As Head of Marketing for OAKBERRY USA,I led brand strategy, innovation, partnerships, social and paid media, and franchise marketing across a growing retail network. My role spanned consumer insight and menu development through creative direction, agency leadership, integrated campaigns and local store execution.

During my tenure, the U.S. network grew from 27 to 55+ locations. Working across the business, I helped increase average store performance from 65 to 85 tickets per day and grow innovation’s contribution from 4% to 24% of sales. My focus was to turn consumer opportunities into campaigns, products and experiences that supported brand growth and store performance.

Together with our events team, we delivered partnerships and activations for Coachella, the Miami Open, Indian Wells, SailGP and the BWT Alpine Formula One Team. The cases below show how I connect brand storytelling, innovation, and commercial execution to build awareness, encourage trial and develop new opportunities for growth.