building Teams, Intellectual Curiosity, Organizational & Process Development

Currently

Contact

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