The Start

From the beginning, I've always enjoyed science and the process - to learn from others, to hypothesize, experiment and test, and to continue to learn from the results.

What I've Been Doing

I've spent 13+ years turning chaotic data into growth engines that transform how companies understand and acquire customers.

My journey began at Burton Snowboards, where I discovered something powerful: the companies that win aren't just the ones with the best products—they're the ones that truly understand their customers. I started as a digital analytics strategist, but over six years evolved into something different—a growth architect who could take scattered data points and turn them into unified customer intelligence that powered decisions across Marketing, Product, IT, and D2C.

At Burton, I built the global marketing infrastructure that supported expansion across three continents. I designed and launched their Customer Data Platform, created multi-touch attribution models, and democratized insights across every team. But more importantly, I transformed how a heritage outdoor brand could compete in the digital age while staying true to its core identity.

Then I took on my biggest challenge: rebuilding growth from scratch at Madison Reed. I eliminated their agency dependency, hired and trained an internal performance marketing team, and scaled new customer acquisition across every channel that mattered. It was pure zero-to-one execution in a hyper-competitive beauty market.

Now as Head of Marketing at The Pro's Closet, I'm proving that data-driven performance marketing can work for any innovative consumer brand. I've driven ROAS to $10+, launched new channels from audio to affiliate, and built the kind of marketing engine that turns premium cycling gear into sustainable business growth.

The through-line? I'm energized by brands that stand for something bigger than themselves—whether it's Burton enabling mountain adventures, Madison Reed democratizing salon-quality hair color, or The Pro's Closet making premium cycling more accessible.

I don't just optimize campaigns. I build the systems, teams, and culture that help companies connect their best innovations with the people who need them most.