Marketing executive who builds the growth engines, and the teams, that get consumers to actually utilize, engage, and re-engage with your product(s) and service(s) to increase revenue and improve efficiency and scalability.
Nearly 20 years across healthcare, tech, and employer benefits. Most recently VP of Growth and Consumer Marketing at Carrum Health. Based in Denver and backpacking Colorado since childhood, with Kilimanjaro, Patagonia, and a growing list of 14ers since.
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Each role along the way. Pick one to see what I built and what I learned.
I've spent my career at organizations where the person paying for a product isn't the person using it. Employers purchase the product(s) or service(s), and members still have to find it, trust it, and use it. Utilization drives revenue, and I build the teams and systems that grow it.
The work I'm proudest of, and the numbers that came back down with me.
| Area | What happened | Result |
|---|---|---|
| ACTIVATION | Took Carrum's member marketing from top of funnel only to full funnelRegistration to transaction conversion sat around 5%, and the care team closed cases after a week of silence. I reopened that population with win-back campaigns, built funnel-stage targeting on event data in Braze, and pushed for self-serve scheduling enabled through product and marketing so members could move forward on their own. | +62%, then +85% YoY |
| PRECISION | Expanded claims-based targetingPartnered with Data Team leadership to improve our ML model that used claims, demographics, and timing to automatically trigger marketing when a member crosses a threshold. Drove 12x conversion of broad eligible campaigns. | 12x conversion |
| LAUNCH | Got over half of eligible Disney Cast Members to sign up for Guild.54% of eligible hourly Cast Members (200K people) created a Guild account through marketing, awareness campaigns and events, and 30% went on to enroll in a program within two years. | 54% signed up, 30% enrolled. |
| SCALE | Grew Cleo's enrollment marketing from 0 to 1As the first enrollment marketer, grew enrollment 11% in year one and set company records for activation. Then took on full funnel revenue growth including B2B, PR, and brand while the company grew from $14M to $100M ARR. | ~$100M ARR |
| LEADERSHIP | Expanded funnel oversight across multiple orgsDemonstrated leadership and value provided to the organization led to an expansion from owning B2B2C to also B2C and ultimately B2B as well at Cleo. Expanded member marketing function at Carrum Health from top of member funnel (enrollment only) to full member communications and re-engagement campaigns for full funnel growth. | Enterprise AI adoption |
| EFFICIENCY | Rebuilt Carrum's client marketing agreementsCreated tiered/quadrant structure for annual marketing plans based upon product mix, size of company, annual revenue to establish structure, budget efficiencies, and scalability across client mix. Drafted contract amendments for renewals and new booked business to drive agreement of Carrum marketing best practices. | Client scalability established |
A strong marketing leader doesn't just set the route. They build and develop the team that can climb it.
Focus on growing and developing current staff, building career development ladders and frameworks, and developing capacity models for the team. I hire for range and judgment, then coach people into ownership.
Partner with finance teams on budget planning and approvals while developing CAC reporting and multi-touch attribution from scratch. Every spend decision has a business case.
Marketing only works when product, sales, data, and operations teams move together. I build deep cross-functional relationships and partnerships that make marketing a revenue function, not a support function.
Every climber packs the essentials. Here's what I bring to the team. Open any one for details.
Picking the right path before making costly investments
Translating products and services into a reason someone should buy it and use it.
Creating a brand people recognize, understand, and trust.
Meeting people where they are, and when they are.
Numbers that survive a skeptical CFO.
Marketing that helps sales close and clients renew.
My values, and a quick way to tell whether we'd climb well together.
I'll show up with a point of view and the reasoning behind it, but open to new data and discussions that can change my mind.
I'll be honest with you, always respectfully and professionally, including about the things others in the room may be thinking and not saying.
I make sure the member or customer has a voice in every room, and challenge assumptions about what buyers and users actually want.
I'm an Enneagram 7. Let's get out there, try things and learn fast. Change is where startups win, and where I do my best work. Paired with the discipline to finish what we start.
The best measure of a leader is what the team can do without them. I coach, delegate real ownership, and celebrate the people doing the work.
Understand people first. The marketing follows.
I went to Colby College as a pre-med, and I learned quickly that memorizing my way to medical school wasn't my path. What stuck was my neuroscience degree: why people pay attention, what motivates them and what makes them act.
I added a business minor, and later a master's in organizational leadership, strategic innovation and change from the University of Denver. My job is to understand people as individuals, as audiences and as segments, then speak to them directly instead of from some corporate or expert ivory tower. And to reach them where they are and when they're ready.
I also care about whether the business works. I want to know how the strategy pays off, which is why I've always been drawn to startups and the constant change that comes with them.
The mountains taught me the rest. I grew up backpacking in Colorado in my summers. Out there you think critically, plan ahead, and solve problems creatively and dynamically, because nobody else is coming to do it for you. I bring that same instinct to every team I lead.
Where I talk about B2B2C marketing, AI and whatever's on my mind.
Hiring for a marketing leader? I'd love to hear what you're building. Want to trade notes on great hikes in Colorado or around the world? Also a great reason to reach out.
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