Jennifer Mascari

Own full-funnel brand and acquisition strategy across DTC, Amazon, and TikTok Shop, contributing to 47% YoY revenue growth. Lead paid media and creative performance with ownership of multi-million-dollar budgets and accountability for efficient scale. Oversee media planning, forecasting, and budget allocation informed by MMM and attribution. Partner closely with analytics and MarTech on tracking architecture and performance governance. Manage internal teams and agency partners across paid media, SEO, social, influencers, and content, and collaborate with executive leadership on growth strategy and KPIs.

- Launched DTC brand from concept to market in 6 months, establishing brand identity, positioning, and integrated go-to-market strategy across digital channels. - Built marketing foundation on Shopify platform with SEO optimization, content strategy, and email automation achieving early-stage customer acquisition. - Implemented systematic A/B testing framework across creative assets and product positioning. - Developed product roadmap and portfolio strategy based on consumer research and market analysis to establish product-market fit for scaling.

Directed digital strategy for Aquasana, a leading DTC water filtration brand. Oversaw performance marketing, lifecycle, CRO, and SEO initiatives across paid media, email, SMS, and SEM. Led integrated campaigns to drive growth across all business lines, including DTC, subscription, and telesales, while partnering closely with brand, product, eCommerce, and CX teams to deepen customer engagement and scale revenue. - Restructured paid media strategy to prioritize contribution margin and long-term value - Built full-funnel lifecycle programs across email, SMS, and retargeting - Leveraged MMM and incrementality testing frameworks to guide resource allocation - Helped evolve channel mix, creative strategy, and retention approach across the DTC business

Led marketing for Magnet Beauty, a subscription-based AI/AR SaaS platform for beauty brands serving DTC audiences. Directed full-funnel strategy and go-to-market execution across account-based marketing, content, advertising, and PR to grow brand authority and accelerate demand. - Managed paid media and performance campaigns to expand lead generation and pipeline growth. - Defined product positioning and launched GTM strategies for new features and AI/AR rollouts, supporting product adoption and market expansion. - Partnered with Product and Customer Success to improve retention, increase customer value, and strengthen cross-functional alignment. - Designed a KPI framework and standardized QBRs for Customer Success to demonstrate product value, improving client engagement and reducing churn.

Led brand portfolio strategy and commercialization efforts for Origin House, a consumer-focused cannabis company acquired by Cresco Labs. Developed new products and category strategies based on trend analysis, consumer insights, and competitive mapping. Partnered cross-functionally across product, sales, and retail to bring launches to market, grow brand presence, and increase velocity across dispensary and DTC channels. Supported innovation planning and pricing strategy while managing merchandising, in-store execution, and brand and marketing initiatives.

- Partnered with franchise operators to drive local marketing strategy, ensuring alignment with corporate brand positioning and growth objectives. - Developed marketing and PR playbooks to equip franchisees with tools for consistent messaging, community outreach, and local brand visibility. - Led new store opening campaigns across multiple markets, coordinating PR, partnerships, and localized advertising to generate buzz and traffic. - Launched the mobile ordering app and loyalty program, training franchisees on adoption strategies to increase customer engagement and repeat visits. - Directed local activations and advertising initiatives, including events, sponsorships, OOH, and digital campaigns, to strengthen market presence and customer acquisition.

Directed brand marketing for Aramark’s boutique hospitality division, LifeWorks, serving Fortune 500 clients across the U.S. Created custom dining concepts that blended design, technology, and market insights to enhance employee experience and client value. Partnered with Sales to secure marquee accounts, contributing to $50M+ in annual revenue growth. Led agency teams to develop branded environments, launch new restaurant formats, and execute data-informed campaigns that boosted engagement and loyalty across corporate campuses.

Led business development and national growth for the first USDA-certified organic QSR concept. Identified whitespace opportunities to expand into new markets, launching the wholesale division and scaling footprint through licensing, franchise, and acquisition. Built strategic partnerships, oversaw field marketing, and shaped the company’s go-to-market approach. Played a key role in positioning the brand for IPO and eventual acquisition by Nestlé. - Built and launched a CPG wholesale division from the ground up, achieving 7-figure revenue within the first 18 months and securing nationwide distribution across grocery, specialty, and foodservice channels. - Negotiated strategic partnerships with Jamba Juice, Starbucks, and HMSHost to accelerate brand visibility and drive profitability. - Established 3PL infrastructure and operational systems to support national rollout and scalable growth. - Designed and executed retail trade marketing strategies to drive sell-through and category expansion.

- Expanded the company’s USDA-certified organic QSR concept into new markets by identifying high-potential locations, negotiating leases, and acquiring existing businesses. - Led end-to-end market launches, including local PR, marketing campaigns, and brand-building efforts to drive awareness and customer acquisition. - Partnered cross-functionally to align marketing, operations, and growth strategies, delivering a 325% increase in retail footprint. - Conducted market analysis to identify audience-driven opportunities and inform long-term expansion plans.

Developed custom dining brand packages for global Sports & Entertainment venues, combining culinary innovation with experiential design. Supported new business development and RFP responses by crafting tailored concepts that aligned with venue identity and guest expectations. Collaborated cross-functionally to create innovative menus and launch original restaurant concepts that enhanced fan experience and drove revenue.