Laird Superfood

SVP Growth & Marketing Jan. 2020 – Current

• 135% Revenue Growth in 12mo, followed by 82% the next year

• 96% New Customer Growth in 12mo

• 184% Unique Subscription Growth in 12mo

• 11% increase in AOV YoY

• Successful IPO (NYSE: LSF)

• NPS in top 10% of Food & Beverage

• CVR 2x food and beverage benchmark

• 2x World Plant-Based Award Winner

• Successful distribution with Whole Foods, Sprouts, Costco, Publix

• Commercialized over 20 new to market products

• PnL management for marketing, eCom, digital, CX, and product management

As a part of the executive team, I was a core member in Laird Superfood’s successful listing on the NYSE. This digitally native brand had seen a large amount of organic growth early on, however, it started to plateau. I was fortunate enough to be given the opportunity to come in and lead the team through a transformation of strategy, ultimately resulting in 135% growth in the first 12mo. With that growth, we continued to see great repeat purchase and retention rates as well as massive subscription growth. Additionally, we launches a first of its kind liquid creamer product - the first “fresh” plant-based creamer the market had seen, with successful placements in Whole Foods, Sprouts, and conventional grocery partners.

Lastly, we redefined and streamlined most process’, giving the Growth & Marketing department the overall bandwidth to do their most important work while protecting their work-life balance.

Incipio Group

VP Innovation Aug. 2019 - Jan. 2020

• Consumer Insights overhaul for emerging eGames cohort

• Roadmap planning for next generation to battery cell technology

• Spearheaded company wide sustainability innovation, from materials sciences to market positioning

The role of innovation at Incipio was incredibly unique and described as “a man with no walls”. The principal goal of the role was to look forward, across all departments, to identify risks and opportunities that might exist outside of the the companies normal planning cadence.

Incase

GM, Global Brand Dir. Oct. 2016 - Aug. 2019

• Launch of 12 Global eCommerce Stores with distributor managed strategy

• Effectively rebalanced business channel mix - successfully driving revenue in most profitable areas

• Developed “B2B Menu” creating new revenue pipeline and production efficiencies

• Created “Incremental Shelf Strategy” with Apple and Best Buy

• Commercialized over 12 new to market products, including launching the “Smart Luggage” category

• Negotiated tariff impact and mitigation strategies directly with Apple finance team

• Led global pricing strategy and price slope architecture for all channels

• Global PnL management

I joined the Incase team with a clear directive to reposition the brand for digital and global growth, while creating a more balanced business. During my time, we successfully relaunched incase.com as well as 12 additional global domains - delivering a significant spike in revenue that we more directly controlled. Additionally, the team and I successfully developed an industry leading range of smart luggage which at the time was one of the first of its kind. I was able to stabilize our Apple business in partnership with our business unit director while launching new categories creating incremental revenue. Most importantly, I successfully helped navigate our business through Apple and Best Buy finance departments during the pivotal “tariff war” that CE products suffered massively from.

From global PnL management, GTM and commercialization, and product management and roadmapping, I was fortunate to lead the team through it all.

ourCaste

Co-founder; Brand, Design, Marketing Jan. 2011 – Aug. 2017

• Led market insights identifying new consumer category trend

• Successfully secured financing & negotiated operating agreement

• Implemented GTM strategy, resulting in opening of top men’s retailers such as Nordstrom, Una Mae, Urban Outfitters, etc.

• Managed design, marketing, brand and manufacturing

I was approached by long-term culture king Michael Tomson (MT) to develop a brand that bridged surf, outdoor, and fashion - ourCaste was the result. At the time, no brand had identified the cross over consumer that existed between surf and the outdoors. The Patagonia’s were still considered outdoor only and the Volcom’s were still considered surf - ourCaste was the first brand to combine them. In 3 years, we successfully developed technically advanced garments, filled with functional attributes, at prices more common with the action sports industry. In the first year, we successfully launched the brand at Urban Outfitter, Nordstrom, Una Mae, Revolve, Azalea, and more. From merchandising, RnDm marketing & creative, and BOMs - I was able to be a part of small agile time that scaled this brand from $0 to $5m in 18months.

WAAR

Co-founder; Brand, Design, Marketing Jan. 2011 – Mar. 2013

An art project turned brand - WAAR started as an experiment of repurposing old dead stock fabrics and military surplus items. More important than anything was the design aesthetics and culture, and the experiment quickly caught the attention of Urban Outfitters “Urban Renewal Program”. A great partnership bloomed with Urban, giving WAAR the perfect outlet and platform to be purchased under.