Creative Strategist & Experience Designer
Creating thoughtful brand experiences, environments, and partnerships that connect people through storytelling, design, emotion, and human connection.
Creative strategist and experiential marketing leader with 19+ years of experience translating brand vision into meaningful customer experiences, strategic partnerships, and high-impactactivations. Known for blending creative direction, relationship-building, storytelling, merchandising, and operational execution to deliver thoughtful, emotionally resonant workacross retail, hospitality, sustainability, and experiential environments. Passionate about creating spaces, experiences, and collaborations that inspire connection, curiosity, and transformation.
Core Strengths
Experiential Marketing & Brand Activations, Retail Experience & Visual Merchandising, Storytelling & Brand Experience, Cross-Functional Leadership, Event Planning & Execution, Strategic Partnerships & Relationship Building, Agency & Vendor Collaboration, Sustainability Initiatives, Presentation Development & Facilitation, Training & Team Leadership, Customer Experience Strategy
Nestlé Nespresso SA | New York, NY
Sr. Trade Marketing Specialist & Sustainability Champion (2021 – Present)
Lead strategic development of retail marketing initiatives translating brand objectives into experiential customer-facing executions across boutiques and trade partners
Manage approximately $3M annual budget, optimizing spend to maximize ROI, visibility, and brand impact
Drive premium retail placements and partnerships through relationship management, negotiation, and strategic collaboration
Serve as sustainability champion, leading initiatives that increased recycling participation while reducing operational costs
Partner cross-functionally with agencies, creatives, merchandising teams, and leadership to execute cohesive brand storytelling and customer experiences
Selected to lead development of a commissioned public artwork installation for Nespresso’s Flatiron boutique in New York City, integrating storytelling, sustainability,biodiversity, and experiential design
Lead employee engagement and community-building initiatives through Working
Parents ERG facilitation and cross-functional culture programming
Account Executive, Independent Business
(2019 – 2021)
Designed and executed B2B acquisition strategy for independent business accounts,
increasing unit sales by 50% through relationship-driven prospecting and strategic positioning
Developed customized sales narratives and partnership opportunities aligned with customer needs and brand goals
Built strong relationships across hospitality, retail, and independent business sectors
Regional Sales Manager, North Atlantic (2016 – 2019)
Led cross-functional merchandising teams and vendor relationships to deliver elevated
retail experiences and consistent brand standards across the North Atlantic region
Translated customer insights and field observations into actionable merchandising and sales strategies
Supported boutique openings, visual execution, and market-level experiential initiatives
National Training Manager, Boutiques (2014 – 2016)
Developed and launched a national merchandising and training guidebook adopted across diverse retail partners and boutique environments
Facilitated trainings, presentations, and onboarding initiatives focused on storytelling, customer experience, and visual consistency
Supported development of scalable tools and systems improving communication and operational alignment
Regional Sales Manager, New York (2011 – 2014)
Managed boutique and retail partner relationships throughout New York market, driving KPI performance, merchandising excellence, and customer engagement
Acted as a key voice between field teams and leadership, translating customer behaviors and market insights into strategic recommendations
Led experiential activations, trainings, and high-profile brand initiatives
Trade Marketing Specialist (2008 – 2011)
Led development and launch of a trade partner portal in collaboration with external
agencies; platform was later scaled globally as a core trade resource
Supported execution of national retail campaigns, promotional initiatives, and merchandising programs
Managed agency communication, creative coordination, and retail asset implementation
Coffee Specialist (2007 – 2008)
Selected as a subject matter expert supporting onboarding, product storytelling, and cx
Helped support early-stage growth and launch expansion of Nespresso in the U.S. market
CREATIVE LEADERSHIP & SPECIAL PROJECTS
Flatiron Boutique Public Art Commission | Nespresso
Conceptualized and developed a large-scale mixed-media artwork installation for Nespresso’s Flatiron boutique in NYC
Integrated themes of biodiversity, ritual, sustainability, migration, and human connection into immersive visual storytelling
Collaborated with internal marketing teams, leadership, agencies, and external educational partners to shape customer-facing narrative and experience strategy
Employee Resource Group Leadership
Facilitated Working Parents ERG initiatives focused on employee connection,
engagement, communication, and support
Created meaningful programming and conversations fostering community and culture across teams
FOUNDATIONAL RETAIL & CREATIVE EXPERIENCE
Warehouse127 | Rochester, NY
Showroom sales support selling high-end furnishings to interior designers, architects and creative communities
Material Connection | New York, NY
Managed and grew a database of materials library of resource of alternative and sustainable products.
Williams Sonoma | New York, NY
Opening team member for Columbus Circle flagship location, supporting elevated customer experiences, merchandising, and luxury retail operations.
West Elm | Brooklyn, NY
Part of the opening team for West Elm’s Dumbo location, contributing to visual merchandising, customer engagement, and lifestyle-driven retail experiences.
Rochester Art Supply | Rochester, NY
Supported artist communities through creative retail environments, materials expertise, and customer education while deepening understanding of artistic practice, design, and creative tools..
EDUCATION & CERTIFICATIONS
Bachelor of Fine Arts (BFA) Columbus College of Art & Design
Certificate in Sustainability NYU Stern School of Business