VP Marketing (fmr. Senior Director of Marketing)
Commercialize the whole business.
When I joined Electrolit in December 2022, the business was at $300M ARR — real consumer demand, strong distribution, and a product that worked. What didn't exist was a marketing function. No FTE marketing hires. No department infrastructure. No commercialized product extensions in-market. The brand was running on inertia and distribution momentum, not a built system.
The mandate wasn't to run campaigns. It was to build the entire function from zero while simultaneously commercializing new product lines — with no playbook, no team, and no time to ramp slowly.
Built the marketing department from zero. Came in as the first FTE marketing hire and built the function to nearly twenty people — brand, field marketing, digital, creative, and trade. Every role designed, recruited, and onboarded in a scaling business environment.
Stood up integrated marketing infrastructure. Built the operating model, agency relationships, budget architecture, and cross-functional workflows that didn't exist when I arrived. This was not inheriting a department — it was designing one.
Commercialized Multipacks end-to-end. Led the full value chain work for Multipacks — packaging architecture, manufacturing alignment, retail GTM, pricing strategy, and launch execution. From internal concept to in-market product.
Commercialized Powders end-to-end. Same scope on Powders — a meaningfully different product form that required new supply chain logic, new retail positioning, and a new consumer entry point for the brand.
Scaled the marketing budget from $25M to ~$60M. Not just managing a larger number — rebuilding the allocation model to match a business that was structurally different at $700M than it was at $300M.
$300M → $770M ARR during tenure — a business more than doubled in scale.
Two new product systems commercialized and in-market: Multipacks and Powders, both built end-to-end from value chain through shelf.
Marketing department standing at ~20 FTEs with a $25M → ~$60M budget range — built from zero to a functioning, integrated department.
Promoted to VP Marketing in March 2026, reflecting cross-functional leadership and P&L impact across the tenure.
The Electrolit engagement required building the function, the team, the product system, and the commercial infrastructure simultaneously — not sequentially. That is not a marketing leadership job. It is a general management job inside a marketing structure. The brands that need this kind of operator are the ones growing faster than their organizational infrastructure can support. Electrolit was exactly that brand.
Whether you’re building something, running something, or thinking about what’s next — I’m worth a conversation.