I help growth companies and iconic brands build marketing that actually sells. With 20+ years working at the highest level of specialty retail and sports, I fuse brand strategy, storytelling and tactical omni-channel execution to deliver real results.
I spent 20+ years across various VP Marketing roles at Foot Locker, leading marketing across North America and globally. I owned a $50M P&L and sat 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 been running FFS Consulting — bringing that same Fortune 500 rigor to growth-stage companies in retail, sports, and beyond. Engagements have spanned athlete partnerships, youth sports, specialty retail, fintech, and social commerce. The results show up fast at every one.
Sports, culture, and commerce are my native territory. I know how to build brands that earn relevance and drive revenue at the same time.
Embedded senior marketing leadership without the full-time cost. I own the marketing function: strategy, team, budget, and results, as a fully integrated 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 and move product.
Connects brand storytelling and commercial performance across every channel: digital, social, SEM, affiliate, in-store, and experiential, with measurable outcomes at every level of the funnel.
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.
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.
As VP Athlete Storytelling and Board Member at Athlete-Driven Worldwide, I led campaign strategy, creative development, and brand partnerships for a growing roster of clients — connecting world-class athletes to brands in ways that drove cultural relevance and real commercial results.
Launched Hola Prime, a global prop trading brand, in the US market by partnering with Karl-Anthony Towns right before a standout Knicks playoff run. The campaign drew a compelling parallel between the mindset of an elite athlete and a disciplined trader.
Developed athlete product collection strategy and integrated content for George Kittle and Jrue Holiday signature eyewear lines. Storytelling-first creative and targeted retail activation drove both collections to a full sellout.
Led athlete-integrated launch strategy for the Nike KD17 at Hibbett Sports, using Kevin Durant's story and creative content to dramatically outperform sell-through expectations at retail.
Led brand strategy, creative development, athlete partnerships, and omni-channel execution for Foot Locker's iconic "Approved" campaign — one of the most culturally resonant sports retail campaigns ever made. Featuring A-list talent including Tom Brady, James Harden, Carmelo Anthony, and Mike Tyson, the campaign earned a Cannes Silver Lion, an Effie Award for effectiveness, and generated 115 million YouTube views and over 18 billion impressions. During this era, Foot Locker grew from a $2B to a $6B business.
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.