A Brief Career Summary


Most Recently

REI - Vice President of New Ventures & Experiential Consumer Engagement Division

Executive leadership for multiple strategic business units and direct management of $100MM P&L, materially contributing to the management of a $2.6B enterprise P&L, driving the vision and strategies to create revenue and profit growth across all physical and digital channels.

New Ventures Group

  • Created the business unit and built a talented team of entrepreneurs and operators.

  • Diversified business portfolio through rapidly standing-up, evaluating and commercializing new concepts and high growth business opportunities.

  • Launched multiple new concepts, brand collaborations, and marketing partnerships.

REI Adventures

  • Built a global adventure travel company, operating over 200 different programs on all seven continents in 40 countries and managing 80 business partners around the globe.

  • Led 700% revenue growth over 10 year period through continually re-imagining product and marketing strategy, streamlining global operations, building talent, and developing an industry leading digital presence.

REI Outdoor Programs

  • Launched business unit and expanded footprint to the 18 largest U.S. DMA’s, annually offering more than 47,000 classes and outings serving over 500,000 customers, creating the nation’s largest outdoor program.

  • Increased revenue over 450% in four years.

Adventure Projects, LLC

  • Led the acquisition of the social media company to accelerate our brand and community development.

  • Developed a content and user growth strategy, secured new funding, re-organized and staffed the team to build capacity, and led the post acquisition integration process.

  • Drove a first year user growth of 45% to 10.5MM unique users.

Community Development and Brand Activation Group

  • Developed immersive brand experiences at national and local levels, engaging millions of consumers through award winning relationship marketing platforms, activations, and produced events.


Early Stage Community Affiliations

Mentor - Jones + Foster Accelerator

Mentor - Burke Center for Entrepreneurship

Advisor - Co-Motion New Ventures


Past

General Manager - REI Adventures

Repositioned and relaunched the business into the marketplace, led transformation of marketing strategy, product assortment, operations, and organizational structure.

  • Delivered an average annual sales growth of 25% and increased profitability by 216 basis points.

  • Developed innovative new approaches to programs, such as Weekend Get-aways, Family Adventures, and Volunteer Vacations, all expanded the customer acquisition funnel, gained market share, drove brand engagement, and delivered significant incremental revenue.

Operations Manager - REI Seattle Flagship Store

Led operations of REI’s Flagship Store, generating $65MM in annual revenue, and provided leadership to seven managers, 37 professional staff, and 140 service and support personnel.

  • Created strategic initiative that drove adoption of the Flagship Store as an innovative retailing experience.

  • Redefined REI’s enterprise strategy through demonstrated success in experiential retailing, leading to the adoption of core elements of the Flagship vision and plan into REI’s core enterprise strategy.

President - Portage Bay Marine

Built and led a talented team in developing and commercializing innovative maritime management SaS platform.

  • Secured seed funding from established angel investors and negotiated development and investment partnership with industry leading commercial maritime company.

  • Launched two products and developed marketing strategy and initial sales channel partnerships.


Education

Master of Business Administration - University of Washington

Bachelor of Business Administration - University of Washington

Architectural Design - Albany Technical College


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