DTC, marketplace, subscription, and digital commerce businesses.
Experience
A deeper look at the growth systems I have led.
A web version of my resume across full-time leadership roles, advisory work, and the operating systems I've built across my career.
Paid acquisition, retail media, lifecycle, launch, and growth programs.
Consumer, entertainment, fintech, fashion, food, technology, DTC, and marketplaces.
Led growth across DTC, subscription, and marketplace businesses at multiple stages of scale.
Core Expertise
The functions I lead across growth and commerce.
01
Growth Strategy & Revenue Planning
Diagnose where growth is really coming from, where the business is leaking opportunity, and what the next stage of revenue should be built around.
02
Commercial Growth & Channel Strategy
Build the right growth system across DTC, retail, marketplaces, partnerships, product/catalog, and conversion without making the business dependent on one channel.
03
Acquisition, Media & Demand Generation
Scale paid social, search, affiliate, influencer, retail media, and creative testing against margin-aware CAC, MER, ROAS, and revenue goals.
04
Lifecycle, CRM & Retention
Build CRM, retention, reactivation, churn, subscription, and customer-value systems that make acquisition more valuable.
05
Performance Systems, Forecasting & Operating Cadence
Build dashboards, pacing, forecasts, budget logic, metric definitions, and decision rhythms that help leadership act faster and with more confidence.
06
AI-Enabled Marketing & Growth Systems
Use practical AI workflows to make growth teams faster and more consistent across analysis, reporting, CRM sequencing, creative QA, PDP/catalog QA, and research.
01Growth Strategy & Revenue Planning
Diagnose where growth is really coming from, where the business is leaking opportunity, and what the next stage of revenue should be built around.
02Commercial Growth & Channel Strategy
Build the right growth system across DTC, retail, marketplaces, partnerships, product/catalog, and conversion without making the business dependent on one channel.
03Acquisition, Media & Demand Generation
Scale paid social, search, affiliate, influencer, retail media, and creative testing against margin-aware CAC, MER, ROAS, and revenue goals.
04Lifecycle, CRM & Retention
Build CRM, retention, reactivation, churn, subscription, and customer-value systems that make acquisition more valuable.
05Performance Systems, Forecasting & Operating Cadence
Build dashboards, pacing, forecasts, budget logic, metric definitions, and decision rhythms that help leadership act faster and with more confidence.
06AI-Enabled Marketing & Growth Systems
Use practical AI workflows to make growth teams faster and more consistent across analysis, reporting, CRM sequencing, creative QA, PDP/catalog QA, and research.
Selected Experience
Roles, mandates, and measured outcomes.
Mad Engine Global
SVP, Growth
Sept 2025 - PresentMad Engine is a scaled licensed apparel and commerce business with marketplace complexity across Amazon, Walmart, Target+, TikTok Shop, retail media, merchandising, catalog quality, and analytics.
I lead the growth function as a full-time executive across a $120M+ e-commerce portfolio, with a mandate to improve marketplace performance, retail media efficiency, ownership, team rhythm, and the operating cadence needed to align cross-functional teams around commerce performance.
Marketplace GrowthRetail MediaMarketplace OperationsTeam Building
$120K → ~$720KTikTok Shop run rate
~8%MER improvement
120% / 130%Walmart / Target+ revenue goals achieved
Echo Base / Paxful
VP, Growth
Jul 2024 - Mar 2025Paxful was a global P2P fintech marketplace that was revived under Echo Base after a shutdown. I joined as VP Growth with a full-time mandate to rebuild the marketing and growth foundation after relaunch.
The role spanned acquisition, product-led growth, lifecycle, CRM, dormant-user reactivation, organic marketing, compliance-sensitive messaging, and practical AI-enabled workflows for a global marketplace environment.
Fintech MarketplaceLifecycleReactivationAI Workflows
150+Countries served
~$3MCumulative paid media
AI-enabledCopy, targeting, CRM, and analysis workflows
Netflix / Netflix.Shop
Head of Growth, Netflix.Shop
Mar 2022 - Jul 2024I was brought in to lead growth for Netflix's official DTC commerce business, owning acquisition, lifecycle, CRO, product-launch marketing, reporting, and experimentation for Netflix.Shop.
Beyond Netflix.Shop, I advised teams across Streaming, Live Experiences, Consumer Products, Tudum, and Payments, including helping establish the playbook for relaunching global acquisition for Netflix Streaming across 11 countries.
DTC CommerceGlobal AcquisitionCROLifecycle
6-fig → 8-figNetflix.Shop revenue
$6M/moStreaming media budget managed across 11 countries
3–9xIncremental ROAS
Veestro
VP, Marketing
Aug 2021 - Jan 2022Veestro was a plant-based meal delivery brand navigating the post-iOS 14.5 acquisition environment. I joined as VP Marketing to rebuild acquisition economics and broaden the brand beyond a saturated vegan-first audience.
The full-time mandate combined brand repositioning, paid media, Shopify/CRO work, segmentation, retention, affiliate, PR, influencer, and organic channel refreshes.
Food SubscriptionAcquisitionRebrandRetention
$300+ → $120CPA reduction
+1 monthRetention extension
<90 daysCPA and retention gains realized
Five Four Group / Menlo Club
Director, Growth
Jul 2016 - Aug 2021I joined Five Four Group / Menlo Club as Growth Marketing Manager and was promoted to Director of Growth, moving from paid acquisition ownership into broader marketing and growth leadership for a portfolio of DTC apparel companies.
The role expanded across acquisition, CRM/lifecycle, retention, funnel strategy, creative testing, merchandising/customer experience, team building, and a major multi-year subscription relaunch where I served as GM of the monthly-to-quarterly model transition.
SubscriptionLifecyclePaid AcquisitionTeam Building
$8M → $65M+Revenue scale
-52%Churn reduction
+$90LTV increase
adMixt
Growth Consultant
Feb 2015 - Jul 2016adMixt was a performance-marketing agency where I worked across paid acquisition and media strategy for e-commerce and consumer clients.
I managed $750K+ in monthly media spend while supporting strategy, optimization, reporting, and product/feature development for the FlightPlan self-serve platform.
Performance MarketingPaid AcquisitionProduct RequirementsMedia Strategy
$750K+Monthly media spend managed
5+E-commerce client accounts
2015Facebook Innovation of the Year
adParlor
Senior Account Manager
Nov 2011 - Dec 2014adParlor was the first Facebook media agency in Canada and the early paid social foundation for my career, spanning Fortune 500 brands, media agencies, direct-response campaigns, and brand/awareness programs.
I managed paid social across mobile app acquisition, online sales, and in-store visit campaigns, while also leading the expansion of our partnership with Twitter Canada and bringing Twitter ads into the client portfolio.
Paid SocialPerformance MarketingPlatform PartnershipsClient Strategy
$1.5M+Quarterly media spend managed
80%+KPI targets achieved
20–25Client book of business
Sept 2025 - PresentMad Engine GlobalSVP, Growth
Mad Engine is a scaled licensed apparel and commerce business with marketplace complexity across Amazon, Walmart, Target+, TikTok Shop, retail media, merchandising, catalog quality, and analytics.
I lead the growth function as a full-time executive across a $120M+ e-commerce portfolio, with a mandate to improve marketplace performance, retail media efficiency, ownership, team rhythm, and the operating cadence needed to align cross-functional teams around commerce performance.
Marketplace GrowthRetail MediaMarketplace OperationsTeam Building
$120K → ~$720KTikTok Shop run rate
~8%MER improvement
120% / 130%Walmart / Target+ revenue goals achieved
Jul 2024 - Mar 2025Echo Base / PaxfulVP, Growth
Paxful was a global P2P fintech marketplace that was revived under Echo Base after a shutdown. I joined as VP Growth with a full-time mandate to rebuild the marketing and growth foundation after relaunch.
The role spanned acquisition, product-led growth, lifecycle, CRM, dormant-user reactivation, organic marketing, compliance-sensitive messaging, and practical AI-enabled workflows for a global marketplace environment.
Fintech MarketplaceLifecycleReactivationAI Workflows
150+Countries served
~$3MCumulative paid media
AI-enabledCopy, targeting, CRM, and analysis workflows
Mar 2022 - Jul 2024Netflix / Netflix.ShopHead of Growth, Netflix.Shop
I was brought in to lead growth for Netflix's official DTC commerce business, owning acquisition, lifecycle, CRO, product-launch marketing, reporting, and experimentation for Netflix.Shop.
Beyond Netflix.Shop, I advised teams across Streaming, Live Experiences, Consumer Products, Tudum, and Payments, including helping establish the playbook for relaunching global acquisition for Netflix Streaming across 11 countries.
DTC CommerceGlobal AcquisitionCROLifecycle
6-fig → 8-figNetflix.Shop revenue
$6M/moStreaming media budget managed across 11 countries
3–9xIncremental ROAS
Aug 2021 - Jan 2022VeestroVP, Marketing
Veestro was a plant-based meal delivery brand navigating the post-iOS 14.5 acquisition environment. I joined as VP Marketing to rebuild acquisition economics and broaden the brand beyond a saturated vegan-first audience.
The full-time mandate combined brand repositioning, paid media, Shopify/CRO work, segmentation, retention, affiliate, PR, influencer, and organic channel refreshes.
Food SubscriptionAcquisitionRebrandRetention
$300+ → $120CPA reduction
+1 monthRetention extension
<90 daysCPA and retention gains realized
Jul 2016 - Aug 2021Five Four Group / Menlo ClubDirector, Growth
I joined Five Four Group / Menlo Club as Growth Marketing Manager and was promoted to Director of Growth, moving from paid acquisition ownership into broader marketing and growth leadership for a portfolio of DTC apparel companies.
The role expanded across acquisition, CRM/lifecycle, retention, funnel strategy, creative testing, merchandising/customer experience, team building, and a major multi-year subscription relaunch where I served as GM of the monthly-to-quarterly model transition.
SubscriptionLifecyclePaid AcquisitionTeam Building
$8M → $65M+Revenue scale
-52%Churn reduction
+$90LTV increase
Feb 2015 - Jul 2016adMixtGrowth Consultant
adMixt was a performance-marketing agency where I worked across paid acquisition and media strategy for e-commerce and consumer clients.
I managed $750K+ in monthly media spend while supporting strategy, optimization, reporting, and product/feature development for the FlightPlan self-serve platform.
Performance MarketingPaid AcquisitionProduct RequirementsMedia Strategy
$750K+Monthly media spend managed
5+E-commerce client accounts
2015Facebook Innovation of the Year
Nov 2011 - Dec 2014adParlorSenior Account Manager
adParlor was the first Facebook media agency in Canada and the early paid social foundation for my career, spanning Fortune 500 brands, media agencies, direct-response campaigns, and brand/awareness programs.
I managed paid social across mobile app acquisition, online sales, and in-store visit campaigns, while also leading the expansion of our partnership with Twitter Canada and bringing Twitter ads into the client portfolio.
Paid SocialPerformance MarketingPlatform PartnershipsClient Strategy
$1.5M+Quarterly media spend managed
80%+KPI targets achieved
20–25Client book of business
Consulting and Advisory
Selective advisory work across consumer, DTC, subscription, and luxury brands.
Ocean is a subscription platform offering free 2-day shipping across 10,000+ Shopify brands. I advised on acquisition, retention, and growth strategy across consumer-facing and merchant-facing motions, helping connect DTC customer growth with the broader Shopify ecosystem.
Luxury jewelry brand where I supported paid acquisition strategy, conversion optimization, and homepage/landing page redevelopment to improve the path from brand discovery to digital commerce conversion.
Luxury headwear brand selling through retail and e-commerce. I advised across conversion optimization, landing page development, CRM/email flows, abandoned-cart recovery, and payment-provider improvements to strengthen the purchase journey.
Mission-driven headphone and speaker brand that contributes a portion of sales toward hearing aids for people in developing countries. I supported paid acquisition and landing page testing while balancing commerce performance with social-impact positioning.
Ocean / Yotpo
Ocean is a subscription platform offering free 2-day shipping across 10,000+ Shopify brands. I advised on acquisition, retention, and growth strategy across consumer-facing and merchant-facing motions, helping connect DTC customer growth with the broader Shopify ecosystem.
Jason of Beverly Hills
Luxury jewelry brand where I supported paid acquisition strategy, conversion optimization, and homepage/landing page redevelopment to improve the path from brand discovery to digital commerce conversion.
Keith James
Luxury headwear brand selling through retail and e-commerce. I advised across conversion optimization, landing page development, CRM/email flows, abandoned-cart recovery, and payment-provider improvements to strengthen the purchase journey.
LSTN Sound Co.
Mission-driven headphone and speaker brand that contributes a portion of sales toward hearing aids for people in developing countries. I supported paid acquisition and landing page testing while balancing commerce performance with social-impact positioning.
Resume and Contact
Interested in the full resume? Start here.
Reach out about full-time leadership roles, selective advisory work, or a deeper review of my experience.