Work.

I have worked with first rodeo start-ups and well-weathered industry powerhouses. If you need forward-thinking strategy and good storytelling, we should talk.

Featured

  • Craft Cannabis Brand Launch

    Transforming a craft cannabis grower into a premium, shelf-ready brand in response to new packaging laws reshaping the market.

  • Brand & Messaging Overhaul

    Elevated an aviation consultancy with a sharp brand kit and messaging system - giving a strong identity and raising valuation.

  • Repositioning & Growth Strategy

    Repositioned and productized an aviation consulting firm around high-growth specialties, driving scalable revenue and boosting valuation.

  • Enterprise Website Relaunch

    Led a full redesign, replatform, and relaunch of Whelen Engineering’s $1B+ enterprise site - removing friction, tightening security, and publishing teams to update quickly.

    Project Management ・ Digital Delivery ・ Cross-Functional Leadership

  • NASCAR HOF Award Campaign

    Reshaped the NASCAR Hall of Fame’s Everyday Champion campaign honoring first responders — doubling nominations and driving record media attention.

    Narrative Strategy・Media Outreach・Copywriting

  • Aviation Software GTM & Pivot

    Launched and market-tested a new aviation software, made the strategic call to kill it and pivot. Instead, white-labeling a more advanced software that won the firm 3 of the industry’s top 10 aviation leasing companies.

    GTM Strategy・ Product Ownership ・ Strategic Pivoting

  • Craft Cannabis Brand Concept

    Created Greenskeeper: a licensable, golf-inspired cannabis brand positioned in the unaddressed sweetspot of maturity and fun, designed to stand out as a shelf-ready identity.

    Brand Strategy・Visual Identity・Packaging Design

  • Enterprise Product Copy Overhaul

    Standardized and rewrote 300+ product descriptions across Whelen’s catalog, turning decades of scattered language into a clear, consistent framework.

    Copywriting ・ Messaging Frameworks ・ Content Systems

  • Startup Marketing & Brand Strategy

    Led marketing for student startup Xstudia through its early growth stage — building the brand, crafting the story, and executing GTM strategy that grew annual revenue from $30K to $70K.

    Brand Strategy ・ Bootstrapping ・ Go-to-market Strategy