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Work Background
SkyryseChief Marketing Officer
Sep. 2024Los Angeles Metropolitan AreaAt Skyryse, our mission is to make flying general aviation aircraft safer and more accessible than ever before. We believe it is our moral responsibility to reduce, and ultimately eliminate, general aviation fatalities through the widespread adoption of SkyOS.
ICON AircraftChief Executive Officer
Jan. 2022 - Sep. 2024Los Angeles Metropolitan Area
ICON AircraftVP, Brand Experience and Corporate Strategy
Dec. 2021 - Jan. 2022Los Angeles Metropolitan Area
ICON AircraftVP, Marketing and Corporate Strategy
Sep. 2021 - Dec. 2021Los Angeles Metropolitan Area
ICON AircraftMarketing Director
Jul. 2018 - Sep. 2021Santa Monica, California
ICON AircraftSenior Sales Director, Western US
May. 2018 - May. 2019Santa Monica, California, United StatesLed sales team for the western US.
ICON AircraftDirector of Sales
Jan. 2017 - May. 2018Vacaville, CALead the sales team, go to market strategy, pipeline management, and sales programs for ICON Aircraft.
ICON AircraftMarketing and Operations Strategy
Mar. 2016 - Jan. 2017Vacaville, CAMarketing and Operations Strategy at ICON Aircraft. Lead/manage a variety of marketing, business development, and project management initiatives.
Legal ResourcesGeneral Manager/Vice President, Marketing
Dec. 2011 - Mar. 2016Virginia Beach, VAAn employee benefits provider servicing 600+ employer groups in the Mid-Atlantic Region • Management Scope: End to end business and marketing leader from ideation to launch and ongoing management for two new service products, the first ever outside of core business. Designed product lines, developed B2B and B2C marketing strategy, managed creative production, and established operational infrastructure. • Results: Delivered 8% CAGR from 2012-2014. New products now represent significant portion of total sales and profit, diversifying business in the face of evolving competitive landscape.
• Marketing/Advertising: Delivered complete rebrand across all marketing, sales, and service touch points. Developed new brand equity, set brand standards, and led creative agency through first ever branding effort at 25 year old family business. New digital linking strategy drove 21% increase in unique visitors and 42% increase in page views, enabling better member education.
• Personnel: Hired, trained, and managed 11 team members across multiple departments.
Procter & GambleTide Laundry Detergent - Brand Management Associate
Jun. 2009 - Dec. 2011Cincinnati, OH• Business Scope: as current business leader, managed $92 million in spending, $3.5 billion in sales across a 36% value share of laundry category, representing 39 million households in the US. Led Tide’s massive digital advertising budget ($15 million) and delivered ROI on marketing spend of $3.27 TV, $5.78 digital.
• Tide PODS: Led the most significant laundry innovation in North America in past 26 years - multi-chamber unit dose laundry detergent. Developed the creative and executed holistic marketing strategy backed by $50 million advertising budget. Year one results exceeded expectations by 20% - $400 million in revenue and captured 70% value share of new category.
• Detergent Compaction: Led company-wide North America Powder Laundry Detergent Compaction Initiative, including multi-functional team of experts and agency partners, in launch of largest NPV project ($75 million) of 2011 across four premier brands.
• Tide plus Bleach: Led activities of seven advertising agencies to deliver commercialization of product upgrade on Tide’s first and largest sub-variant, Tide plus Bleach. Developed $12 million holistic marketing strategy and authored creative brief to resurrect $450 million Tide plus Bleach business. Stabilized sub-brand behind “above average” TV copy and improved in-store promotion.
• Tide Digital Marketing: Digital marketing single point of contact for the largest CPG brand in North America. Launched first iPhone app for P&G Fabric Care. Led multi-agency team through launch resulting in increased traffic to website, 600,000 unique visitors to mobile site in first three months, and over 120,000 iPhone application downloads (#6 in lifestyle category on iTunes).
Consumer Insight/Segmentation: Subject matter expert for Canadian and AA markets. Led development of campaign and unifying media neutral idea commercializing environmentally-friendly cold water washing in Canada.
Procter & GambleBounce Dryer Sheets - Brand Management Intern
Jun. 2008 - Aug. 2008Cincinnati, OHMBA Intern on Bounce dryer sheets. While working with cross functional team of experts, developed new male prime prospect target for Bounce. Conducted competitive analysis of largest branded competitor across various retail channels. Developed trial plan to increase household penetration among high value consumer segment using new product scent variant.
United States NavyNaval Aviator, Division Leader, Flight Instructor, and Training Team Lead
May. 1998 - Aug. 2007Various locations in U.S.• Performance: #1 ranked pilot in squadron, 2003 Hawkeye Pilot of the Year. Commanded complex long-range airborne surveillance missions in dynamic and challenging flight conditions. Routinely made life-or-death decisions in a dynamic and hazardous environment. Graduated #1 in class of naval aviators in 30-month masters training program. Earned Air Medal for commanding 23 combat missions in Afghanistan. Led team to recover of aircraft aboard U.S. Navy aircraft carrier.
• Instruction & Training: Executed 700+ missions as flight instructor in jet training pipeline with $3+ million in flight time cost. Led strategic plan to optimize aircraft carrier training qualification phase, resulting in 10% decrease in module length.
• Capability Building: Senior member of Instructor Training Unit and lead Landing Signal Officer. Led cross functional team of experienced peers in teaching carrier landing techniques to student pilots, resulting in 10% above average qualification rate.
• Asset Management: Led 60 highly skilled team members in maintenance of $320 million in aircraft assets. Expertly managed operational readiness resulting in 99% mission completion rate and Battle Efficiency Award for Department.
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