Professional Experience

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Executive Summary

Senior executive with twenty-six years of experience in the natural products and outdoor recreation industries. Proven results driving revenue generation, strategic brand development and positioning, culturally-empowering consumer insights, packaging design, digital marketing, customer relationship management, the development of disruptive marketing creative and team member growth.

KeHE Distributors, Executive Director, Exclusive Brands
March 2020 - Present

P&L responsibility for business unit driving $150MM in top-line sales revenue. Leader of 15-person team charged with the development, sales and distribution of KeHE's exclusive brands products comprised of two primary brands totaling more than 1,000 natural product SKUs. Lead all aspects of the business including go-to-market brand strategy, product procurement, packaging design, distribution, sales and marketing. Architect of divisional strategy, culture and people development.

  • Double digit comparable sales growth each year for the past 5 years.

  • Increased contribution margin by $1MM in first 18-months to achieve BU profitability for first time.

  • Executed team reorganization to clarify definition of success for existing team members, better meet the needs of current business volumes and position business to scale for growth.

  • 2021 Rookie of the Year award winner. One of two recipients within 6,000 employee organization.

Luckyʼs Market, Vice President of Marketing
July 2014 – January 2020

Led 23-person team responsible for the strategy, development and execution of all marketing and design activities for 39 stores across 10 states in pursuit of a $450MM+ annual sales objective. Direct responsibility for brand ideation and execution, private label product design, consumer insights generation, print and digital advertising, in-store retail execution, community impact initiatives, customer relationship management, social media, public relations, store design and more. Senior member of 13-person executive leadership team charged with driving company vision and strategy.

  • Responsible for and accountable to $19MM+ annual budget.

  • Launched consumer rewards platform, associated website and mobile application. Membership base of 500,000+ accounted for $213MM in revenue; averaging $13 and 5 items more per trip.

  • Launched online grocery delivery portal achieving $2MM in sales revenue over the first year, and an average basket increase of 84% vs. in-store baskets.

  • Established brand identity and positioning to differentiate Lucky’s Market in crowded retail environment.

Whole Foods Market, Executive Marketing Director
Boulder, Colorado | 2008 – 2014


Leader of seven-member marketing team responsible for the development and implementation of marketing, public relations, partnerships and events strategy on behalf of 32 stores in 5 states, driving $900MM dollars in annual sales. Directly responsible for providing strategic and tactical direction for 32 store-based marketers and 32 store-based graphic artists. Member of 11-person leadership team focused on driving vision, objectives and strategy on behalf of the business.

  • Led all marketing initiatives supporting annual sales growth of 24% over 6-year period.

  • Leader of several company-wide collaborative marketing campaigns. Managed 30+ people across multiple divisions to develop 80+ deliverables for all national store locations

  • Achieved 150% subscriber growth and 38% open rate through strategic email initiatives.

  • Tapped by peers to lead multiple special projects on behalf of national business objectives.

  • Several direct reports grew into larger, more impactful leadership roles within the company.

ADDITIONAL EXPERIENCE

  • Director of Marketing, Copper Mountain Resort - 2003-2007

  • Manager of Public Relations and Events, Copper Mountain Resort - 1998 – 2003

  • Public Relations Coordinator, Winter Park Resort - 1997-1998

ADVISORY BOARD PARTICIPATION

  • Nude Foods Market

  • Kissing Bridge Resort

COMMUNITY IMPACT

  • Mentor, University of Colorado Leeds School Of Business Professional Mentorship Program

  • Community Food Share - Louisville, CO

  • KeHE Volunteer Serving Trips - Boulder, CO / Jacksonville, FL / Honduras / Ecuador

EDUCATION

  • Bachelor of Arts Degree, Fort Lewis College, Durango, Colorado - 1997

  • Option in Tourism and Resort Management/Minor in Economics

SKILLS & EXPERTISE

  • Team member growth

  • Strategic planning

  • Brand development and implementation

  • Retail strategy and execution

  • Targeted product innovation

  • Consumer insights-driven idea generation

  • Digital marketing

  • Disruptive storytelling

PASSIONS

  • Family

  • Skiing

  • Trail Running

  • Pizza

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