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Work Background
California Dreamin' PresentsChief Marketing Officer, California Dreamin’ Presents | Executive Director, X Games Sacramento
Feb. 2025Bringing big ideas to life through unforgettable fan-first experiences. Partnering with the CEO to shape CDP’s licensing and innovation roadmap across events, waterparks, and international entertainment properties — all centered around emotional connection and brand magic. Developing the multi-year vision and P&L strategy for X Games Sacramento. Aligning internal teams and external stakeholders to turn vision into momentum, and momentum into moments fans will never forget.
JVR PresentsFounder
Jan. 2025
X GamesVice President, Fan Experience & Hospitality
Feb. 2023 - Jan. 2025RemoteLed with passion. Delivered with precision. Served as the creative visionary behind every detail — big and small — of how X Games events were designed, experienced, and remembered. Led the evolution of the onsite fan experience while providing strategic leadership across the entire organization. Oversaw marketing, CSR, and cross-functional collaboration to ensure every touchpoint reflected our commitment to innovation, inclusivity, and emotional connection. Directed the full-funnel campaign and hospitality strategy behind X Games California 2023’s first-ever sellout, generating $2.5M in ticket revenue. Created bespoke sponsor activations including St Huberts The Stag's premium experience for C-suite guests, SONIC’s custom hospitality tier, and a sustainable train campaign with Amtrak that boosted ridership 482% during event week. Led festival event production, ticketing, merchandising, content, and guest services — always with one mission in mind: deliver wow and make fans feel like they’re part of something bigger.
iDesign, Inc.Vice President, Marketing and Events
Jun. 2016 - Sep. 2022Denver, Colorado, United StatesProduced high-impact, heart-centered summits and forums for mission-driven brands including 3BL Media, Green Sports Alliance, and Next Ventures. Delivered thoughtful touches like local culinary reveals, riverside business lounges, and memorable speaker moments. Managed virtual and hybrid platforms before they were mainstream. Always delivered wow — on-time and under budget.
X GamesDirector / Associate Director, Festival, Partnerships, Event Marketing & Premium Hospitality
Jan. 2007 - Mar. 2023RemoteLed fan journey design and hospitality strategy for more than a decade of X Games events — from immersive festival villages in Austin to premium experiences in Dubai, China, Brazil, Germany, and Spain. Collaborated with the CEO and leadership team to shape the brand’s fan engagement strategy and develop distinct client, community, and hospitality programs across global markets. Designed and launched the X Games Quality Standards and Impact Program, which cut service breaks by 98% and inspired elevated team performance. Oversaw all fan festival entertainment, VIP experiences, and cross-functional activations that aligned brand storytelling with guest impact. Developed and operationalized a year-round merchandising program, helped grow new fan segments, and built purpose-driven community initiatives that enhanced the brand’s cultural relevance. Co-created powerful sponsorship activations and cross-promotional partnerships with Marvel, Disney Consumer Products, National Geographic, and other iconic IPs — turning global moments into emotional connections and brand memories that lasted.
ASA EventsEvent Producer
Jan. 2002 - Jan. 2007Global event producer for LG Action Sports World Tour, helping catapult the client from #7 to #2 in U.S. mobile market share. Oversaw marketing and promotions, sponsor planning, live event production, athlete and artist experience, sold-out concerts with Kanye West and Ludacris, and venue relationships across Europe, Asia, and the U.S. Built trust through flawless execution, creativity, and undeniable fan energy.
Clear Channel Media + EntertainmentMarketing & Event Manager
Aug. 2000 - Aug. 2002Houston, San AntonioAs marketing & event manager, I oversaw the management and strategic utilization of media assets across all Clear Channel media divisions, driving the promotion and marketing of Clear Channel's entertainment properties, which included concerts, live events, theatrical performances, and museum tours. By leveraging assets across radio, outdoor, digital, and experiential platforms, I ensured cohesive and impactful campaigns that elevated brand visibility and audience engagement. Led the design and execution of comprehensive marketing promotions for the launch of several high-profile museum exhibit tours, including Titanic: The Artifact Exhibit, Saint Peter and the Vatican: The Legacy of the Popes, and Monster Trucks: The Science of Extreme Machines. This involved creating integrated marketing strategies that combined media placement, public relations, sponsorship activations, and experiential promotions to attract diverse audiences. I worked closely with creative teams to develop captivating campaigns, coordinated with external partners for exhibit-specific marketing needs, and executed detailed plans to enhance public interest and attendance, contributing to the successful launches and sustained popularity of these tours.
SolunetCommunications Coordinator
Aug. 1999 - Aug. 2000As communications coordinator, I was responsible for managing media communications and strategy, ensuring that messaging aligned with organizational goals while maximizing visibility and engagement across all platforms. I coordinated media outreach, developed press materials, and facilitated interviews with executives, ensuring broad coverage across national outlets. Additionally, I oversaw the trade show display and experiences, including the design, setup, and execution of interactive exhibits that highlighted the Solunet brand during events. This involved collaborating with creative teams to design engaging activations, managing vendor relationships, and ensuring that the trade show presence enhanced the overall event experience while driving brand awareness and lead generation.
24 Hour FitnessMarketing Director
Oct. 1997 - Aug. 1999Managed the marketing, promotions, and employee incentive programs for 24-Hour Fitness's Southern California division, overseeing a portfolio of 26 locations. I developed and executed targeted marketing campaigns to drive membership growth, increase brand visibility, and promote special offers and fitness programs across the region. This included collaborating with local media outlets for advertising, coordinating in-gym promotional events, and leveraging partnerships to enhance brand presence within the community. In addition to consumer-facing campaigns, I designed and implemented employee incentive programs aimed at boosting engagement, productivity, and performance. These programs included sales competitions, recognition initiatives, and rewards systems, all tailored to motivate staff and align their efforts with corporate goals. By effectively managing these initiatives, I contributed to increased membership sign-ups, enhanced employee morale, and a stronger market presence for 24-Hour Fitness in Southern California.
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