I help growth companies and iconic brands build marketing that actually sells — through brand strategy, athlete storytelling, and omni-channel execution rooted in 20+ years at the highest level of sports and retail.
I spent two decades inside one of sport's most culturally loaded retail brands — Foot Locker — rising from Director of Advertising to VP of Consumer Connections, owning a $50M P&L and sitting at both the North American and Global Marketing leadership tables.
I didn't just manage campaigns. I repositioned a brand, rebuilt its creative infrastructure, modernized its media mix, and helped it grow from a $2B to a $6B business during the award-winning "Approved" campaign era.
Since 2023, I've taken that enterprise foundation into the growth company arena — working in fractional and advisory roles across sports youth programming, athlete partnerships, and specialty retail. The results have been immediate and measurable at every engagement.
I bring the strategic altitude of a Fortune 500 CMO with the hands-on agility of a growth operator. Sports, culture, and commerce are my native territory.
Embedded senior marketing leadership without the full-time cost. I own the marketing function — strategy, team, budget, and results — as a part of your leadership team.
From brand identity and repositioning to full omni-channel campaign execution. I build the marketing engine that connects creative storytelling to commercial performance.
Deep expertise activating league partnerships, athlete endorsements, and sports sponsorships into campaigns that earn cultural relevance and drive sell-through.
I build and lead in-house creative teams, manage agencies, and set the creative vision that makes brands stand out. Cannes-winning work isn't an accident — it's a process.
Bridges brand storytelling and commercial performance across every channel — digital, social, SEM, affiliate, in-store, and experiential — with measurable outcomes.
Strategic advisor to PE-backed companies, startups, and boards navigating brand transformation, new market entry, or marketing team restructuring.
Led complete brand repositioning for this specialty automotive retailer — restructured the marketing team, rebuilt B2C and B2B digital presence, relaunched social and influencer strategy, and introduced a new loyalty program. Results were immediate and measurable.
Built and executed athlete-integrated media and communications strategy for Hisense TVs, leveraging sports talent to drive purchase intent and sell-through across retail partners during key selling season.
Developed product collection strategy and athlete-integrated content for George Kittle and Jrue Holiday signature eyewear lines. Drove full sellout through storytelling-first creative and targeted retail activation.
Spearheaded company reorganization spanning strategy development, team structure, go-to-market planning, paid media, and agency selection for the operator behind NFL, NBA, MLB, MLS, and NHL junior programs.
Full case study on the Cannes Silver Lion–winning campaign that helped Foot Locker triple its revenue — covering brand strategy, athlete partnerships, agency selection, and omni-channel execution.
Athlete-integrated launch strategy for the Nike KD17 at Hibbett Sports retail — leveraging Kevin Durant's story and creative content to dramatically outperform sales expectations at retail.
Defined brand identity for one of the world's most iconic sports retailers across 7 North American banners and multiple global markets. Led full brand repositioning — from creative platform to visual identity to agency-of-record selection.
Athlete-integrated campaigns that sell out product collections, double sell-through plans, and outperform prior-year sales. VP Athlete Storytelling at Athlete-Driven Worldwide, serving Nike, Zenni, Hisense, and more.
Led omni-channel campaigns spanning digital, social, SEM, affiliate, in-store, and experiential. 200%+ digital sales growth at Foot Locker. 25% web sales growth and 200%+ loyalty membership growth at OK4WD within 6 months.
Scaled Foot Locker's in-house creative studio from 20 to 42 people, saving $10M in agency fees. Managed $50M P&L and led 58 people across creative, digital, PR, social, events, and media.
Whether you need a fractional CMO, strategic marketing advisor, or project-based expertise in sports and brand, I'd love to hear about your challenge.