Turning complex innovation into market impact and revenue-driven execution.
For 15+ years, I've led brand, growth, and strategy work at Nike, adidas, and early-stage tech companies to build scalable brand systems that connect strategy to sales to revenue. From global retail infrastructure to autonomous vehicle storytelling to direct-to-consumer e-commerce—I specialize in the unsexy work: making complex things simple, aligning teams around a mission, and driving measurable results.
I'm looking for roles where brand marketing, growth, and strategy intersect. Places where you need someone who thinks like an operator, not just a marketer.
I don't build creative campaigns or design brand identities. I build brand systems that work across organizations.
This means taking a complex product or market opportunity and translating it into a structured framework that marketing, sales, and product can all execute against. It means aligning incentives. It means removing ambiguity. It means revenue.
I've done this at scale (Nike's global retail operations, adidas's Amazon channel launch) and in chaos (early-stage deep tech). The pattern is always the same: Strategy → Clear Structure → Execution → Results.
I build brand and growth systems that translate complex products into market impact. My career spans global brand leadership at adidas and Nike, full ownership of a direct-to-consumer business, and marketing leadership inside autonomous vehicle and generative AI companies.
At adidas, I worked at the intersection of brand and channel execution — including early work supporting the Amazon partnership — ensuring global brand strategy translated effectively inside performance-driven retail environments. Later, I led retail brand initiatives within the basketball business, managing how global direction showed up consistently across markets and wholesale partners.
At Nike, I built the global basketball retail brand playbook — a structured system that enabled markets and partners worldwide to execute with clarity and consistency. At scale, brand only works when it's operationalized.
Outside of large organizations, I built and ran an e-commerce brand end-to-end — overseeing sourcing, logistics, website development, marketing, fulfillment, customer service, and financial management. Running the entire business sharpened my bias toward execution and accountability.
Most recently at TuSimple and CreateAI, I worked cross-functionally with engineering and executive leadership to translate autonomous trucking and generative AI technology into credible, structured narratives for diverse audiences — from regulators to fleet operators to potential enterprise customers. When your product is novel and technically complex, clarity becomes a competitive advantage.
Across every role, the throughline is consistent: Strategy → Structure → Execution → Revenue. Brand is not decoration. It's infrastructure.
Every project begins with clarity: What's the actual problem? What are we trying to achieve? What's the market opportunity? Only after those questions are answered do we move to execution. Too many marketing teams skip this step.
I think in frameworks. A good system works across channels, teams, and geographies. It's repeatable. It scales. A campaign is a moment; a system is a permanent capability. The goal is always to build the latter.
Marketing's job isn't to look good—it's to drive business results. This means thinking about sell-through, adoption, channel health, and measurable outcomes. It means understanding how sales and operations actually work.
The best marketing decisions require input from product, sales, operations, and customer teams. But someone has to connect those dots. That's often me. I'm comfortable being the person who says "here's what needs to happen" and then leads the organization to make it real.
If you can't explain something simply, you don't understand it well enough. Whether it's a brand system, a product story, or a go-to-market plan, my job is to take complexity and make it clear, compelling, and actionable.
Data without context is noise. I focus on metrics that actually matter: sell-through, adoption, revenue impact, customer acquisition cost. Numbers should tell a story and inform decisions.
The Challenge: Nike needed a unified brand framework that could work across dozens of wholesale partners, multiple regions, and varying customer segments—all while maintaining consistency and flexibility.
What I Did: Built a modular brand system that gave retail partners clear guidance on positioning, messaging, and activation while maintaining local relevance. The system became the standard across Nike's global wholesale network.
Impact: [Videos, case study deck, and examples to be added]
The Challenge: adidas needed a structured approach to Amazon, a channel that was both massive opportunity and significant risk (brand control, pricing pressure, competition with third-party sellers).
What I Did: Developed a comprehensive channel strategy that positioned adidas as a premium player on Amazon while protecting brand integrity. This included positioning, product strategy, and retail partnership coordination.
Impact: [Growth metrics, strategy deck, and execution examples to be added]
The Challenge: How do you make autonomous vehicles and generative AI compelling to investors, customers, and the market when the technology is cutting-edge and genuinely novel? Traditional marketing doesn't work.
What I Did: Built a narrative framework that translated complex tech into clear, compelling stories about what the technology actually does, why it matters, and how it changes the game. This became the foundation for investor pitches, customer communications, and media strategy.
Impact: [YouTube videos, investor deck, and narrative examples to be added]
The Concept: A launch film for the Dame 6 shoe that goes beyond product specs to tell Damian Lillard's identity. The piece highlights who he is beyond basketball — a son, father, rapper, and leader — rooted in the cities that shaped him: Oakland, Ogden, and Portland.
What Makes It Work: Rather than focusing on shoe features or performance metrics, the film reflects the campaign's core message: he's more than just an NBA player. It's brand storytelling that connects the product to authentic human narrative.
Impact: A masterclass in how to build brand around identity, not just product. The film anchors the entire Damian Lillard brand ecosystem.
I'm fluent in brand strategy, sales dynamics, product thinking, and operational reality. This means I can actually connect teams around a shared vision—not just hand off work.
I've worked at massive scale (Nike's global retail) and in chaos (early-stage deep tech like CreateAI). I've built brands, sold products, managed e-commerce operations myself. I've built global retail systems. I know what works and what doesn't.
I'm not here to create beautiful campaigns. I'm here to drive business results. That means thinking about execution, measurement, revenue impact, and what actually matters to the business.
Consistency is hard at scale. I specialize in building frameworks that work across teams, channels, and geographies. Once built, the system outlives the person.
I'm comfortable being the person who connects the dots, aligns teams, and drives decisions—even when it's not officially my job. I don't need credit; I need results.
Most people are either strategists or operators, either marketers or business people. I'm both. I think strategically, but I'm obsessed with making things real.
I'm actively looking for roles where brand, growth, and strategy matter. Director-level positions in brand marketing, growth, channel strategy, or product marketing at innovative companies. Places where you need someone who thinks like an operator and can build systems that drive revenue.
If that sounds like what you need, let's connect.