Resume
SPEAKER + CONTENT CURATION, &
RELATIONSHIP AMPLIFIER
2021 - PRESENT
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Support online summit hosts with the curation of topics/content and relevant expert speakers to ensure optimal success both in terms of attendees and sales conversion.
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Support doctors and wellness leaders in securing and booking speaking engagements, including conferences and retreats, online summits, podcasts, and more.
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Client highlights include DrTalks.com, Lindsey Elmore, Gina Bria/Hydration Foundation, Dr. Isaac Eliaz/Econugenics, Deanna Hansen/Block Therapy, Dr. Nafysa Parpia, and Dr. Eric Gordon.
BRAND IDEATION + STRATEGY, EVENTS,
& CONTENT
DEVELOPMENT
2018 - PRESENT
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Support and direct brands and individuals with ideation and strategy that is directly rooted in the brand's authentic consumer and community experience.
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Produce and develop digital assets and programs including eBooks, magazines, cookbooks, courses, masterclasses, and affiliate program support.
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In-person and online event production from ideation through execution. Highlights include summits, professional training programs, festivals, trade events, and multi-day culinary events.
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Client highlights include Dr. Christine Schaffner, Gordon Medical Associates, Dr. Isaac Eliaz (Best Selling Author Survival Paradox), Dr. Tom O'Bryan (Best Selling Author You Can Fix Your Brain), Donna Gates (Founder Body Ecology), Jonathan Bailor (NY Times Best Selling Author The Setpoint Diet), Shivan Sarna (Founder Chronic Conditions Rescue), Vibrant Blue Oils, Soul Camp, Elite TLC Dating Support, and Dr. Partha Nandi (Emmy Award-Winning, The Dr. Nandi Show).
VP BRAND DEVELOPMENT
& EXECUTIVE EDITOR, HEALTH HERO MAGAZINE
Detroit, Michigan
2016 - 2018
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Develop and manage brand strategy expansion for Dr. Nandi’s personal and television brands with an emphasis on product development, sponsorship sales, affiliate relationships, and content development.
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Set the vision and overall business strategy from launch to scale, including defining long-term goals and strategies.
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Direct product development initiatives including fee-based membership platform, eCourse modules, webinars, eBooks, cookbooks, audio meditation series, corporate wellness programs, and mobile app with projected first-year revenue of $240,000.
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Direct and manage content development, including blog posts, article requests for print and online publications, website copy, and marketing support.
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Direct and set the tone, editorial direction, and calendar for monthly digital Health Hero Magazine. Organize, supervise, and participate in the development of all copy for publication.
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Direct and manage existing affiliate relationships and programs as well as oversee affiliate expansion and relationship cultivation strategy. Projected first-year revenue of $200,000.
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Co-developed show concepts and programming for Emmy award-winning syndicated medical lifestyle talk show, The Dr. Nandi Show. Also, assist with creative content for additional television and video projects, including The Making of a Health Hero documentary and Dr. Nandi’s PBS special.
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Creative visionary behind Soul LOVE Fest. Directed and managed team responsible for all aspects of event production and marketing including branding, website development, social media, media relations, advertising, operations, sponsorship solicitation, and programming.
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Inaugural Soul LOVE Fest was attended by over 1,000 fest-goers and included over 55 instructors who taught 100 classes and workshops over the two-day event.
EXECUTIVE DIRECTOR
Women Chefs & Restaurateurs Assoc.
Washington DC
2015 - 2016
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Responsible for day-to-day operations including P&L, operations, and management of marketing and sales team.
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Directed the restructuring and expansion efforts creating 24/7/365 brand relevance, year-round educational programming and content marketing plan in conjunction with Board of Directors.
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Led the membership revitalization efforts growing member base +25% in under a year and expanded the Canadian membership from under 10 to over 100 members in the same timeframe.
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Directed regional chapter expansion with relevant programming and member outreach. In under 12 months grew active regional WCR chapters from 3 to 20 across the US and expansion into Canada.
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Developed programming evaluation metrics and evaluation survey instruments and platforms and used results to improve member offerings.
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Managed and developed content and programming for the annual national conference. Researched and defined latest foodservice industry trends and challenges that led to effective program development.
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Managed the social media and marketing team in revamping of brand standards creating consistency across all platforms as well as visual presentations, content creation, and member support.
FOUNDER
Wax Branded
Aurora, IL
2005 - 2014
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Boutique branding, marketing, events, and ideation company.
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Branding and marketing clients included culinary celebrities such as Elizabeth Falkner and Mario Batali and companies such as Tru Bamboo and Rocket USA.
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Event production partners and clients included organizations such as The Moyer Foundation, Emeril Lagasse Foundation, Virgin Unite, Texas Motor Speedway, Women Chefs & Restaurateurs, and International Housewares Association.
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Managed the $10 million + Batali brand, which included all projects outside of the restaurant business, such as licensing, endorsements, and business expansion opportunities.
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Led the brand equity assessment and developed a 3/5/10 year business plan for expansion leading to multi-million dollar growth year over year.
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Directed and led the rebranding efforts across all areas of the organization, including licensee products/packaging, marketing, web, social media platforms, and video. Branding still stands today unchanged 10 years after original development and implementation.
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Served as the liaison between the dozens of Batali enterprises, including the restaurant groups, Eataly and his other business holdings, television & video, publishing, legal counsel, internal staff, and senior management.
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Led innovative internal promotional initiatives such as the 2008 Batali Grilling Contest promotion developed in conjunction with the Batali NASCAR Cookbook launch. One of the first-of-its-kind video contests helped create national print and TV buzz for the book and generated over $750,000 in sponsorship sales.
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Directed all licensing and product development initiatives across multiple categories, including cookware, gadgets, cutlery, cutting boards, textiles, packaged food, wine, shoes, brick ovens, watches, lunch bags, collectible toys, mobile apps, and electronic games, realizing no less than double-digit growth each year.
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At any given time, five to seven deals were in progress at various stages of strategic assessment, targeted relationship development, negotiations, operational and financial due diligence, valuation, and closing approvals.
BRAND MANAGER
Mario Batali
New York, NY
2005 - 2013
EXECUTIVE DIRECTOR
Mario Batali Foundation
New York, NY
2008 - 2013
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Managed and directed all aspects of the foundation development from concept to fruition including state filings, mission and brand development, website creation, marketing and PR, fundraising, and business development strategy.
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Realized fundraising goal of $850,000 annually within one year of filing for 501c3 status and maintained or exceeded annual goal every year going forward.
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Executed all day-to-day operations including fundraising activities, marketing, web/social media, partnership development, grant research, legal and financial responsibilities.
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Lead development of commercial co-venture partnership to create revenue-generating streams including partnerships with Food & Wine Magazine, Rume Bags and musician Dan Zanes.
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Proactively nurtured relationships with key donors and corporate sponsors which accounted for over 75% of annual fundraising revenue.
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Produced all fundraising events including annual celebrity golf classic, formal fundraising dinners, live entertainment events, movie premieres and intimate VIP food and wine gatherings partnering with notables such as President Bill Clinton, Jimmy Fallon, Sir Richard Branson, Tiger Woods, Emeril Lagasse and Jamie Moyer.
DIRECTOR NEW BRAND DEVELOPMENT
Wilton Industries, Copco Division
Woodridge, IL
2002 - 2005
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Directed product development and marketing staff of five and independent design team responsible for housewares category expansion initiatives for the Copco division.
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Co-presented with the sales team to key accounts on all new product development initiatives. Strong relationships built with key accounts, including Bed Bath & Beyond, Sur La Table, Target, Macy’s, Crate & Barrel, TJX, and Linens & Things.
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Directly responsible for the most successful and profitable new product launch in Copco history with the development of Mario Batali The Italian Kitchen line of cookware and accessories, generating over $5 million in the first year.
DIRECTOR OF NORTHEAST SALES
Wilton Industries, Copco & Rowoco Divisions
Woodridge, IL
2000 - 2003
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Led a team of 30+ internal and independent sales representatives with $20 million in annual volume delivering average annual revenue growth of +5% and exceeding sales quota every year.
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Worked closely with key accounts across channels and internal product development/marketing team to develop the product for specific retail channel needs. Key accounts involved in the initiative included Bed Bath & Beyond, Linens N Things, Lechters Housewares, Chef Central, Macy’s and Filene’s. The initiative secured expanded shelf space, revenue growth, and improved gross margins.
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Expanded key retailer base and cultivated relationships within new channels including discount clubs with the addition of BJ’s Wholesale Club and gourmet grocery with the addition of Wegmans.
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Due to impressive revenue growth in the Northeast Division requested to present at Wilton National Sales Meeting on sales/relationship development best practices.
DIRECTOR OF PRODUCT
DEVELOPMENT
Wilton Industries, Copco & Rowoco Divisions
Woodridge, IL
1997 - 2000
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Responsible for $40 million in annual sales, managed a team of nine associates, and directed strategic planning and brand expansion efforts.
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Worked closely with sales team to develop relevant and on trend products for targeted channel and retailer needs. Co-presented key accounts regularly across all channels, including Walmart, Target, Bed Bath & Beyond, Linens N Things, Sur La Table, Meijer, Kohl’s, Macy’s, Bloomingdales, Sears, and JCPenney.
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Led development and market launch of thermal mug category, which became the second highest volume category behind tea kettles in less than 12 months generating $5 million in annual sales in its first year.
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Responsible for managing existing licensor partnerships included Disney, Chicago Art Institue, Nabisco, Karim Rashid, and WOVO. Also expanded licensing partnerships to include Starbucks.
PREVIOUS EXPERIENCE
MAY COMPANY 1995 - 1997
Assistant Market Rep - Cookware & Cutlery
CALDOR 1994 - 1995
Assistant Buyer - Infant Furniture & Wheeled Goods
MACY’S EAST 1990 – 1994
Assistant Buyer - RTA Furniture & Seasonal, New York City, NY (1992 - 1994)
Sales Manager - Infants & Toddlers, Alexandria, VA (1991 - 1992)
Sales Manager - Coats & Swim, Nanuet, NY (1990 - 1991)
Macy’s Executive Training Program, New York City, NY (1990)
education
BABSON COLLEGE
Wellesley, MA
BBA, 1990
don't take my word for it...
"The best work we ever did is the work we did with Darcie."
Kali Nandi, CEO The Dr. Nandi Show
"Darcie Purcell is a rockstar. Anyone would be LUCKY to have her on their team."
Mario Batali, Celebrity Chef
"Darcie Purcell is a force of nature! Is there anything this woman can't do? She managed the always evolving Mario Batali brand AND single handedly started the Mario Batali Foundation. Even while discussing business she would, without knowing it, get people around her talking about what they want out of life and how to be the best version of themselves. She is a true treasure."
Lydia Gauzer, Director of Marketing, Ernst Benz
"I have worked with Darcie on a number of events and PR tours here at Texas Motor Speedway. She always brings her "A" game. Darcie is professional, organized and just a ton of fun to work with."
Mike Zizzo, Director of Marketing, Texas Motor Speedway
"I love Darcie! Her energy, her ideas, her passion for her clients. She creates from a place that feels not of this world. She sees what is possible and how to bring a brand to life."
Laura Pena, Founder, She is the Universe
"I am so grateful we have Darcie on our team. She is a life changer, clinic changer and game changer. She brings out the best in both me and Dr. Gordon."
Dr. Nafysa Parpia, Director of Naturopathic Medicine Gordon Medical Associates
"Darcie is a rare individual with an extraordinary skill set. She up-leveled my brand and created the most magical online content and courses that truly reflected me and my goals. She has both left and right brain strength which is a phenomenal talent. Creative and strategic."
Dr. Christine Schaffner, Immanence Health
"One word - YES. Whatever Darcie asks of you, recommends, or compels you to do....say YES and then THANK YOU, and if you’re lucky, MORE PLEASE I speak from experience."
Gina Bria, Founder of Hydration Foundation, Real World Scholar, and Buckminster Fuller Design Science Award
"Darcie is a very rare breed. She is a true creative spirit but also has great business sense. She has been an incredible asset on all projects I have had the opportunity to work on with her. Darcie is also one of the best sales people I have worked with over my 30+ years in the housewares industry."
John Farber, Co-Founder OXO International & WOVO