As the SVP at WSC I lead the charge in shaping our customer brand experience and online presence by crafting creative strategies and toolkits that enable the team to drive growth. Founded in 1891, Washington Shoe Company is a fourth-generation family-owned business and the oldest shoe manufacturer in Seattle. Our company umbrella encompasses three distinct brands: Western Chief, Chooka, and Staheekum. We are the proud recipients of the 2024 Puget Sound Business Journal Best Family-Owned Business Award.Western Chief, our flagship brand, is renowned for its printed rubber rain boots. The iconic 3D frog and ladybug boots are beloved classics. These character rubber boots have stood the test of time and continue to be favorites in the rain boot universe.

Advisor to the founders of Black Raven Brewing, a premier Northwest Craft Brewery, providing guidance on branding, digital, and technical initiatives.

Spearheaded a pilot effort for a world-class digital marketing agency to provide additional support to client founders and executives, team coaching, and identify gaps within the organization that may be roadblocks to future scalability.Perform top 100 Executive Client check-ins and work with account teams based on findings to provide solutions and address opportunities to strengthen the relationships, while increasing overall performance.

Reporting to the founder and on the executive team, responsible for all company-wide digital and technical strategy, including scoping and building out a new Shopify Plus website and POS system. Accountabilities also included all brand Marketing and eCommerce P&L, eCommerce operations, digital marketing, customer experience, web fulfillment, and overall communication of the glassybaby foundation non-profit mission.

A member of the executive team, hired after a PE majority purchase from the founder to overhaul and define the direction of the brands' digital and technical landscape, accountable for all eCommerce and direct-to-consumer operations, touchpoints, and P&L. Successfully drove the website re-platform project from Workarea to Shopify Plus.

Reporting directly to the founder of SPANX and a member of the executive team, responsible for all Direct to Consumer channels (eCommerce/Stores/Catalog), teams, and P&L. Led the strategy, design, implementation, and launch of an entirely new eCommerce platform effort for spanx.com, which earned industry recognition by eTail West for 2018 Best-In-Class Website Redesign of the Year. Drove and led the entire end-to-end customer experience and team (technical structure and build, design, content, navigation, UX, performance, functionality, merchandising, marketing and customer service), turning a down trending business into a thriving growth business in revenue, conversion and profitability.

Responsible for all technology platforms (B2C, B2B, ERP) including the vision, strategy, design, execution, customer experience and P&L of all eCommerce, teams and business for SAXX Underwear, and the entire parent company, No Limits Group, including brands Sanuk, Obey, Spiritual Gangster, Vissla, Amuse Society and Richer Poorer. Led the design and successful launch of six new website platforms in a 12 month period.

Reporting to the founder and CEO, pioneered the KEEN Global Direct to Consumer channel and P&L from scratch; responsible for developing and implementing the vision, strategy, design, roadmap, execution, and evolution of all global digital, eCommerce, and retail organizations and initiatives. Led all Direct to Consumer contact touch points, including the technical development and scaling of the global website platform, all teams, policies, service standards, operations, training procedures, creative direction, and customer experience for both the KEEN website and owned retail stores, both domestically and internationally. Received a 2011 Web Marketing Association Web Award; Best of Industry - Best Shopping Website.

Responsible for all buying office activity and team for 200+ brands and $80M annually, including developing and implementing a new organizational structure, buying, planning, drop-ship, and overall business and brand strategy. Initiated and lead the development and launch of a Kids division, including the design and user experience which received recognition in the 2007 Consumer Reports for Ease of Navigation.

Responsible for all merchandising, product development, sourcing, and costing of young mens and boys divisions, including swimwear design and development for licensee Rocawear. Key accounts included Kohl’s, JC Penney, Sears, Macy's, and PacSun. Split time between domestic and China offices.

Head of buying, planning, allocation, product development, sourcing, and internships for young mens, mens activewear, and mens outerwear. Grew a down-trending business +30% to $200M, increasing GM by +1.5%.

Managed multiple retail and catalog channels with $300M annual accountability; womens, mens, footwear, gear, accessories, and home divisions. Responsibilities included all merchandising, product development, sourcing, and costing, with extensive travel domestically and overseas.