Peggy A.

Lead US operations with new vision, mission and strategy aimed at transforming global brand organization from a niche performance-borne position in the USA to a leading purveyor of health and wellness products and services to achieve robust growth and meaningful market share expansion. • Strategic Business Expansion: Spearheaded business transformation by identifying and leveraging new commercialization channels across B2C, B2B, and D2C sectors, significantly expanding conversion opportunities and fostering revenue growth. • Digital Market Leadership: Championed digital transformation acceleration through the implementation of cutting-edge processes and platforms, securing a dominant market share in key digital channels including Amazon, D2C, B2C and partner networks through strategic innovations. • Brand and Market Repositioning: Led marketing innovation by repositioning the brand and evolving the marketing mix, effectively resetting consumer perceptions and enhancing brand value in competitive markets. • Product Innovation and Market Alignment: Directed the innovation of products and services, aligning offerings with market demands and customer needs, to drive growth and sustain market leadership. • Cultural Transformation and Organizational Efficiency: Revitalized organizational culture and efficiency by restructuring team functions and clarifying roles and responsibilities, fostering a dynamic and high-performing work environment.

Led U.S. operations with a new vision, mission, and strategy — transforming the organization from a niche, performance-focused brand into a leading health and wellness platform targeting robust growth and meaningful market share. – Business Transformation: Identified and activated new B2C, B2B, and B2B2C commercialization channels, achieving 4x DTC growth, 2x B2B growth, and a 20% profitability increase. – Digital Acceleration: Built new digital discipline via platforms and processes to capture market share across key channels and partners, growing new-to-brand customers by 60%. – Marketing Innovation: Elevated go-to-market strategy through brand repositioning and marketing mix evolution, increasing customer NPS by 50%. – Amazon Optimization: Improved content, promotions, messaging, and channel governance to protect pricing and drive conversion. – Supply Chain Optimization: Streamlined forecasting and delivery model — reduced customer delivery times by 55%. – Organization Restructure: Revitalized people culture by redefining team functions and roles; reduced FTEs by 15% while increasing execution speed and accountability. – Oversaw full P&L, revenue, margin, and marketing investment decisions.

Lead all brand, product and corporate marketing to drive 2.5x revenue and 3x profitability, market leadership and brand transformation. • Strategic Demand Generation: Spearheaded the growth of LG's home appliance, entertainment, and mobile businesses to record revenues and profits through integrated strategies across brand, retail, and consumer marketing, achieving market expansion. • Brand Growth and Market Positioning: Catalyzed LG's brand renaissance, establishing LG Home Appliances as the market leader to secure a solid position in Home Entertainment through strategic product launches, multi-channel distribution enhancement, and digital-focused creative excellence. • Investment Strategy Optimization: Oversaw comprehensive owned, earned, and paid media investments, including linear, digital, and social channels, through strategic agency collaborations and in-house teams, enhancing media plan efficacy and operational efficiency. • Innovative Strategic Partnerships: Reengineered marketing strategies through new collaborations in sports/esports, entertainment, and social good, creating business opportunities and brand visibility despite competitive challenges. • OmniChannel Marketing Excellence: Revolutionized retail and channel strategies with an advanced marketing tech stack, identifying new business avenues in premium product positioning • Data-Driven Product and Consumer Strategy: Developed market and business opportunities with a focused product and consumer segmentation strategy, informed by data analytics and insights. • Disruptive GTM Strategies: Implemented groundbreaking D2C go-to-market campaigns, leveraging direct-selling channels across key interest areas, generating new revenue streams. • Actionable Insights & Market Intelligence: Led data-driven planning to uplift the brand's reputation and foster meaningful engagement with key stakeholders in • Cross-functional Strategy Integration: Reimagined CSR and ESG initiatives to align with core brand values

Rebuilt brand and marketing strategy across all channels — turning a fading #4 position into an accelerating #2 brand across major sub-categories. – Brand Management: Launched 'Life's Not Perfect. Life's Good.' platform for Home Appliances → #1 market share; 'What's It Gonna Take' for Mobile → 10x sales increase vs. prior flagship launch. – Media Strategy: Architected and executed 360° paid media strategy and performance tracking via agency of record (Horizon/HMI). – Strategic Partnerships: Forged activations with NCAA, Fox/Olympics, AMC/Walking Dead, Oculus, Bloomingdale's, Quintessentially, and other premium brand partners. – Product GTM: Launched InstaView Door-in-Door Refrigerator, SideKick Washer, QuadWash Dishwasher, Dual Screen phones, and other innovations with disruptive marketing campaigns. – Digital Transformation: Elevated LG digital and social footprint; piloted first digital transformation program with G7 phone launch. – Community Integration: Addressed community needs including post-hurricane communications in Puerto Rico, teacher technology assistance, and family nutrition outreach.

Lead all brand, marketing and ecommerce to drive global business and brand growth by 75%+ YOY. • Global Brand Development: Strategically refreshed the brand's identity, ensuring consistency and broad reach across key markets (US, Europe, Asia), significantly driving new business momentum and strengthening market position. • Innovative Product Development and Marketing: Spearheaded the expansion of product lines, incorporating cutting-edge style, design, pricing, service, and technology enhancements to captivate a broader consumer base and penetrate new market segments. • Integrated Consumer Marketing Initiatives: Launched comprehensive marketing communications campaigns across all media channels (PR, digital, content, in-store merchandising, events, print, sales, and training materials), enhancing consumer engagement and brand visibility. • E-commerce Strategy and Operations: Oversaw the full spectrum of e-commerce operations, including website and platform management, promotions, customer service, sales forecasting, fulfillment, and creative communications, driving significant online revenue growth. • Strategic Alliances for Market Expansion: Drove expansion of retail distribution and network within the wine industry through targeted activations and partnerships with sommeliers, culinary experts, travel entities, and entertainment influencers, broadening market outreach and engagement. • Organizational Structure for Growth: Established new processes and organizational structures to support scalable business growth, effectively positioning operations in strategic locations (Burlington, MA; San Francisco, CA; Amsterdam; Hong Kong) for market penetration and operational excellence.

Led all brand, marketing, and ecommerce globally — delivering 75%+ YOY business growth. – Brand Development: Refreshed brand identity and visual language across all markets (US, Europe, Asia) to create new business momentum. – Product Development: Expanded product offerings with new styles, pricing tiers, and technology to appeal to broader consumer and market segments. – Consumer Marketing: Launched integrated marketing communications across PR, digital, content, in-store, events, and print. – Ecommerce: Managed all ecommerce operations — website, promotions, customer service, fulfillment, and creative. – Strategic Alliances: Expanded retail distribution and wine industry network via targeted activations with sommeliers, chefs, restaurants, airlines, cruises, and entertainment influencers. – Organizational Growth: Built new process and structure to support rapid growth across US, European, and Asian markets.

Led all brand and consumer integrated marketing access all electronics categories to become #1 in both market share and brand. Areas of expertise include business strategy and analysis, multi-media advertising, digital marketing, experiential and content production, event management, PR, agency management, campaign metrics/ROI analysis, retail, and team management. • Global Brand and Business Strategy Leadership: Spearheaded the development and execution of global brand strategies, collaborating with international teams to drive significant market influence and innovation, fostering cross-geographical synergy and co-creation. • Award-Winning Product and Brand Marketing: Led local market product development initiatives, resulting in the launch of award-winning products, securing the #1 brand position in market and mind share with over $9B in revenue and double-digit growth. • Integrated Marketing Excellence: Achieved unparalleled consumer and press engagement through innovative marketing strategies in advertising, digital, social, retail campaigns, and PR collaborations, exceeding year-over-year metrics. • Strategic Media and Market Investments: Orchestrated comprehensive go-to-market media investment strategies, managing $300MM+ paid media and promotions, enhancing brand visibility and market penetration. • Innovative Strategic Partnerships: Drove brand innovation and market relevance through strategic partnerships in sports (NFL, PGA, Olympics), entertainment (Dreamworks, Universal, 20th Century, James Cameron 3D, Oscars, Emmys), and arts (Fashion Week, Art Basel), elevating the consumer experience across passion points. • Advanced Campaign Metrics, Analysis, and ROI: Introduced advanced analytics systems and processes for campaign management, achieving a new level of campaign performance. • Leadership in People and Team Development: Developed and led a highly skilled 30+ marketing professionals across strategy, marcom, retail/channel, and research

Led all brand and consumer integrated marketing across TV, home entertainment, home appliance, digital imaging, and IT categories — driving Samsung to the #1 U.S. brand and market share position. – Revenue & Growth: Delivered double-digit growth and $9B+ in revenue; built a best-in-class team of 30+ specialists across strategy, creative, media, retail, and research. – Media Investment: Architected and managed $300M+ annual paid media investment across digital, social, TV, retail, experiential, and PR. – Award-Winning Campaigns: Delivered Effie and Addy award-winning campaigns with industry-leading ROI and brand impact. – Strategic Partnerships: Extended Samsung brand relevance across sports (NFL, PGA, Olympics), entertainment (Universal, 20th Century, Oscars, Emmys), and arts (Fashion Week, Art Basel). – Brand & Campaign Analytics: Developed new analytic systems and processes for media, consumer insights, and financial audit — delivering new levels of campaign efficiency and efficacy.

Led global marketing team in the development and execution of marketing strategies that increased by 40% network value and revenue beyond endemic audience. Areas of expertise include strategy, advertising planning and execution across media metrics/ROI analysis • Brand Development: Transformed network with new brand identity from traditional animal shows to contemporary storytelling of relationships, adventures, entertainment. Opened the brand to a broader audience that translated in double-digit ratings and revenue growth • Consumer Marketing: Launched award-winning genre-breaking, highly-rated series “Meerkat Manor” and Dragons” special • Strategic Alliances: Expanded network presence with branded experiences at Smithsonian National Museum, Jane Goodall Institute, WWF, Smithsonian National Zoo, Universal Studios)

Led global marketing strategy — increasing network revenue by 40% and growing audience beyond endemic viewers. – Brand Development: Transformed network identity from traditional animal programming to contemporary storytelling — delivering double-digit ratings and revenue growth. – Consumer Marketing: Launched award-winning, genre-defining series 'Meerkat Manor' and 'Dragons' special. – Strategic Alliances: Built landmark partnerships with Smithsonian, Jane Goodall Institute, WWF, and Universal Studios.

College of Arts & Sciences · Honorable Mention

Majors: International Relations and Communication Arts · Graduate School of Arts & Sciences