My Career Story

Work
Experience

2026 - Current

2023 - 2026

2021 - 2023

Director of Ecommerce, CRO

It was a race weekend back in 2022 outside Pendleton, Oregon. My buddy John and I had driven out for a mountain bike race, and on my drive home after the race he recommended a podcast I should check out. It was Peter Diamandis, talking about AG1 (Athletic Greens at the time) with the kind of conviction that makes you pay attention.

I went home, ordered a bag, and figured I'd give it a month.

Within a week or two of taking it consistently, I noticed something. I felt sharper throughout the day. It's hard to quantify exactly, but the clearest way I can describe it is this: I felt better knowing that whatever else was going on in my day, I'd already given my body and my brain the best possible foundation to perform. That feeling stuck. I've been a daily customer ever since.

So when a recruiter reached out cold about the Director of Ecommerce & CRO role, I was already a few years deep as a paying customer. I didn't need much convincing.

I joined AG1 as a solo operator, no team, just me and the mandate to build. After the controlled chaos of Dr. Squatch, the challenge of going deep rather than wide is one I'm genuinely excited about. The AG1 brand has earned its reputation carefully and deliberately. I intend to help them protect and grow it.

Assoc. Director of Product Management

round 2019 I was home visiting my parents when my dad showed me a YouTube video. I immediately clocked it as a brand awareness play with viral ambitions — and viral it went. My dad thought it was hilarious and told me he'd already bought six bars of soap purely because he loved the marketing. That brand was Dr. Squatch.

Fast forward to early 2023, and when the opportunity crossed my plate to join their ecommerce team, I couldn't pass it up.

What followed was three and a half years that honestly felt like a decade in the best possible way. "Selling soap on the internet" was never exactly what I pictured for my career — but what I didn't appreciate until I was deep in the trenches was just how deceptively complex the model actually is. One-time purchases alongside a subscription business. Multiple product categories. Up to 21 scents in a single category. Weekly content updates, product launches, limited edition drops, brand partnerships, and promotions. Bundles across the full suite. All executed across several international markets, each with their own unique product catalogs.

We used to joke that for a soap company, we had absolutely no business being this complicated. We loved it.

Over that time we delivered a full headless Shopify Hydrogen storefront and CMS build, 200+ experiments, and global campaigns running week in, week out. The kind of pace where you look up one day and realise you've shipped more than you can actually remember.

Dr. Squatch finished as the #1 brand in the men's natural personal care category — and the best soap job I'll ever have.

Strategic Director of Ecommerce CRO/Experimentation

During my time at Hydro Flask I brought on an agency called surefoot.me to help us run our CRO function. They were a full service CRO/Experimentation agency and I loved working with them. So when Brian & Laura offered to bring me on as their Strategic Director and lead client accounts, I jumped at the opportunity as it aligned perfectly with how I wanted to progress my career: digital product management. I lead 10+ client accounts in my 1.4 year tenure at the agency where we achieve well over $10M in unlocked CRO growth for my clients under management. This experience at surefoot.me cemented my instinct that product management was a direction I wanted to further pursue. I was, however, really missing the strategic challenges of being on the brand-side. I opened my LinkedIn DMs in late 2022 and was open to new product management opportunities brand-side, preferably ecommerce product management to align with my immense experience to-date in this area.

2021 - 2021

Director of Ecommerce & Marketing

I had achieved my overarching goals at Hydro Flask in my 6+ years at the company, and I was eager for the next challenge. I had been consulting with Jesse Thomas, Owner/CEO/Founder at Picky Bars for a few years as he was navigating the DTC waters and exploring how to grow his Bend, OR native CPG brand. The time was right for the two of us to join forces and unlock the growth that would enable his brand to get acquired by a larger player in the market. So I joined up at Director of Marketing & Ecommerce at Picky Bars in January of 2021 with the goal to help Jesse & his team to get the brand acquired. That goal was reached very quickly upon my arrival (100% credit to Jesse & his team for the work they'd done prior to my arrival 🥲) because by June of 2021 the acquisition was finalized. My time at Picky was short but impactful as I helped the team navigate the acquisition and fold into their new team at Laird Superfood (NYSE: LSF). I had been down the publicly traded company route before and identified that it wasn't the experience I was seeking for my career progression. I had some soul searching to do as to what would be the best next step for my career. I thought back to my Hydro Flask experience and asked myself, "what was the most fun part of my role at Hydro Flask?" The answer: CRO/Experimentation & Digital Product Management.

2015 - 2021

Director of Ecommerce

My time at Road Runner Sports gave me the experience and confidence to own and direct the entire eCommerce function. I'm an outdoorist at heart, so I set my sights on achieving a role where I could build and establish the ecommerce function at an outdoor brand. As fate would have it, I landed the dream job at Hydro Flask as their Senior Ecommerce Manager where I was given the autonomy to build their entire Direct to Consumer (DTC) function from the ground up. I owned our DTC function from top to bottom: acquisition marketing, ecommerce product management (UX Design, CRO, Engineering), Analytics/Reporting, Customer Experience, Retention, International Ecommerce, and team leadership/mentorship. The success my team produced led to my promotion to Director, and eventually once Hydro Flask was acquired, another promotion to Divisional Director of DTC Ecommerce where I lead both the Hydro Flask & OXO ecommerce teams. The achievements of my team while I was in these roles were considerable and will stick with me for my entire career. Replicating this experience will be impossible, but I was fortunate enough to have recognized my situation while in these roles and savored every moment. I'm still very close to my Hydro Flask team to this day (as I still live in Bend, OR and hope to live here for the remainder of my career!)

2013 - 2015

Ecommerce Revenue Manager

While at Slingshot SEO one of my clients was a running shoe retail brand called Road Runner Sports. I consulted with them for 1+ years and got to know their Director of Ecommerce very well. I saw potential in me and asked if I would consider taking a full time role on his team. I was off to San Diego to join up with him. As an ecommerce revenue manager I was the end-to-end business owner for the digital channels that I managed. I was responsible for strategic planning, P&L reporting for each channel, and most importantly I was accountable for the growth of my channels. I owned SEO, Paid Search, Display & I started the company's first Paid Social channel. I was also apart of the company's foray into conversion rate optimization as we sought to achieve growth via improvement of our digital product.

2010 - 2013

SEO Consultant

In my last semester of college I created my first LinkedIn profile. I figured I should build my page to reflect the types of jobs/experience I was hoping to gain in my first job out of school. A recruiter found me and connected me with Slingshot SEO. I met with one of the founders and explained to him how I built my profile. He was shocked and explained that I was essentially doing SEO optimization without even knowing it. He saw potential in me and took me under his wing. For 3+ years I learned all the ins & outs of the SEO industry. I held an entry level position for 1 year and was promoted into a consultant role for my final 2 years where I consulted for over 30 brands on their SEO strategy. I conducted analysis of their online presence, built strategic roadmaps, presented those plans and executed against them while monitoring performance along the way.

Education

2005 - 2010

Butler University | Bachelor of Arts Degree

Integrated Communications w/ a focus on Advertising and Public Relations

3.8 GPA & Vice President of PRSSA

Skills
& Expertise

CPG DTC/Ecommerce Operations
Ecommerce/DTC business ownership
Leadership & Management
Strategy Building & Execution
Digital Product Management Strategy
Merchandising & Promotional Strategy
User Experience Execution
A:B/CRO/Personalization Testing
Marketing Process Implementation
Agile Product Management
Data Analysis & Decision Making
Consumer Experience Leadership
Consumer Relationship Services
Brand Positioning & Communications
Performance Marketing
Loyalty & Retention
Email Marketing & Automation
SMS Marketing & Automation
Written & Verbal Communication
Ecommerce Store Management
Google Analytics
Agile Processes
Project Management (in various software)
Creative Brief Writing
Technical Brief Writing
Forecasting
Budget Management
Ecommerce Platform Management
Excel/Sheets
PowerPoint/Slides
Email Marketing Software
Social Media Platforms
Performance Marketing Analysis & Insights
LTV & Cohort Analysis
Search Engine Optimization