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 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.
New Market Expansion (Las Vegas)
Summary: ALDI planned a major market expansion into Las Vegas in 2025, requiring research and strategic execution to resonate with the local communities.
Task: Traveled to Las Vegas, NV and participated in qualitative research and consumer focus groups to analyze local grocery habits, test messaging, and build an insight-led marketing strategy for launch.
Result: Combined focus group findings with quantitative data and social listening and built a strategic campaign ahead of the official grand openings. Authored strategic briefs and presented recommendations to cross-functional leaders and agency partners to guide creative execution and media placement.
Successfully delivered actionable consumer insights that directly shaped the Las Vegas market entry. In-store activation (e.g., Sweepstakes sign-ups), e-Commerce reach, and store traffic exceeded benchmarks compared to stores within existing markets. As a plus-up, ALDI secured placement on the Las Vegas Sphere to promote e-Commerce services. Lastly, I created a high-impact visibility element (e.g., grocery bag inflatable) that was re-purposed for future ALDI events.
Alex’s Lemonade Stand Foundation (ALSF)
Summary: Opportunity to increase ALSF donations in June 2024 and spread awareness of ALDI’s long-lasting partnership with the organizations.
Task: Travel to Philadelphia, create an on-the-ground experience in key markets, manage event activation, engage with customers, and ensure store teams were set up for success. Within this activation, 3 cities were strategically chosen with hopes of garnering donations and shining light on ALSF families and their stories.
Successfully created high-impact visibility pieces (e.g., Lemonade Stand) and customer-facing deliverables (e.g., handouts, signage assets) that drove in hundreds of donations, product trial of ALSF-sponsored products, entries for the $500 Gift Card Sweepstakes.