Teams at Balsam Brands

Leads copy and brand storytelling strategy across a global, multi-brand omnichannel portfolio. Oversees creative teams, develops brand voice and scalable content frameworks, optimizes e-commerce and SEO copy, integrates messaging into UX/UI, and ensures global consistency through localization and editorial standards. Partners with marketing, merchandising, product, digital, and retail teams while leveraging AI and emerging technologies to improve content efficiency, customer engagement, conversion, and brand differentiation.

Leads distributed Digital and Enterprise engineering organizations, setting technology strategy, architecture, investment roadmaps, AI-enabled SDLC practices, and operational standards. Develops engineering leaders, aligns product and business priorities, manages budgets and vendors, and ensures software quality, security, reliability, and peak-season readiness. Partners with executives to resolve tradeoffs, improve delivery predictability, and drive measurable business outcomes across digital commerce and enterprise systems.