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About

Plan-In-A-Can LLC, founded in 2005, helps companies cut thru the noise, sharpen their market position and drive profitable growth by providing senior-level brand strategy and go-to-market expertise on a project or contract basis. I partner with corporate or agency teams to generate insights and ideas, differentiate brands, write positioning decks, creative briefs, ad copy and social campaigns, develop go-to-market plans, launch new products and services, accelerate digital marketing performance, strengthen customer acquisition and retention, blunt competition and build integrated marketing plans. Highly adept at developing and executing strategy, I lead cross-functional collaboration across Executive leadership, product, sales, operations, finance and in-house and agency teams to help clients achieve their goals for profitable growth. I bring 30+ years of marketing leadership experience to the table across CPG, big box retail, health care providers and payers, financial services, specialty retail, fast food, automotive technology, B2B SaaS, petroleum, public utilities, fintech, higher education, home improvement services and paints and sealants. I apply a business-builder mindset, disciplined strategic thinking and a proven ability to translate market, customer, product and competitive key facts into differentiated branding and activation plans, programs and initiatives. Career highlights include inventing Kohl's Cash® in 2004, one of the top-performing loyalty programs in U.S retail; developing brand strategy and ad copy behind Cabela's iconic Trust Our Gear™ multichannel brand platform which delivered positive comp sales and increased mix of higher margin private label goods in 19 of 20 quarters; and positioning H&C Concrete Stains, a Sherwin-Williams brand, as Beautiful Concrete Protection™ for its launch in big box home improvement stores.

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