LATEST WORK - 2022 - 2024 HOKA X IRONMAN & HOKA X UTMB WORLD SERIES
I helped create the HOKA brand after a career spanning advertising and marketing roles in both the US and UK, working with cross-brand (and cross-national) teams, leading initiatives and running people and campaigns.
I opened my ad agency’s first US office, where I collaborated with icons like Peter Moore at adidas. Later, with an improbable side hustle, I bootstrapped an award-winning and sustainable consumer product, which found its way into the
Smithsonian National Museum of Design.
I now work upstream of growth and brand decisions, focusing on judgment, restraint, and long-term credibility. My role is to reduce risk before it becomes cost by deciding what not to formalize, narrate, or chase as scale applies pressure.
I’ve spent my career helping heritage and performance-led brands grow without over-explaining what made them trusted in the first place. When this work is successful, decisions stick longer, fewer initiatives need fixing, and the brand
feels bigger without sounding louder.
2015—TO DATE
HOKA: Global Brand Steward
BRIEF
Developed brand/creative strategy, athlete and creative team relationships and marketing for the pinnacle partners of the fastest growing performance running shoe company since Nike.
OUTCOME
I was been HOKA’s global brand steward since 2016. Actively created 100+ brand-reflecting storylines that bring out the ambition, authenticity and humanity of athletes at all levels. Before managing all aspects of creative strategy and development for key marketing partnerships including IRONMAN and UTMB.
2014—2015
DripDrop Hydration: Brand Steward/Strategist
BRIEF
Help company hire a top level ad agency. Lead briefing of agencies and manage review process.
OUTCOME
Created Drip Drop’s brand strategy, before being hired as Creative Director to create and run internal agency.
2012—2014
Blu Kicks: Creative and Brand Strategy Consultant
BRIEF
Help a new anonymous shoe brand in one of the most crowded, competitive markets, with little budget.
OUTCOME
Developed singular brand strategy, resulting in unique voice and positioning. Established creative direction and tone of voice. Helped triple sales year on year.
2011—2012
Duvel: Creative Consultant and Brand Strategist
BRIEF
Help bring esoteric high end beer brand to a wider retail and consumer audience.
OUTCOME
Identified new consumer, and established brand strategy and tone of voice. Increased awareness and retail interest significantly.
2004—2014
Jimi Wallet: Inventor and Entrepreneur
BRIEF
Design a sustainable, US made, everyday product, for people who want an alternative to bulky wallets.
OUTCOME
An award-winning, financial projection-busting, Cradle to Cradle approved, and New York Times heralded accessory called Jimi.
NEW YORK TIMES | ALL THE WALLETS | GEAR JUNKIE
2000—2001
Teva: Agency Founder,
Co-Creative Director
BRIEF
Help revitalize the Teva brand to compete with new competitors in rapidly changing marketplace.
OUTCOME
Our small agency became Teva’s de facto marketing department, establishing marketing strategy, developing advertising and targeting new consumers.
2000—2001
Dr. Martens, Agency
Co-Creative Director
BRIEF
Create communication to help Dr. Marten establish the brand in the industrial/work boot category.
OUTCOME
Reevaluated the brand to create a very focused and relatable ad campaign with legs.
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