Brand Strategy
Transforming heritage brands into modern, purpose-driven platforms that resonate with today's consumers.
As Featured In
My Playbook
Growth Acceleration
Building go-to-market systems that break down purchase barriers and drive measurable revenue.
Cross-Sector Transformation
Translating best practices across CPG, durables, B2B services, and tech to unlock unconventional competitive advantages.
Innovation Pipeline
Developing products from initial consumer insight to launch with speed and agility.
Data-Driven Insights
Converting complex market data and consumer behavior patterns into clear, actionable strategies that drive measurable ROI.
AI Integration
Leading AI adoption across marketing organizations to accelerate insight generation, creative velocity, and competitive advantage.
$100M+
Revenue Growth (18 Mo)
$225M
Client Value Created
10x
Social Engagement
$1B
Brand Milestone
Featured Work
Miracle-Gro®
From Heritage to Cultural Force
Challenge: A legacy brand losing relevance with a new generation of gardeners.
Strategy: Repositioned the look, tone, and voice into a modern lifestyle platform.
797%
Organic Engagement Growth
286K
Instagram Followers — up from 30K
Miracle-Gro®
New Category Creation
Challenge: Capturing the organic gardening shift before competitors could.
Strategy: Built and launched the Miracle-Gro Organic line from consumer insight to shelf.
$100M
Revenue Growth
<12 Mo
Fastest Launch in Company History
Roundup®
Brand Turnaround
Challenge: A category leader that had gone quiet and ceded cultural ground.
Strategy: Relaunched with the "This Stuff Works" campaign — direct, confident, unambiguous.
Effie℠
Award Nomination
Club
Channel Re-entry
STAINMASTER®
Consumer Experience Innovation
Challenge: A consumer brand with no social presence and a passive digital experience.
Strategy: Launched into social and built an interactive carpet selector app — putting the showroom in consumers' hands before the category caught on.
1st
iPad Configurator in Category
75%
Lower Cost Per Conversion
Deloitte
B2B Growth Acceleration
Challenge: A building materials client stuck in a mature market with untapped growth potential.
Strategy: CX diagnostic frameworks to surface unmet needs across the customer journey.
$225M
Opportunity Identified
12 Wks
Time to Impact
Downy®
Reframing the Category
Challenge: Fabric softener perceived as a luxury add-on, not a household essential.
Strategy: Repositioned the purchase as protecting your clothing investment — shifting the conversation from softness to longevity.
6 Years
of Household Penetration Decline Reversed
Brands I've Built
From startup phase to billion-dollar scale.
Career Journey
Scotts Miracle-Gro
Business Unit Director
2020 – Present
De facto CMO for $1.8B portfolio, driving brand transformation.
Deloitte Consulting
CX Strategy Lead
2019 – 2020
Delivered $225M in client value through CX innovation.
INVISTA
Digital Marketing Director
2012 – 2019
Built Insights & Digital functions; created $2B retail concept.
Procter & Gamble
Brand Manager
2008 – 2012
Classic brand building on Downy & Febreze.
IBM
Software Engineer
2001 – 2007
Led global tech integration for Fortune 100 clients.
Education
B.S., Computer Science
University of North Carolina at Chapel Hill
2001
MBA
Goizueta Business School, Emory University
2009
Recognition
Marketer of the Year
Horace Hagedorn Award for excellence.
Effie Nomination
Honoring marketing effectiveness.
Brand Love Summit
Speaker on modern brand engagement.
Guest Lecturer
Georgia Tech & Agnes Scott College
Featured Press & Speaking
Insights on brand transformation, heritage brand innovation, and modern marketing strategies.
LBB Online
Cultivating Cultural Currency: The Martin Agency and Miracle-Gro's Social Media Renaissance
How Miracle-Gro achieved 10x social engagement growth and transformed from heritage brand to cultural force.
The Current
When Legacy Isn't Enough: Heritage Brands Must Embrace Both Nostalgia and Innovation
"What we need to do is connect to new audiences and grow a relationship with them..."
Brand Innovators
Brand Love Summit: Building Emotional Connection in a Digital Age
Featured speaker profile on transforming social engagement into brand love for Fortune 500 portfolios.
PR Newswire
STAINMASTER Pet-Friendly: Changing How Pet Parents Think About Flooring
Strategic vision behind the "Sit, Stay, Stainmaster" campaign that redefined the category.
Let's Build Something Great
Whether you're scaling an emerging brand or reinventing an established one, let's talk about what's next.