I've spent 25 years
at the moment someone decides to act.

Repositioned a 30-year-old brand around trust and expertise while under attack from Homes.com (10× outspend) and Zillow (4×). Owned the business case for celebrity, identified and negotiated Reba McEntire, and built the campaign from brief to air with GSD&M. Rebuilt an internal agency of 30+ with hires from YETI, USAA, Adobe, Expedia, and Indeed. Managed a $50M brand budget alongside a $100M performance engine — stronger brand and creative made the performance engine work harder.

Joined as EVP and CMO when the category didn't exist. Built go-to-market from scratch across a complex B2G/B2B2C motion — cities, operators, enterprises. Named the category, wrote the narrative, built the brand. Proved that government buyers and commercial real estate owners respond to brand credibility as much as procurement specs. Scaled to a $1B+ unicorn valuation.

Redesigned Tesla's in-store retail experience to integrate home energy into the vehicle purchase journey — digital merchandising, test drives, come-to-you drives, and online booking into a single connected experience. At SolarCity, scaled market share from 26% to 37% by building a 1,500-person field marketing org while lowering CAC.
National partnerships: Home Depot, Best Buy, BMW, AT&T, DIRECTV.

Seven years at the world's most valuable brand, four different roles. The Polar Bowl Super Bowl spot, the Olympic Glasses promotion, and the Arctic Home white can now in the Smithsonian. The Mini Can launch broke a seven-year US market share drought. An international assignment to Shanghai accelerated McDonald's — Coca-Cola's fastest-growing customer in the company's fastest-growing region. The full arc of what brand management actually is.