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Work Background
World Champions Rodeo Alliance (WCRA)Director of Rodeo Operations & Administration
Jun. 2019Texas• Directed Rodeo Operations – Oversaw all aspects of rodeo event execution, including staff leadership, budget oversight, and complex logistics, with a focus on maximizing efficiency through innovative resource management. • Pioneered Youth Engagement Model – Designed and launched a transformative youth rodeo qualification system that dramatically expanded participant reach and audience engagement across regional and national levels. • Leveraged Data-Driven Insights – Conducted in-depth analysis of event performance metrics and athlete demographics to inform precision marketing campaigns and strengthen post-event strategy evaluations. • Led Strategic Event Innovation – Spearheaded initiatives to modernize event formats, optimize operational workflows, and align programming with evolving industry benchmarks and audience expectations. • Forged High-Impact Partnerships – Cultivated and sustained strategic alliances with key stakeholders, enhancing brand visibility, sponsorship value, and cross-organizational collaboration. • Standardized Operations– Drafted and implemented enterprise-wide policies and procedures, reinforcing a culture of professionalism, accountability, and continuous improvement. • Streamlined All Processes – Overhauled inventory management systems and redesigned staff invoicing workflows to increase accuracy, reduce administrative burden, and accelerate financial reconciliation.
Rodeo Tunes, LLCLive Event Production Director / Owner
Jun. 2017Fort Worth, TX• Lead Onsite Live Event Production – Spearhead end-to-end production of western sports events, optimizing budgeting, logistics, and resource allocation to drive operational excellence and cost efficiency. • Oversee Talent Acquisition and Production Logistics – Recruit, contract, and manage professional event personnel; source technical assets; and procure livestock tailored to event-specific requirements, ensuring smooth execution and premium quality standards. • Design Competitive Structures – Develop innovative competition formats, enforce rulebooks, and structure equitable payout models to enhance athlete participation and spectator engagement. • Drive Strategic Marketing and Event Activation – Lead targeted marketing campaigns and coordinate ancillary programming to maximize event attendance, elevate brand presence, and enhance overall fan experience.
Professional Bull Riders, Inc.Director of Special Events, Domestic & Int'l
Apr. 2014 - Jun. 2019Pueblo, Colorado Area• Directed High-Profile Event Operations – Oversaw logistics and execution of major special events, including the annual PBR World Finals and PBR Majors, ensuring seamless delivery with a high degree of precision and professionalism. • Championed Strategic Event Planning – Led the development and fulfillment of event goals, balancing budget oversight, integrated marketing, PBR Partner coordination, and third-party contractor support to drive consistent delivery of large-scale events from strategy through execution. • Facilitated Cross-Departmental Alignment – Streamlined communication across internal teams to ensure unified objectives, operational clarity, and elevated stakeholder satisfaction throughout all stages of event planning and production. • Pioneered International Market Expansion – Spearheaded PBR’s planned global expansion into China by collaborating with local business partners to launch a culturally adapted bull riding tour; coordinated embassy briefings, conducted announcer and production training, and managed the international export of a PBR-compliant arena infrastructure.
Professional Bull Riders, Inc.Special Events Manager
Feb. 2011 - Apr. 2014Oversee and produce special events at select PBR events. Specific job functions include budget management; contract negotiation; event pre-planning; production formats; logistic analysis; venue selection; entertainment procurement; coordination of PBR Partner participation and supervision; and support of the third party contractors. Set and ensure the satisfaction of event goals.
Bad Company RodeoGeneral Manager
Jan. 2010 - Jun. 2010Del Rio, Texas• Produced Premier Western Sporting Events – Led the planning and execution of professional rodeos and bull riding events (both sanctioned and open) across Texas, Kansas, and New Mexico, consistently delivering high-quality live experiences. • Supported Community-Driven Events – Partnered with local committees to navigate sanctioning processes, craft custom sponsorship packages, and drive revenue through targeted ticket marketing and public relations strategies. • Managed Comprehensive Event Operations – Directed all facets of onsite production, including contract management, press communications, livestock inventory and records, financial oversight, payroll, staff scheduling, travel logistics, and merchandise design, procurement, and sales. • Structured Competitive Frameworks – Established and enforced competition rules, payout structures, and entry processes; managed contestant scheduling and performance lineups for both sanctioned and independently produced events. • Chaired Signature Productions – Served as Committee Chairman for proprietary events including Da’le Gas Pro Rodeo (Del Rio, TX) and Bad to the Bone Pro Rodeo (Brady, TX), delivering standout rodeo experiences from 1999 to 2002.
US Smokeless Tobacco Brands IncMetro Market Supervisor
Jan. 2003 - Jun. 2009Yorba Linda, CA / Henderson, NV• Drove Exceptional Promotional Engagement – Developed and executed targeted marketing strategies that generated 108,000 adult 1:1 interactions in 2008—representing 35% of the region’s year-end total. Campaigns boosted event presence by 37% in Las Vegas and 29% in Phoenix, while increasing adult smoker interactions by 35% and 64% respectively. • Produced High-Impact Event Activations – Designed lifestyle-relevant experiences and event marketing initiatives that significantly expanded adult audience reach at marquee events including the National Finals Rodeo, PBR World Finals, U.S. Open Supercross, NASCAR (Las Vegas and Phoenix), and the Navajo Nation Fair & Rodeo. • Led Strategic Planning and Research Integration – Contributed to the development of the regional event portfolio and budgeting strategy by introducing structured planning frameworks, research-backed insights, and innovative forecasting tools. • Award-Winning Performance Recognition – Honored as Region IV One-on-One Marketing Department MVP for two consecutive years (2005, 2006); recipient of the prestigious USTogether Core Values Award in 2008 for exemplary leadership and contributions.
Bad Company RodeoMedia Relations / General Manager
Oct. 1997 - Jan. 2003Del Rio, Texas• Produced Premier Western Sporting Events – Led the planning and execution of professional rodeos and bull riding events (both sanctioned and open) across Texas, Kansas, and New Mexico, consistently delivering high-quality live experiences. • Supported Community-Driven Events – Partnered with local committees to navigate sanctioning processes, craft custom sponsorship packages, and drive revenue through targeted ticket marketing and public relations strategies. • Managed Comprehensive Event Operations – Directed all facets of onsite production, including contract management, press communications, livestock inventory and records, financial oversight, payroll, staff scheduling, travel logistics, and merchandise design, procurement, and sales. • Structured Competitive Frameworks – Established and enforced competition rules, payout structures, and entry processes; managed contestant scheduling and performance lineups for both sanctioned and independently produced events. • Chaired Signature Productions – Served as Committee Chairman for proprietary events including Da’le Gas Pro Rodeo (Del Rio, TX) and Bad to the Bone Pro Rodeo (Brady, TX), delivering standout rodeo experiences from 1999 to 2002.
Professional Rodeo Cowboys AssociationProcom
Jan. 1994 - Jan. 1997Colorado Springs, Colorado Area• Managed PRCA Contestant Entry Coordination – Oversaw and coordinated contestant entries for PRCA-sanctioned events, ensuring accuracy, compliance, and timely processing to support seamless event logistics and operations.
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