Brands that move people.
Strategy that moves numbers.

Exos — known for coaching elite athletes and corporate teams — was launching its first-ever B2B SaaS coaching platform into a crowded market with no category narrative and a sales org that had never sold software.

I led the end-to-end GTM: rebuilt platform positioning and messaging from the ground up, aligned Product, Operations, and Client Success on one story, and shipped a sales-enablement toolkit and content engine designed to shorten the sales cycle.

$9M in qualified pipeline within six months, measurably shorter sales cycles, and higher win rates — with performance data feeding continuous platform and GTM optimization.

An early-stage wellness brand inventing a new category — mindful movement, active recovery, and social wellness in one — with no positioning, no funnel, and an offering the market didn't yet understand.

I owned all GTM from the ground up: clarified positioning around the audience's real problems, redesigned every touchpoint to simplify the journey, synthesized data into a core offering framework for the C-suite and board, and cultivated local and national partnerships.

250% increase in brand awareness and consideration, a 200% jump in new visits, and an 86% increase in monthly revenue.

Denver's premiere wellness club needed to drive membership ahead of a new club opening, with unfocused OKRs and a go-to-market approach that wasn't converting high-value members.

I reset OKRs and rebuilt the GTM strategy, repositioned offerings to high-value segments, and built an omni-channel paid-media engine executed with internal teams and agencies — while owning full lifecycle marketing and rolling out Asana and Claude to lift team output.

218% to sales goal ahead of opening, revenue grown to $4.75M, and improvement across every marketing KPI.

An adventure-and-lifestyle hotel fighting for attention in a saturated hospitality market needed a reason for guests to choose it — and to book more once they did.

I built experiential packages rooted in the local landscape — Red Rocks shows, mountain adventures, and Colorado food and drink guests couldn't find anywhere else — and used a few well-chosen partnerships to extend the reach.

+30% in Room, Food & Beverage sales, with local, experience-led programming bringing a steady stream of new guests to the property.

Equinox's luxury promise is made or broken on the floor every single day. I took over club teams — including underperforming locations — that needed sharper operations, stronger sales, and a member experience truly worthy of the brand.

I coached cross-functional leaders to collaborate around shared goals, led change-management initiatives — including a Salesforce rollout — to turn around underperforming clubs, and sweated the details of the member experience, from the décor to creative problem-solving on the floor.

$15M in annual revenue and a #1 Club in Member Experience, while flipping underperforming clubs through disciplined operations and team development.