Firebrand Creative develops strategies, executes creative, and uses insight to help companies develop products and brands. • Serve as creative director and marketing department for under-resourced companies • Develop go to market strategies to shepherd the customer journey and brand/communications strategies with an emphasis on social media marketing, digital media, and direct communication tactics. • Market research • Digital and print campaign development • Insight-driven product developmentIt is not enough to make a statement. Firebrand Creative is committed to helping people, products, businesses, and brands “make a statement that sticks.”

Alclair Audio manufactures both custom and universal in-ear monitors for studio, stage and music enthusiasts. Alclair has a strong customer-focused brand that meets the needs of the music professional in both product design and price sensitivities.As the marketing director of Alclair, I oversee all the branding, messaging, social media, and internal systems that support effective marketing. I shepherd the design, functionality, SEO, and interoperability of the online web store.• Realized an average of 33% B2C (business to consumer) sales growth over 3 years through consistent brand management, consumer communication, targeted marketing efforts (including social media marketing, content and digital media marketing), and analytic driven market insights.• Developed strategy and social media marketing campaigns leading to web traffic increases of over 230% and organic Instagram follower growth of over 190%.• Developed internal Standard Operating Procedures (SOPs)• Led development and launch of 10 high-value products contributing to an increase of over 27% ASP (average selling price).• Invited to teaching and train at conferences and trade events• Generated market insight by review of internal and competitive analytics leading to strategic planning and focused brand strategies

After a few years of commuting from the California coast to New York, I left Bayer Healthcare to do something completely different. I started Renovo Amp Works to develop an idea for guitar pedalboards, Stompblox modular pedalboards. In addition, Renovo Amp Works designs and makes guitar amplifiers and a handful of effect pedals.Renovo Amp Works also runs the Tube Amp Network website, devoted to helping people build their first tube amplifier and troubleshoot their own amp builds.

Digital Audio Labs has a long history of developing both cutting edge recording studio gear and designing and manufacturing products for other leading companies through an OEM/ODM model. As a product designer on the Livemix personal monitor system, I was responsible for the feature set, branding, product design and UI/UX. We looked beyond what people were claiming to want and delivered what they really needed in a personal monitor system. We launched the Livemix system in 2015 and grew it to a sizable brand. In fact, it’s had such an impact on the industry that our once unique features are showing up in other competitive devices. As the marketing director and product designer at Digital Audio Labs my accomplishments include:• Launched Livemix personal monitor system and achieved 24% year on year sales growth through effective strategic marketing, social media, digital marketing and communication tactics.• Utilized market insight to craft innovative Livemix UI/UX (User Interface / User Experience) leading to 4 industry awards.• Established B2B (Business to Business) domestic and international sales channels with 300% dealers and distributors growth worldwide.• Recommended acquisition of LaChapell Audio and drove over 40% sales growth each of the last 2 years.

Glucoboy was acquired by Bayer Healthcare Diabetes Care in 2008. As part of the sale, I was the Global Marketing Head responsible for integrating Glucoboy into Bayer’s ecosystem and managing the product launch.We rebranded Glucoboy as Bayer’s Didget, developed new video games and an online portal designed to maximize compliance and launched the first wave in the UK, US and Slovenia. I worked with fantastic people in industrial design and marketing firms to oversee the brand development of Didget as well as all the launch materials, commercials, and press releases.On a parallel path, I managed the marketing/product development side of the fledgling diabetes management software and was a key member of the Digital Health team.

In my role as producer at Nintendo, one of the odd projects that came to us for review was a blood glucose meter for children with diabetes. As the child tested their blood sugar levels, they were rewarded for healthy practices with in-game content.The sticking point was that Nintendo didn’t like the idea of real blood interacting with their system. I saw the potential in the project but also that it would never get Nintendo’s approval.I left Nintendo to help push Glucoboy through the process with a technical change to how the product operated. This allowed both parties to be comfortable with the project. As the brand manager and marketer, I was responsible for all the collateral, packaging and branding of Glucoboy. I also served as Producer for the 2.5 launch game titles. We launched in Australia in 2004 as a test market. That went well enough to get the attention of Bayer Healthcare.

My career at Nintendo started as a seasonal temp-hire for the Christmas season. I was hired full time in customer service but within six months had transferred to the Licensing department.At that time, a property called Pokémon was exploding. I was responsible for reviewing, approving, or rejecting every piece of licensed Pokémon paraphernalia. Every. Piece. As the craze shifted, I moved into Brand Management where we were responsible for curating the entire Nintendo portfolio of characters. My purview was new intellectual properties and technologies. We developed a modem for the original Game Boy, the first Nintendo online gaming platform, and a few other projects that never saw the light of day. As a producer, I was tasked with producing content and games for the e-Reader platform. And due to a technicality in what Nintendos bureaucracy considers a game, I was at one point (and maybe still) the most prolific producer in Nintendo history with nearly 500 produced and marketed game titles. I was lucky enough to be mentored by one of the finest marketers and brand managers in the last few decades. One that taught me that insight and understanding trumps pure data. To connect with the consumer, a message must be truthful, aspirational, and inspirational.