I improved RVL Wellness Co. messaging’s around its unique self-care puzzles by defining customer segments and creating a positioning framework through qualitative research, coaching, and workshops, to effectively reach and resonate with their target audience.

I developed the brand concept for Mono Llama, Target's stationary portfolio, to convert existing business, drive growth, and address emotional barriers to creativity, resulting in an affordable and novel craft brand suitable for various age groups and relationships.

I led agile research to provide Target's Holiday Marketing and Merchandising teams with insights on 2021 Holiday shoppers, enabling them to take real-time actions, develop long-term strategies, and create a competitive 2022 Holiday playbook, resulting in better shopper understanding and increased appeal.