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?

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, Nevada and Portland, Maine.

$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.

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.

Champion for Professional Development

As primary owner for ALDI’s partnership with the Association of National Advertisers (ANA), I led department-wide initiatives to elevate marketing capabilities, foster continuous learning, and drive professional growth.

I established a streamlined framework to identify and curate high-impact trainings, webinars, and national conferences tailored to teams needs (drove a 5% increase in team-wide training engagement in a single year).

Beyond managing the relationship, I personally completed 20+ specialized certifications and course across modern marketing and consumer research and facilitated 3 in-person, department-wide workshops to bring these trainings beyond a screen.

Notable Projects

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Notable Projects 〰️

Out-Of-Home Takeover

Summary: An ALDI store opened in Miami in 2023 but suffered from low foot traffic due to poor storefront visibility from the main road.

Task: Design and project-manage a targeted post-opening local campaign to increase store awareness and direct immediate foot traffic.

Result: Secured strategic local OOH placements, including a traditional billboard directly across from the store and an immersive Metrorail station takeover. Managed the fast-tracked, end-to-end campaign lifecycle—authoring strategic and creative briefs, facilitating cross-functional creative reviews, and aligning operations with marketing.

Successfully drove measurable store awareness, with store leadership reporting a direct influx of new customer traffic directly attributable to the high-visibility station takeover and billboard activation.

ALDI Grand Openings

Summary: Lead a scalable, repeatable, high-impact Go-To-Market (GTM) strategy for its continuous nationwide growth across 17 divisions.

Task: Lead the end-to-end planning, cross-functional execution and budget governance for the nationwide Grand Opening program while improving operational efficiency and program ROI.

Result: Directed and collaborated with 10 internal and external partners across digital, social, PR, CRM, Real Estate, and Operations for 200+ store openings. Restructured paid media and activation spend models, introduced an on-demand asset fulfillment process, and authored a standardized grand opening playbook for 26 divisions.

Managed financial governance and conducted post-campaign KPI reviews to optimize future launch performance.

Successfully delivered 200+ launches, unlocked $2M in cost savings and strategic reallocations for 2026, streamlined launch workflows nationwide, and established a sustainable GTM framework for ongoing store expansions. 

How It Works

  • Browse our upcoming events to find the one that feels right for you. We host events year-round in all different locations and climates.

  • Sign up and pay all required fees to reserve your spot. If plans change, you can cancel up to 14 days before the retreat start to receive a 50% refund.

  • After booking, we'll send you a Welcome Packet with everything you need to know—detailed schedules, packing list recommendations, add-ons to consider, and more.

  • We'd recommend booking your transportation to and from the event as soon as possible, to ensure you can arrive without any complications or delays.

  • Now all that's left to do is pack your bags and get excited for your new adventure.

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