Work
Go-To-Market Strategy and Product Launches
Every launch I’ve led started with the same question: what would make someone say yes to something they’ve never seen before? At Clever Fox, we sold out a proof-of-concept batch before the brand even existed. At Third Nature, I took a B2B ingredient maker into its first consumer brand. At MINDBODY, we made software feel approachable to people who were intimidated by it.
Clever Fox Rum - Small batch craft rum in San Diego. Developed end-to-end business plan, market research, SWOT analysis, profit and loss, financial forecasting, break-evens, balance sheet, proof of concept, and pitch decks. Established company marketing, positioning and branding strategy.
Results: Sold out proof of concept, funding goals met, Increased gross revenue by 316% YoY.
Illustration: Ariel Jansen (and myself)
Photography: Karl Steuck, Patrick Patton
Commercial Strategy and Partnerships
I’ve sold door to door, coached sales teams and built B2B pipelines from nothing, so I know what it takes to get someone to say yes. At BuildEm, I rode along on the trucks and interviewed prospects to build the customer profile, then aligned ops, marketing and HR on one plan: +380% revenue in three months. As a sales consultant, I improved clients’ average close rates by 76% and income by 46%.
PEO Distillery - Professional Employer Organization Brokerage providing B2B HR solutions and insurance for SMBs.
More than tripled monthly recurring revenue over a five-month engagement. Led marketing and positioning strategy that fueled business growth, and optimized customer acquisition. Developed sales enablement materials for sales staff including presentation decks, sell sheets and referral partner reference material.
Community and Human Connection
Communities are how new things earn trust. I’ve built them around a cause, a craft rum, a bachelorette brand and a supplement launch, and it always starts the same way: listen first, then give people a reason to show up and talk back.
Bachette - Company D2C (Pinterest shown).
Built the largest social media presence in the niche, growing to 80,000+ followers on Instagram and 3.8M monthly impressions on Pinterest.
Clever Fox - Company B2B / D2C (Tiktok shown). Doubled follower count across Instagram, Facebook and Tiktok, increased average engagement rate per post by 60%, and average reach per post by 24%.
Planet Gayle- A 730,000-person community I founded and run across Instagram, Facebook and TikTok, about kindness, authenticity, grief and love, with its own Shopify merch store and newsletter. Built organically, with no paid media and no PR. Roughly 20% engagement rate on Instagram, about 10x the typical benchmark for an account that size, with multiple reels past 16M views each. Brand partnerships including Best Buy, Ghirardelli and UnReal Candy: one Best Buy reel reached 466,942 people and drove 11,012 interactions. National coverage on CBS Mornings and Good Morning America Online.
Third Nature - Consumer CPG brand for a B2B supplement manufacturer. Made creator commerce the primary acquisition channel: 600+ active creators producing 1,800+ shoppable videos and 530 LIVE streams. Set the TikTok Shop commission structure, built the creator Discord and onboarding, and recruited creators in person at industry events.
AI-Enabled Operations and Systems
I design how a company operates: the goals, rhythms and reporting that keep a team aligned, and now the AI roles that carry the repeatable work. I get my hands dirty first, find the patterns, then automate what works, with guardrails and a human gate on anything that matters.
Completed the AI Pivot Business Growth Program (NeuroGym, 2026): designed and deployed Claude-based agents with defined roles, tool access and guardrails, connected them to live business systems through MCP and n8n, and built evals to test their output.
Third Nature - Consumer brand for a B2B supplement manufacturer. Designed and built Third Nature OS, an AI operating system: 15 AI roles across five teams that mirror the org chart, every skill with exactly one owner, hard approval gates on every role, and every agent running its own evals. Agents cover advertising, affiliates, PR, copy, design, research, customer service and executive support, on a daily and weekly operating rhythm.
Environments, Experiences and Events
Some products need to be seen, touched and talked about in person. I design the moments where that happens: trade show booths, in-store displays, events and retail pop-ups, built around what makes people stop, try something and remember it.
MINDBODY Inc - B2B SaaS in the health and wellness sector. One of the major company challenges was that we were selling software to a market segment (fitness, yoga) that was intimidated by technology. It was key to overcome this adoption hurdle in order to expand the company to other verticals (salon, dance, Pilates, and many more), and to grow to more countries. My creative team and I conducted research and developed an award-winning trade show campaign that changed our entire approach to be much more ‘friendly’, and less ‘corporate’.
Our new campaign entitled “Juice Up Your Biz” had our sales reps swap their traditional button-down shirts for casual bright orange tee shirts (orange was the company color), placed orange trees in our trade show booth with fresh oranges for snacks, and prizes that they could ‘pick’ from the orange tree with every software demo.
"Mindbody went from 0 to 100 mph in one year," said one Sizzle Awards judge. Read the full article by Exhibitor Magazine >
Photography: Elliott Johnson
Event Manager: Noelle Feist
Graphic Design: Quincy Storm
Email campaigns: Kristin Casillas
Awards: Sizzle Award and Best booth of the Year by Exhibitor Magazine
Results: Over previous year, campaign increased leads by 196%, ROI by 36%, and doubled time attendees spent in the booth.
Brand, Packaging and Art Direction
Highly skilled at creation, production, management and distribution of new and existing products. Launched hundreds of products and SKUs, ranging from books, apparel, consumer product goods to technology and apps.
B.S. in Graphic Communications from Cal Poly, with a minor in packaging. Knowledgeable in packaging substrates, pre-press, print methods (digital, screen, offset, letterpress, engraving, gravure, large format, flexography), legal product requirements and labeling.
Clever Fox Rum - Small batch craft rum in San Diego. Developed brand identity, logo and package design for all 5 SKUs, 750ml and 50ml. Sourced production partners for screen printing, glass, cork, necktapes. Developed innovative new way of painting on bottom of bottles.
Awards: 2022 Design Award - San Diego International Spirits Awards.
Illustration: Ariel Jansen (and myself)
Photography / Videography: Karl Steuck
Fun fact: The glass I sourced for this project is 100% post-consumer recycled. This was a very challenging item to source, and I was told multiple times was ‘impossible’. The brand now has a much lower carbon footprint and more sustainable positioning.
Ecommerce and Marketplaces
With over 13 years of experience in B2B, B2C, and B2B2C ecommerce across diverse companies and channels, I am skilled in platforms like Shopify, Squarespace, Amazon, Etsy, and Wix. Proven track record of driving growth through effective online store management and optimization.
Bachette - Bachelorette party ecommerce brand. Business acquired in 2019.
Achieved 22% YoY sales growth and 33K average monthly website visits. Scaled to over 45,000 customers and 4,000 SKUs. 5,000 reviews averaging 5 stars on all selling channels.
Graphic Design: Quincy Storm, Yours Truly (me), Alyssa Balboa, Haley Torres, Jenna Blake
Photography / Videography:Patrick Patton, (and myself)
Video and Omnichannel Campaigns
With over 12 years of experience leading omnichannel campaigns from concept to execution, I specialize in managing national campaigns that drive engagement and conversions across multiple platforms.
Skilled in overseeing photography, videography, web development, and on-set creative direction, I focus on optimizing key performance indicators (KPIs) like customer acquisition, retention, and ROI.
MINDBODY Inc - B2B SaaS in the health and wellness sector.
Ideated, directed and executed ‘Love Your Business’ campaign focusing on software clients. Directed cross-functional team and provided hands-on leadership for on-location photo/video shoots spanning 18 clients, 11 industry verticals in 5 cities.
Deliverables included eight finished client videos, 20+ landing pages, white paper lead magnets for each client, print collateral, banners and print advertisements. All assets translated into 5 languages, supporting international expansion.
Photography: Elliott Johnson
Videography:Robin Chilton (Peregrine Media)
Copy:Doug Hales
Graphic Design: Quincy Storm, August Kreowski
Web Development: Leah Laurie, Kristopher Couch (Refresh Media)
Email Campaigns:Kristin Casillas
Results: Enabled company adoption into 8 new industry verticals and expansion to 70 additional countries.
Watch campaign compilation video >