Experience

Crafty Counter

• United States
• Food and Beverage Services
• 1 - 100 Employee

• Director Of Operations

  • Jul 2022 - Present

  Leading the development, commercialization, and go to market of the category defining, plant-based hardboiled "eggs", WunderEggs. Managing R&D, manufacturing, co-man onboarding & management, and QA/QC design of new product commercialization in new product development stage gate methodology. Developing and manufacturing complex, two-part hydrocolloid matrix product. Implemented custom MRP, designed new manufacturing equipment/process, and mission critical projects. Leading the development, commercialization, and go to market of the category defining, plant-based hardboiled "eggs", WunderEggs. Managing R&D, manufacturing, co-man onboarding & management, and QA/QC design of new product commercialization in new product development stage gate methodology. Developing and manufacturing complex, two-part hydrocolloid matrix product. Implemented custom MRP, designed new manufacturing equipment/process, and mission critical projects.



Moxy Unlimited, Inc.

• Product & Operations

  • 2021 - 2022

  Pre-launch startup bringing CPG expertise and experience to the legal cannabis industry to lead the next inevitable phase of industry maturation and mainstreaming. Aiming to introduce new and casual cannabis consumers to more approachable and disruptive edible products never before seen in the industry. Focusing on fast-acting/onset, microdosable, highly-technical (nearly impossible for competitors to copy), and yet familiar and favored products. Pre-launch startup bringing CPG expertise and experience to the legal cannabis industry to lead the next inevitable phase of industry maturation and mainstreaming. Aiming to introduce new and casual cannabis consumers to more approachable and disruptive edible products never before seen in the industry. Focusing on fast-acting/onset, microdosable, highly-technical (nearly impossible for competitors to copy), and yet familiar and favored products.



Fuller Foods

• United States
• Food Production
• 1 - 100 Employee

• Chief Executive Officer

  • 2013 - 2020

  The cheesiest and most unique cheese puff CPG snack company with super long puffs made with super clean label, non-GMO ingredients, including Bob's Red Mill corn, real PNW hormone-free cheese, and absolutely no additives whatsoever e.g. yeast, maltodextrin, "natural flavors", etc. Six SKUs (plus 3 more in development), 1500+ retailers, in 6 countries. Good Food Awards winner in 2019 and finalist in 2020. Organically featured in Specialty Food Magazine, MSN, The Today Show, Portland Monthly, Seattle Met, Whole Foods trends report 2019, and many more.Led and managed operations, product development, growth strategy, supply chain/sourcing, packaging, distribution, QA/QC/compliance, and SOP/process design/training. Initially launched with a self built industry first and exclusive small scale extrusion factory with custom and modified equipment and processing flow. Improved capacity by 150% and reduced COGS by 15%. Later outsourced and worked with multiple co-manufacturers to further scale volume, driving down COGS by another 10%. Negotiated co-man contracts for favorable terms and most favored nation status.



La Marzocco

• Italy
• Machinery Manufacturing
• 200 - 300 Employee

• Director of Marketing & Business Development

  • 2011 - 2012

  Led national marketing strategy and worked in tandem with the sales team to drive a further 39% sales increase. Created a new pricing model, increased brand equity, and improved profit margin by 4%pts. Analyzed sales data, competitive intelligence, and market research, leading to initiatives on margin requirements, customer behavior, business opportunities, and improved customer retention. Developed new website to improve brand marketing, social media, and process automation. Managed 2 marketing staff and cross collaborated with sales, product management, and international colleagues.

• Director of Marketing

  • 2009 - 2011

  Helped to relaunch La Marzocco in the USA market, post Franke/ESI distributorship. Developed and led marketing strategy and revitalized the brand, leading to an increase in YOY sales by 33%. Led the launch and marketing of the new flagship product, Strada EP, to reaffirm market leadership. Worked with Product Management to develop a more approachable variant, the Strada MP, that became the company best seller. Worked with industry leading thought leaders to validate and promote the new machines.Led strategic initiatives, internal management consulting, and biz ops. Managed marketing budget, trade events, lead user marketing, social media, sponsorships, product placements, and advertising. Analyzed sales data and produced ongoing sales reports, recommendations, forecast, and budgeting. Revamped the pricing structure, resulting in improved product positioning, margin maintenance, and sales.



Franke Coffee Systems

• Switzerland
• Food and Beverage Services
• 200 - 300 Employee

• Assistant Manager

  • 2006 - 2009

  $100M Seattle subsidiary of the $3B Franke Group. Served and worked in lockstep with the company President and Executive Team, with roles and responsibilities spanning across all departments, functions, and international borders. Managed mission critical projects and duties outside the purview of typical departments. Supported the management team with internal management consulting, analytics, cross-functional project management, and corporate reporting. Helped to build the national infrastructure to support product rollout with McDonald's and other national key accounts. Analyzed data for performance tracking, profitability, forecasting, and budgeting, and worked with Sales team in developing key account programs and sales & marketing tools. Designed and implemented corporate risk management program and full compliance. Supervised company performance with Balanced Scorecard, KPI tracking, and other corporate evaluation tools.



Caffe Vita Coffee Roasting, Inc.

• Project Manager

  • 2005 - 2006

  The gateway to my specialty coffee career. Provided management support, sales analytics, project management, and marketing support. Developed and managed marketing collateral, website, gift box program, and branding. The gateway to my specialty coffee career. Provided management support, sales analytics, project management, and marketing support. Developed and managed marketing collateral, website, gift box program, and branding.