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Work Background
ADVNCEChief Growth Officer
Apr. 2023United States, OceansideFractional GTM leadership for B2B SaaS and DTC portfolio brands
• Led the marketing strategy that took a DTC client from flat YoY to 2.3X revenue growth, rebuilding the acquisition mix and lifecycle motion to drive compounding gains.
• Lifted site conversion rate from 1.1% to 2.8% for a DTC client through PDP rebuild, checkout optimization, and lifecycle-driven returning-visitor flow.
• Built end-to-end GTM frameworks for portfolio companies across B2B SaaS and DTC, carrying full P&L ownership over budgeting, forecasting, and unit economics. Improved capital efficiency and margin across the portfolio.
• Restructured digital growth stacks and attribution models to improve LTV:CAC across client portfolios, lifting repeat purchase rate through retention and lifecycle redesign.
• Re-engineered the post-purchase lifecycle for DTC brands, integrating 3PL systems and reducing COGS by 10% while improving 90-day retention.
• Directed product-led growth and UX initiatives for SaaS clients, simplifying onboarding flows and lifting conversion from signup through activation.
• Brought AI into the marketing function across portfolio engagements, using Claude, Perplexity, and Clay for research, content production, and outbound enrichment.
TRU GRIT FITNESSCMO & Co Founder
Sep. 2019 - Feb. 2023United States, Vista• Scaled the company from $0 to $50M+ in revenue during the COVID demand surge, leading a digital-first pivot and a fast product roadmap across home gym, recovery, and wellness equipment.
• Built the DTC business to $20M through Shopify and Amazon FBA/FBM, averaging a 3.2X blended ROAS across paid acquisition while owning creative, landing pages, and lifecycle email.
• Secured Tier-1 retail distribution with Walmart, Target, Best Buy, and Home Depot, expanding the brand into thousands of physical doors and building the in-store marketing and merchandising to support it.
• Produced a flagship viral campaign generating 81M+ views, lowering blended CAC by driving organic reach paid media alone could not deliver.
• Implemented the marketing and operations stack (NetSuite, Helium 10, AI-driven analytics) to support reporting and forecasting at hypergrowth pace.
• De-risked the supply chain by establishing Mexico-based procurement, bypassing China-related bottlenecks and managing the flow of 4,000+ containers.
SALT GroupChief Content Officer
Jan. 2017 - Oct. 2020• Founded and scaled a full-service creative agency specializing in high-impact video production and premium brand strategy for hospitality, sports, and technology clients.
• Managed multi-million-dollar production budgets for corporate clients, aligning creative output with measurable business outcomes (brand lift, attendance, conversion).
• Built and led cross-functional creative teams across strategy, production, and post, servicing high-profile accounts and corporate partnerships in the premium and luxury segments.
• Executed and delivered creative for global brands across luxury, performance, and entertainment: Lamborghini, Netflix, NASCAR, Aqua Lung, Phelps, Airbus Helicopters, RED Digital Cinema, and DJO Global
Hakkasan GroupDirector of Marketing
Jan. 2016 - Dec. 2017Las Vegas, Nevada• Ownership of each venue’s development, execution of marketing, event strategies and programs that meet the organization’s overall objectives and financial goals while keeping the said brand/brands to the standard of the company’s direction
• Broke records in revenue/profit in nightlife and day life venues across portfolio
• Collaborate with Executive team as strategic partners developing annual marketing & media plans for venues
• Revamped venue websites to streamline the purchase experience for consumers / UI / UX
• Direct the venues media & marketing plan, marketing staff, budget & expense tracking
• Lead and maintain premium creative brand standard for all venues
• Plan and implement work and meeting schedules for all marketing staff in venue
• Strategized with sponsorship team to leverage and maximize the company’s branding & experience capabilities
• Create, review and implement all promotional and events calendars, while leveraging brand/distributor dollars
• Oversee the venue event calendars and event approvals based upon overall calendar, history and venue needs
Red BullField Marketing Manager
Jan. 2014 - Nov. 2016Las Vegas, Nevada• Led the field marketing business plan & budget for Las Vegas, NV / New Mexico in line with the national business strategy
• Directed marketing strategy & execution of branded events, big moments, projects and activations across Nevada / New Mexico
• Maximize a strong ROI by creating and supporting key scenes/events/marketing opportunities
• Create and deliver media assets for Red Bull Media House by utilizing athletes, projects and events
• Develop new ideas with local network of opinion leaders that bring the brand to life
• Collaborate with sales counterparts on strategic consumer collecting campaigns to drive sales & gain market share
• Lead creative distribution marketing programs for retail partners in and around key markets to drive sales / market share • Concept, create and execute original Red Bull small fires events and athlete projects
• Ownership and execution of the Las Vegas Consumer Collecting & Student Brand Managers programs
• Mastered collaboration within all areas of the business to ensure 360-degree execution
Red BullSpecial Ops Manager
Jan. 2013 - Dec. 2014Santa Monica, CA• Manage budget, logistics and schedule for all Sports Marketing assets within the Business unit
• Maximize effective utilization of Sports Marketing Assets to drive consumer engagement and ROI
• Innovation through athletes, projects, branding, product functionality messaging and content creation across all channels
• Manage and lead athlete projects/events within the West Business Unit
• Improve product perception to grow the user base via Sports Marketing
• Collaborate with sales team to create special events and programs within accounts to gain market share
• Support HQ team and Red Bull Media House on Athlete projects, films and events
• Cultivated with Field Marketing Teams to execute Sports Marketing initiatives within the Business Unit
Skullcandy Inc.Marketing Manager
Jan. 2012 - Dec. 2013San Clemente, CA•Manage budget, logistics and event planning for the motorsports category nationwide
•Lead digital marketing strategy and execution for all motorsports media outlets
•Provide creative thought with Product Development team on building/launching new products
•Manage design and launch of Ryan Dungey signature headphone line in Target retail
•Produce & manage major film project featuring athlete Robbie Maddison; launching fall 2014
(Partnership production with Red Bull Media House) with a budget of $250K
•Strategize point of sale with major retail partners (Best Buy & Target) in 2,800+ doors
•Work closely with Sales Team on expansion in motorsports doors globally
•Collaborate with Retail Marketing team to create in store display in core & CE retailers
•Develop all social media content for motorsports category (Facebook, Instagram, Twitter, etc.)
•Generate over 3.5M impressions of exposure per month
•Work closely with all sports marketing managers to ensure Athlete, Marketing and Sales objectives arealigned
•Manage a team of 9 professional athletes & 16 amateur athletes
•Execute 25 events/activations nationwide
Federation 48Key Account Manager
May. 2011 - Aug. 2012Anahiem Hills, CA•Sales Management of all sales employees (inside & outside) in the United States & Canada
•Increased sales in key accounts by 400%
•Built a team of inside & outside sales reps
•Created inside & outside sales reps territories, goals, and business plans
•Increased number of retailers by 70%
•Developed marketing in-store opportunities by working closely with endorsed athletes
•Worked closely with product development to ensure market ready product
•Produced 10+ in store contest to maximize sales and industry acknowledgement for the brand
•Work closely with internal credit management on maximizing sales while minimizing exposure
•Expanded team of endorsed athletes by 70% with out exceeding budget yet maximizing exposure
•Successfully expanded into numerous of other action sports and account base
•Managed marketing specialist who assisted with events, athletes, and promotional production
•Contracted sponsorship deals with top athletes / teams for 2012 year
Red BullMarketing Contractor
Jan. 2011 - Dec. 2013Santa Monica, CAField Marketing / Event Marketing / Red Bull Media House
No FearSales Manager
Jan. 2008 - Nov. 2010Carlsbad, CAFMF International inc. // Licensee to No Fear
•Responsible for Sales Management of the East Coast and Midwest Territory's
•Expanded business opportunities by developing sales in Canada, Mexico, and Australia
•Manage key accounts: West 49, Journey’s, Lids, Scheels, and Glik’s
•Established a team of eight outside sales reps
•Created outside sales reps territories, goals, and business plans
•Increased sales in territory by over 400% & Increased number of doors by 60%
•Responsible for three trade shows & 20+ various regional market events and opportunities
•Developed marketing in-store opportunities by working closely with endorsed athletes
•Created six annual key account sales contests with measurable sales results
•Worked closely with Product Creation to enable market ready product
•Created exclusive pre-line process that resulted in both SMU and in-line styles based on consumer andretailer feedback
•Work closely with internal credit management on maximizing sales while minimizing exposure
Accutek Packaging Equipment Company, Inc.Lead Fabricator
Jan. 2007 - Dec. 2007Vista, California, United States• Collaborated with engineers, machinists, and product team to fabricate packing machines for top clients like Gorilla Glue and Jif Peanut Butter.
• Led welding on all machines to ensure high-quality products for customer satisfaction.
Four Seasons Hotels and ResortsGuest Services
Jan. 2006 - Dec. 2008Carlsbad, California, United States
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