About me

I’m an experienced marketing leader with a background in digital, growth marketing, product marketing, brand development, and creative direction.

I’ve spent the last 10 years building high performing marketing teams across multiple industries including hospitality, direct-to-consumer, SaaS, marketplace, and agency experience. 

My Marketing Mt. Rushmore

I love learning about my craft from experts. You’ll often find me with multiple YouTube series and audiobooks on rotation. These are just some of  my favorites that I base a lot of my marketing and leadership strategy on.

I believe high performing teams have:

+ Clear shared goals with evidence of progress

I’m a long-time football fan and even played in college. I know that winning teams need a clear end zone and yard markers along the way to succeed.

+ A coach focused on their shared success and individual development

As a coach, I focus relentlessly on my individuals’ development. I believe everyone is a leader – from individual contributor to CEO.

I believe in immediate technical and creative feedback and 1-on-1s focused on leadership development and opportunities. I’m also a firm believer in service-based leadership.

+ A high level of trust

In my opinion, the most important role of a leader is to foster and uphold the culture of the team. As I said, I believe a culture of trust is paramount to a high performing team.

How do you develop a culture of trust? If we think of trust as a battery, in my experience, trust simply cannot start from 0. 

Two shared artifacts have helped me build. aculture of trust among my teams:

1. Working agreements – these govern how individuals work with one another in inter-personal settings. They are a set of cultural norms every member of theteam agrees to uphold at all times. We revisit these quarterly. 

2. A set of principles for decision making. These principeles act as guard rails for how we make strategic, reative, and business decisions. 

These two artifacts have helped me build teams that focus on giving and receiving candid feedback while working toward a common goal. This shared language makes the dificult conversations much easier. 

My role was to lead a total of 4 distinct digital marketing teams supporting two B2B SaaS, two B2C SaaS products and a two-sided marketplace. Two of these teams sat at TrainHeroic, and two teams at TrainingPeaks. Each team was responsible for driving acquisition, conversion, expansion, and retention for a suite of products with a focus on a single user type. All 4 teams beat their stretch goals for 2022. 

•  Grew total user base across 2 businesses 25% YoY by reimagining an omni-channel lifecycle marketing strategy.

•  Improved new user acquisition across all 4 distinct SaaS business lines by 15 – 65% by implementing a new product positioning strategy & process.

•  Grew Marketplace ARR by over 50% YoY by spearheading a cross-functional growth team tasked with full-funnel optimization.

• We hired and onboarded 6 new team members to TrainHeroic while bringing two additional teams at TrainingPeaks into the fold of a single digital marketing team.

I joined TrainHeroic as the sole marketer in 2018. I was tasked with building a full customer-lifecycle growth marketing strategy for the product. I hired and led a high performing marketing team of 8.

I progressed from marketing director to VP of customer teams and executive committee member. At that time I helped drive a business pivot and re- brand of the company in 2019, which transformed the business from an enterprise sales heavy company to a two-sided SaaS enabled marketplace.

• Doubled our user base by solidifying the brand positioning, creative direction, and customer persona across both B2B and B2C business lines allowing us to penetrate a market with a far larger TAM.

• Grew SaaS revenue by 322% in year one followed by 120%+ each year following.

• Tripled marketplace GMV in just one year.

I was the first leader of a newly established team at Vail Resorts which aimed to combine creative art direction with the power of media performance data.

I lead a team of 2 direct reports, working with 12 high profile destination ski resorts in the portfolio. Our goal was to drive increased ROAS by evolving our creative approach to paid media. 

• Drove approximately $6 million in increased ROAS YoY by melding data-driven A/B testing and traditional art direction.

• Drove record retention rates across the portfolio by spearheading VR’s first nationwide, omni-channel, multi-resort destination skier focused campaign, “This is What Epic Feels Like”.

• Acted as a key stakeholder in two major resort branding projects for Whistler Blackcomb and Kirkwood Mountain, and a brand repositioning campaign with Keystone Resort.

I joined VR as an original member of a newly formed destination marketing team. The company had recently completed a large database consolidation project bringing customer data and insights from 8 resorts together into one data set.

Our team was tasked with analyzing this data to uncover key customer insights which we leveraged into a concerted, nationwide go-to-market strategy.

•  Beat new customer acquisition goals by an average of 15%. I worked closely with resort brand marketing partners to develop skier acquisition marketing strategies spanning CRM, paid media, search marketing, and content marketing channels.

• Drove record destination skier revenue. Exceeded revenue projections by an average of 130% annually.

I acted as lead on brand and strategy development projects with over 50 clients across industries including commercial real estate, technology, consumer goods, interior design, hemp and CBD, and hospitality.

• Led teams designing omni-channel marketing strategies for clients averaging over $10 million in annual revenue.

• Managed a team of designers and developers to launch over 30 websites. Acted as lead website designer on roughly half of the projects.

Education, Leadership & SKills

Colorado College

B.A. Political Economics

2007 – 2011

Graduated Cum Laude with a degree in political economics and a pre-med biology minor. 

Peaksware Partners board

Board Member

2019 – Current

Participate in quarterly board meetings setting overall company direction, strategy, etc. for TrainingPeaks, TrainHeroic, Make Music, Alfred Music, and Coachify.

Case Studies

KTI Interior design: branding for growth

Keystone resort: winning over the destination family skiier