You are putting sensors in a running shoe. I have shipped that product before.

Brand strategic execution including identity and messaging.

Brands built from nothing at Tractivity, Whistler Water and Alano Edzerza Sports, including guidelines, positioning and packaging. Repositioning challenger brands is what FuseHub has done for clients since 2014. How messaging is decoded is the whole subject of NeuroBrandLab.

Full-funnel marketing across organic, community, partnership, retail, and paid media channels.

All five. Community at My ASICS. Retail through the ASICS sub-brand, Onitsuka Tiger, including its introduction and flagship store opening, with sales tripling year over year. Partnership through co-branding and private label concepts for Kaiser Permanente, PepsiCo, Coca-Cola and TD Bank. Organic and paid across a Facebook campaign that went from zero to 25,000 followers in three months. E-commerce implementation led at Tractivity and Alano Edzerza Sports.

Content strategy and creation.

Owned at Kinematix across inbound content, social and PR, and at FuseHub for clients across web, campaign and thought leadership. What NeuroBrandLab adds is a way to know whether content is landing before it ships. Every piece gets read the way the brain actually decodes it: what registers in the first moment, where attention splits, which mental model the reader is running when they arrive. Content stops being a volume exercise and becomes a sequencing one, which matters more when the product is a shoe nobody has a category for yet.

Achieving revenue, LTV, CAC and retention goals.

These are the numbers I have carried, at multinational scale and at pre-revenue scale. At Nike I held inventory and financial control across 55 factory stores, and the opening merchandise package for the NikeTowns in London and Berlin fell under my responsibility, which is revenue accountability measured store by store. At ASICS I created and controlled an annual marketing plan and balanced its budget, in a period when our share at major marathons reached 55 percent. At Fatigue Science the conversion funnel I put in place converted above the industry standard. At Tractivity I refined the business model itself when the marketing plan alone would not have produced sustainable growth.

Analytics and reporting infrastructure that drives decision making.

Built, not inherited. CRM management, drip marketing and lead capture pages stood up from scratch at Fatigue Science. Marketing processes, methodologies and reporting templates handed to the Kinematix team so results could be read the same way twice.

Building a high-performing marketing team.

Twelve direct reports at ASICS Europe. A global team recruited, trained and mentored at Kinematix. Identifying and developing long-term marketing talent is on my list of expertise because I have done it in both settings: hiring into structure at a multinational, and hiring the first few people who have to cover everything at a startup.

Responsible for the planning and implementing of sales, marketing and product development programs, both short and long range, targeted toward existing and new markets. Improving product marketability and profitability by researching, identifying, and capitalizing on market opportunities, and coordinating new product development.

Created an authentic, relevant and differentiated brand identity for Whistler Water. Developed creative, grassroots marketing campaigns that drove brand awareness, experience and engagement across all channels, including web, social, email and retail.

Developed, implemented and executed a tailored international go-to-market strategy championing the latest inbound and outbound strategies. Increased Kinematix's overall leads, sales and brand awareness in the highly competitive wearables market. Managed and mentored the existing marketing team through marketing processes, methodologies, report templates, guidance, program feedback and best practices. Recruited, trained, and motivated a global team in marketing, advertising, content strategy, social media, brand building, public relations, sales, operations, logistics, and customer success.

Short term fractional contract to develop a long-lasting foundation for marketing initiatives through CRM management, drip-marketing and lead capture pages. The process I put in place led to an above industry standard conversion rate by optimizing the conversion funnel.

Conceptualized and developed the brand for an innovative health and fitness wearable, then formulated and implemented the marketing and product strategies and launched the product into healthcare, corporate wellness, education, research and consumer markets. Directed a team of hardware and software engineers, and web and graphic designers. Theorized the UI and UX direction of the iOS and Android apps. Refined the business model to establish stronger and more sustainable business growth. Developed brand guidelines, reformed the website for additional markets and SEO, led a Facebook campaign increasing likes from 0 to 25,000 in three months, developed co-branding and private label concepts for Kaiser Permanente, PepsiCo, Coca-Cola and TD Bank, led e-commerce implementation, and provided direction for packaging and communication material.

Comprised the business plan and raised capital to source, develop, design and produce a limited edition collection of performance sports apparel. Led design and development of the website including e-commerce, led the design and crafting of the apparel collection, and directed strategic promotion strategies.

Managed a team of 12 direct reports. Responsible for developing marketing, communication, promotion and online strategies, and for creating and controlling the annual marketing plan and departmental budget. Innovated marketing projects that helped double unaided brand awareness. Initiated and created the first ever global online running community, My ASICS, which reached over 360,000 registered users by 2009 and was adopted by ASICS globally. Supervised the introduction of the sub-brand Onitsuka Tiger including a flagship store opening with sales tripling year over year. Part of the executive team that expanded market leader positions. Under my guidance, ASICS' attitudinal equity in the Dutch market became the highest in the world.

Established and maintained optimum inventory levels to ensure effective inventory management and financial control for 55 factory stores and two employee stores, and was responsible for the opening merchandise package for the two NikeTowns in London and Berlin. Coached store managers on product selection, inventory and product mix, with each store having an exclusive overall merchandising strategy and presentation.