Business Advisory · Retail · Ongoing Retainer
Building the Foundation for What's Next
Betty Belts · 2024–Present
A vibrant retail and online jewelry brand with a strong culture and a founder ready to grow needed the infrastructure to match its ambition. We worked on org structure, roles and responsibilities, a Monthly Business Review framework, RACI clarity, performance management, and operational tools, creating consistency without losing the culture that makes the business special. The work doesn't happen in boardrooms. It happens where the business lives.
Brand Positioning · Media · Founder Advisory
Turning Eight Years of Expertise into a Business Story
WavePoolMag · 2024
An independent surf media brand with deep industry credibility needed to translate what it had built into a commercial story that potential partners and advertisers could immediately understand. Eight years of editorial authority is a powerful asset, but only if you can articulate it. We worked on positioning, messaging, and sales materials that made the value concrete: credible, strategic, and easy to act on.
Demand Generation · Medical Devices
Full-Funnel Marketing Engine Built from Zero
Nanosonics · Americas · 2023–2026
Joined as the first dedicated demand generation leader in the Americas. Built the strategy, team, and programs from scratch. President's Club winner.
Product Launch · Life Sciences
Award-Winning Instrument Launch: SeqStudio Flex
Thermo Fisher Scientific · 2022
Led the global marketing team behind the go-to-market strategy, positioning, and commercial launch of the SeqStudio Flex genetic analysis instrument. Delivered above-plan results and earned a Best New Life Science Product industry award.
Retention Marketing · SaaS · Surf Industry
Diagnosing Churn, Rebuilding a Retention Engine
AkuShaper CAD Software · 2019–2020
Identified the root causes of churn, built a data-driven retention program, and created automation sequences that transformed the customer experience and boosted MRR for the business.
Brand Building · Entrepreneurship · Surf
Built a Women's Surf Media Brand from Zero
Surf Life for Women Magazine · 2000–2006
Founded, published, and distributed an independent surf magazine for women, built from a blank page to a globally distributed publication recognized by the International Periodical Distributors Association.