EXPERIENCE

Richardson

Head of Brand Marketing

2023 to Present | Portland, Ore.

Spearheading the development of enterprise-wide operational and GTM improvements, driving >9% revenue growth in FY23 along with significant enhancements in x-functional efficiency, communication, and organizational effectiveness

Leading a growing team of five staff from zero to establish and scale Richardson's first-ever Brand Marketing & Design department, laying the groundwork for a world-class brand org while driving strategic brand & growth initiatives

Directing the creation and implementation of Richardson's first digital marketing strategy, including a complete e-commerce site redesign with SEO optimization, refined merchandising strategy, and enhanced storytelling capabilities

Overseeing a complete brand redevelopment effort, establishing Richardson’s first-ever comprehensive brand guidelines, including brand expression, messaging hierarchy, tone & voice, typography, visual identity, and color systems

MERIFY

Head of growth

2021 to 2023 | Portland, Ore.

  • Oversaw product and growth strategy for a SaaS startup organization, leading strategic growth planning from $0 that has the organization on track to achieve $26MM in revenue and $36MM in ARR by 20255

  • Pitched the business to more than 130 potential individual and institutional investors, and raised >$300K in funding in less than 3 weeks during a fundraising blitz for a product prototype

  • Developed beta customer acquisition and retention strategy, which led to the signing and integration of our first beta customer, increasing usership 150% within the first 30 days of partnership and establishing a new partnership funnel

  • Conducted consumer research and sourced product insights from 150 Recruiters, Hiring Managers, and Human Resources which ultimately improved product usability and established seed networks for >$2MM in revenue

Nike

Global product and Brand Director - Nike SB

2017 to 2021 | Beaverton, Ore.

  • Led the capture of 20% of the market (from 18% to 38%) in North American skateboarding specialty accounts, establishing Nike as the industry’s #1 footwear brand by taking share from 2 largest competitors

  • Managed more than 15 employees in cross-functional teams through the product creation process for Signature athlete and Core footwear creation, driving $200MM of yearly revenue

  • Achieved the highest specialty sector Average Retail Price (ARP), quickest turn, and largest margin in the industry, enabling retailers to invest back into skateboarding and ensuring long-term growth

  • Authored and directed the implementation of the innovative Do Good strategy, which pivoted Nike SB’s business to become the world’s #1 most sustainable, most inclusive, and most community-focused skate brand

Global product and brand manager - Golf

2015 to 2017 | Beaverton, Ore.

  • Expanded the market of Nike Golf from 11% to 22% by creating strategic partnerships with some of the world’s best golfers, including Rory McIlroy, Jason Day, Michelle Wie, and Brooks Koepka

  • Led an 11-person product creation team, driving $85MM in revenue and a 60% weighted margin in FY17 amid one of the most challenging business climates to ever hit the golf marketplace

  • Managed 25+ model offerings per year and created the Nike Golf Icon footwear strategy, which successfully differentiated Nike Golf from the competition and drove rapid market share expansion

North America Product and Brand manager - Running

2009 to 2015 | Beaverton, Ore.

  • Led a 9-person product creation team responsible for creating North America-specific men’s and women’s running footwear for Nike’s North America business, driving $340MM in revenue

  • Directed brand strategy, marketing efforts, and budget for all 30 of Nike’s inline brick & mortar locations in the US and Canada, resulting in seamless brand integration, focused consumer connections, and >$50MM in incremental revenue

  • Oversaw a global reset of Nike+ Run Club including a full rebrand with name change, enhanced consumer focus, and store rollouts for clubs at over 500 Nike retail locations around the world

  • Led an award-winning, hyperlocal Nike Running consumer immersion project in Los Angeles, CA that piloted Nike’s city-level product creation offense and drove >$30MM in revenue

EKIN Marketing Representative

2006 to 2009 | Philadelphia, Pa.

  • Led engagement efforts with over 200 key consumers and retailers each month across Southeastern Pennsylvania and Delaware to mine for insights and feedback on Nike’s products, brand, and business across all sport categories

  • Created and managed a Nike Running Specialist program with 15 select running specialty shops in the East territory, offering a direct line for training, brand presence, and feedback focused on this key retail channel

  • Organized monthly key consumer focus groups and produced weekly market reports that communicated sales information, marketing data, trend insights, and overall marketplace health

Communications Specialist

2004 to 2006 | Beaverton, Ore.

  • Developed the first-ever style guide, communication training program, and standard operating procedure (SOP) manual for more than 100 Nike.com e-mail and live chat customer service agents

  • Wrote, edited, and published a bi-weekly e-newsletter that was distributed to more than 150 North American Nike DTC locations, keeping them up-to-date on the latest Nike news and key directives

Education

The University of Oregon School of Journalism & Communication

  • Bachelor of Arts – Journalism and Public Relations

  • Minor in Communications

  • Radio DJ with a weekly music show on 88.1 FM KWVA campus radio

Community

Assistant Coach

Portland Youth Soccer Association

2022 to 2023

Big Brother

Big Brothers Big Sisters Columbia Northwest

2013 to 2021

Committee Member

Nike Community Impact Fund

2017 to 2018

Mentor

University of Oregon Sports Product Management Masters Program

2016 to 2018 & 2019 to 2021

President

Ad2 Portland

2005 to 2006