Tell us about your company and role.
I currently serve as Vice President of DTC + Performance Marketing at NEST New York, where the mood is elevated and scent is celebrated. For the past 4 years, I have had the incredible privilege of leading direct-to-consumer and digital media initiatives for this fast-growing, leading lifestyle fragrance brand, renowned for its exquisite candles, diffusers, perfumes, gifts, and more.
How would you describe yourself?
I often describe myself as a Change Catalyst. While my role tends to evolve—from Marketer to Expert to Leader—the constant has been my drive to transform brands. I’m known as a go-getter, or rather, a GOAL getter, leading with intense enthusiasm and laser-focused on achieving results.
What qualities do you think an innovator needs to have?
First and foremost, innovators are brave. They tend to have high standards, for themselves and others. They also know how and when to take calculated risks. Often overlooked, innovators are naturally curious, and willing to learn and grow.
What has been your biggest professional success so far?
In 2021, I began leading the transformation of iconic fragrance brand NEST New York into a digital-first business. I’ve pioneered new media channels and reimagined our strategies, driving double-digit YoY growth. My work earned me a 2024 promotion to VP of DTC + Performance Marketing, overseeing our online flagship, Amazon, and performance initiatives. Now on the Leadership Team, I continue driving digital excellence and our brand’s evolution.
What causes are you most passionate about?
Growing up, I studied at a state-funded public school, Perpich Center for Arts Education, where I discovered my passion for media arts, so I’m a huge advocate for youth arts education. Also, every year, I fundraise for St. Jude Children’s Research Hospital, an incredible cause that helps children fight cancer.
What do you think is the biggest challenge facing eCommerce brands?
Marketplaces can be both friend and foe to eCommerce brands. Now more than ever, it’s important that brand leaders consider the risks and rewards of marketplace expansion and are equally prepared from a Brand Protection standpoint to navigate the grey market.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
As a frequent flyer, I’m all about those Delta SkyMiles.
What do you geek out over?
I geek out over classic New York experiences, spaces, and places. I manifested this life, and I am grateful for every New York minute of it. #GratitudeAttitude
