Structure behind the vision. Leadership for the scale.
I partner with founders, CEOs and boards of consumer and purpose-led brands to build the operating model, leadership team and commercial engine that growth demands. Fifteen years of building inside lululemon, Saje and Native Shoes, and as an interim executive for the founder-led companies that come next.
years building and scaling consumer brands, from global retail to founder-led start-ups
retailers onboarded to a B2B platform launched at Native Shoes
new national accounts opened in Canada after bringing sales in-house
new markets opened for development as interim VP: Japan, the Philippines and Ontario
Corporate-trained. Entrepreneur-proven.
Most founders don't need someone to tell them how to run their business. They need an operator who can turn what's in their head into a structure the whole company can run on.
That's the work I do. I put the right people in the right seats, set clear direction and build the systems, reporting and rhythm that let a leadership team execute without the founder holding every thread.
I've done it from inside a global brand and from the chair of an interim executive. I know what good looks like at scale, and I know what it takes to get there with limited time and capital.
Executive capacity, without the full-time hire.
Engagements are built around what the business needs now: an embedded operator, a time-boxed turnaround, a growth plan or a seat at the table.
Fractional COO
An embedded operating partner for the CEO. I own the operating model so you can lead the company.
- Organizational design, hiring plans and leadership development
- Annual operating plan, budgets and KPI cadence
- Cross-functional alignment across sales, marketing and operations
Turnaround & Stabilization
Hands-on leadership when a business needs to reset: cost control, financial clarity and a commercial structure that holds.
- Agency, vendor and role rationalization
- Finance build-out with fractional CFO partners
- Portfolio and channel reset
Revenue & Go-to-Market
Sales, partnerships and channel strategy built from experience running global sales and in-housing North American distribution.
- Wholesale, retail and B2B channel strategy
- Sales team structure and compensation models
- Revenue and cash-flow mapping
Board & Advisory
An operator's perspective on growth, people and execution for boards and advisory councils of consumer, retail and sport organizations.
- Independent and advisory board seats
- Growth and operating-plan review
- Leadership and succession perspective
Results that show up on the P&L and the org chart.
A few of the mandates that shaped how I work, from turnaround to global sales to partnerships on an Olympic stage.
Led a turnaround that set the business up for sustainable growth and future exit options.
- Built the company's first annual operating plan and a 12-month marketing budget with a fractional CFO
- Rebuilt the leadership team and formalized management across operations and the cider house
- Reduced legacy costs by off-boarding underperforming agencies and roles, and streamlined the portfolio
- Opened early-stage business development in Japan, the Philippines and Ontario
Brought North American sales in-house and built the channel strategy for global growth.
- Opened nine new national accounts in Canada
- Launched a B2B platform serving more than 550 retailers
- Led internal sales, external agencies and international distributors; contributed to go-to-market and product-lifecycle strategy
Ran university and national-team partnerships across North America during an era of global expansion.
- Partnerships including Volleyball Canada and the Toronto Blue Jays
- Athlete programs for the 2015 Pan Am Games and 2016 Olympic Games
- Forecast product orders and set sales targets with the product team
I bring structure to vision, and help people move through roadblocks.
My career started on the floor at lululemon and grew through community, partnerships, recruiting and team programs during the brand's global rise. From there I led strategic partnerships at Saje Natural Wellness and global sales at Native Shoes.
Since 2023 I've worked as an operating partner to founder-led companies, including an interim VP mandate at Lass Chance Beverage Co., advisory work with Cargo Crew, and building the business behind SHIFT27 The Athlete Hub, a hockey athlete development organization.
The common thread is people. Strategy only works when the team can carry it, so I build the structure, the leaders and the rhythm that make a plan real.
An operator in the boardroom.
Boards are strongest when they include someone who has built the machine. I bring hands-on experience in consumer growth, go-to-market and organizational design to the governance table.
Consumer & retail growth
Global brand building across apparel, wellness, footwear and beverage.
Go-to-market
Wholesale, B2B, partnerships and international distribution.
People & organization
Leadership hiring, team design and talent systems from a background in executive recruiting.
Turnaround discipline
Operating plans, cost control and financial governance under pressure.
Fifteen years, four industries, one through-line.
Every role added a layer: community, partnerships, people, sales, then the full operating picture.
From the founder's head to a company that runs on its own.
Every engagement follows the same arc, scaled to the size of the business and the time we have.
Diagnose
Interviews, numbers and a clear read on what's working, what's stuck and why.
Structure
The operating plan, org design and priorities, agreed with leadership.
Build
Hiring, systems, reporting and cadence put in place and run alongside the team.
Hand off
Leaders own the plan. I step back to an advisory role or out entirely.
Ready to scale with structure?
Whether you're a founder hiring your first operating executive or a board looking for an operator's voice, one conversation will tell us if there's a fit.