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In Good Company
Every window has a story.
A first apartment. A growing family. A kitchen table doing three jobs at once.
My role at IKEA starts with understanding those everyday lives—and finding ways for the business to become a meaningful part of them.
I lead local marketing, loyalty, and community impact, connecting commercial priorities with the people and neighborhoods around our store.
Some days, that means building a marketing plan.
Other days, it means finding six more chairs.
The whole picture. And the details.
Local marketing means moving between strategy and execution, often in the same afternoon.
I translate national campaigns into locally relevant plans, coordinate partners and coworkers, and bring together events, content, customer communications, and in-store experiences.
The work is to give each activity a clear purpose—and make sure the pieces support one another.
An invitation needs somewhere to lead. An event needs a reason to exist. And a good idea needs someone to get it out of the meeting.
Give people a reason to come back.
IKEA Family sits at the center of that approach.
I build opportunities for people to join, participate, and find value in returning—from student activations and seasonal events to regular crafting sessions and member experiences.
The aim is to create a familiar rhythm: something useful to discover, something enjoyable to do, and another reason to visit.
Behind each experience are the practical details that make it work: registration, coworker communication, membership touchpoints, and follow-up.
Loyalty grows through those repeated experiences.
Make room for the neighborhood.
Community impact begins with listening to the people already doing the work.
I develop relationships with local organizations, schools, and community partners, connecting their needs with the resources and capabilities IKEA can offer.
That has included supporting local families in partnership with the Elizabeth Coalition to House the Homeless through Little Bags of Hope, coordinating more than 100 meal kits for Elizabeth Public Schools, and supporting through the donation of goods to the local community.
Each partnership asks a practical question: what would be useful here, and how can we help make it happen?
The answer takes coordination, trust, and follow-through.
Bring everyone along.
A plan only becomes an experience when people know how to deliver it.
I work across store teams and external partners to connect the idea with the day: what we are doing, who it serves, how it works, and what each person needs to make it happen.
That can mean briefing coworkers, coordinating event logistics, preparing communications, or adjusting when the plan meets a very busy Saturday.
It requires clear direction, shared ownership, and a willingness to get involved in the details.
Including the chairs.
Keep learning. Keep building.
I use event registration, attendance, membership, and downstream shopping data to understand how people respond—and where the next plan can improve.
That means looking beyond turnout to understand whether an experience encouraged participation, supported loyalty, or contributed to commercial goals.
The aim is to build on what works: stronger partnerships, a repeatable calendar of experiences, and clearer connections between marketing activity and customer behavior.
Across marketing, loyalty, and community impact, my role is to bring those efforts together.
So the next invitation means a little more.
And people have another reason to feel…
In Good Company.