Weight Watchers (WW)

Appointed to reignite brand relevance and customer acquisition for retail and online businesses. Launched subscription products and digital tools while managing a budget of up to $250M and leading a 35-person team. Built online communities, spearheaded B2B healthcare marketing, and advised on Michelle Obama’s “Let’s Move” campaign. Leveraged clinical trial publication for massive PR in major outlets.

• Spearheaded partnership with celebrity spokesperson Jennifer Hudson to reignite brand relevance, increasing stock price from $44 to $85 and driving 40% revenue growth in 18 months, securing an hour on Oprah and People magazine cover.

•Increased revenue for WW Online business from $125M to $525M (420%) by developing omnichannel marketing campaign and implementing proprietary performance marketing attribution model, expanding overall brand presence and recruiting new customer segments.

 • Consistently delivered on acquisition and retention goals with double-digit recruitment growth for seven years by introducing segmentation data and consumer insights that informed disruptive marketing and PR programs.

•   Improved retention from 12 weeks to 10 months and achieved 100% conversion to Monthly Pass subscription offering, improving overall member success and satisfaction and driving the digital transformation of the business model.

• Doubled the percentage of male subscribers from 8% to 17% within the first year, driving 8% incremental revenue for the online business by creating a WW for Men brand, gamifying the product experience, and launching a marketing and PR campaign with brand ambassador Charles Barkley that was ROI positive in the first year.

•  Drove $50M in incremental revenue within two years by creating WW Health Solutions, a discrete B2B offering for employee health and wellness plans, leveraging clinical evidence, and forming strategic corporate partnerships.