I'm a growth and performance marketing executive based in Winston-Salem, NC, with a career built around one thing: building marketing organizations that drive measurable, scalable results.

Today I lead performance marketing at barre3, a national franchise brand with 200+ studio locations across 45 states. My work spans paid media, SEO, lifecycle marketing, social, and digital product — connecting national brand strategy to local franchisee execution across a complex, multi-market system. It's the kind of full-funnel, cross-functional role that demands both strategic thinking and the operational depth to back it up.

 

Before barre3, I spent three years at Flow Automotive leading digital marketing across 53 dealerships and 48 websites with $20M+ in P&L ownership. I built the team from 3 to 12, implemented a CDP-driven media infrastructure, launched a Local SEO program that drove 30% growth in non-brand organic sessions, and cut cost-per-lead by 18% through attribution-led reallocation. Multi-location marketing at that scale teaches you things no playbook can.

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Earlier in my career, I helped scale the Hanesbrands Amazon business from $60M to over $170M — building retail media programs, demand planning systems, and brand store infrastructure from the ground up. And before that, I managed the Marlboro brand at Altria, where I developed a deep appreciation for enterprise governance, data-driven CRM, and what it means to steward a brand with real stakes.

 

My expertise spans franchise marketing strategy, performance marketing, and the technology infrastructure — CDP, CRM, CMP, and Web/App — that makes growth repeatable and transparent. I've owned budgets, built teams, managed agency relationships, and connected spend to revenue across industries most marketers will never touch.

 

This site is a place to share how I think about marketing, document the work, and connect with others navigating similar challenges.