About:
I fix marketing problems that others can't see yet.
Over 15 years, I've built growth engines for brands at every stage: early companies finding product-market fit, established brands professionalizing operations, and mature businesses hunting for the next lever. I've managed budgets from zero dollars to $10M+, led teams from solo contributor to eight people, and worked across DTC, outdoor recreation, hospitality, and agency environments.
What I do: diagnose why marketing isn't working, build systems that scale, and connect brand strategy to business outcomes. I understand the analytics (attribution modeling, cohort analysis, LTV:CAC, etc), but I also know that creative and positioning are what actually move people. The best results happen when sharp strategic thinking meets creative work that resonates emotionally.
I've taken a $350M client to $500M in 18 months by finding the customer segment everyone overlooked. Launched rebranding campaigns that generated $50M in revenue. Cut marketing costs 35% while maintaining growth by questioning every assumption. Reduced churn 15% by fixing the actual problems causing customers to leave. Improved brand favorability 50% during crisis moments by changing how we communicated.
I think about brand differently than most performance marketers. Brand isn't awareness metrics or sentiment scores. It's the reason someone chooses you when the price is higher, forgives you when you mess up, and tells their friends about you. Good brand work compounds. It makes every dollar in paid media work harder.
Currently Senior Director of Marketing at VOORMI, rebuilding the marketing foundation for a performance apparel brand with breakthrough biometric technology but invisible market presence. The challenge isn't acquisition tactics - it's repositioning the entire brand narrative from product features to customer outcomes in a category that doesn't exist yet, then building the creative and channel strategy that brings it to life.
Before that: Director of Growth Marketing at Free Fly (managed $10M across paid, email, partnerships), Group Account Director at 85SIXTY (ran strategy for Alterra Mountain Company and AMR Resorts), and nearly seven years at Copper Mountain Resort learning to compete against bigger, better-funded competitors by being smarter about positioning, creative differentiation, and channel selection.
I hold a Bachelor's in Marketing and Tourism from University of the Sunshine Coast and an MBA from Griffith University. More importantly, I've learned how marketing actually works by testing thousands of hypotheses, making plenty of mistakes, and building things from scratch.
If you need someone who can professionalize chaotic operations, reposition a brand that's stuck, find growth in mature markets, or build the infrastructure you're missing, let's talk.