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My Career Story

Work
Experience

2021 - 2022

Assoc. Director of Product Management

4 or 5 years ago I was home visiting my parents and my dad showed me this YouTube video. I recognized it as a branding video with the intent of going viral, and that it did. My dad thought it was hilllarrrious and told me he bought 6 bars of soap from them just because he loved their marketing. That brand, was Dr. Squatch. Fast forward to today and Dr. Squatch is the #1 brand in the men's natural personal care category, and they have aspirations to grow far beyond. When the opportunity crossed my plate to join their ecommerce team as Assoc. Director of Product Management, I couldn't pass it up. I'm joining the Dr. Squatch team in February of 2022. Here's to many years of fulfilling work & successful growth!

2021 - 2022

Strategic Director CRO/Experimentation/Product Management 

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 I produced led to promotions to Director, and eventually once Hydro Flask was acquired, to Divisional Director of DTC Ecommerce where I lead both the Hydro Flask & OXO ecommerce teams. The achievements on 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. 

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Education

2005 - 2010

Butler University | Bachelor of Arts Degree

Integrated Communications w/ a focus on Advertising and Public Relations

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3.8 GPA & Vice President of PRSSA

Skills
& Expertise

  • 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

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