Oct 2024 — Now
Strategic Advisor · Independent Strategic Advisor
As an independent strategic advisor, I work with emerging and established brands in the cannabis, technology and footwear industries to develop go-to-market plans, commercial roadmaps and sales strategies. Recent projects include advising a global medical cannabis importer/distributor across EMEA and Oceania, shaping an EMEA go-to-market plan for a confidential footwear brand and supporting a U.S. cannabis technology startup with pitch and launch strategy. Across projects, my focus is on delivering clear, actionable strategies that position partners for sustainable growth in complex markets.
May 2021 — Now
President/Co-Founder · TradeCraft Origin
Co-founded and grew a boutique agency dedicated to helping cannabis innovators find their path to market. From launching brands across a variety of segments to building strategic partnerships with top-tier MSOs, I’ve shaped go-to-market, sales and operational strategies for companies navigating complex, fast-evolving markets. We are partnered with a trusted on-the-ground sourcing and manufacturing operations team in China, providing our clients end-to-end quality and logistics control they can count on. I also played a key role in developing and creating a path to market for the industry’s first fully sustainable all-in-one platform: remanufacturable, reuse of batteries and utilizing biodegradable plastics, advancing a vision of more responsible growth. Throughout, I’ve focused on collaboration, assisting partner teams achieve real, measurable results.
Nov 2020 — Apr 2021
Strategic Advisor · TradeCraft Origin
Jul 2019 — May 2020
Vice President of Product Hardware/Procurement · Parallel
At Parallel, I led hardware strategy, R&D, innovation and global partnerships. I developed and delivered a strategic hardware plan that delivered on an eight-figure revenue target while improving product quality and margins across national operations. Additionally, I was focused on disruptive hardware and delivery systems, guiding them from concept through launch. I also negotiated and managed complex medical and cannabis technology partnerships worldwide, securing cost efficiencies and dependable supply chains. By working closely with global suppliers and leading supplier exits that removed significant cost liabilities, I helped strengthen the company’s operational resilience during rapid scale-up.
Jul 2018 — Jul 2019
Vice President of Commercial Operations · NETA (New England Treatment Access, LLC)
I led commercial operations at Molecular Infusions and NETA (later acquired by Parallel), overseeing the development of multiple partner ecosystems encompassing sales, distribution and manufacturing across several states. My work centered on building efficiencies to support rapid growth in complex, highly regulated markets. Throughout, I focused on aligning people, processes and partnerships with a multi-year strategy that positioned the company for a successful acquisition.
Jan 2008 — Jul 2018
For over a decade, I helped lead Boa’s expansion from an innovative idea to a global standard for footwear performance fit systems. As Global Business Unit Director, I guided a diverse team spread across North America, Europe, and Asia, managing technical sales, marketing, development, and factory training. Together we introduced Boa’s revolutionary fit technology to Athletic, Golf, Outdoor, Work, and Uniform markets, growing sales from zero to over nine figures. I worked hand-in-hand with major footwear brands and regional partners in more than 30 countries. I also worked closely with my team to develop and execute a strategic plan that drove measurable growth worldwide.
Mar 2006 — Dec 2007
Director of Marketing And Advertising · Paddler Magazine, Kayak Magazine, Paddle Dealer
Directed sales and marketing strategy across multiple paddlesports publications, overseeing brand partnerships, ad sales and event tours while driving engagement with the paddling community.
May 1994 — Mar 2006
Founder/Operator · Straight Razor
I founded Straight Razor as a boutique sales and marketing agency representing ultra-premium snowboard brands in the specialty retail space. Starting from scratch, I built a multi-state retail network for some of the industry’s most technical and premium hardgoods and softgoods, driving awareness through non-traditional sales programs, brand activations and grassroots regional events. I recruited and led an authentic and agile sales team that consistently delivered top-tier sell-through at specialty retailers throughout the Rocky Mountains, building an early foundation for my future success in national and global commercial leadership.
