Portfolio

As the full-time CMO & CSO at Dolphin Hat Games, a ~$20 million brand, Alyssa was instrumental in increasing the company's top and bottom lines. She set the company strategy, built the marketing & sales departments, and created processes to capture deep consumer insights that allowed the team to make data-driven decisions. Alyssa led the launch of Moose Match Mayhem, the first successful mass market innovation following the #1 best seller, Taco Cat Goat Cheese Pizza. Alyssa's leadership solidified the company's growth in the gaming industry.

Alyssa has a proven track record of driving eCommerce growth and optimizing Amazon profitability for major brands. For PediaSure and Pedialyte, she oversaw eCommerce and led initiatives that generated 33% of the brands' total net sales growth. Additionally, she successfully doubled Amazon profitability for PediaSure, effectively mitigating the brand’s largest business risk over the past three years.

Alyssa built a $21 million customer loyalty CRM program that drove a +500% increase in customer acquisition and doubled retention rates, creating a powerful foundation for long-term brand loyalty. Through targeted direct mail & email engagement strategies, personalized content, and optimized customer journeys, Alyssa strengthened connections with consumers and increased lifetime value.

Alyssa and her team led the $80 million P&L for Hillshire Snacking, helping the brand become the #1 share leader in the adult snack category. Alyssa launched three innovative platforms, contributing $30 million in annual sales with the campaign featured in Adweek.  Alyssa also drove channel growth in convenience stores and drug channels, leading to 2x distribution gains. 

Recognizing the growing demand for clean-label nutrition, Alyssa led the development and launch of PediaSure’s first Organic sub-brand, securing internal buy-in for a $15 million product line. Alyssa crafted the go-to-market strategy, product positioning, and packaging design, resulting in the #1 most profitable subline on Amazon.

As the owner for the $400 million Pedialyte brand P&L and $40 million+ annual advertising budget, Alyssa achieved a 30% sales increase by leveraging insights to refine positioning.  Weekly, Alyssa would lead her team through in-depth Nielsen analysis, delivering weekly performance reports to the President & GM that informed key business decisions. Through rigorous analysis, Alyssa optimized the product portfolio to drive over $10MM in incremental sales. 

Alyssa spearheaded the highest-testing TV campaign in PediaSure’s history called "A lot to look up to". This campaign delivered a +5% YoY sales increase and strengthened brand equity. Alyssa implemented non-linear TV advertising on platforms such as Hulu, which was new at the time, increasing reach by 15% to our target consumer. Additionally, Alyssa optimized digital media performance, including the launch of PediaSure’s Instagram channel, which contributed $5 million in incremental sales.

Early in her career, Alyssa helped play a key role in Aerie’s “Real” campaign, the first intimates brand to show untouched photos and "normal" sized models. This campaign focused on inclusivity and authenticity, using unretouched images of diverse women to redefine beauty standards and empower customers. 

Alyssa analyzed and managed over $80 million in direct mail CRM campaigns across the American Eagle and Aerie brands. By analyzing the behavior of 14 million customers and refining segmentation strategies, Alyssa optimized targeting and increased profits by 12%. 

Alyssa managed the $500MM+ Jimmy Dean brand breakfast sausage business, overseeing P&L ownership and the go-to-market strategy. To pressure test go to market plans, Alyssa led a 30-person war game strategy session and became the company expert on war games, fostering collaboration and refining strategic approaches to drive business success.