Knoxville, Tennessee, United States
Strategic marketing leader with 25+ years of leadership across B2B, B2C, and D2C channels—known for driving top-line growth, brand transformation, and marketplace innovation. I’ve led initiatives across ecommerce, retail traffic strategy, supplier monetization, and digital content at scale. With 12+ years in the automotive aftermarket, I’ve built deep relationships with top suppliers and manufacturers and helped reshape customer engagement for major brands like AutoZone, Highline Warren, Malibu Boats, and Driven Brands. I’m passionate about blending research-driven strategy with creative execution to create measurable results—whether launching new brands, leading rebrands, or scaling digital platforms.
Launched and led marketing strategy for DrivenAdvantage.com—one of the fastest-growing B2B marketplaces in the automotive aftermarket. Oversaw digital merchandising, supplier advertising, and campaign execution across a 100,000+ SKU platform serving independent repair, collision, paint, and glass segments. Developed new revenue streams through supplier-funded advertising and co-branded marketing campaigns Enhanced shopper experience with optimized merchandising tools, boosting AOV and reducing cart abandonment Produced branded video content and monthly promotional assets to drive engagement and sales Collaborated cross-functionally with UX, product, IT, and sales teams to execute conversion-driving enhancements
Served as marketing lead during significant M&A growth, integrating eight legacy brands into a unified national identity. Built and scaled e-commerce and omnichannel strategies to support 27,000+ SKUs across automotive, quick-lube, and retail channels. Directed rebrand and launch of two e-commerce platforms (ServiceChamp.com & ShopHighlineWarren.com) Managed team of 8 across design, events, ecommerce, and project management Produced 30+ product videos and 100s of digital assets to support launches and promotions Spearheaded GTM campaigns, trade show activations, and monthly content calendars to accelerate brand visibility and category adoption
Co-founded and led marketing for a marine safety startup, blending wholesale and e-commerce strategies to grow brand presence and retail distribution. Developed go-to-market strategies spanning ecommerce, retail distribution, and regional dealer networks to launch new marine safety products. Built omnichannel go-to-market plans for national and local marine safety retailers Directed all creative, advertising, and digital initiatives for initial product launch
Executive team member overseeing all marketing for Malibu and Axis Wake across North America. Drove brand strategy, digital content, and athlete partnerships to reinforce market leadership in the performance towboat space. Repositioned brand through research-backed value proposition, boosting dealer engagement Managed annual 14-day photo/video production with 12+ boat models, celebrity talent, and pro athletes Oversaw social and influencer strategy; scaled in-house video production to 20+ assets annually Built and managed professional athlete programs (NASCAR, UFC, country music artists)