past projects
PopSockets 2.0
2022-2024Transformed PopSockets from phone grip maker to tech accessory leader. Launched MagSafe ecosystem and drove 110M TikTok views through organic product storytelling. Built scalable creative testing framework across Meta, TikTok, and YouTube while rebuilding the marketing engine for efficient, engaging growth.
Zwift
2021-2022Revolutionized athlete engagement by rebuilding Zwift's CRM from generic alerts to personalized training journeys. Implemented data-driven motivation across apps, email, and SMS - driving higher training completion and retention through FTP-based prompts and targeted community challenges.
PopSockets 1.0
2019-2020Led digital transformation from phone accessory to global brand. Built multi-channel growth engine optimizing Facebook's CPM golden age, high-intent Google traffic, and strategic Amazon presence. Created D2C infrastructure with working personalization and converting customer journeys. Launched viral collaborations and scaled authentic influencer partnerships.
Rastaclat
2017-2019Drove 300% YoY DTC growth by transforming bracelet buyers into community members. Built comprehensive digital presence with new site experience and strategic email marketing. Created scalable lifestyle brand playbook focused on authentic storytelling and value-driven loyalty programs.
ROKA
2015-2017Established premium positioning in performance eyewear and gear markets. Built digital infrastructure handling diverse product lines while scaling efficient paid media through precise audience targeting. Created technical content that demonstrated product value to both Olympic and amateur athletes.