Responsible for developing strategic marketing and product plans for one of the golf industry's most innovative equipment brands.• Created comprehensive brand strategy for Edel Golf blending the core competency of fitting with a common golf emotion of being just 1 shot better. Developed creative brief, communication guidelines and brand standards to support new positioning. • New creative and messaging has led to 27% ecommerce growth including company’s largest month ever. Campaign ROAS of 3.48, AOV of $324 and CVR of 1.19% were all company high water marks.• Managed development of and go-to-market strategy for the Array Putter line. First of its kind modular putter customization system sell-in exceeded previous generation launch by 21% • Created soft goods and accessories product roadmap and SKU management analysis. SKU optimization and new buying cadence expected to improve GM by over 500 bps.

Franchise owner/operator of the first Title Boxing Club in Oregon • Managing digital advertising and social media strategy – approved creative and set budget for SEO, Facebook, Instagram and Google ads. • Hired 15 person staff of managers, trainers and sales representatives and created HR onboarding plan, employee handbook, and compensation plans • Developing club specific retail merchandising strategy to ensure the right seasonal assortments for the Portland fitness consumer• Managed site selection, construction and buildout of 3200 sq. ft facility in competitive OR retail real estate market

Responsible for creating and managing the strategic product plans of one of Fast Company’s 10 most innovative Consumer Electronics brands.• Responsible for the launch of all PopSockets iPhone compatible MagSafe accessories including phone grips, phone wallets, mounts and phone cases. Category revenue growth exceeded $20MM in its first 12 months, 22% higher than forecast.• Developed new seasonal briefing and development process to emphasize up-front alignment to brand goals and objectives and inform optimal SKU count.• Developed 2023-2024 product roadmap with emphasis on refocusing on high revenue generating core ecosystem product with goals to deliver 18% bottom-line growth.• Helped plan and implement launch of PopSockets into the highly competitive $2B protective phone case market earning full distribution in Target and Wireless retailers.• Developed SKU productivity analysis resulting in streamlining existing product portfolio and contributing to a reduction of over 700 underperforming and unprofitable SKUs.

Member of the Senior Leadership Team reporting to the President of Nike Golf. • Managed the P&L of 4 golf equipment categories totaling over $140M revenue and led teams & processes from product development through product commercialization.• Created seasonal product and brand storytelling in collaboration with global marketing and merchandising teams across digital platforms, social media and 5,000 brick & mortar doors.• Led annual strategic planning process for balls and gear, working with geography product, operations, and finance teams to help drive 650 bps improvement in gross margin.• Managed 25-person product creation and product management team responsible for portfolio of over 200 skus.• Developed industry first on-demand golf ball customization protocol and prototype lab to provide specific performance characteristics based on a golfer’s individual swing profile.• Developed on-line golf bag customization program to create fully customized golf bags, beyond industry standard personalization only.• Redefined category innovation process and sourcing model resulting in 350 patent filings in 5 years.• Managed 8-factory sourcing and supply chain leveraging common materials and silhouettes to drive over 21% cost improvement.• Led the golf manufacturing community to implement guidelines for golf operations at the 2016 Rio Olympics including service needs and equipment & apparel branding requirements.

Managed all N. American brand marketing, product management, PR and sports marketing programs reporting to the President. • Managed Srixon brand and creative strategy resulting in growth of unaided brand awareness from less than 1% to 73% .• Managed all aspects of creative process with all agency partners including writing creative briefs, implementing market segmentation and attitude/usage research, and evaluating multi-media plans and spend. Earned the 2006 International Network of Golf’s campaign of the year.• Developed strategic product plans across 5 categories growing revenue 7-fold in 6 years.• Helped plan, manage and negotiate Srixon’s Sports Marketing programs growing to over 25 players with 43 top 10 finishes, $20MM in prize money in less than 5 years. • Created the vision for, and development of, one of the golf industry’s first online communities in 2006, Srixon True Players, which exceeded enrollment goal by 45% in first 6 months.• Created all strategic communication briefs and strategies targeting golf media, sports media, general interest media and consumers.• Authored all company press releases and managed execution of company media and consumer events.• Served as brand spokesperson on all athlete and product related matters and made multiple appearances on the Golf Channel, Sports Talk Radio and Industry events.