After more than 20 years leading marketing, brand strategy, product innovation, and communications for companies ranging from Fortune 20 organizations to high-growth consumer brands, I founded Obligado Group Marketing Services to help businesses accelerate growth through practical, results-driven marketing leadership. My experience spans strategy, product development, brand management, digital marketing, e-commerce, shopper marketing, and integrated communications across both B2B and B2C markets. My leadership style combines strategic thinking with practical execution, helping organizations move from ideas to measurable results. HOW I HELP BUSINESSES Fractional Marketing Leader: I partner with small and mid-sized businesses that need senior-level marketing expertise without the cost of a full-time executive. Whether building a marketing strategy from the ground up or optimizing existing programs, I bring a hands-on approach backed by experience launching products, growing brands, and leading cross-functional teams. Areas of expertise include: • Marketing strategy and planning • Brand positioning and messaging • Digital marketing and social media • Email marketing and customer engagement • Product innovation and launch strategy • E-commerce marketing and optimization • Consumer insights and market research • Agency and vendor management Throughout my career, I've successfully led product launches, repositioned brands that generated double-digit sales growth, built digital marketing programs that increased engagement and revenue, and developed integrated campaigns across retail, e-commerce, and traditional channels. Contract Marketing & Project Leadership: Need additional marketing bandwidth or leadership for a critical initiative? I can step in quickly to manage projects, coordinate cross-functional teams, and keep business priorities moving forward. I specialize in: • New product launches • Brand refreshes and repositioning • Website and digital marketing projects • Marketing process development • Agency coordination and management • Strategic planning and execution SELECT CLIENTS • Scotts Miracle-Gro • Rug Doctor • Bonnie Plants • FLIRT Communications • Brilliant Group • Fumex Air Filtration Services • White Hat • Vista Global Logistics Let's connect if your business needs an experienced marketing leader who can help drive growth, strengthen your brand, and execute with confidence.

Lead the strategy, development, and execution of integrated digital marketing initiatives across social media, email, influencer marketing, and e-commerce channels. Manage content planning, campaign execution, agency relationships, analytics, and optimization efforts to drive brand growth and customer engagement. Built and maintained annual editorial calendars, developed influencer partnerships to expand brand reach, and oversaw product content across Rug Doctor's digital and retail partner platforms. Successfully implemented a new email marketing platform that increased open rates by more than 4x and generated over $10K in retail sales in the first 60 days. Directed the marketing team’s contribution to a full website redesign informed by consumer insights and market trends.

Directed brand strategy and integrated marketing initiatives for Bonnie Plants, driving awareness and affinity among existing and emerging consumer segments. Identified growth opportunities through consumer research and translated insights into successful product innovation, including the launch of the Container Garden line and a new Organic portfolio targeting younger and first-time gardeners. Led cross-functional teams responsible for product development, packaging, merchandising, and retail execution. Reimagined the in-store consumer experience through enhanced signage and packaging solutions, improving brand visibility and shopper engagement. Managed agency partnerships across creative, public relations, social media, and digital marketing to deliver cohesive, insight-driven campaigns that strengthened brand equity and supported business growth.

Led strategy development and integrated marketing execution for cross-brand consumer programs focused on expanding engagement, driving category growth, and creating meaningful connections with consumers through lifestyle and life stage initiatives. Leveraged consumer insights, market trends, and retailer partnerships to identify growth opportunities and develop innovative marketing solutions. Collaborated with field sales, brand, and e-commerce teams to launch high-impact programs, including the "Let's Take It Outside" campaign, which delivered over 20% growth in test markets, and the Salsa Garden Kit, which became the #1 new product launch in Amazon's Lawn & Garden category. Developed the award-winning Values Program that successfully re-engaged new and lapsed consumers and consistently generated approximately 15% growth across participating initiatives.

Led regional marketing strategy and execution for the West and South divisions of The Scotts Miracle-Gro Company, supporting approximately $360M in annual retail sales across major national retailers. Utilized consumer research, sales analytics, and market insights to develop region-specific marketing and communications programs that improved retailer performance and consumer engagement. Collaborated with Home Depot, Lowe's, and Walmart teams to implement data-driven weather contingency plans that maximized seasonal sales opportunities. Identified and validated high-potential growth opportunities through consumer and market research, including a strategic expansion plan for the EZ Seed brand that resulted in a projected $5M incremental revenue opportunity. Worked cross-functionally with sales, R&D, and corporate brand leadership to transform insights into commercialization initiatives and scalable growth programs.

Partnered with cross-functional teams across marketing, sales, research and development, and consumer insights to deliver strategic initiatives supporting brand volume, profitability, and long-term growth objectives. Managed product innovation, brand positioning, and integrated marketing programs from business case development through commercialization and national launch. Successfully led the rebranding and relaunch of the My Turf Tips consumer newsletter, improving engagement and content relevance while earning a company Excellence Award. Directed the repositioning and national relaunch of Greenmax Lawn Food, generating an 11% increase in year-over-year sales. Developed and executed Scotts Miracle-Gro's first integrated fall marketing initiative, creating a new consumer activation strategy that increased awareness of fall fertilization and expanded seasonal demand opportunities.

Led the development and launch of innovative retail pharmacy programs designed to increase customer loyalty, drive revenue growth, and strengthen retailer performance. Managed the end-to-end program development process, from consumer research and opportunity identification through implementation and post-launch analysis. Designed and launched two new retail programs that delivered a 20% increase in net purchases per participating store during the first year. Negotiated with external vendors and strategic partners to enhance program offerings while maintaining budget and timeline objectives. Supported expansion into the Puerto Rican market by customizing marketing materials and delivering training programs in Spanish to ensure successful market adoption.

Managed consumer health and general merchandise categories, generating more than $1.2 million in annual sales through strategic inventory management, supplier partnerships, and trade marketing initiatives. Developed and executed segment-specific growth strategies designed to drive category performance, profitability, and market share. Evaluated product portfolios to identify opportunities for item additions, discontinuations, and assortment optimization while maintaining inventory and financial objectives. Established and negotiated supplier relationships to maximize category profitability, secure promotional investments, and support long-term business growth. Led the development of consumer health product catalogs from concept through production, ensuring alignment with marketing objectives and customer needs.

Contributed to the redesign of processes, procedures, and business operations for the annual Retail Business Conference, helping transform the event from a cost center into a profitable business initiative. Managed a $3 million event budget, utilizing forecasting, financial analysis, and budget controls to maximize operational efficiency and business performance. Developed pricing strategies and attendee incentive programs that increased participation and revenue generation. Created and executed integrated internal and external marketing communications plans to promote conference attendance, strengthen stakeholder engagement, and support overall event objectives. Efforts contributed to a 17% reduction in event costs and a 5% increase in repeat business.