The Safariland Group

VP Marketing & e-Commerce

​2017 - present

 

• Own the brand and marketing vision for over 20 brands of The Safariland Group

• Developed a new brand architecture and go-to-market process for 20 brands and four business units across multiple sales channels

• Define product requirement KPIs and develop roadmaps through strategic planning process

• Established new sales training platform that saw revenue growth of 15% in first year

• Oversee the full product life cycle of safariland.com web and mobile products, focusing on increased conversion, revenue growth, profitability, customer satisfaction and retention

• Led growth of direct-to-consumer business by 15% YoY at 76%GM for the last 3 years

 

 

The Safariland Group

Senior Director Of Marketing

2015-2017

 

• Oversaw and directed all consumer-facing demand creation including: content creation, advertising, social media, digital marketing, website experience

• Strategically planned the utilization of market and competitive analysis, related brand and product positioning to create rich consumer experiences

• Collaborated across functions with key stakeholders to build strategic plans and drive brand consistency across all brands

• Directed cross-functionally integrated brand campaigns and over 100 product launches

• Developed and tracked metrics and success criteria for all marketing program activities by optimizing and tracking marketing ROI

 

 

Lona Creative

Co-Founder

​2015 - present

 

​Our mission is to serve others before ourselves. We believe in genuine authentic relationships and that when you invest in others you will naturally see results. As a founder of Lona Creative, we decided to build an agency that models exemplary culture and leadership.
 

Our key indicators of success do not rely simply on revenue alone but also Purpose, Culture and Engagement. We put purpose before profit in serving those around us and are constantly seeking creative new ways to support the causes in which we believe.

 

We are a tribe of life-long learners, visionaries and creative storytellers. It is more than just marketing, it's an experience.

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Oakley Inc.

US Go-To-Market Manager

2013-2015

 

• Collaboratively drove the vision for go-to-market execute and be the catalyst to drive cross-functional team members towards meeting deadlines

• Increased alignment within the organization through calendar adherence, accountability for product/asset delivery and execution in-store while lowering costs by 20%

• Managed the strategic development and execution of well-conceived rollout plans and budget structure for 6 different business units

• Collaborated with Global Trade Marketing Operations team to create the sport channel go-to-market strategy for over 8000 brick and mortar accounts

• Defined regular communication flows and shared KPI’s

• Managed and drove go-to-market team towards flawless

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Oakley Inc.

Channel Marketing Manager - US Wholesale

2011-2013

 

• Created go-to-market strategy for US wholesale sport business by partnering closely with the North America sales and product merchandising teams to ensure all marketing activities are aligned

• Responsible for marketing activation of over 13,000 accounts both brick & mortar and e-commerce

• Partnered with over six sales leaders to determine efforts around assortment planning, account segmentation & account hierarchy

• Responsible for a budget of over $6M to be used as a regional marketing fund for 65 sales reps/six regional sales leaders

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Oakley Inc.

US Field Marketing Manager

2009-2011

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• Developed a regional marketing rep force of 13 people in the US to drive trade marketing executions, consumer events and product clinics for over 4000 accounts

• Introduced a new service model for key account associate training to promote higher sell-thru and apparel sales growth

• Designed over 20 custom branded shop-in-shop environments with in key national accounts with average of 24% sales growth YoY

• Directed the sales team, product marketing team and global campaign team on how to evaluate the total impact of marketing events

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Oakley Inc.

US Trade show & Events Manger

2006-2009

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• Responsible for annual trade show budget of $2M; consistently stayed within budget

• Designed and oversaw all trade assets and booths for the US

• Established an international trade show program that saw cost savings over $400k over three years

• Organized over 400 trade shows with booths up to 5000 sq.ft

• Awarded “Transworld Business - SIA Booth of the Year - 2012” - Industry nominated and voted

• Maintained relationship with over 25 national vendors to execute trade show strategies