Making The Safe Feel Exciting
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And The Exciting Safe To Pursue
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Making The Safe Feel Exciting 〰️ And The Exciting Safe To Pursue 〰️
UNCOVERING ORGANISATIONAL BELIEFS TO UNIFY PEOPLE TO BUILD A BETTER BUSINESS, THROUGH . . .
CULTURE & BELIEF
BRAND & MARKETING
SYSTEMS & PROCESSES
I GET To Call This Work
In 2008, I helped introduce the brand throughout Europe, the Middle East, and Africa. Working alongside incredible leadership and dedicated partners across EMEA, I kicked off the regional Music Marketing program and then transitioned to building and scaling local digital marketing teams.
That momentum brought me to the U.S. in 2014, where I took charge of the global Digital Marketing and eSport/Gaming program. After we acquired 13 energy drink brands from Coca-Cola, I built in-house technology teams so we could fully control data, design, and content.
By the time I left in 2017, my team had grown to 90 talented individuals managing 14 brands in over 100 countries, posting daily in 46 languages.
Widely known as the world’s most exciting eSports, gaming, and media brand, I joined as Chief Operating Officer with a strong background in Marketing and Brand. My first priority was to simplify and streamline the brand’s communications, simplifying the many logos and usage guidelines.
In this fast-paced startup environment, establishing systems and processes for legal, HR, and finance became critical. I dove into each function—learning continuously and guiding teams to understand how each subsystem worked and how their individual efforts fed into the overall vision.
On the external front, we focused on forming partnerships that could drive sales, while overseeing streetwear merchandise drops - highlighted by milestones like generating over $1 million in a single day through e-commerce and coordinated influencer content.
This was another chance to work creatively within a subculture, partnering with the largest cannabis retailer in Orange County to redefine the brand and expand our fanbase. We launched lifestyle-focused campaigns that highlighted what people loved doing while using our products, instead of simply focusing on the products themselves—and it made a massive impact.
When the company pivoted to become the nation’s largest supplier of consistent THC distillate, my external marketing responsibilities shifted. That transition gave me room to focus on internal operations and culture-building.
I’m incredibly grateful for the invaluable business education I received from the leadership team here, and I’m proud of the culture I helped build - a culture they continue to enjoy today.
In marketing I maKe the safe feel exciting.
In Operations I maKe the exciting safe to pUrsue.
Curated Knowledge
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Shared Freely
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Curated Knowledge 〰️ Shared Freely 〰️
re-learning project.
Converting my old book tracker into one full of learnings, insights, and takeaways from each title.
PERSONAL PROJECTS
Creating and building around things I love
