About
Operator over strategist. Systems over opinions.
I'm a VP of Marketing and operator. I don't write decks; I run accounts, ship campaigns, build the infrastructure, and read the numbers every morning.
Track record: $50M+ in lifetime revenue across operator roles, consulting sprints, and two founded ventures. Turnaround specialist — the kind of work where you cut wasteful ad spend, repair broken funnels, and triple profitability in under 30 days.
Currently running marketing across a portfolio of fitness franchise and DTC brands at Giant Ideas. The portfolio is a live lab — every week something works, something doesn't, and the pattern library grows.
Before this, I spent years inside franchise HQ and agency seats learning the craft: paid media, brand systems, funnel construction, CRM, and the unglamorous plumbing nobody tweets about.
I believe AI-native marketing is a category reset. Not a tool you bolt on — a way of structuring the whole operating system. That's what I write about.
$ current portfolio
Legends Boxing — gym franchise, 50+ locations. Membership growth and local media.
Legends Boxing Gear — DTC apparel and equipment.
KickHouse — kickboxing fitness franchise.
Mayweather Boxing + Fitness — boxing fitness franchise.
Bootlegged Barber — neotraditional barbershop franchise, Utah roots.
Cage Punch — HOCl gym disinfectant brand.
Atmosphere Chiropractic & Wellness — integrated wellness clinic, Lehi UT.
$ experience
Leads marketing across a portfolio of seven brands and 40+ locations in fitness franchising, DTC, and wellness. Restructured capital allocation on a 7-figure annual budget, built a proprietary analytics stack from scratch, and unified fragmented brands under a single scalable GTM framework.
Ran turnaround sprints for distressed DTC brands. Tripled a supplement brand's weekly revenue from $50k to $150k in 7 days by restructuring the ad account and funnel. Scaled a non-lethal defense brand so aggressively it outpaced manufacturing capacity, forcing a strategic pause to let production catch up.
Directed marketing for a DTC brand at $10–15M ARR. Architected a single viral campaign that injected $3M in net-new revenue — outperforming all historical ROAS records. Held 107% weekly growth at peak scale by syncing paid media to inventory. Managed a 100k+ customer lifecycle base.
$ ventures
Built and scaled a viral media brand to 20M+ organic views across social — no ad spend. Used it as a live R&D lab for hooks, retention mechanics, and audience construction. Lessons from this venture have lowered CAC across every portfolio brand since.
Bootstrapped a DTC brand from $300 in starting capital to $1M in revenue with no outside funding. Evolved the model from dropshipping to fully vertical white-label with international vendor partnerships. Launched, scaled, exited.