5 Star Nutrition /
Defyned Brands
Defyned Brands
4 yrs 8 mos
Austin, TX
behind the brand
Chief Growth Officer
Jul 2024 – Present
Expanded scope to lead Marketing, Ecommerce, Product & Brand, Customer Service, Regulatory & Compliance and Supply Chain: end-to-end ownership of everything that touches the product and the customer.
- Built the 5 Star Rewards loyalty program from the ground up, from paper referral cards to a fully custom, in-house platform delivering personalized lifecycle messaging built on each customer's purchase history and goals
- Locked in a successful exit of the private label brand portfolio to a strategic buyer; led the packaging redesign and brand repositioning behind the value story
- Built and operationalized an AI-powered workflow that absorbed the equivalent of 2–3 headcount, enabling full-team output without full-team overhead
- Managed the complete product lifecycle, from R&D and overseas production through to customer delivery and regulatory sign-off, so the founders could stay focused on their future vision, not logistics
- Navigated significant macroeconomic headwinds while keeping operations lean, supply chain intact and the business protected from disruption
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Protecting founders and leaders from the day-to-day chaos that zaps their energy, and their focus, is where I do my best work.
Chief Marketing Officer
Sep 2022 – Jul 2024
Senior marketing and ecommerce leader responsible for DTC, Amazon, brand strategy and customer service. Key driver of the company's Franchise Conversion Program.
- Restructured the Amazon business (brought Anabolic Warfare in-house, optimized performance media spend and overhauled store and PDP pages), resulting in +31% YOY revenue growth
- Led go-to-market strategy and launched 24 new products in under two years, generating an incremental $6MM in revenue
Vice President of Marketing
Sep 2021 – Sep 2022
Head of Marketing and member of the Executive Strategy Team. Responsible for integrated brand strategy, media planning and budget management across all channels.
- Architected and implemented an omnichannel affiliate marketing program that generated $1.5MM in incremental revenue per year
Nulo Pet Food
2 yrs 8 mos
Austin, TX
times square 🗽
Vice President of Marketing
Jul 2020 – Aug 2021
Head of Marketing with global scope. Led brand strategy, demand generation, retail marketing and ecommerce growth across all channels and retail partners.
- Built ecommerce growth engine from the ground up: scaled CDP database from 1,100 records to 500K+ and drove 30%+ YOY revenue growth
- Developed tailored, channel-specific marketing plans for PetSmart, Chewy, Amazon and Pet Supplies Plus; overdelivered revenue targets in 1H '21
Director of Marketing
Jan 2019 – Jul 2020
Head of Marketing responsible for brand strategy, department budget, DTC ecommerce and digital marketing in the US and Canada.
- Designed and installed a full marketing technology stack (website replatform to Shopify and CDP implementation) in the first 6 months without agency support; delivered on time and 20% under budget
- Brought all media buying in-house, reducing agency fees by $400K while improving performance marketing results
- Grew the team from 1 to 13 through strategic hiring and role expansion; awarded Nulo's Partnership Award for 2019
Indeed.com
1 yr 3 mos
Austin, TX
North American Media Buyer
Oct 2017 – Dec 2018
Responsible for media buying & planning for all brand campaigns in the US and Canada and the brand media budget worldwide.
- Developed a new strategic framework for video buying projected to save 6% of total US media spend annually
- Built procurement, legal and financial approval processes for a newly created global media team; reduced noncompliance issues by over 75% in the first 60 days
GS
Golfsmith International
1 yr 11 mos
Austin, TX
on the green ⛳
Director of Marketing
Oct 2015 – Jan 2017
Head of Marketing. Driving brands in the US and Canada through a holistic view of media, creative and integrated marketing strategy.
- Led an award-winning team of 30+ professionals spanning media, digital marketing, email, PR, content and creative; new accountability model improved team efficiency and timeline adherence by 25%
- Managed all North American brand budgets (~$50MM/year); identified and eliminated 10% in budget waste through a comprehensive vendor contract audit
- Translated consumer personas research into actionable brand and media strategy; successfully shifted target from avid older golfer to casual younger audience, improving overall brand awareness
- Developed a supplemental digital placement strategy enabling a 10% reduction in print media spend with no impact on KPIs
- Selected into a high-performer bonus program; grew team from 2 to 30+ through targeted promotions and role expansion
Director of Omnichannel Media & PR
Mar 2015 – Oct 2015
Head of Media. Responsible for media planning and buying, agency relationships and digital marketing performance across Golfsmith and Golf Town.
- Built a 360° omnichannel media plan; shifted from traditional placements to CRM-powered programmatic media, generating $2MM in cost savings while improving effectiveness
- Launched the Golfsmith blog; grew site traffic 5% and earned Best Golf Blog recognition from multiple outlets three times in year one
- Led two agency RFP processes that replaced incumbent digital agencies and drove 15%+ YOY improvement in digital marketing metrics
Walmart
2 yrs 8 mos
Bentonville, AR
lights, camera 🎬
Marketing Manager, Media & Digital Marketing
Feb 2014 – Mar 2015
Internal media planning and buying lead for general merchandise and corporate-funded programs. Digital media advocate responsible for growing digital spend to 20% of total media mix.
- Partnered with iHeartMedia on "Beyond the Booth," a custom branded video and audio series distributed online and in-store; drove 22MM+ impressions across radio, digital and social
- Spearheaded the holiday media planning process, delivering an incremental $10MM in media value YOY on a flat budget
- Brought Walmart's in-store TV network planning in-house, eliminating agency fees and saving $500K/year
- Led go-to-market media strategy for the Savings Catcher product launch; outpaced projected customer sign-up targets
Associate Marketing Manager, Media Services
May 2013 – Jan 2014
Integrated media planning for all coop programs, with budget management oversight and digital agency management.
- Drove Walmart's strategic shift in paid social media direction; partnered with finance and customer insights to build a business case that redirected $30MM in spend to targeted messaging, improving social KPIs
- Produced best-in-class integrated media plans across all general merchandise coop programs
Associate Marketing Manager, Social Media
Aug 2012 – May 2013
Responsible for paid social strategy, digital agency management and organic channel development.
- Directed Facebook fan acquisition program; surpassed 30MM national fans on budget and on schedule
- Built Walmart's Pinterest presence from zero with a daily organic content strategy; tripled follower base
