ALDI USA
During my 5+ year tenure at ALDI USA, I focused on solving one core challenge:
how can I drive high-impact local engagement at nationwide scale?
1) 200+ Grand Opening Launches
Led localized campaign strategy and execution for new store openings including new market expansions nationwide - bringing the national brand to local communities. Notable expansions include Las Vegas, Portland, Florida, and New York.
2) $2M in Efficiency Savings
Restructured media and activation models to optimize spend allocations and drive $2M in savings for the 2026 fiscal year without sacrificing brand impact.
3) Integrated Brand & Ad-Hoc Campaigns
Beyond managing high-volume expansion programs, I served as strategic lead for ad-hoc, brand building campaigns that drove targeted customer engagement and brand affinity.
Focus spans end-to-end campaign ownership-translating high-level business objectives into strategic and creative briefs, guiding cross-functional creative direction, managing channel-specific tactics (such as direct mailer and local activations), and leading post-campaign performance analyses.
4) Champion for Professional Growth
As the primary lead for ALDI’s partnership with the Association of National Advertisers (ANA), I strengthened department-wide marketing capabilities through curated learning opportunities and professional development.
I established a framework for identifying relevant trainings, webinars, and conferences, driving a 5% increase in team-wide training engagement in one year. I also completed 20+ specialized certifications and courses and led three department-wide workshops to turn new insights into actionable learning.
