MORE ABOUT ME

I am a CPG industry veteran and active advisor to retailers, manufacturers, and solution providers.  I formed Tree Line Strategy Group after a 15+ year career at The Coca-Cola Company, NielsenIQ, and Acosta Group in order to bring my unique skills & perspective to a diverse set of clients in exciting industry verticals.  I advise companies on business strategy, customer development, category management, digital commerce, and insights-based sales strategies. 

 

Most recently, I held two simultaneous roles at The Coca-Cola Company.  I led eCommerce for its North American Operating Unit since 2019 – directing the end-to-end marketing and commercial operations functions for the $5.2B business and overseeing all digital marketing, content, revenue growth management, supply chain operations, and bottler/franchise leadership as the system P&L owner.  Additionally, I was fortunate to lead the Global Retail Media Practice across all markets – working with the agency (WPP) and cross-functional stakeholders to establish a sustainable, best-in-class strategy for executing media with retailers. 

 

Prior to my digital commerce work, I was the leader for the North American insights & analytics organization – reporting to the chief strategy officer.  A culmination of five years working in various analytics roles, I led this organization to its highest customer satisfaction ratings and the company achieved #1 rank among all suppliers in providing value through insights (as measured by the Advantage & Kantar surveys of customers).  Developing teams in shopper research, advanced analytics, media measurement, strategic analysis, and joint business planning, I was able to generate significant competitive advantages for the Coca-Cola System.  Of note, I co-founded the joint business planning process in 2014 that has revolutionized customer management across The Coca-Cola Company’s markets and is hailed as a significant driver of company success.  Working with two counterparts in sales capability, I developed the planning process and the growth model that fuels it via the data-led identification of joint business opportunities between the retailer and the company.

 

In addition to my experience at The Coca-Cola Company, I also worked at NielsenIQ in their client service and consulting team – specifically in the areas of business planning and marketing optimization.  Prior to Nielsen, I spent three years as a consultant and strategy analyst at Acosta Group – the nation’s largest CPG broker – where I advised over 50 different clients (brands and retailers) on engagements across a range of topics including sales strategy, assortment optimization, consumer research, and category management; and to which I credit many of my foundational skills used since.

 

My family and I live in Colorado’s front range where we are all avid skiers and enjoy everything that Western living has to offer.  I serve on multiple Boards of Directors and am an adviser to several industry organizations within the analytics and digital commerce disciplines.