Publix Bakery Innovation

Data-Driven Product Strategy for e-Commerce Growth

As part of a cross-functional initiative to grow Publix Bakery’s presence in e-commerce, I led a data-backed analysis to identify key opportunities in the online product mix. Using a combination of search behavior, sales performance, and customer insights, I uncovered significant gaps between what customers were looking for and what was actually offered online.

I translated those insights into a clear opportunity roadmap and aligned key stakeholders across merchandising, e-commerce, engineering and the bakery business unit. Together, we ideated and launched several new bakery concepts tailored for digital channels—products designed not just to perform well in-store, but to win online, too.

This work not only filled critical assortment gaps but also contributed to substantial revenue growth. The initiative demonstrated how strategic use of data, paired with cross-functional collaboration, can spark innovation and drive measurable business impact in a traditionally brick-and-mortar category.

LEGOLAND Hotel Opening

Data-Led Strategy Meets Full-Funnel Execution

For the launch of the LEGOLAND Hotel, I played a key role in shaping both the guest experience and the digital customer journey. Using data on LEGO set popularity and customer affinity, I conducted an in-depth analysis to help inform the selection of room themes—ensuring that every themed room reflected fan-favorite LEGO worlds that would resonate with families and drive bookings.

Beyond strategy, I led the development of the hotel’s booking experience on the LEGOLAND website, managing the full e-commerce setup from UX planning to go-live. I also created and executed the end-to-end communication plan, spanning email marketing, website content, and paid/organic digital channels to build anticipation and convert interest into reservations.

In the lead-up to the grand opening, I oversaw all photo and video shoots for the hotel, and coordinated high-impact media tours to generate buzz. This holistic approach—from data to digital to PR—helped ensure a seamless launch and a strong first impression for LEGOLAND’s flagship hotel experience.

SUN ‘n FUN Event Rentals

Transforming an Iconic Airshow Venue into a Year-Round Event Destination

Brought in by one of the world’s largest and most successful airshows, I was tasked with a new challenge: how to turn SUN ‘n FUN’s aviation campus—home to massive hangars and event spaces—into a thriving, year-round venue beyond its signature event.

With a focus on scrappy, strategic marketing, I built the events program from the ground up. I created the first-ever event brochure, developed a flexible pricing structure with compelling add-ons, and staged multiple on-site photo and video shoots (nearly all sourced at no cost) to bring the space to life visually for potential clients.

From weddings and festivals to 5Ks, car shows, and corporate events, I marketed the venue through targeted outreach, grassroots buzz, and relationship-building. One of the most effective efforts was hosting a branded showcase event—a party for vendors and potential clients—to demonstrate the full potential of the space in action.

Within a short period, we went from zero off-season events to fully booked weekends throughout the calendar year, turning unused space into consistent revenue and engagement—all while supporting SUN ‘n FUN’s mission as a 501(c)(3) for aviation education.

LEGOLAND Beach Retreat

Turning Sand Into Strategy

As the lead strategist for the launch of LEGOLAND Beach Retreat, I oversaw the full campaign from concept to execution—literally from dirt to doors open. I led a cross-functional team responsible for every aspect of the guest journey, starting with the development of all in-room collateral and extending across every marketing touchpoint.

This included:

• A full-funnel campaign strategy for both paid and owned media
• OOH billboards, digital ads, and social media creative
• Coordinating and assisting in all photo and video shoots
• Leading on-site press day activations and behind-the-scenes update content
• Leading the creative services team to design and execute all printed pieces and graphics

With a strong creative vision and tactical execution, we brought the Beach Retreat’s laid-back vibe to life—emphasizing affordability, family fun, and the unique LEGO® lakeside bungalow experience.

Publix Omnichannel B2B Program

Creates impactful digital campaigns to increase brand visibility and engagement.

Publix B2B Trade Show Booth

B2B Trade Show & B2B Materials Debut

As Lead Strategist and Brand Marketing Manager, I led the development of Publix’s first-ever trade show booth dedicated to our B2B Delivery and Curbside solutions.

With no existing assets or booth infrastructure, I built this campaign from the ground up — creating a bold, polished presence that made a strong statement for our debut on the industry stage.

The Challenge: No materials. No prior presence. High expectations.

The Solution:

• Designed a visually impactful, approachable booth experience that invited prospects to sit or stand for guided demos.
• Led creative and brand development across all booth materials, signage, and messaging.
• Created an interactive walkthrough on iPads, giving attendees a seamless and tech-forward look at our curbside and delivery experience.
• Ensured the booth reflected Publix’s trusted brand while pushing into new, innovative territory.

This activation not only opened doors with strategic partners, but also set the tone for how Publix shows up in B2B conversations — confidently, creatively, and ready to scale.

Development of Annual Pass Program – LEGOLAND

Develops comprehensive strategies to build strong brand identities and market positioning.

Publix Digital Cake Book

Creates impactful digital campaigns to increase brand visibility and engagement.

Publix Chicken Tender Sub Innovation

Problem:
While analyzing sub sales data at Publix, I noticed that many customers were customizing the popular chicken tender sub by adding notes to create their own unofficial versions.

Solution:
I proposed formalizing the most common custom builds — such as the Buffalo Chicken Tender Sub, Bacon Ranch Chicken Tender Sub, and three others — by moving them from “secret menu” status to the official ordering menu.

Outcome:
The updated menu drove a significant sales increase, proving that a simple, data-driven adjustment could spark innovation and maximize the success of Publix’s best-selling sub.

Publix Weekly Ad Redesign

Develops comprehensive strategies to build strong brand identities and market positioning.

NFL team cupcake program

Creates impactful digital campaigns to increase brand visibility and engagement.

Graduation Cake customization & program

Creates effective merchandising solutions to enhance brand visibility and sales.