A Brief Career Summary
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.
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
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.
Master of Business Administration - University of Washington
Bachelor of Business Administration - University of Washington
Architectural Design - Albany Technical College
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