Career & Track Record
Every role taught me something the last one couldn't
Co-founded a brand and sold it. Scaled 20+ brands at an agency. Took over a P&L losing money on every order and turned it into an acquisition. Here's the full picture.
Experience
VP of Marketplaces & Growth
CurrentBirdRock Brands · Feb 2025 – Present
Led the e-commerce, marketplaces, and marketing business units through a transformation that culminated in BirdRock Brands' 8-figure strategic acquisition in April 2026.
- Full P&L ownership of $40M+ multi-channel business and $12M annual advertising budget
- Built cross-functional team of 4 direct reports plus agency partners
- Expanded non-Amazon channels from sub-7% to ~12% of total revenue mix
- Defined company AI strategy and led organization-wide adoption
Sr. Director of E-Commerce & Digital Marketing
BirdRock Brands · Feb 2024 – Feb 2025
Inherited a business at negative margin — drove a full P&L turnaround: 25% YoY revenue growth and 475% increase in net margin dollars within the first year.
- Directed $9.3M in annual ad spend; implemented algorithmic bid optimization across 3.5M targets
- Identified $7.2M in recoverable ad spend through campaign consolidation
- Created company's first item-level profitability model
- Reduced operating expenses by $20K+/month
Sr. Director of E-Commerce
Right Side Up Consulting · Jul 2021 – Feb 2024
Co-founded and scaled the marketplace growth practice from zero to a core service line.
- Generated $50M+ incremental revenue for a Fortune 1000 CPG brand
- Managed $170M+ GMV across 70+ VC/PE-backed brands
- 30% average ROI improvement per engagement
- Created repeatable marketplace playbooks that standardized delivery
E-Commerce Consultant
Independent Consultant · Jan 2020 – Jul 2021
Founded consultancy serving 7 DTC and marketplace brands with combined $5M+ annual marketplace revenue.
- Average 40%+ revenue growth within first 6 months per client
- Clients: iKamper, V-Dog, Naturelo, Fluffco, Darn Good Yarn, Omniwear, PainFix
- End-to-end Amazon operations, Shopify builds, influencer programs
Sr. Amazon Channel Manager
Clif Bar & Company · Jan 2019 – Jan 2020
Directed 8-figure Amazon marketplace with full P&L responsibility across US, Canada, and international.
- Launched Amazon Go, Fresh, Pantry, and Canada programs
- Four consecutive quarters of double-digit growth
- Secured favorable vendor terms boosting promo efficiency
E-Commerce Manager
Sonoma Creamery · Jan 2018 – Jan 2019
Drove 80% channel growth in 9 months through turnaround of Amazon 1P and 3P accounts.
- Exceeded revenue targets by 130%
- Increased conversion rates by 40% through A/B testing
Co-Founder (Sold 2018)
Tote Tails · Mar 2015 – Feb 2018
Founded, scaled, and sold a DTC pet accessories brand — from concept to mid-six figures in 2 years.
- 2.8x Customer Lifetime Value, 2x Average Order Value
- Led team of 3 direct reports + 15-20 freelancers
- Negotiated and executed successful exit via strategic sale
Track Record
Numbers that survived due diligence
BirdRock Brands
VP / Sr. Director of E-Commerce
Full P&L turnaround: pricing optimization, algorithmic bid management, campaign consolidation, operational cost reduction, and channel diversification.
- 475% net margin increase
- $40M+ business through 8-figure acquisition
- $9.3M ad spend algorithmically optimized
- $7.2M in recoverable ad spend identified
- $20K+/mo operating expense reduction
Right Side Up
Sr. Director of E-Commerce
Built marketplace growth practice from zero. Standardized delivery with repeatable playbooks across advertising, channel launches, and optimization.
- $50M+ incremental revenue for Fortune 1000 CPG brand
- $170M+ GMV managed across 20+ brands
- 30% average ROI improvement per engagement
Clif Bar & Company
Sr. Amazon Channel Manager
Enterprise marketplace expansion and new program launches with cross-functional coordination.
- 8-figure marketplace with full P&L responsibility
- Launched Amazon Go, Fresh, Pantry, and Canada
- 4 consecutive quarters of double-digit growth
Sonoma Creamery
E-Commerce Manager
Channel optimization through conversion rate improvement and ROI-positive digital marketing.
- 80% channel growth in 9 months
- 130% exceeded sales targets
- 40% conversion rate increase
iKamper, Omniwear, Darn Good Yarn, V-Dog & more
Independent Growth Consulting
P&L-first growth strategy across multiple verticals — outdoor, pet, supplements, crafts, wearables.
- 40%+ average revenue growth in first 6 months
- Multi-channel expansion across Amazon, Shopify, retail
- End-to-end operations and advertising management
Tote Tails
Co-Founder (Sold 2018)
Built DTC pet accessories brand from scratch — product development, Shopify, Facebook/Instagram ads, lifecycle marketing.
- Scaled to mid-six figures in 2 years
- 2.8x customer lifetime value
- 2x average order value
- Successful exit via strategic sale
Brands Scaled
Marketplace Channels
Platforms & Tools
Education
Bachelor of Arts
University of California, Davis — Biotechnology, Digital Media & Communications
Associate of Applied Science
West Valley College — Biology