At Grasshopper Trading Co, I lead operations with a focus on designing, manufacturing, importing, and marketing innovative products for the overlanding industry. Our key brands, including 23Zero, Racksbrax USA, and UC Gear, set the standard for overlanding gear. I also manage B2B operations for Iceberg Outdoor Group and Expedition Superstore, ensuring seamless collaboration between companies. We leverage the Entrepreneurial Operating System (EOS) to maintain organizational alignment and drive growth.

As the COO of Expedition Superstore, I oversee operations for a B2C overlanding superstore that provides customers with all the essentials for their overlanding journeys. From camping gear to rooftop tents and vehicle suspension, we offer a one-stop shop for adventurers. Using EOS principles, I focus on streamlining processes, improving customer experiences, and driving profitability, while also ensuring our team works together efficiently to serve the growing overlanding market.

At Iceberg Outdoor Group, I direct the company’s operations in distributing high-quality overlanding gear to businesses (B2B) across North America. My role includes overseeing logistics, supplier relationships, and strategic planning to ensure we meet our dealers' needs. I use EOS to align teams and improve operational efficiencies, enabling us to maintain a high standard of service and expand our reach in the overlanding industry.

• Conducted customer research for brands like Hirschi Masonry, Clyde Companies, ENFUZ, and University Federal Credit Union (now UFirst Credit Union)• Designed and implemented surveys to gather critical customer insights• Analyzed data and created presentations with actionable recommendations• Applied Hierarchical Value Mapping (HVM) methodologies to uncover customer preferences and inform strategies

• Developed and maintained roadmaps for the API and Billing Engine• Conducted extensive customer interviews on 3PL billing events, invoicing, and API usage• Collaborated with customers and stakeholders to create and validate user stories

• Achieved top salesperson status within the first 30 days, promoted to store manager.• Led a team of 20 to market, sell, and manage inventory for AG sprinkler systems, residential sprinklers, hardware, and plumbing products.• Improved marketing, inventory, warehousing, POS, and employee review processes, with several initiatives adopted company-wide.• Drove team performance by refining operational processes and optimizing sales strategies to meet store goals.

• Led the strategy and launch of the Améo essential oils brand/division, debuting in September 2014• Developed and launched 70+ products within nine months for Améo in 2014• Spearheaded the conceptualization and launch of 30+ additional products in 2015• Directed Product Management, Project Management, Document Control, and Quality Control for all Zija brands (Zija, Ripstix, Améo, GenM)

Sr. Director, Business Development, Customer Care & Customer Insights (2012-2013)• Increased enrollments by 21% with new starter kits• Launched social media service for distributors, expanding brand reach• Key contributor to the 2013 compensation plan launch and field leader programs (MyYoungLiving app, Si6, Development Credits, Sample Matching)•Led SWOT analysis and strategic planning with the President’s TeamDirector, Customer Care & Customer Insights (2011-2013)• Managed 125+ reps and a $6M+ budget, increasing productivity to over 85%• Implemented competency-based career paths for the department• Introduced new phone, CSAT, and WFM systems• Converted call center to a profit center with a pay-for-performance program, achieving an 8% attachment rateStrategic Analyst (2009-2010)• Developed marketing strategies using HVM methodology• Identified hidden customer segments through CRM data analysis• Mentored product managers on customer insights and market segmentation• Created a diffuser strategy that increased revenue by 16% in 2009, 38% in 2010, and 9% in 2011, totaling $5.2M• Conducted competitive intelligence and created KPI dashboards for Sales and Marketing

• Reengineered brand architecture to facilitate successful product launches, mitigating channel conflict and strengthening relationships with key distribution partners.• Achieved a fivefold increase in product rollout speed by leveraging insights from a 7,000-member customer panel and deploying advanced market research methodologies.• Launched two new websites, VelocityLadder.com and LittleGiantLadder.com, to expand the customer demographic and decrease dependence on direct response media.• Harmonized brand messaging across all platforms, reducing sales support expenses through process optimization, collateral production efficiency, and introducing a centralized online sales material portal.• Forged strategic partnerships with top-tier retailers such as Costco, Sears, QVC, and Sherwin-Williams, significantly broadening distribution channels in collaboration with senior sales teams.• Directed a diverse team of five in-house professionals and 12 external agencies, overseeing promotions, advertising, direct media, public relations, and affiliate programs, ensuring brand consistency and campaign effectiveness.

• Oversaw domestic and international channel partners, directly managing relationships that accounted for 20% of the company's total revenue.• Streamlined business operations by refining processes, developing insightful management reports and spearheading the filing of trademarks to protect intellectual property rights.• Led product management efforts, including pricing strategies, catalog development, lifecycle analysis, and profitability assessments, culminating in the successful launch of two new products.• Orchestrated comprehensive marketing campaigns and promotional activities, from creative conception to list acquisition, focusing on measurable ROI and data-driven decision-making.

• Enhanced brand visibility and market appeal with refined messaging strategies, resulting in a 24% sales increase in the first year.• Engaged in industry tradeshows, driving the successful launch of a consumer-facing website and a B2B purchasing portal, which streamlined backend order processing and improved customer experience.• Instituted rigorous quality control inspections and implemented waste reduction initiatives, achieving a 13% cost saving that directly boosted sales profitability.• Standardized the product lifecycle process by establishing clear documentation protocols for product development, ensuring consistency from conception to market launch.• Led Research & Development, Quality Control, IT, and Product Management teams, aligning department goals with company objectives and fostering innovation and quality excellence.

• Championed the launch of over 100 new features across five major releases, overseeing the full lifecycle from initial conception to technical specifications and effective customer communication strategies.• Directed cross-functional teams to define over 150 technical requirements, ensuring products met market demands and internal quality benchmarks.• Authored 30% of the company’s marketing materials, including persuasive brochures and informative white papers, contributing to robust product knowledge and market positioning.• Developed and delivered compelling presentations tailored for prospects, customers, and user groups, enhancing brand image and fostering strong relationships.

• Drove substantial revenue growth by managing projects that generated over $8 million in 1997, showcasing strong financial and team leadership.• Enhanced profitability by implementing cost-cutting measures, increasing profit margins by an average of 5% per contract through strategic project management and negotiations.• Successfully led over 35 implementation projects to timely completion, effectively coordinating resources, adhering to schedules, managing budgets, and overseeing invoicing processes.• Recognized for outstanding leadership with the 1996 CataLysts Leader’s Circle Award, reflecting exceptional project management and team-building capabilities.• Pioneered professional development within the company by being the first recipient of the Project Manager Certification at Dynix, demonstrating a commitment to excellence and continuous learning.