School of Journalism, Brand Marketing + Communications

Brand and Consumer strategy, executive coaching and board service

More than doubled Vans' global revenue from $2B to $4.3B in less than six years, while also growing margins, profits and brand equity for VF's #1 brand. Expanded product assortment from head to toe in more than 100 countries by creating and leveraging a powerful strategic framework of disciplined choices, elevating apparel + accessories to almost 20 percent of sales, driving footwear newness beyond iconic Classics styles, and building brand love from Chile to China. Lead and mentored executive team of 14 functional and regional leaders while also serving parent company VF as a member of the Executive Leadership Team for the $12B, F250 corporation. Proud to be a Top CEO on Glassdoor's 2021 list as voted by employees.

Recorded 22 straight quarters of double-digit growth as P+L leader for Canada, US and Mexico, Vans' largest global region. Responsible for executional of global strategy at a regional level, including product assortment, retail, E-commerce, wholesale, and marketing.

Responsible for $55 million annual marketing budget and staff of 85, reporting to company president, overseeing global marketing for 45-year-old youth culture footwear and apparel leader with $1.5+ billion in annual sales* Create, build and implement all Vans marketing efforts, across multiple mediums, driving a strong connection between consumers and Vans products including footwear, apparel, accessories, equipment and owned retail locations, using Vans DNA cultures of action sports, music, art and street culture* Create, build and implement all Vans retail-based efforts, including more than 3,000 US wholesale doors and 275 company-owned US locations, partner stores and e-commerce: POP, fixturing, visual merchandising, custom display programs and sales messaging* Work closely with leaders from sales, product development and design, retail and operations to drive Vans growth strategies, which have moved the company from $300M to $1.5B in the past eight years and increased operating income from 0% to 17.5%* Build industry-leading interactive marketing efforts that have yielded more than 10 million Facebook fans, a robust proprietary content engine, and unparalleled direct connection to Vans’ consumers worldwide* Lead Vans’ consumer insights, adding both qualitative and quantitative measurement to track brand awareness and affinity, marketing ROI and brand health

Created and built new division of respected regional advertising agency DGWB, providing a host of new, non-traditional services, including marketing consultation, events, promotions, publishing, television production, sponsorship sales and street and guerrilla marketing* Conceived, sold in and executed multiple projects per month to national brands such as Op, IFC Films, Artisan Entertainment, Avery Dennison, KFC, and TCBY, generating millions in annual revenue* Worked closely with agency partners to develop, pitch and win new business, from business strategy to creative executions to tactical marketing efforts* Layered on top of existing business from media, account management and design/production to win new, incremental business from several existing agency clients, boosting agency profitability

Responsible for strategizing, building and executing action sports network start-up of $28 million in operating capital and $5 million in annual sales across three business-to-consumer, content, community and commerce websites: Swell (surfing), Crossrocket (snowboarding) and Monsterskate (skateboarding). * Chief architect of content conception and deployment via staff of 60, widely regarded as niches’ top teams. * Crafted and successfully executed plan to bring action sports marquis brands onto the Web, the first effort of its kind, with advertising and commerce model including rich media interstitials, state-of-the-art shopping features and complete offline catalog business. Responsible for several million in first-year commerce and advertising revenues.* Grew network traffic to more than 800,000 monthly unique users and 10 million monthly page views with minimal marketing budget by leveraging content, finding enthusiasts virally.

Guided portfolio of 10 magazines and staff of more than 100 to increased profitability across two major mergers with global publishing companies. * Responsible for all aspects of $60 million in annual sales, including editorial, sales, circulation, production and marketing. * Brought flagship title, Surfer, to record profitability five consecutive years (’95-’99), and launched several new efforts, including Snowboarder, Bike and Skateboarder magazines.* Advisor to Peterson and EMAP on development and execution of NBC’s Gravity Games. * Generated several million in new annual revenue with aggressive campaign to land national advertising accounts such as Gillette, Sony, Nissan.

Conceived, crafted and delivered world’s leading snowboarding magazine from the ground up. * Built staff, editorial direction, sales message, circulation and place in market for highly profitable, well-distributed, widely respected snowboarding title. * Responsible for growing ad revenues to more than $3 million, paid circulation to more than 125,000.