Sep 2019 to Present

Founder and Principal, Catwalk Advisory

Lead marketing strategy and commercial execution for a concurrent portfolio of clients spanning consumer, B2B, and service-sector markets. Under contract to a nationally distributed consumer brand, designed the reseller sell-in kit: a mailed folder holding sample products, a price sheet, product and customer catalogs, and info cards, which flips into a pop-out counter display with reorder and reseller-signup codes on the front. Built the reseller intro kit that activated new partners at the shelf, with pre-designed ads segmented by customer moment, ad stands, window clings, branded magnetic cards, and a fold-out product reference chart organized by body system rather than by SKU. Built the launch kit that shipped with every new product, including a training manual, training videos, a product catalog, and an instructional insert, so the channel could sell new items from day one. Designed and wrote the 46-page, 35-product retail catalog used as both a customer take-away and a counter reference, and produced the product video for the brand’s Amazon listings. Developed an evidence-based organizational diagnostic applied with leadership teams across three industries to identify the leadership, operational, and marketing barriers holding back growth. Advise on brand consistency and the operating systems that keep execution consistent as companies grow, including managing relationships with outside creative agencies and vendors.

Feb 2024 to Aug 2024

Business Launch and Operations Consultant, Dukatz Logistics, LLC

Wrote the business, marketing, sales, and pricing plans for a transportation startup launching from nothing, then built the infrastructure to run them: formation, brand, website, CRM, invoicing, accounting, and executive reporting. That infrastructure let the founder focus on customer acquisition. The company captured more than 250,000 dollars in revenue within its first six months.

Feb 2022 to Jun 2022

Marketing Coordinator, Vitality IO, Inc.

Supported cross-functional marketing for a B2B SaaS platform serving utilities management and energy billing, coordinating customer communications, web content, vendor relationships, and sales materials.

Apr 2004 to Sep 2019

Marketing Specialist and Customer Service Lead, Amber NaturalZ

Fifteen years inside a nationally distributed consumer brand in Tooele, Utah. Started in customer service in 2004 and added marketing in 2009, leading both functions, managing and developing a team alongside an external reseller network. Owned the reseller channel end to end: partner onboarding, training, and the product-education and selling materials the channel ran on, so independent retailers could carry the product story without direct support. Translated product and formulation detail into plain-language selling points retailers could use at the shelf, while holding every claim to FDA and NASC requirements for labeling and marketing materials. Planned and coordinated trade shows and community events where resellers and end customers met the brand directly, and designed the customer experience from first contact through ongoing support. Delivered paid media across Google Ads, Meta, LinkedIn, Pinterest, and Hulu at a $3.87 CPM against a roughly $13 industry median. The brand became a Catwalk Advisory client immediately following the transition, with no gap in between. Reseller kit, retail catalog, and Amazon video work were done later under contract through Catwalk Advisory.