• Brand Strategy Development: Built a comprehensive brand strategy and tactical marketing plan, establishing the company’s first marketing department for a growing business in the advance van space• Brand DNA Discovery: Led a comprehensive multi-session process to uncover the latent brand DNA of a product-centric business, developed distinct differentiation in the Class B space, and published a detailed brand guide to steer marketing activations• Creative Direction: Served as the Creative Director for digital ad design and video/photo content creation, ensuring a cohesive and engagement visual identity• Brand Identity: Led a complete overhaul of the brand identity to reflect the company’s vision and values• Website Rebuild: Directed the rebuilding of the brand’s website to market the luxury product line with greater impact, clarity, and alignment with the brand’s premium positioning• Lead-Generation Campaigns: Directed effective lead-generation digital ad campaigns on Google and Meta platforms, significantly driving customer acquisition and engagement

• Brand Strategy Transformation: Created and implemented a new brand strategy, transitioning Giro from a feature-benefit business to a culture brand in the mountain and outdoor space• Strategic Development: Led an agency-style process to craft a new value-driven, experience-centric strategy, integrating both bike and mountain sports divisions• Innovative Advertising: Directed and pioneered a menu of short-form advertising and advertainment assets, significantly enhancing engagement with brand and product marketing campaigns• Consumer Profile Creation: Developed a family of five consumer profiles to inform targeted marketing communications, product graphics, and product line additions• Ad Spend Optimization: Led the strategic reallocation of Giro’s ad spend, focusing on multi-media ad spots across various social and digital channels for maximum impact

• International Brand Building: Delivered comprehensive brand building and strategic planning for companies aiming to align messaging with metrics to drive growth • Strategic Direction Development: Developed strategic directions to optimize and energize the value systems behind each client’s brand, enhancing their market position• Brand DNA Exploration: Conducted deep dives into clients’ brand DNA to illuminate their unique qualities, ensuring a clear understanding of their purpose, and designed impactful creative directions• Tactical Marketing Planning: Devised and implemented tactical marketing plans that effectively brought brand strategies to market, maximizing impact and engagement• Start-Up Financial Analysis: Provided detailed forecasting, budgeting, and financial performance analysis for start-ups, supporting their strategic growth initiatives

• Founding & Growth: Founded, grew, and managed an international snowboard brand for 17 years, establishing a strong market presence; Directed brand strategy, creative direction, marketing, sales management, corporate planning, and finance• Brand Strategy: Created and directed the Rome brand from 2000 through the 2018 – 2019 season• Innovative Creative Direction: Led the implementation of industry-first activations across video, web, social, print, athlete, tradeshow, and event platforms establishing a uniquely positioned international brand within the snowboard industry • Creative Storytelling: Employed innovative storytelling techniques to infuse the brand with vitality, making it an integral part of the snowboarding culture • Leadership: Led 25+ employees and 20 sales reps across offices in North America and Europe, ensuring seamless operations and effective team collaboration• Marketing Team: Managed a team of marketing creatives and project managers, resulting in the successful execution of marketing initiatives• Brand Activations: Directed and executed impactful brand activations, including long-form and short-form video releases, digital campaigns, annual catalogs, tradeshows, and consumer-facing events• Visual Content: Provided art direction for the creation of high-quality video and photo assets, ensuring alignment with the brand vision • Content Creation and Brand Consistency: Authored most of the marketing materials, including ads, catalogs, and web content, from 2001 to 2018, to deliver consistent and cohesive brand messaging across all platforms • Athlete Relations: Collaborated with and managed professional and amateur athletes, leveraging their influence to enhance brand credibility and expand market reach• Financial Management: Built comprehensive company-wide financial forecasts and managed a P&L up to $18MM, resulting in financial stability and growth