Resume
Summary
Driven by data and fueled by creativity. VP of Product & Growth at Malachyte, building AI personalization for retailers, after a decade running ecommerce, CRM and creative on the brand side. I'm often described as an agent of change and process ninja by executives and peers. I get bored if I'm not learning and sharing what I learn with others. I am always seeking to develop better processes to help my teams do things bigger, better, and faster.
VP of Product & Growth
Malachyte - Behavioral Intelligence and AI Personalization for Retail
April 2026 to Present
Lead product and growth for an AI personalization platform built for retailers. Started as a consultant in August 2025 and moved full-time in April 2026. I bring the brand-side buyer's view into the roadmap, because I spent a decade being the customer.
Co-Founder & CEO
SwapTheLens - AI Product Photography
2025 to Present
Built an AI product photography platform from the workflow I ran at FUN.com. One sample in, unlimited on-model and lifestyle images out.
Director of Creative Services and Website
FUN.com - North Mankato, MN
July 2016 to April 2026
Direct strategy and development for the following departments: Website Experience (UX/CRO/Merch), CRM Marketing, Video and Photo production, Social Media, Copywriting, and Graphic Design.
Key Accomplishments:
TikTok Case Study on brand due to leading revenue in vertical for the month of October. Results include 10x ROAS, 4.5k% increase in site visits yoy and a 2.5k% increase in purchases yoy.
Lead project Halloween.com: brand creation to standing up a fully operational and optimized site in 6 weeks
AI integration across teams leading to 30%+ gain in copy efficiency while ensuring SEO viability through testing
Led an AI-first workflow for a four-person creative photo team: projected 1,823 hours (29.5%) back per year and a nearly 60% cut to the production budget line.
Built the HalloweenCostumes.com Design Program (designprogram.halloweencostumes.com) from scratch with AI assist on Firebase and GitHub, as a non-programmer: a customer design contest with Meta and Google social logins, public voting, and a custom admin side to manage entries.
Spearheaded the creation of Brand Guides, Personas, and NPS tracking for all brands
Developed Capacity tracking for teams that was adopted company-wide.
Developed labor costing analysis from product development through launch to drive process improvements leading to a 6.2% decrease in time spent per item with first iteration
Loyalty Program: Creation and dev implementation of the program leading to a 10.29% increased Repeat Rate during peak month for HalloweenCostumes.com and 14.42% for FUN.com in 2021 with continued growth YOY
Started and scaled paid licensor marketing partnerships for major brands like Disney and Hasbro. Set strategy and ensured execution driving consistent YOY increases in revenue. Ex: year 1, +83% YOY. year 2, +76% YOY
Justification and ownership of multiple software development projects annually: including UGC on-site, Category page ranking and positioning tool, recommendations engine integration, ESP transitions, and SMS channel implementation
General responsibilities include:
"GM" of websites
Own CX and NPS and drive company-wide changes to support improvements
Creative direction for video content and imagery for all brands
CRM Marketing and Social Media channel sales forecasting, budgeting, and P&L ownership
Create and improve processes and workflows for my teams
Pipeline and leadership development
Company-wide project ownership as needed
Co-Founder
January 2025 to present
Podcast and consulting company I co-founded with Nate Hewett. We host conversations with retail and brand leaders about AI, ecommerce and marketing, and we consult with startups and SMBs on AI integration, creative operations, and all things marketing.
Core Responsibilities:
Co-host the Type A Unhinged podcast, interviewing retail and brand leaders on AI, ecommerce and marketing as well as other interesting folks with stories we can all learn from
Lead AI integration and change management engagements, from picking the right tools to getting teams to actually use them
Advise on creative operations, CRM and email strategy, and scaling processes so teams can go bigger, better and faster
Build the brand and audience across the podcast, LinkedIn and speaking
E-commerce & CRM Strategy Contractor
Pure Romance, OH
March 2024 to July 2025
As a Consultant, I specialized in enhancing website user experience and CRM marketing strategies for Pure Romance on a contract basis. My role involved optimizing digital touchpoints across the website and CRM channels including email and SMS.
Core Responsibilities:
Leveraged data analytics to track website and CRM performance, providing actionable insights for strategic decision-making
Identifying AB tests to drive revenue, and increase CRM subscriber lists while improving COS (cost of sale)
Collaborated with cross-functional teams to align marketing efforts with overall business objectives
Optimized website user experience, improving customer journey and engagement
Enhanced CRM marketing strategies across email and SMS channels, boosting customer retention
Marketing Director
Carlson Craft, a Taylor Corp Company - North Mankato, MN
March 2014 to July 2016
Lead 3 teams totaling 18 direct reports: E-commerce development, design, and merchandising team and the advertising and communications team comprised of designers, copywriters, and coordinators.
Core Responsibilities:
Marketing: creation, budgeting, and execution of a 12-month multi-channel marketing strategy for Carlson Craft and Hortense B. Hewitt brands. Set and achieve financial objectives for marketing plans and the overall brands.
Branding: Communicate with and influence customer service, sales, IT, and production teams to create a unified customer and brand experience. Exhibiting and presenting at tradeshows and networking within the industry to promote brand.
E-commerce Strategy & Planning: Drive the overall e-commerce strategy for the brand, including social media strategy, SEO, email, and any other e-commerce marketing activities to achieve brand goals.
Financial: Understand, test and drive profitable sales and all associated metrics (traffic, downloads, conversions, AOV, etc).
Site management and analytics: Monitor and manage key metrics, identifying opportunities for improvement.
Product: Collaborate with Product Director on the strategic direction of website and app features and functionality, and user experience to achieve product, brand, and customer goals.
CRM: B2B email marketing, social media, and marketing to drive traffic to channel partner sites.
E-commerce and Brand Manager
Carlson Craft, a Taylor Corp Company - North Mankato, MN
September 2013 to March 2014
Key Accomplishments
Successful execution of a new go-to-market tradeshow strategy for 2015 resulting in a 130% increase in new leads generated and a 320% increase in lead conversion
Creation of the first Brand Style Guide for Carlson Craft. Development of branded communication templates for all channels
Ideation and implementation of workflow processes utilizing SharePoint for all aspects of e-commerce workflow for phone reps and the data team supporting the sites. Analysis of data from this list to create key performance indicator (KPI) standards for the team
Creation of a ticket system utilizing SharePoint for the advertising and communications team to streamline workflow and aid in internal transparency to project timelines
Core Responsibilities
Lead a team of 4: Merchandising, Commerce Data and Development
Commerce: drive and execute the overall e-commerce strategy, including social media, SEO, trigger emails, and UX development. Monitor and manage key metrics for the websites and analyze competition to identify opportunities for improvement
Product and Marketing Manager
Navitor Folders, a Taylor Corp Company - North Mankato, MN
December 2008 to September 2013
Key Accomplishments
Steered creation, branding, training, and launch of internal product idea generation and tracking site using SharePoint, which is still utilized to date
Launch of the new packaging line; market research, product testing and development, costing and data structures, and pricing. Creating supporting marketing collateral both printed and web-based within budget. Training on the product line from customer service to production and marketing. Execution of go-to-market strategy
Spearheaded a branding refresh for Accent, a brand operated by Navitor. Coordinating research and activities to evaluate and redefine brand position and promise. Providing direction to develop new logo and brand guidelines. Creating new marketing collateral, tradeshow presence, and social sites to support new branding
Core Responsibilities
Creating and executing marketing plans; including printed materials and advertising and promotions, while maintaining the budget for the rolling calendar year
In charge of merchandising catalogs, distribution, and pricing strategies by channel based on competitive landscape and market position
Developing products and processes from inception to market launch, including internal staff training, for all channels
Exhibiting at tradeshows and calling on top channel partners
Managing a team of 3 and providing support and direction to other internal teams
2015
Executive Education: Creating a High-Performance Organization
University of Minnesota, Carlson School of Management - Certification
Minneapolis, MN
2014 to 2015
Leadership Institute
Greater Mankato Growth Leadership Institute - Certification
Mankato, MN
Bachelor of Science in Sales, Medical Concentration
College of Saint Catherine
Saint Paul, MN
Associate of Arts
Normandale Community College
Bloomington, MN
Education
Certifications, Recognition and Memberships
2026
Attentive Customer Advisory Board
Selected to serve as an advisor on Attentive's 2026 Customer Advisory Board.
May 2024
Lean Six Sigma Green Belt Certification – Level II
2023 to Present
Storm King Executive Network
Invite-only network of senior marketers. A vendor-free private Slack, in-person events and virtual roundtables where members work through real marketing challenges together.
Volunteering
2025 to Present
Minnesota Valley Lutheran School Booster Club
Board Member and Event Co-Chair
April 2018 to Present
United Way - Greater Mankato Area
Community Impact Committee Member - Review non-profit budgets, meet with agencies and provide recommendations on funding for the next fiscal year.
2026
Fire & Ice Gala Event Committee and multiple sub-committee member. Raised $300K in a single event to support local non-profits.
2013 to 2016
Young Professionals of Greater Mankato
YP Membership Committee Chair for 2016. Co-Chair in 2015.
September 2005 to May 2006
Pi Sigma Epsilon
This is a national sales and marketing fraternity (co-ed) that I was a part of while attending College of St. Catherine. In 2006 I was elected and served as Vice President of Public Relations.