Key Skills & Expertise

  • Strategic Planning & Execution
  • Digital Marketing & Online Presence
  • Brand Development & Market Positioning
  • Leadership & Team Building
  • Project Management
  • Public Speaking & Training

Professional Experience

Senior Director of Marketing |Spyder Products | 2018 – Present

A singular, critical role directing and developing the Spyder brand and it’s catalog of products and packaging while orchestrating comprehensive marketing strategies that significantly elevated the company’s market presence and revenue. The product portfolio was expanded and brand recognition enhanced through innovative, data-driven campaigns. Directly responsible for voice, feel, messaging & look for all product marketing and consumer facing packaging, visual merchandising and sales collateral.

  • Spearheaded a transformative brand evolution, achieving a 2650% revenue increase over six years through strategic marketing initiatives and market-driven product expansions.
  • Collaborated  and expanded the product line from 170 to over 700 items, positioning Spyder as the 5th most purchased brand in the power tool accessories category nationwide.
  • Implemented integrated marketing campaigns that increased brand recognition among trade professionals from 22% to 77%, leveraging advanced data analytics to target key demographics effectively.
  • Led a comprehensive redesign of the company website, increasing daily unique visitors from 100 to over 2000, and developed a robust social media strategy that grew the brand’s following to over 133K across multiple platforms.
  • Recommended, hired and directed a large marketing and design team, fostering a culture of innovation, critical thinking, and collaborative decision-making, emphasizing group performance and professional growth.
  • Managed a $4MM marketing budget with full P&L responsibility, ensuring optimal allocation of resources for marketing collateral, retail promotions, digital marketing, and social media campaigns.
  • Led a comprehensive redesign of the company website, increasing from 100 to over 2000 unique daily visitors, decreasing bounce rate from 96% to 43% and increasing session duration from 15s to +2.5min.
Retail Marketing Consultant |Impulse Marketing, Inc | 1997 – 2018

Established and managed a full-service retail marketing agency, overseeing design, production, and fulfillment of in-store signage, product packaging, promotional displays, and retail environments for 125+ clients.

  • Oversaw operation for the strategic development, production, and execution of $35 million in retail marketing collateral across various outlet channels including grocery, superstore, hardware and outdoor industries.
  • Coordinated end-to-end project management, ensuring flawless execution from concept through delivery, consistently achieving 97% on-time performance while exceeding client expectations.
  • Strategically recruited, developed, and empowered a diverse team of 10 design and marketing professionals, driving a collaborative culture that led to the successful execution of innovative promotional strategies for over 300 retail brand stories.
  • Managed and coordinated complex projects from concept to completion, ensuring seamless execution and delivery of high-quality results for clients.
Full Certified Snow-Sports Instructor | Winter Park/ Snow Creek | 1988 – 2002, 2014 – Present

Certified ski instructor specializing in personalized instruction for children and families, employing adaptive techniques to enhance skill development and ensure an engaging learning experience.

  • Created and executed individualized skiing instruction, catering to diverse skill levels from beginners to advanced guests, contributing to sustaining a +90% Net Promoter Score (NPS) over a continuous 6-year period.
  • Clinic led the mentoring and coaching of other snow-sports instructors, focusing on enhancing teaching models and skill development to drive professional growth, resulting in a nearly 90% instructor exam pass rate.
  • Conduct and record weekly digital training webinars with detailed presentations to effectively convey complex skiing concepts and methodologies to increase access to instructor development.
  • Authored instructional content featured in trade publications, contributing to the broader skiing community’s knowledge base.

Education

  • BFA Interior Design | University of Kansas
  • National ‘ D’ License | U.S. Soccer
  • Alpine Level 3, Freestyle 1, Children’s Specialist 2, Senior Specialist 1 | Professional Ski Instructors Association

Technical Skills:

  • Tableau
  • NetSuite
  • Adobe Creative Cloud
  • Google Analytics
  • Meta Suite
  • SolidWorks
  • SketchUp
  • QuickBooks
  • SendIn Blue/Mail Chimp
  • Microsoft Office Suite

Awards & Commendations

  • Student Scholarship for Excellence in Design | Oleum Corp. (1990)
  • Gold POPAI Award | POPAI Institute (1995, 1997)
  • Best Merchandising Solution | Design of the Time Magazine (1999)
  • Packaging of the Year | SuperPet Expo (2003)
  • Vendor of the Year | Greenies (2003)
  • Best Trade Show Booth Design | Petco’s Annual Vendor Show (2005)
  • Top 10 Merchandising Service Providers 2015, Retail Tech Insights
  • Lowes’ Innovation Vendor of the Year | Lowes (2019, 2021)
  • Pro Tool Innovation Product of the Year | Protoolinnovationawards.com (3x 2019, 1x 2020, 2x 2022, 3x 2023)